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The importance of creating a Unique Selling Point (USP)

Your unique selling proposition/point (USP) is crucial to driving leads and conversions. There is growing competition in all industries and the goal of being noticed and remembered for the right reasons is becoming quite a challenge. 

You may have an amazing product on offer – which could be something your prospects desperately want – but, without crafting an impact with a USP, there will be a large gap between your current status and what you can achieve.

To create a USP that is relevant to your business and essentially leads to the purchase of your products. Your USP should be short and concise, and achieve the following:

  1. Explain what your company promises its customers
  2. Instil trust in prospective customer
  3. Encourage actions and conversions

Is your USP unique?

Your USP is your chance to stand out against your competition. It’s not enough to just say that your services are the best; you’ll need some form of validation that your competitors can’t claim or replicate. A quick and easy way to validate yourself is by asking your clients for some feedback about your business, and why they have chosen your services over those of other businesses.

Do you own it?

Your USP should begin and end with your business. Ensure you believe in your USP and are passionate about it because, if you don’t, you can’t expect prospects to either. It’s also vital to support your USP through the business’ vision. Feature it as a tagline or banner for your company, and throughout your promotional messaging.

A smart, to-the-point USP will ignite the focus of your business and be the basis of what your company has to offer to new prospects, opening opportunities for you.