It can be easy to say how your business differs from the rest. However, this can be quite long-
winded — consumers won’t stick around for a long list of benefits.
This is why you need a unique selling proposition (USP) — a short statement that can be used for sales techniques that demonstrates what makes your brand better from your competitors. But, how might you come up with a USP? Let’s take a look at some simple tips.
Think outside the box
Consider what the key pain points are for consumers in your industry that are often overlooked, and how your business solves it. Take something like online casinos, for example. Online casinos allow players to try their hand at various casino games through an online platform on demand. However, some games might not translate as well to the digital medium.
When casino enthusiasts play Slingo bingo at Paddy’s such as Capital Gains, Constitution Hill, and Day of the Dab, they will find gameplay that combines the rules of bingo with the mechanics of slot games. This allows the rules of the game to remain simple to understand for bingo players, whilst adapting the format of the gameplay to function as an on demand game.
As you can see, this requires businesses to think outside the box to find niche gaps in the
market that can be taken advantage of. In this case, Slingo games address the pain point of
complicated gameplay for on demand bingo games. In other settings, this could be a similarly
unique pain point that is important to consumers that your competitors have not already
solved. This allows you to set yourself apart from the pack, shows consumers that you care
about them, and asserts your brand as the authority figure on this particular overlooked issue.
Don’t try to please everyone
Today, diversity and inclusivity are more important than ever before, which has been shown
by big brands such as Häagen-Dazs, Coca-Cola, and Nike. Misunderstanding this, however,
can make it tempting to try to tailor your USP to everyone. This can lead to significant
challenges as different customers have unique needs, demands, purchasing power, and
interests.
Narrowing your audience down to a specific category allows you to identify and quantify
specific behaviours. This is known as market segmentation. Market segmentation splits
prospective customers into groups based on different factors in order to better understand
them and market products in a way that meets their needs, as defined by Investopedia. In
doing so, you can better understand the audience who are most likely to buy from you, and
define your USP with them in mind. By including specific promises, benefits, or expectations
of this target audience in your USP, this will boost chances of conversion.
