How to Identify Your Unique Selling Point

Your unique selling point is what sets you apart from the rest of the crowd. It is what makes you different and makes you better and ultimately will draw in a lot of business for you. If you want to be successful then you need to make sure that your company has one, but it isn’t always easy to determine what yours is. Find out how to discover your unique selling point in 5 steps below.



1. Find your benefits


In order to discover your unique selling point you need to make a list of why people would use you instead of another business. Take a look at your competitors and see what you are offering that makes you more desirable. Write down everything you find on a list. If you have something on your list that can’t easily be replicated by your competitors, then this is even better.



2. Think about your customers


You need to step into the shoes of your customers. What do they want from you and what type of product or service is going to make them really happy? Find out by doing research why your customers have used you and what was lacking when using other competitors to discover what angle you can take to ensure you have a valuable unique selling point.



3. Choosing your unique selling point


After looking at all of your options from your list of what sets you apart from other competitors, what your customers want and what’s happening in your industry, choose a selling point that is going to make you unique. Make sure you do thorough research on your competitors to ensure they don’t have a unique selling point that is similar to yours. Once you have picked which one you think is the best, why not test it out before you stick to it, by doing some research with some of your customers or potential customers and see what they say.



4. Start using your USP


Once you have determined that the unique selling point that you have chosen is right for your business and will draw customers in, you need to start using it. It should be what drives your marketing campaigns and should be a staple statement on your website and other platforms. Think creatively and find a way to communicate how you are going to solve the customers problems and why they should be choosing you over any other business.



5. Become recognizable right away


Use your USP to ensure you are recognizable by many, whether that be by customers, competitors or potential customers. Many companies use their USP as their strapline or in their logo. For example, Domino's Pizza uses "You get fresh, hot pizza delivered to your door in 30-minutes or less…or it's free” in pretty much all of their advertising. It has allowed existing and new customers to know that what makes them special is how quick their service is. Small businesses can capitalize on this, too! Your small business should incorporate your USP into your marketing materials, so that your customers will identify your company with the thing that makes you a better choice than the competition.




Finding the correct unique selling point can often be a tough job and some companies take months to properly do their research and find out what sets them apart. However, it is all worth it. It’s what makes your company more successful and ultimately what draws you in lots of business.



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