Unique Selling Proposition
Simple Steps to Find your Unique Selling Proposition

Using a unique selling proposition (USP) in your promotion and sales activities by highlighting your unique benefits will greatly improve its effectiveness. USPs help your customers to save time when considering buying a product or service by helping them to differentiate between you and your competition and focus on your key benefits.

But differentiation is not just about finding your USP, it is about aligning your business with your passion and ensuring your primary motive is geared to deliver value and results to your customers.

Know your Passion:

There will be aspects of your business that seem difficult and other aspects that come naturally to you. By discovering what you really enjoy doing and building on this to nurture your passion, not only will you find business life easier, but you can use this to define your uniqueness.

Enter your ideas to help you focus

What parts of your business do you enjoy and what comes naturally to you?
What gives you great satisfaction when it is done well?
How does this benefit the customer?

Know your motives:

There will be aspects of your business that seem difficult and other aspects that come naturally to you. By discovering what you really enjoy doing and building on this to nurture your passion, not only will you find business life easier, but you can use this to define your uniqueness.

For the chosen product or service you currently provide, consider what you freely give to make that product or service valuable to your customers. What could you give more that would truly reflect your differentiation and deliver more value and results?

Consider what you currently share with your customers. How could you share more to reflect your differentiation and deliver more value and results?

Consider how you currently serve your customers. How could you serve your customers better to reflect your differentiation and deliver more value and results?

1 Choose one product or service that is fundamental to your business, is key to your success and you are passionate about.

2 What are the results that this product/service delivers to your customers?
What do they give to the customer?
What do you share with the customer?
How do you serve the customer?
List all the results your chosen product or service delivers

Choose the most important result
3 List the main features of your key product or service. Consider these attributes:

Quality

Service

Delivery

Price

Functional Characteristics

Technical Characteristics

Convert each feature into one or more benefits to target your customer.
Image how the customer would feel if a certain feature didn't exist?
What benefits does the customer get when this feature is put back?
Choose your key benefit.
Combine the most important results with the unique benefits you have identified to create a statement like the format below:

PRODUCT/SERVICE:

[its name or description]

TARGET:

[the target customer]

BENEFIT:

[Benefit to the customer]

RESULT:

[the result the customer wants]

Example:

Product / Service: Emmerson Roller Shutters
Target: businesses with premises
Benefit: 3 year guarantee, zero disruption guarantee
Result: bespoke designed, installed and fitted to work around you.

Final USP:

Emmerson roller shutters come with a unique 3 year no quibble replacement and parts guarantee combined with a zero disruption guarantee when installed on your business premises. As every Emmerson roller shutter door is bespoke designed, installed and fitted by us to work around you, you can be sure your business can depend on Emmerson.

Example USP
Emmerson roller shutters come with a unique 3 year no quibble replacement and parts guarantee combined with a zero disruption guarantee when installed on your business premises. As every Emmerson roller shutter door is bespoke designed, installed and fitted by us to work around you, you can be sure your business can depend on Emmerson.
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