Unique Selling Proposition

In any business, copywriting play an important which is to enhance your USP (unique selling proposition) to your customer. A unique selling proposition will differentiate your product from other competitors. This will lead you to make your business lead in the market. USP emphasize unique thing where your competitor will not able to offer. For example:

• Are your company the only one offer lifetime warranty for your product?
• Are your company offer a money back guarantee with no question ask for a longer period?
• Do you do customize a unique product where your customer not able to find in your similar industry?
• Do you provide a guarantee within 24 hours service and respond whenever a customer request?

This is a concept where your business will stand out from others. It often difficult for a business to provide a USP. Therefore, you have to take your time and plan carefully what is your USP compare to others. If you are not able to figure out your USP, it is difficult for your business to compete with the rest of the market.

The major problem with most small and medium business is that they always think USP is to make their price cheaper compare to others. This often becomes difficult to earn back in return or a break-even since lowest price means less profit margin for your business too. Another issue which most failed to realize is that with a lower price, you have to sell in a huge amount of quantity for your product. Therefore, if you are not selling in a high volume of your product, it is not worth it. Large companies such as Amazon or Wal-Mart is very different in this case since they are able to afford it.

The best customer you want to get is someone who does not concern much about the price. The best recurring customer who always willing to come back to buy your product will always look for two main things which are the quality product or outstanding services. This is business relationship been build up and the trust between you and the customer has been solid. They know you will provide either the best product for them or the exceptional services where they could think of somewhere else to get it. In addition, such customer will not bargain with the price with you as well.

The most important question when you want to find a perfect formula for your USP is:

“Why would my customer want to buy from me instead of my competitor’s?”

A product without proper guidance or information is meaningless to your potential or existing customer. Create a valuable guideline or information on a product is extremely important before a customer is willingly to buy your product too. Remember to think of what you can offer to your customer while the large companies may not able to do so. Do not compete for your product with large companies by offering the lowest price on the similar product. I do not
want you to squeeze your own business out of the market.

Make sure your product to earn a decent profit with the formula of your own USP. Even with a fewer sales, you will still make as much money as you can.

Exercise:

List down 10 of your business competitors and identify their USP. You may make a comparison of these companies.
For example:

• If your competitors have a USP, which is the fastest delivery rates, are you able to compete with it?
• If your competitors have longest hours of services, are you able to compete with it?
• If you could think of a surpass USP compare to your competitor, you may want to focus on that option.

After you figure out your own USP, write down what so special about your products or services. It is recommended to discuss and brainstorming together with your business partner to get the best result of out it. If you run a family business, you may do the same with the family members too. Invite your business friends and ask for their opinion to verify whether your USP is workable or not. Remember to find the unique things for your products where you are able to outperform from your competitors.

Remark: Images is created and designed using Android Canva.

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1. Part 1.0 ~ 1.1
2. Part 1.2