What is a Unique Selling Proposition?
The Entrepreneur.com encyclopaedia defines a USP as:
“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.”
Your unique selling proposition is what makes your business different from everyone else in your market. Your USP will attract your ideal clients like bees to honey. Some businesses are fortunate and do not have much competition, so they are the obvious choice, but in industries where there is a lot of competition it’s a vital area to focus on.
In my experience, businesses that really do well with weaving their USP through their messaging are the businesses whose USP aligns with their core values.
At Satnat we pride ourselves on being dedicated to heart centred sales.
This has become our USP. We do not sell, we build relationships. We see our clients as real people and we get to know their needs and how we can best help them. They are not just another sale to us. It’s all about matching their requirements and desired outcomes to what we have to offer. In many industries there can be a lot of hard selling, where other businesses will take on a client just to make a sale, regardless if they can help the client or not.
We stand by our client’s success is our success. So, we go out of our way to ensure that our clients succeed.
We’re not a faceless agency, and we are not interested in profit before ethics. We don’t sell products or services we don’t believe in and we most definitely not into spammy messages, cold calling or anything else that annoys people.
As a result we have attracted our ideal clients. This means that we get to work with lovely people who are aligned with our values and really appreciate the work we do. Over the last few years, we have not had to hustle for clients, or compromise on who we work with, as happy client, like ours have become our champions. This has meant that we have been fortunate to work with some of our clients for years (and counting).
I hope you are seeing the value of having a USP and weaving it through everything you do in your business.
As Seth Godin put it: “Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they’re the ones that are going to spread the word for you.”
Sadly, so often businesses struggle identifying what their true USP actually is. It is your job to assist your client in making your business the obvious choice to work with, by showing them your unique selling proposition in everything you do. You want to be different and memorable enough, that your ideal clients can see exactly what your business has to offer that the competition doesn’t.
So how do you go about increasing your visibility and making a name for yourself. Here are 7 tips that you can implement, starting today in your business.
1. Ensure that your marketing messages shine a light on your values
2. Know your target audience and their needs
3. Come up with 3 of the biggest benefits your clients will get from working with you (make sure that you can communication this with clarity, ease and confidence)
4. Highlight past successes
5. Show your personality
6. Be consistent in all that you do
7. Choose to make your brand relatable over the “superstar” image (I have an article Showing up as your authentic self if you need some help or inspiration)
Now it is your turn. What is your USP? Let me know in the comments. If you are feeling stumped at figuring this out, check out my Supercharge 60 session designed to help you.
Book a complimentary call here to have a chat with me to see if this is something we can implement into your business.