www.entrepreneur.com states that Unique Selling Proposition (USP) is "The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition"
 
When businesses are asked to describe what their product’s USP is, many feel baffled and often unsure! Some think they don't have any significant differentiator from their competitors. And perhaps they don’t, on the face of it…
 
This got me thinking, why would the question focus on the product specifically – if the product is no different to a competitor's, then make the business and the brand have the USP. How customers and prospects perceive the company is one of the most important USPs you can have.
 
Q: How does your business make someone feel?! - that's my absolute favourite and most powerful USP.
 
It is essential to consider what the business offers over and above its competitors, such as the level of customer service or how the business brand stands out. The brand look and feel can influence the dynamic element of buying.
 
The humble pizza is a good example. For the most part, they're all made with the same ingredients, so where is the USP? It lies in the service from the restaurant or the takeaway joint. The restaurant's ambience or the fast-food outlet's speed, the ability to choose your toppings and the customer service, these are all differentiators and communicable USPs.
 
The art of a good USP is in the messaging
How you position your product or service articulates why your business and your brand are unique even if your product or service is the same as your competitors.
 
It is all in the messaging – how you sell that position to your customers and stand out from your competitors.
 
Your USP message highlights the benefits of your product or service to your customers and prospective customers.
 
My top tips when creating your USP:
1. First, you need to know who your customers are and your competitors. You need to know who you are up against, how you compare and who is buying from you.
2. List your strengths and your weaknesses.
3. Keep your USP short. Make it a go-getting statement or a short sentence.  Something that draws a customer's attention and even appeals to their passionate side.
4. Describe your target audience and explain the problem your products or service solves, the key benefits to your customer base and your promise to them.
5. Take a product and wrap it up in a service, a promise to your customer base and deliver an experience for your customer that has them coming back for more or sticking with your business for years to come.

Now articulate all of that in your USP.  

Here's ours: 3Eight Communications is a specialist PR and Marketing agency for the building controls and IoT sector. With over 20 years of working in this space, helping to create and grow technology brands, we understand your marketplace and can talk ‘tech’ in a way that your customers will understand.  Our team immerse themselves in your world, allowing the disciplines of PR and Marketing to be fully integrated to drive brand awareness and product development.

If you'd like to know more about 3Eight and how the team can help you with your brand management, PR and marketing messaging, please don't hesitate to contact us; we'd love to hear from you. 

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