How To Develop Your Unique Selling Proposition (USP)

USP is the unique thing that one can offer to his/her targeted market. We may say that it is the Competitive Edge, which makes you, your product, your service or your idea special and one can easily differentiate you from others. Developing perfect USP is the very important for any kind of offerings. Your USP needs to be so compelling that it can be used as a headline that sells any kind of product or service or idea. This USP then helps you to optimize all the marketing materials for maximum results. Therefore it should be created before any advertisements or marketing activity. 

     Even a person by him/her self should have to develop his/her own USP, which can help him/her, when s/he is market him/her self in terms of finding a new job, or seeking for promotion,  or just making sure that s/he get the recognition which s/he deserves.

    For better understanding of how to construct a "Unique Selling Proposition" (USP) for your business or for yourself, you have to follow the following steps:

      1 . Using  Biggest Benefits

     Clearly describe the 3 biggest benefits of owning your product / service / idea. The thing important to your prospect or client is why they select you. You have to explain them exactly WHY you are important to them. For that reason you have to think that what you or your business can do for your prospect / client / customer. 

      2. The Uniqueness in terms of product/Services/Offering/Guaranty

     Now describe your best imagined ideas which can create desire and urgency for your prospect. Your USP can be stated in the shape of offering unique product/service/idea or in the shape of offer, or in the shape of guarantee. Always remember your USP separates you from the competition, therefore you have to sets up buying criteria that illustrates your offering the most logical choice and makes your offer the necessity for your prospect / client / customer. 

      3. Analyzing the Performance Gap

First of all we have to understand the term “Performance Gap”. The need or gap that exists between the current situation and the desired objectives is called as Performance Gap. 

 

Now you have to identify and write down what kind of needs of targeted prospect / client / customer are not handling properly or not fulfilled in its right manner. In other words point out the loopholes within either your industry or your local market.  Alleviate that "PAIN" in your statements. These statements should be rational so that in future you may able to deliver your promises with honour. 

4. Be Specific with Proofs

      Describe the specific reasons with proofs that why your offering is the necessity in the presence of other options. The reason behind is that Consumers are skeptical of advertising claims make by a seller or a company. Therefore to alleviate that skepticism one should be specific and be ready with proofs. 

      5. Condense All Above Steps Into One Clear And Concise Sentence (USP)

Now take all the details about your product/service/idea/offer from the steps above and sculpt them into one clear and concise statement. The every single word of this statement should be so powerful, appealing, meaningful and perfect so that each word earns you success by accomplishing the desired task. 

For better understanding, here is the practical example. Here I am trying to construct a USP to market myself in Academia.  

My Unique Selling Propositions (USP) Academia Concerned

I.          

            3 Biggest benefits for owing these services

• To fill the gap between academia & industry 
• For better understanding of the facts How, When, Why & Where one can use theoretical knowledge in their practical life.
• To understand and able to find out the USP (Unique Selling Proposition).

The Uniqueness in terms of product/Services/Offering/Guaranty

•  The unique technique of self-awareness for the better understanding of your inner strength that force you to hit like a pro/professional/expert.
• You can learn the technique of self awareness for better understanding of your inner strengths which makes you hit like a pro/professional/expert.

Analyzing the Performance Gap

• There is a big gap between academia & industry because students don’t have specific objectives for their upcoming practical life. The main reason behind this is due to absence of career development plans and career counselling. 

Be Specific with Proofs

• Majority of colleges & university students, study just for better grads and marks.  
• They don’t want or bother to go with core understating of topics / subjects.
• Nobody want or bother to know / understand that how, why, when, and where is the best practice of any specific theory / subject in practical professional life. 
• For that reason in Pakistan we find majority of professionals who claim that practical life is totally different from academia.

            Condense All Above Steps Into One Clear And Concise Sentence

• "Learn the technique of finding your long term SMART objectives for practical life by getting self-awareness of your inner strengths which force you to hit like a pro." 

Conclusion: 

After you get your USP written, your advertising and marketing copy will practically write itself! You have to Integrate Your USP into all Marketing Materials.  The marketing material we are talking about is as follows:

• Advertising and sales copy headlines.
• Business cards, brochures, flyers, & signs.
• Letterhead, letters, & postcards.
• Website, Internet and social marketing.

One thing you always keep in mind that you have to deliver on your USP's promises.  Your USP should have promises and guarantees that capture your audience's attention and make them to respond to you. Having a strong USP can make any business a big success or a big failure if the promises don’t kept accordingly.

Using a powerful USP is the driving force that builds your business success.  Build your USP and use it to optimize your marketing materials for maximum results. Try to buid your own USP for your self and for your business using these simple steps.