How to Determine Your Unique Selling Proposition

How to Determine Your Unique Selling Proposition
  • February 8, 2011
  • Blog

We talk a lot here about differentiating your company from your competitors (and being sure you let your website visitors know what that difference is).

But how do you come up with what is known in marketing circles as your Unique Selling Proposition (USP)?

First you need to sit and think about what truly is different about your business. Does your business:

 Offer lower prices?
 Have a variety of payment options or terms?
 Truly offer a better product/service?
 Are the quality of your products/services better?
 Do you offer more convenient hours of operation?
 What about your customer service? Do you go above and beyond?
 Reward programs? Better tiers? Is it easier for your clients to earn rewards?
 Do you offer “secrets” that your competitors do not?
 Are you really better, bigger, faster, stronger?
 Do you true expertise that your competitors don’t?

If you can, see how many of the USPs your business now possesses. If you have none, or just a few, can you acquire them or offer more?

Once you come up with one or more USPs, be sure to place them prominently on your home page and throughout your website. But don’t just say you have them; tell your visitors how these USP benefit them.

For example, if you’re open 24-hours a day, talk about how your site’s visitors can purchase your item whenever they need to, even at “the last minute.” Or, if you’re one of the first surgeons to have offered Lasik, explain how that “tens of thousands” of Lasik surgeries performed means people can trust you with their eyes because you have so much experience.

If you have a hard time coming up with a USP, try asking your friends and family — and your customers! — what they think differentiates you from your competitors.

Once you’re ready to put your USP on your website, come to We can create a terrific site that highlights the benefits of your USP to your visitors. What’s more, we know how to optimize your site so that it will come up first in search engine results. Contact us today!

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