How To Find and Benefit from Your Products USP

Before you can begin to sell your product or service to others, you first have to sell it to yourself. This task can be difficult, especially when other products around you a highly similar. Developing a ‘Unique Selling Point’ for your product or service allows you to differentiate you from your competition, allowing you to stand out from the crowd and ultimately achieve more sales.

Find your product / service USP

Pinpointing your USP can be a difficult task, the most important question to ask is ‘What makes me different from my competitors?’. Initially, this question may be difficult to answer if you operate in a saturated market. As an example you may assume, how can two clothing stores really be that different?

Differentiation doesn’t have to occur on the product level, it can be found in any aspect of a business. Take Apple, for example, its USP is its user experience, its products are beautiful and simple to use. Their main competitor is Samsung, its products USP’s consist of functionality, power and sleekness. While both companies offer highly similar products, there USP’s are what separate them and make them appeal to there consumer base.

Get in the mind of your customer

So then, how do you find your products USP’s and use them to your advantage?

Get in the mind of the consumer: Try to put yourself in the mind of a potential consumer looking to purchase a product like yours. Not only should you think about the benefits of your product, but also additional benefits. For example, if you own a restaurant, don’t only factor in the benefits of your food, but also the convenience, reliability, friendliness, cleanliness and customer service aspects of your business. Aim to understand what motivates your consumer’s behaviours and buying decisions, then tailor your product or service around those desires.

Discover what you're doing that your competitors aren’t: Research who your main competitors are, finding out what makes you different to your competition will allow you to unpack your USP’s. Also, research your competitors USP’s, this will allow you to further understand the wants and needs of your shared target markets.

Use Channels to promote the benefits of your USP

So now, I’ve found my USP’s and I want to benefit from them.

The best way to benefit from your USP’s is too showcase them to potential consumers. Digital marketing channels such as websites and social media are a great way to do this. If your new to the world of E-Commerce, the Subscription Website Builder allows you to create a functional E-Commerce website that you can receive orders and payments in less than 10 minutes. The service allows you to quickly create a website and outline your product or services USP’s to the world. So now your fully aware of the benefits of USP’s, why not begin to promote yours to the world!

In traditional marketing speak, this would be the Product, People & Place aspects of the 7 P's of Marketing from the The Chartered institute of marketing