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14 Things To Consider When Outlining Your Unique Selling Proposition

    • List the features and benefits that are unique about your product or service.
    • What emotional need is being specifically met by your product or service.
    • Identify aspects of your product or service that your competitors cannot imitate.
    • Create phrases about your unique product or service that are short, clear, and concise.
    • Answering your customer’s primary question: “What’s in it for me?”
    • Make a list of what you know about your target audience.
    • Make a list of all the needs that your product or service could meet – these attributes are all potential USPs for your business.
    • Screen these USPs against trends and competitors.
      • Now remove the USPs that are already being well met by competitors.
      • Don’t forget that your USP is a unique selling proposition so you are looking for a gap in the market.
    • Match each USP against what you and your business are especially good at, and how you want to be seen.
    • Conduct short interviews with about ten people in your target market to choose the strongest USP for your business.
    • Double-check that you have the right USP.
      • Does it convey one strong benefit?
      • Is it memorable?
      • Is it clear who the brand is targeting from the USP?
      • Can you deliver what it promises?
      • Is it really unique – or could a competitor claim the same thing?
    • Use this positioning to develop your business and your marketing strategy.
    • Evaluate your activities using your USP as a benchmark.
    • Monitor trends and new competitors that could affect how customers see your USP.
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