What is a USP — unique selling proposition?
Definition: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. (source: Entrepreneur Small Business Encyclopedia)
Okay, now that we have the official definition, what exactly does it mean? Let’s break it down:
The factor or consideration… the single most important thing about your business, product, service, experience, history etc that is unique to your business and sets you apart from your competitors…
…presented by a seller… and you are communicating this message about your distinctive product or service to your potential customers…
…is the reason that one product or service is different from and better than that of the competition… and your exceptional and distinctive product or services is why customers should make purchases from YOUR company, and not your competitors.
USP requires soul searching
It’s not easy to come up with a USP; it requires time and thought and an honest examination about who you are and what you do and what you offer and who your market is.
USPs may change over time as your company changes or as you fine-tune it. I thought long and hard about my own USP. I had to think about who were my clients and what did they need from me and could I meet and exceed their expectations.
Well, my clients are small businesses and organizations. They are not techy or on top of all that is happening on the world wide web. Why should they be? They have their own businesses to take care of.
To my clients a website is an investment. They want to feel confident and comfortable that their time, money and effort is respected by their web designer, and that their website will do all they need it to do. It can be a scary proposition.
And so became my USP and subhead for Signature Graphic Design:
Nervous about building a new website
for your small business?
We’ll put you at ease by taking time to learn about your company,
your industry, and your vision for the site.
Your professional site will look great, work well, and attract visitors.
Our goal, like yours, is to create a successful website that will grow your business. We make it easy!
GoDaddy Blog and your USP
I was inspired to write this post after reading a truly excellent article by Lisa Stambaugh on the GoDaddy blog. I would encourage you to read Lisa’s article. It is an easy to read article and you will get a whole lot out of it. There is also a worksheet available that Lisa developed to help you on your journey.
Your USP becomes the guiding force in your company’s processes — it is something you live and breath by, like your mission statement.
Enjoy the journey — it is worth every minute you put into it.