Do you know your USP?

USP stands for Unique Selling Proposition, which can be translated into a unique selling point in German. The USP sets a company apart from the competition and convinces its customers of its own performance. Defining a USP is therefore essential for companies. A good USP will then help a company with advertising and customer communications.

Defining your own USP is not always easy. A USP must meet three requirements. It must be unique, not duplicable and offer customers tangible added value. It is important that you orient yourself in your own market. So, it will be hard for a local restaurant to define a USP if the owner tries to position himself globally against other catering establishments. However, when you think about what makes a restaurant in a place attractive, then this task becomes easier.

Many small and medium-sized businesses struggle to define a good USP. The unique selling point must be short, crisp and understandable. Small and medium-sized companies often offer a specific solution for a problem that no one else offers. This is ideal as a basis for a USP.

So how do you find his USP? In the beginning, every entrepreneur thinks about how he can differentiate himself from the competition. He automatically defines his unique selling point. This can be in different areas. A company can offer a special service, sell products in special locations or simply convey a special attitude to life. Also, the offered product can be particularly unique, as for example the soft drink “Rivella” with its special taste by the unique production method with milk serum as basis. So, at the beginning is the demarcation against the competition. Later, the USP can be determined more easily by making it clearer or specifically asking why customers decide for their own product.

If a company knows its own USP, it can and should use it. Especially in communication with customers, it is important. Both in advertising, as well as in customer talks. Finally, he is considered an argument for choosing the product. If you design new advertising material, you should use the USP to address the customer. Even with daily sales, it helps customers to point out the specific added value of their own performance. Is the product cheaper? Can it do more? So, you can tie with the USP regular customers and win new customers.