A USP or Unique Selling Point is something that makes your small business stand out. A reason consumers should pick you over your competition.
A Unique Selling Point (USP) is what makes your business stand out. It’s that special quality that makes people choose you over competitors. Identifying your USPs as a small business can help you attract loyal customers. Here’s how to find them.
1. Identify what you do best
Start by listing what your business does really well. It could be your product quality, customer service, or unique expertise. For example, if you make handmade candles, perhaps your candles are made from all-natural, eco-friendly ingredients. These qualities might be part of your USP.
2. Understand your target audience
Think about your ideal customer: What are they looking for? What problems do they want solved? If you know your audience well, you can align your USPs with what matters most to them. For instance, if your audience values sustainability, then emphasising your eco-friendly practices could be a powerful USP.
3. Research competitors
Look at what other businesses in your industry offer. Check their websites, social media, and reviews to see what they’re doing well—and where they might fall short. Your USP might be a benefit your competitors don’t provide, like fast shipping, a longer warranty, or exceptional customer support.
4. Focus on your values and story
Small businesses often have unique stories or values. If your business is family-owned, supports local artisans, or donates to a cause, these can be strong USPs that larger competitors might not have. Customers who share similar values will feel more connected to your brand.
5. Test and refine
Once you’ve identified potential USPs, test them out in your marketing and see what resonates with customers. Listen to feedback, and refine your messaging as needed. Finding your USPs can help you differentiate your business, connect with the right audience, and boost customer loyalty.
