How to Make Your Business Stand Out
Written By Zel McGhee, ASBC®
Every small business has something that sets it apart—a unique trait, value, or experience that keeps customers coming back. That’s where the concept of a USP (Unique Selling Proposition) comes in.
But what exactly is a USP, and how can you create one for your business? Let’s break it down.
Understanding a USP
A Unique Selling Proposition is the essence of what makes your business different. It’s the answer to the question: “Why should customers choose you over the competition?”
Your USP should:
Highlight a unique benefit or feature of your product or service.
Be compelling enough to influence buying decisions.
Be clear and easy to understand.
Think of famous examples:
FedEx: "When it absolutely, positively has to be there overnight."
Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."
Why Your USP Matters
In a crowded marketplace, your USP:
Differentiates your business from competitors.
Helps define your marketing message.
Attracts your ideal customer.
Without a clear USP, potential customers might not understand why they should choose you. Worse, they might default to a competitor.
How to Craft Your USP
Follow these steps to create a USP that resonates:
Know Your Audience
Who are your customers?
What are their pain points, and how can your business solve them?
Analyze the Competition
Study competitors in your area or niche. What are they offering? What gaps can your business fill?
Highlight What You Do Best
Identify your strengths—whether it’s exceptional customer service, a unique product feature, or a standout experience.
Make It Tangible
Use specific, measurable language: “Handmade soaps crafted with 100% organic ingredients.”
Keep It Concise
Your USP should be one sentence that’s easy to remember and repeat.
Putting Your USP to Work
Once you’ve nailed down your USP, use it everywhere:
On your website and business cards.
In your social media posts and email campaigns.
As a foundation for your elevator pitch.
Your Turn
What makes your business unique? Spend 15 minutes today brainstorming your strengths and how they solve your customers’ needs.
If you already have a USP, share it with your team and ask: “Does this truly set us apart?” Adjust if needed.
Final Thoughts on What is a Unique Selling Proposition?
Your USP isn’t just a slogan; it’s a promise to your customers. When done right, it becomes the heartbeat of your brand, something customers will remember and trust.
What’s your USP? Share it in the comments below! Let’s inspire each other.
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