All business owners are passionate when they set out to start their company. You have a great idea and are ready to achieve the American dream of bringing that great idea to the masses, as well as profiting from that idea. Even if you are the one-millionth person to start up a coffee shop, there is some market need you identify that is new and attractive.
Your unique selling point, or USP, drives the passion behind what makes your business tick. That fervor is what will gain you increased customers. As a result, it’s important to highlight your USP. Here are a few reasons why you should make this a major focus of your company.
Overcoming Market Saturation
The continued uptick in online purchasing makes market saturation a reality for many more businesses. Looking for a health coach? A Google search will offer you thousands of options, which makes it even more important to have a USP.
Why should a consumer choose your offering over another’s? Answer this question, and you have found your USP.
Don’t make your USP a treasure hunt for your potential customer to find. Highlight the USP in your header or footer. With numerous other options available with the simple click of your mouse, if you don’t make it easy to find, your potential lead will bounce.
An example of USP can be found in women’s’ fashion, specifically women’s’ leggings, a very saturated market. Teeki found a way to stand out from the rest.
Teeki effectively highlights its USP of “fashion created with recycled plastic bottles.” In one simple phrase, Teeki not only showcases its USP, which is that its leggings are made from recycled matter, but also reinforces a social virtue for potential consumers — they are people who care about the environment.
The USP creates a vision for the type of consumer who will like its product. Plus, if a potential consumer sees themselves in that vision, then they have already created an emotional attachment to the product.
Attracting Online Comparison Shoppers
With online sales surging, customers are becoming savvier and better equipped for comparison shopping. One way to stand out to bargain hunters is to have the lowest price. However, smaller companies do not have the luxury of setting rock-bottom pricing. It’s no reason to fret, though, because bargain shoppers usually aren’t the most loyal customers since they are always looking for the lowest price.
Fortunately, not all comparison shoppers are bargain shoppers. Perhaps the boots you sell are expensive, but they may also have a reputation in the industry as lasting the longest. Highlight the boots’ durability as a result. It’s similar to applying for a job. Put on display whatever element of your product or service is best.
It’s Not Only About the Product or Service
USPs do not necessarily have to be directly related to the product or service you offer. What do your customers want to know about your business? Furthermore, look at how you can relate to your clientele and go beyond generic business practices.
For example, Wing Tactical highlights with its expanded footer that it is a veteran-owned business. This USP signals to buyers that Wing Tactical not only has certain expertise but also that there will be an efficiency and respect in how it runs its business.
Passionate Brand Loyalty
In business, you want to appeal to as many consumers as possible. While it makes sense to stay away from hot-button political issues as to not alienate potential sales, an overly prudent approach to marketing can result in stagnant revenue.
Fast food chain Wendy’s is a shining example of how bold humor can cultivate passionate brand loyalty. Its Twitter account is now famous for zany one-liners responding to people who are not fans of the fast-food giant. While McDonald’s vs. Burger King can always inspire debate between loyalists, Wendy’s often is left out of this heated battle between burger aficionados. Wendy’s USP goes beyond its products and into its brand image, portraying the chain as witty and sassy in response to consumers.
Since its Twitter emergence, Wendy’s brand awareness has skyrocketed. People now perceive it as a social media juggernaut. People started following Wendy’s on Twitter to see the next witty insult, and with that comes further awareness of the restaurant’s burgers. It was a risk for Wendy’s to make fun of its dissenters, but it paid off with increased brand loyalty. Sometimes, a USP can be the way your business interacts with consumers, helping to elevate the product.
A unique selling point can help your business separate from the competition by giving consumers a reason to engage. Ideally, the selling point can be highlighted prominently via a website header or social media engagement. A unique selling point is an aspect of a business that’s immensely important for captivating leads.