What's the best way to find your product's unique selling points?

1 Know your customers

The first step to finding your USPs is to understand your customers' needs, preferences, and pain points. You can use various customer research methods, such as surveys, interviews, focus groups, or user testing, to gather insights about your target market. You should also analyze your customer feedback, reviews, and testimonials to learn what they value and appreciate about your product.

2 Know your competitors

The next step is to study your competitors and their products. You should identify their strengths and weaknesses, as well as their positioning and messaging. You can use tools like SWOT analysis, competitor matrix, or feature comparison to evaluate how your product compares to theirs. You should also monitor their marketing campaigns, social media, and online reputation to see how they communicate with their audience.

3 Know your value proposition

The final step is to craft your value proposition, which is a clear and concise statement that summarizes how your product solves your customers' problems and why they should choose you over your competitors. Your value proposition should highlight your USPs and emphasize the benefits and outcomes that your product delivers. You can use frameworks like the value proposition canvas or the elevator pitch to structure your value proposition.

4 Test and refine your USPs

Once you have your USPs and value proposition, you should test them with your customers and prospects to see how they resonate and persuade them. You can use methods like A/B testing, landing page experiments, or email campaigns to measure the impact of your USPs on your conversion rates, retention rates, and customer satisfaction. You should also track and analyze your key performance indicators (KPIs) and metrics to see if your USPs are achieving your goals.

5 Communicate your USPs

The last step is to communicate your USPs effectively across your marketing channels and touchpoints. You should use consistent and compelling language, visuals, and stories to convey your USPs and value proposition to your audience. You should also tailor your USPs to different segments, personas, and stages of the customer journey to make them more relevant and personalized. You should also showcase your USPs in your product packaging, design, and user experience to reinforce your brand identity and differentiation.

6 Learn and improve your USPs

Finding your USPs is not a one-time activity, but an ongoing process of learning and improving. You should always keep an eye on the changing needs and expectations of your customers, as well as the evolving trends and innovations in your industry. You should also collect and act on customer feedback, reviews, and referrals to see how your USPs are perceived and valued by your customers. You should also monitor and benchmark your USPs against your competitors and best practices to see how you can improve and innovate your product and marketing.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?