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Why you must need a unique selling proposition for your business


Your unique selling proposition is what makes your business stand out from your competitors. And, it is what your brand is known for. If you like to win e-commerce, rather than trying to be known for everything, try to build the unique selling propositions for your business.


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If I say a brand name like Starbucks, what pops into your mind?

You would immediately start thinking of premium coffee beverages.

Would you like to have the same impact on your brand? Who wouldn’t? That is why you must work on your unique selling propositions! It can help you to build your brand name!

Within just 4 minutes, let us learn;

  • Why you must build a unique selling proposition (or USP, or Unique selling points) for your business.
  • And, how to identify the USPs of your business.

What is this Unique Selling Proposition?

The technical interpretation for USP is; The reason that makes a product or service is better than that of the competitors.

Hmm, does that make any sense? I don’t think so. Let us try to grasp it with a real example. 🙂


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How a unique selling proposition can help your business?

Think of two freelancing graphic designers Bilbo and Barney.

The first guy (Bilbo) advertises himself as a graphic designer. His website says he design Logos, Stationery design, Packaging design, Book covers, Website user interfaces, Flyers and many more.

The other guy (Barney) advertises himself only as a Logo designer.

Let us assume both these guys are equally talented.

So, if you need to design a logo for your business, you can either select one of these two guys.

If you are someone who thinks economically, you will choose Bilbo. It makes sense. Since that guy designs a lot of things, you can later hire him for secondary jobs, like to get stationery designs for a lesser price.

But, on the other hand, if you need the best logo design for your business, you would rather spend more money and hire someone who is specialised at logo designs – Someone like Barney.

So, Barney can set his prices higher, because of his unique selling propositions.

Apparently, that example is a real-life scenario. I do work as a freelancing graphic designer for some time, and in one marketplace I have advertised myself similar to Bilbo. And, in another marketplace, I have advertised myself similar to Barney.

Where I use unique selling propositions and promote myself as a logo designer, I can charge nearly four times higher. And, surprisingly, I get more orders from that marketplace too.

So, that is the beauty of Unique Selling Propositions in marketing!

Do not try to be known for everything! Nobody will know you for anything!

Wait a minute!!! Is it always true?

In the previous example, I have explained how USPs can help a small-scale logo designer. But, what if you run a graphic designing firm and have multiple designers, who can work on multiple disciplines?

Well, if so, you have a different set of customers. Your unique selling propositions should be adjusted to address your customers.

The theory of USP works for any business. All you have to do is apply that on different levels.

Wasn’t that clear enough? Fine, let us see how to find the unique selling proposition for your business. That will clear up a lot of things.


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How to identify Unique Selling Propositions for your business?

You can easily define your USPs by answering the below questions.

  • What is the target audience of your products or services?
  • Who are the competitors of your business?
  • What are the problems does my audience have?
  • What are the problems that my competitors do not solve?
  • How my products or services can solve them?

Before you going ahead and answering these questions, you might need to check about your competitors.

Remember, competition in the business is not bad. Healthy competition can help you to grow your business in new heights.

How can you see whether you have healthy competition for your business? Let us assess your competitors and see (or, let us spy on your competitors!)

how to plant an online business strategy

Here is a 4 step guide to evaluating your competition

  • First, just google for the product or the service that you offer. This will give you a list of the best players in your niche. Go through their websites, follow their social shares and try to be familiar with their approach.
  • You can also use online tools like buzzsumo to see what is trending on social media. You can use this information to understand the market trends for your products and services.
  • You can use an automated alert system to get notifications and updates. For example, you can use Google alerts and follow any specific topics in your industry. So, when your competitors are up to something, you can know early!
  • Last but now least, check out the product reviews and FAQs of your competitors. This information is a gold mine for a good marketer. You can find the strengths and weaknesses of your competitors from the customer reviews and FAQs.

Let us have an example for the fourth point. Here is a snapshot from Amazon. It is about a garden light. And, as you can see, people would like to have a longer wire for this light.

how to plan an online business strategy, product reviews

If your product can solve this problem, it can be a unique selling proposition for your online business.

You can also use a SWOT analysis to find unique selling points.

SWOT is short for Strengths, Weaknesses, Opportunities and Threats.

  • Your strengths are the things that you are good at.
  • Your weaknesses are the things that you can do better.
  • Your opportunities are the things that you can improve.
  • Your threats are the things that can affect you negatively.

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What you should do after finding your USPs?

Now it is time to rub your unique selling propositions in everyone’s face! Yes, I am serious 😐

Once you define the USPs for your business, you must shout out loud about them. Show everyone what you are good at. Use them with your marketing material, social media accounts, and your website. And, if you can, print that even on your car!

The unique selling propositions of your business make your brand so special. It can help your brand to stand out from the competitors and build your popularity.

Also, the USP can help you to price your products better the others (Remember the Logo designer example?)

I must repeat!

Do not try to be known for everything! Nobody will know you for anything!

If you find this article is useful, please add a comment below and let me know. If you need to know anything else, comment below and ask.

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Cheers! 🙂

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