In this cut throat business landscape, it’s important to rise above the competition. But, how do you stand out when you’re offering a very similar product or service? You develop a Unique Selling Proposition (USP). A USP is something that differentiates your product from the competition. It’s what distinguishes your brand, what let’s your customers know that you offer something that your competitors aren’t.
How to Develop A USP
There are a few questions you can ask yourself to develop your unique selling proposition. Here are the questions the president of Marketing Matters, Coleen Sterns Leith, recommends asking yourself in her book, Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry:
What do you do differently than anyone else?
- Do you have a specific methodology you use to create new technology products?
- Does your quality assurance program have steps in it that your competitors don’t bother with?
- Do your key integration partners contribute to your new product development?
When developing your USP, there are things you can think about that could differentiate your company. Some of these are:
- Product features
- Development processes
- Customer service
- Other value-adds such as company culture, industry thought leadership, etc.
I Have A USP… Now What?
Once you have chosen your USP, it has to become your calling card. Your USP should be at the center of how you position yourself. It needs to be present in everything you do.
As Sterns Leith mentions in her book, “a USP starts with a strong logo and is reinforced by your customer niche or specialty, a consistent image and a strong tag-line.” Once you start repeating your USP in everything you do, your audience will start associating your company with that quality and likewise, be drawn to that unique benefit.
To learn more about how to differentiate yourself from the competition and all the other strategies to win at the marketing game, check out Ultra Hi Def Marketing: 5-Step Guide to World Domination in the Tech Industry.