Every successful brand has something that makes it stand out—something that sets it apart from the competition. This ‘something’ is known as a Unique Selling Point (unique selling point). It’s the spark that makes your business memorable and drives customers to your door. unique selling points can also be used to differentiate products from others on the market. But how do you uncover this spark for your own business? This guide will help you find the unique qualities that make your brand shine.
What Is a Unique Selling Point?
A Unique Selling Point, sometimes known as a Unique Selling Proposition or USP, is a feature, benefit, or aspect of your product or service that sets it apart from others in the market. It answers the question, “Why should someone choose your business over another?”
For example, Tony’s Chocolonely sets itself apart through its ethical supply chain and the benefits it adds to the community. Screwfix offers delivery in 30 minutes, whereas competitor IronmongeryDirect offers next-day delivery up to 9pm. Similar unique selling point (delivery) but different executions. In the marketplace and retain industries, Amazon is dominated by having everything under one roof with an incredibly easy payment system. They also gave manufacturers easy storefronts to sell their products and tap into a pre-existing audience. Etsy set it’s marketplace apart from Amazon through offering and prioritising hand-made products. TOMS originally had the slogan of “For every pair you purchase, TOMS will give a pair of shoes to a child in need.” as they grew, but now they invest in a wider variety of charity projects. Patagonia’s unique selling point is that their hiking gear is more sustainable and are much higher quality, so while they are no where near the cheapest in their field, their unique selling point wins over customers who want to shop more ethically. So, you can see how very similar business models can target completely different customers.
Why Your Business Needs a Unique Selling Point
When customers purchase a product, they go through a series of steps known as the Buyer’s Journey. This is a key journey made up of several steps:
- Awareness – Customer becomes aware of a problem
- Research – Customer begins to research their problem to find products to help them.
- Consideration – Customer compares solutions for their problem
- Purchase – Customer buys the solution to their problem
- Loyalty – Customer becomes a repeat buyer
- Brand evangelism – Customer shares your brand with others.
Unique selling points help during the consideration phase. When your customer weighs up your business with others, the unique selling points will be what the customers look at, whether they know it or not. Someone who holds ethical values over all else will choose an ethical brand, like Patagonia or TOMs. Someone who desperately needs their item next day would not take this unique selling point into account. However, brands with strong, unique selling points also retain customers, and so when a customer wants to be loyal to a brand, they may choose your brand to stand up for its unique selling point.
A well-defined unique selling points offer several benefits:
- Clarity: It clearly states what your business stands for and offers. This clarity helps your customers understand exactly what they’ll get when they choose you.
- Competitive Edge: A unique selling point differentiates you in a crowded market, giving you a clear advantage over businesses that lack this focus.
- Customer Attraction: A clear, compelling unique selling point draws in the right customers—those who value what you offer.
Without a unique selling point, your business risks being absorbed by countless others, making it harder to attract and retain customers.
Steps to Find Your Business’s Unique Selling Point
1. Understand Your Audience
Your customers are at the heart of your unique selling point. They need to be what your audience wants. There’s no point in being the cheapest in a market where quality is vital. To create a message that resonates, you need to know their pain points, desires, and preferences.
- Learn from Your Audience: Interview or run surveys with customers and non-customers to understand their buying habits and what they look for in a product.
- Identify Pain Points: What problems do your potential customers face that your product or service can solve? Understanding these challenges will help you position your business as the solution.
- Know What Matters: Find out what factors are most important to your audience when choosing a product or service like yours. Is it speed, quality, price, or something else?
2. Analyse Your Competition
Understanding your competitors can help you identify where you stand out.
- Identify Competitors’ Strengths and Weaknesses: Look at the top competitors in your field. What do they offer, and where do they fall short? Understanding their unique selling points (if they have any) can help you find opportunities.
- Find Gaps: Identify areas where competitors don’t fully satisfy customer needs. This could be an opening for your business to fill.
3. Identify Your Strengths
Once you understand your audience and competitors, turn the focus inward.
- Unique Qualities: What does your business do better or differently? This could be anything from faster delivery times to exceptional customer service or an innovative feature.
- List Special Features: Make a list of features, benefits, or aspects of your product, service, or brand that genuinely set you apart. Aim for qualities that are hard to replicate.
4. Test and Validate
It’s crucial to confirm that your unique selling point resonates with your audience.
- Get Feedback: Use surveys, customer reviews, or direct conversations to understand how your unique selling point is perceived. Is it something they truly value?
- Refine Your Message: Based on the feedback, adjust your unique selling point until it clearly communicates your unique value.
Common Mistakes When Defining a Unique Selling Point
Crafting a unique selling point isn’t always straightforward. Here are some pitfalls to avoid:
- Being Vague: A generic or unclear unique selling point won’t stand out. Avoid terms like “quality service” or “great value” unless you can back them up with specifics.
- Overcomplicating It: Keep your unique selling point simple and straightforward. If it’s too complex, your message might get lost.
- Trying to Be Everything: Avoid the temptation to appeal to everyone. A unique selling point works best when it targets a specific audience or need.
