Defining your unique selling proposition

Your unique selling proposition (USP) tells your ideal customers, what you do, who you do it for and why you do it better. On this week's webchat, Brendan and Ella talk about your why your unique selling proposition is so important and how we incorporate your USP into your website.

A unique selling proposition is not to be confused with things like: family owned, service with a smile, excellent customer service or other nonspecific things. These ‘propositions’ do not set you apart from your competitors. Those non-specific terms, such as "great customer service" or "family owned" tend to be standard expectations or things that don't necessarily make your business stand out.

A unique selling proposition not only helps customers clearly understand why your business is different, but it also helps you market your business more effectively leading to more successful results.

To help you pinpoint your USP, you should start by:

  • Putting yourself in your customer's shoes
  • Determine what motivates your customer's behaviour and their buying decisions
  • Find out the real reasons customers buy from your business, instead of your competitors.

Once you brainstorm about these three things, it will make it much easier to develop an effective unique selling proposition.

Examples of good unique selling propositions:

  • Dominos Pizza: “Fresh pizza in half an hour or they are free”
  • M&Ms: “Chocolate that will melt in your mouth and not your hands”

These unique selling propositions make them stand out from their competitors and provide a point of difference

Why is unique selling propositions important?
This is especially important on a website because if potential customers are looking at your website you can almost guarantee they are going to be looking at your opposition's website too. You only have a short amount of time to capture your customers' interest. You need to say what you do and why you are different. At 1300 Web Pro we can capture this in a brief sentence for you. We also spend time positioning your USP your website so it stands out for website visitors and reinforces your values.

If you want to find out more information about how we can help you define your USP give us a call on 1300 932 776.

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