How to Build a USP
Do you know what a USP is? In this article, we’ll explain what a USP is, why it’s useful to your business, and how to create one. Nuvo has helped hundreds of businesses make a difference in their marketing efforts. Keep reading to see what we can do for you!
What is a USP?
USP stands for Unique Selling Proposition. The P can also stand for “point.” It’s a statement you can use in your marketing efforts to distinguish your business from other businesses in your industry. There are a few things that can help you stand out. Your USP may communicate a low cost for your product or services, the most experience in your industry, the highest quality, the first product of its kind, or something else that makes you unique. Your USP is what makes you different. It defines what you have that your competitors don’t.
Why do you need a USP?
The point of a USP is to give your audience a reason to choose your business over a competitor. It should clearly communicate what benefit sets you apart. You should anticipate that your customers have trouble deciding who to give their business to in your industry. Deciding who to shop with can be an intimidating choice, especially if the customer doesn’t have much knowledge or experience in your market.
Your USP should make the decision easier. Your USP should be memorable, obvious, and different from your competitors; your audience should see what you offer that your competition doesn’t. If your business, product, or service doesn’t stand out in your industry, it’s going to be difficult to grow.
Examples of Successful USPs
Here are six examples of memorable USPs. Not all are one sentence, but they do clearly communicate why a customer should choose each business.
- Canva
“Empowering the world to design” - Nike
“Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” - Coca-Cola
“Refresh the world. Make a difference.” - Stripe
“Payments infrastructure for the internet” - Shopify
“The platform commerce is built on.” - M&M
“Melts in your mouth, not in your hand.”
How to create a USP
If you have a USP that isn’t working as it should, it may be time to change it. And if you don’t have one, it’s time to make one. Here is a six-step guide to creating a USP:
- Identify your target audience.
In order to stand out in your market, you first have to know who you’re looking to impress. Define your target audience so you can be sure you’re marketing to people who will be interested in what you have to offer. If you’re having trouble with this, check out our articles on buyer personas and market research. - Jot down the problem your product solves.
If you’ve completed market research for your industry, you’ll know what this is. Your business or product exists for a reason! You saw a need and sought to solve it. What are you hoping to improve upon or fix? Write it down. - List what benefits set you apart.
This is what you read about earlier. Do you offer the lowest prices? Is your product or service the first of its kind? Do you offer the highest quality? Do you have the most experience, or is it something else? Write down all the reasons you would choose your business if you were a potential customer. - Clearly define your promise.
What are you offering your customers? What promises or guarantees are you making? Make a note of this. It’s important to include because you offer it for a reason. - Combine all in one paragraph.
Take everything you’ve written so far, and blend it together. Write it all into a single paragraph. - Condense it in one sentence.
Consolidate that paragraph into one sentence. This sentence may not exactly be your USP, but it could help you define it. This sentence should illuminate what the core of your business is.
What to Avoid
Firstly, your USP should be unique to your business. It’s the first word in the acronym for a reason! Its the promise you offer, so it needs to be specific to your core.
Second, your USP should be genuine. It should be true to your business. There’s no point in creating a USP that isn’t authentic to what you offer. Your guests will quickly realize they are being misled, and likely won’t consider your business again.
Third, your USP should be concise! It should capture the essence of your business in fewer words. A USP should inspire your audience to choose you.
Finally, a USP should be reflected in your business practices. Your audience will notice if your USP is just a headline. This goes back to authenticity. Your USP should communicate the core of your business, so it should be obvious that it’s a reflection of your business ideals, in short, practice what you preach.
Nuvo can build and use your USP
A USP is important to the success of your business. If you’re struggling, let a team of experts help you out! You have to know what makes your business extraordinary to stand out in your industry. Nuvo can help you identify what makes your business special. When you know why you’re remarkable, you can build on that. If you need help managing your growth, Nuvo can step in. We’ll help you revolutionize your brand and disrupt your market. Nuvo drives results. Connect with an audience who’s interested in what you have to offer. Give us a call to get started today!