How to Communicate Your Unique Selling Point
Effectively displaying your unique selling points (Unique Selling Propositions) across various marketing materials is essential to make a lasting impression on potential customers. The right placement ensures your message cuts through the noise and positions your brand as the ideal solution for their needs. Below are several key areas where your unique selling points can have the most impact, along with strategies for maximising their effectiveness.
1. Homepage
Your homepage is often the first point of contact between your brand and potential customers, making it a crucial place to display your unique selling points. Position your key propositions prominently, ideally in the hero section at the top of the page, where they are immediately visible. Use concise, powerful language that grabs attention without overwhelming the user. Visual aids, such as icons or brief animations, can help emphasise these points without cluttering the page.
Your homepage should answer the question, “Why should I choose this brand?” in a matter of seconds. Whether your unique selling points highlight faster delivery, eco-friendly practices, or exclusive features, ensure they are among the first things visitors encounter. This immediate visibility can guide users to explore further, increasing their likelihood of engagement or conversion.
2. Product and Service Pages
Product or service pages are where customers evaluate what you offer in more detail, so your unique selling points should be woven directly into the content. Rather than listing product features in isolation, frame them as specific benefits that relate back to your unique selling points. For instance, if one of your unique selling points is superior durability, illustrate how the materials or design choices of the product contribute to this.
Integrating your unique selling points into key areas such as bullet points, descriptions, or sidebars ensures they remain in the customer’s mind as they review details. This not only adds value to the individual product or service but also reinforces the broader advantages of choosing your brand.
3. Landing Pages
Landing pages are designed with a single objective in mind: conversion. Whether that’s getting someone to sign up for a newsletter, download a guide, or make a purchase, your unique selling points should be at the heart of your messaging here. In the case of paid ads or specific campaigns, the traffic coming to these pages is usually pre-qualified and ready to take action.
Your unique selling points on a landing page should be clear and immediately relevant to the offer or content presented. Use them to reduce friction in the decision-making process, addressing potential objections before they arise. For example, if your service offers 24/7 customer support, make sure that unique selling point is front and centre to reassure hesitant buyers.
4. Email Marketing
Emails are an excellent way to reinforce your unique selling points, especially when you’re nurturing leads or engaging existing customers. A strong unique selling point in your email subject line can drastically improve open rates, signalling to the recipient why this message is worth their time. Once opened, weave your unique selling points into the main body of the email, but avoid overloading it with too much information. Focus on one or two key propositions per email to keep the message sharp and impactful.
For example, in promotional or onboarding emails, your unique selling points should be subtly integrated to remind the recipient why they should choose your product or service. Highlighting customer testimonials or case studies alongside your unique selling points can further validate your claims and build trust.
5. Social Media
Social media provides a dynamic platform to present your unique selling points in creative ways. Unlike formal channels like email or your website, social media allows for a more relaxed and engaging tone. Whether through Instagram stories, Twitter posts, or LinkedIn updates, you can display your unique selling points as part of your broader brand narrative.
Short, snackable content works well here. For example, a brief video showcasing your unique selling points in action, or an infographic comparing your offering to competitors, can be effective. Consistency is key—repeating your unique selling points across multiple posts or platforms reinforces your brand’s strengths and helps keep them top-of-mind for your audience.
6. Brochures and Print Materials
In physical marketing materials, your unique selling points should be displayed in a concise, eye-catching manner. Whether you’re designing a brochure, flyer, or catalogue, include your core unique selling points in prominent locations such as the front cover or introductory pages. In print, where space is limited, brevity and clarity are crucial.
Use design elements to highlight your unique selling points—bold text, colour accents, or callout boxes can make them stand out. You could also use comparison charts that visually demonstrate how your product or service outperforms competitors, tying back to your key selling points.
7. Paid Ads and Banners
When using paid advertising, space is often limited, so your unique selling points need to be concise and impactful. Focus on one or two of your strongest propositions in display ads, banners, or even Google search ads. This could be something like a guarantee, unique feature, or price advantage—whatever is most likely to resonate with your target audience at a glance.
For example, if you offer free next-day delivery, that could be a highly attractive unique selling point to feature in your ad copy. Paid ads often have high visibility but short engagement times, so make sure your message is immediately clear and relevant.
8. Packaging
For physical products, packaging can also be a powerful vehicle to communicate your unique selling points. Whether it’s printed on the box, integrated into the design, or included as an insert, this is a chance to remind customers why they chose your brand. Simple messaging like “100% recyclable materials” or “Handcrafted in the UK” can leave a lasting impression and reinforce brand loyalty.
In retail environments, where competition is fierce, packaging that highlights your unique selling points can tip the scale in your favour. It serves as a final nudge, reminding shoppers of your unique advantages just before they make their purchase decision.
Conclusion
A strong unique selling point is more than a catchy phrase—it’s the foundation of how your business stands out in a crowded market. By understanding your audience, analysing competitors, identifying your strengths, and testing your message, you can create a unique selling point that resonates and drives your business forward. Start defining your unique selling point today and see the impact it can have on your brand’s success.
Want help with your marketing strategy? Book a call with our consultants.