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Struggling To Find Your Unique Selling Points (USP)?

Updated: Mar 7

A man struggling to find his unique selling point (USP)

There are hundreds if not thousands of businesses that sell what you sell. Let’s be real, today, the gap between consumer needs and demands is getting smaller and smaller.

So, as a business owner, you need to ask yourself this question: 

‘Why should people choose me?’

That’s where Unique Selling Point (USP) comes in. It's what sets you apart from the rest. Your USP is something special that customers can only get from you, not anywhere else. It's what makes you unique in the eyes of consumers.

What Categories Do The 4 USPs Fall Into?

A mand holding an orange book with a pen to his mouth thinking of his brand's USP

Coming up with your Unique Selling Proposition (USP) can be quite the journey, but that’s why we’re here! 

You can start by understanding the four main categories of USPs that can make the process smoother:

Price: Is your product competitively priced or is it the cheapest option available?

Quality: Is your product simply the best in terms of quality compared to anything else out there?

Convenience: Is buying your product super easy and hassle-free, either through your delivery options or the value you offer?

Differentiation: Does your product stand out because of unique features or benefits that no other product has? It might be completely new or offer something no one else does.

You can mix and match these categories based on what your product offers and what sets it apart from the competition. Whether you focus on just one or combine a few, these categories can help shape a persuasive USP for your brand or campaign.

How To Find YOUR Unique Selling Points (USP)?

Do Your Homework

A man looking at papers after researching his target audience and competitors

Before diving into any marketing, it's super important to do some digging. You have to know who your target audience is before you can even think about meeting their needs, right? 

So, research your potential customers and find out what makes them tick - what they like, what they need, and so on.

But wait, that’s not all! You also need to examine your competition. 

Why them? Well, you need to learn why people buy from them instead of you. Learn what they're doing right and where they're slacking. After all, nobody is perfect. Understanding your competition helps you figure out how to stand out in the crowd.

Research Your Customers

Sometimes, business owners get so wrapped up in their own product or service that they forget it's all about what the customer actually wants, not what they think customers want. 

Take a step back from your day-to-day grind and really think about what your customers are after. 

Let's say you run a neighborhood coffee shop. Sure, they come in for the coffee, but is that all they're looking for? What could keep them coming back and choosing you over other cafes? 

It might be things like great quality brews, convenience, a cozy atmosphere, friendly service, cleanliness, politeness, or excellent customer care.

Once you figure out why customers keep coming back, focus your sales and marketing efforts around that.

Learn What Prompts Your Customers To Buy From You

A woman writing on a keyboard

As a marketer, you have to tap into a bit of psychology. 

You need to figure out what makes your customers go 'Yes, this is exactly what I need!' and what makes them reach for their wallets. 

It's not enough just about knowing basic things like age, gender, or where they live - you need to dig deeper. 

Take our coffee shop analogy, for instance. Yes, most of your customers are young adults but you need to understand why they're stopping in for a cup of coffee - maybe it's all about that perfect brew, or perhaps it's because they need a spot to hang out with friends, or maybe it's just about grabbing something quick and easy on their way to work.

Look at luxury brands - they're crushing it at this game. They're not just selling cars or handbags; they're marketing a lifestyle. They appeal to desires like wanting to feel classy or exclusive, rather than just addressing basic needs.

Understanding these deeper motivations can help you market your products or services in a way that really speaks to your customers.

Begin Working on Your USP

A group of team members working on their Unique Selling Point (USP) template

Now that you know what problems you're tackling and how you're solving them, it's time to start promoting yourself. One way to do this is by using a USP template. 

Let's say you own a coffee shop and want to offer a signature coffee blend with exceptional quality unavailable anywhere else. Here's a simple template to help you put together a short explanation of your USP:

For [people who love coffee, whether they're coffee enthusiasts, regular drinkers, or just people who appreciate a good brew]

Who wants to enjoy the perfect cup of coffee

[Your coffee shop's name]

Is [offering this revolutionary brewing technology]

Unlike [all other coffee shops out there]

Once you've filled in the blanks with your information, you can start creating catchy messages that grab people's attention. 

For example, this could be your USP catchphrase:

 "For coffee lovers of all kinds, Brew Haven brings the ultimate coffee experience with our game-changing brewing technology, setting us apart from any other coffee spot in town."

If your unique selling point isn't clear right off the bat, try promoting a lifestyle that your target customers can relate to. 

For example, a gym might emphasize how their workouts could make you feel strong and confident, while a family-owned bakery could focus on the homemade goodness of their treats.

Throw in Some Promises (ONLY if you can actually keep them):

  • We'll deliver your order by tomorrow, guaranteed.

  • You'll get a full refund if you're not completely satisfied.

  • All our products come with a 5-year warranty.

  • If you find a lower price elsewhere, we'll match it.

  • If your delivery is late, we'll refund you.

  • You can count on friendly service every time.

But keep in mind, it's really important to only promise what you can actually do and what fits with how your business runs. 

If you fail to deliver on your promises, it can damage trust and credibility, which can be difficult to repair. So, make sure you only make commitments that you can stick to, because it's essential for keeping up your business's reputation.

A/B Test Your USP

Yay, now we've reached the end of the journey in crafting your awesome USP! But hold on, we're not quite done yet. Testing out how well your USP works is just as important as coming up with it in the first place.

One way to do this is through A/B testing. Basically, you try out two different versions of your USP on two different web pages to see which one grabs your audience's attention better. 

You can keep both pages running for a while and track the results using tools like Google Analytics. Once you figure out which USP works best, you can stick with that and take down the other one. It’s that easy!

Final Words

Alright, so there you have it! Crafting your Unique Selling Proposition (USP) is no easy feat, but with these steps, you're well on your way to standing out from the crowd.

Remember, your USP is what sets you apart from the competition and gives customers a reason to choose you over everyone else. 

So go ahead, put these strategies into action, and watch your business reach new heights!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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