Unique Selling Proposition Definition – What Is A Unique Selling Proposition?
What makes you and your business unique? You need a unique selling proposition. What is that? Here is the ultimate unique selling proposition definition.
Hi Trish Davies here and today I want to address what makes you unique. You need a unique selling proposition. You may not know what that entails so here is my unique selling proposition definition.
A Unique Selling Proposition is a statement that makes your product different from the competition. It’s what distinguishes you and your company, and it’s often the key factor to getting customers to buy from you over a competitor.
The term was coined by E. Jerome McCarthy in 1960 and still offers some of the clearest advice on marketing today. The idea is to create a unique proposition that will make your company stand out in the minds of potential consumers.
While there are many ways to do this, these 3 tried-and-true tips can help you get started:
1) Create an emotional message that resonates with your target market
2) Deliver your message in the most concise way possible
3) Make sure your message has meaning for both customers and employees
Unique Selling Proposition Definition – How To Create A Unique Selling Proposition
If you’re new to the idea of a Unique Selling Proposition, it might seem overwhelming. However don’t worry; we have some simple tips to help you get started.
1) Create An Emotional Message That Resonates With Your Target Market
When determining what makes your company unique, think about what makes you and your products different from the competition.
- What makes you feel passionate?
- What are your motivations?
- Just what do you love to talk about?
For example, if you offer charitable donations for used clothing, then the message might be about giving back to the community.
This will likely resonate emotionally with those who care about giving back and make your proposition feel more personal.
2) Deliver Your Message In The Most Concise Way Possible
Digital marketing is a fast-paced environment. There are so many brands trying to reach people online. Therefore it can be difficult for consumers to know which companies are worth their time.
Your Unique Selling Proposition needs to be clear and captivating so that people will want to learn more. If people don’t understand what you stand for in one sentence or less, they’ll never invest in learning more about it later on.
Be straightforward with your message and use words people can quickly connect with. For example, “providing high-quality products at affordable prices” is easier than “providing quality products at competitively low prices.”
3) Make Sure Your Message Has Meaning For Both Customers & Employees
Create an emotional message that resonates with your target market
There are many ways to make your company stand out. However one of the most effective is to create an emotional message that resonates with your target market.
Whether you're trying to sell a product or a service, it's imperative that you connect with your customers on an emotional level.
The more invested people feel in your product or service, the more likely they are to buy from you.
It's not just about giving customers a reason to buy from you. It’s also about giving them a reason to care.
For example, let's say your company sells coffee beans and was founded by two brothers who grew up sharing their love for coffee together.
Your unique selling proposition might be: “Our story began with two brothers who shared their love for coffee as kids. Now we're sharing our beans with you.”
This message would resonate best with people looking for something that's personal and has meaning behind it. That’s because this is such an intimate message.
People will be more inclined to buy from you because they see that there are other people like them who have bought from your brand before.
Crafting Your Unique Selling Proposition Message
Delivering your message in the most concise way possible is a good way to ensure that it will have meaning. Meaning for both customers and employees.
A Unique Selling Proposition should be easily absorbed by prospective consumers. It should give them a clear idea of what you can offer.
A good tip if you're looking to create an effective Unique Selling Proposition is to make sure it's personalized. The more specific you are about your company and why people should buy from you and not someone else, the better.
It’s also important to remember that your Unique Selling Proposition should change based on the audience you’re trying to reach.
For example, a trucking company would put their emphasis on reliability while a bakery might emphasize the taste of their food.
Have A Clear Meaning Within Your Unique Selling Proposition
You might think that a Unique Selling Proposition is just for your customers. You need to remember that your employees are also your potential customers.
What you offer them should matter to them, too. If they disagree with what you're doing or the direction you're going in, they will have difficulty understanding and selling the company's products.
The takeaway is simple: Keep your employees in mind when crafting a USP. Make sure it matters to them as well as to your customers.
The simplest way to do this is by asking their opinions on what stands out about your company. Also how it makes them feel when they hear about it.
I have shared with you my perception of the unique selling proposition definition. Ultimately you and your brand must be unique, authentic and have authority to attract your ideal audience.
My Build Your AU training program will help you craft your unique selling proposition. Click here for more information on how to create your USP.
Helping you build your authenticity, authority and audience.
Trish Davies
Build Your AU
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