Analyze Your Market
First you should look at your competitors. What are their biggest selling points? Why do people go to them? What you need to do is figure out what needs those businesses are meeting, what their USPs are, before you can determine what you should do. Think about what the voids in the marketplace are. Your competition might have several strengths, but they also will have areas of weakness, and those are the areas where you’ll be able to most easily differentiate yourself from them.
Make the Promise
Once you know what needs are not being met by your competitors, you can carve out your own niche. There are many options. Here are some possible Unique Selling Propositions that you could use:
- Broader Selection
- Bigger Discounts
- More Convenient Location, Shopping, and Delivery
- More Effective Customer Service
- Better Warranties and Guarantees
- Faster Service
- Higher-Quality Products
The most important part of a Unique Selling Proposition, though, is coming through. It’s not enough to tell people that you’re the best in a certain category; you actually have to be the best. Don’t pick a USP if you’re not able to follow through on all the promises you make. If you promise better service, better prices, or better products, then don’t just advertise it: Do It. Customers need to know that you mean what you say, and that you’ll come through on your promises. If you do that, then your USP will be self-reinforcing as your business develops a reputation for excellence in its chosen specialties. If you fail, though, then your USP will work against you—no one likes it when companies break their promises.
If you give customers a clear reason why they should choose to give you their business, then you’ll gain the benefits of a positive public image, and gain a profound advantage over competitors who haven’t articulated a Unique Selling Proposition.