What is a Unique Selling Proposition (known as a USP). Your unique selling proposition is a defining trait of what you sell or offer that sets you apart from your competition. It is what makes a consumer choose your business over another. Your USP’s (you can have more than one) are also the defining messages in your advertising, so determining your Unique Selling Propositions up front is very important to the long-term success of your business.
Unique Selling Propositions Might Include:
A prime location with obtrusive visibility
The convenience of multiple locations
A special pricing method (i.e. two-for-one’s every Tuesday)
A unique product not found in your trade area (such as a brand new product or service or a protected trade area)
Being the first in your market
Being the biggest in your market
A special training your associates have that is found no where else in your area
A special technique for a service only you offer
All of these USP’s are reasons why someone might come to your business instead of your competitors. Without a defined USP, your only USP will be price. The more defined and important your USP’s are, the easier it is to translate that message into advertising, thus allowing you to get that message out with a lower amount of frequency.
Service-with-a-smile is not a USP. Being the "best" is not a USP. You have to be able to clearly define a product or trait for it to hold value with the public.
How do you determine your USP’s? Analyze your Competitors' web sites, literature and advertising. See what they are promoting and what you have to offer that is different. If there isn’t anything, then look at your pricing strategy – or simply find something. Remember, in order to be effective, a USP has to hold value with your customers.