A unique selling point (USP) distinguishes you from your competitors. We are all aware of this concept, but too often small businesses develop USPs that are not unique or too generic. The competition for small businesses today is stiff, both from local companies and from online providers. You can therefore make the difference between success and failure by displaying well-defined USPs on your business website. This article will help you craft unique value statements for your business to help you attract more customers.

Decide what your specialty is:

There is something unique about every small business because of the people involved. You may find that most companies in your industry offer a standard set of products or services. Nevertheless, it is likely that some elements of your offering will lend themselves better to your skills and experience than others. Consider what strengths you have and how you can leverage them to offer something above and beyond what your competitors offer. It is possible to target specific groups of customers with a service that is more relevant to them if you create a niche. Doing more of the things you’re naturally good at will also make your life more enjoyable!

Use your experience to your advantage:

You can also differentiate your business by the experience you have. A business that is established can mention the length of time it has been in business, or the type of service it offers. You can use your previous experience as a way to assure customers of your expertise if you are a new business. It is also important to consider your team and any professional experience they bring to the business. The years of experience of a small business’s team is commonly added up to promote a larger collective number.

What is the benefit of your services to your customers?

You will not get a customer to buy your products because of their features, but because of the problems they solve or the benefits they offer. Many businesses focus too much on their technical aspects when marketing their services. Although it’s important to have this level of detail, you should ensure that your USPs align with the needs of your ideal customers. For example, our customers don’t purchase SEO Services from us because we make their websites SEO-friendly. Its not even because they want their website to rank higher! They want to increase relevant traffic to their websites via search engines – usually to attract new customers. Consider how your services may benefit your customers.

Identify your ideal customer and speak directly to them:

There are certain customer groups that you will appeal to more than others based on what your business offers. Your marketing messages should speak directly to your ideal customers once you have identified them. Companies often create a “customer avatar” that encapsulates their ideal customer. Your website content and marketing communications can be tailored to meet the needs of this customer by using this as a reference point. You will be able to create better content that resonates with prospects most likely to buy from you if you write for your website and campaigns in the perspective of this customer avatar.

What aspects of your service are different from others:

Good market research is key to identifying aspects that differentiate your service. Consider your competitors’ offerings and identify differences in your own offering that can be leveraged. You might be able to offer something unique if there are any gaps in the market that you don’t think other companies are filling. When conducting market research, evaluate a wide range of providers – both nearby and further away, big and small, generalist and niche. You will be able to identify compelling differences that your company provides that will benefit your customers by understanding the wider industry.

Here are a few ways to describe your unique selling point:

You need to refine your USPs if you want to create compelling ones. Start by reading through the points above and writing down any words or phrases that come to mind. After you have all your points down, group them into categories that can then become your USPs. Write a sentence or paragraph that describes your unique selling point for each category. You can also give each sentence or paragraph a heading. If you have your draft USP’s ready, ask some colleagues or trusted customers for feedback. In this way, you will be able to refine your statements into a finished product. As a result, you will be able to promote your USPs on your website and in your marketing materials. In addition, you should review your USPs annually to see if they can be improved and to make sure they remain in line with your company’s mission.

Don’t forget to focus on what makes your business unique and talk directly to your ideal customers!