Your USP or Unique Selling Proposition is what differentiates your business from others in the marketplace. It’s also the reason why clients should choose you over a competitor. A USP informs every business modality—brand management, slogans, developing and describing new products and services, and how you interact with clients. A strong USP will put your clients’ needs front and center.
One technique you can follow to create impactful USPs is What’s In It For Me? (WIIFM). Here’s a bit about it:
The problem with promoting product features is that it does not always create an emotional connection with the consumer.
Without an emotional connection, chances of completing a transaction, whether a sale or simply a positive exchange (think: being swayed by an advertisement), reduce significantly. By answering the WIIFM question from the perspective of your target audience, you can start to understand their needs and develop clear and concise messaging around how your business can help them achieve their goals.
The central theme of your message should be the benefits offered. You shouldn’t confuse benefits with features (as in, you should describe the benefits they bring versus just listing features). Focus on the impact your clients will experience and the resulting emotional outcome.
Your WIIFM answer is what your clients look for when encountering you, your product, and the message you want to transmit. As a final point, you shouldn’t assume that because you understand it, everyone else does too. Develop an engaging, compelling, and accurate brand voice for your company that speaks to a vital concept (for example, for me at Longboard, it’s Inspiring Architecture).
What are your ideas about creating and promoting an effective USP? Here are some examples of USPs I wrote for my company. What are your thoughts? I would love to hear them; reach out to me anytime!
Blox. is a Creative & Technical Marketer 