What is a USP?
A USP is a single sentence or phrase that captures your Unique Selling Proposition. It takes a bit of work to get to this piece of your marketing plan, but it VITAL to understanding the problem your business/organization is solving and what sets you apart from others in your community. A USP gives you a clear identity, lets you target your market and will help you with putting together a solid story. Successful USPs can be used as a company tagline and should be incorporated into all of your marketing activities.
Step 1: Find Your Target?
You need to know who you are targeting. In this first step you need to be a specific and intentional in your wording.. For example, if you are a business coach with an expertise in fundraising, you may identify your target client as non-profits or community based organizations.
Step 2: What is Your Problem?
This is so IMPORTANT! Take some time and think from your prospective clients’ perspective. What problem or challenge do they face that your business can solve?
Step 3: Identify the Benefits
What are 3-5 of the biggest benefits a client gets from choosing to work with your company?What sets you apart from your competition? These benefits should explain why your services would be valuable to your prospective clients and what would compel them to choose you.
Step 4: Define Your Promise
A HUGE part of a USP is what you will promise to your clients, what are you going to do to solve their problems. This are active words.
Step 5: Put it all together
Now take all of the information you have written down and put it all together into one paragraph. There should be some recurring ideas and thoughts, so you’ll want to start merging statements and rewriting in a way that flows and makes sense.You want your final USP to be as specific and simple as possible.
Here are a few links to some great USP examples:
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