Create your unique selling proposition

Guest blog post by Jessica Swanson of Shoestring Marketing

In order to succeed in your small business, you simply cannot be like everyone else; you need to stand apart from the crowd. Always keep in mind that you don’t want to be ‘just another fish in the sea’. You want to be the biggest, brightest and fastest fish in the sea!

So how do you accomplish this? You create a Unique Selling Proposition (USP). A USP differentiates you from your competition and gets you noticed.

Here are a few examples of companies with clear, concise and memorable USP’s:

Head and Shoulders: We get rid of dandruff

Dominos Pizza: Pizza in 30 minutes or less – or it’s FREE

FedEx: When your package positively, absolutely has to get there overnight.

M & M’s: The milk chocolate melts in your mouth not in your hands

Olay: For younger looking skin

In order to be effective, your USP must contain the following three components:

1) You must offer your customers a specific benefit (if you buy this product, you will receive this benefit).

2) Your offer must be unique and different than your competition.

3) Your offer must be compelling enough to pull in new customers.

Once you create a USP that truly stands out, you will find prospects and customers lining up at your door! With all of the competition out there, you must find a way to make yourself unique.

Use The Following 7-Step Formula To Create Your USP:

Step 1: Describe the Benefits of Doing Business With YOU

Describe 3 benefits that customers will receive by doing business with you. The reality of the situation is that your customer doesn’t care if you offer the best quality, service, or price.  These are simply features of your business or service.

Your customer only cares what your business can do for him/her. For instance, will the customer be happier, healthier, wealthier, or smarter if they use your product or services? 

Take some time to write down three benefits that your business/ service offers to your customer/client.

Step 2: How Are You Unique?

Remember, you MUST offer your customer something that others DO NOT offer him/her. Basically, your USP separates you from the competition so that the prospect feels that clearly the best option is to do business with you (as opposed to your competition).

Write the different ways in which you can differentiate yourself from your competition. What unique qualities, attributes or skills do you have to offer?

Step 3: What Problem Can You Solve?

At this very moment, there are numerous problems in your industry that customers would like to see solved.
•    How to write great ad-copy
•    How to reduce your mortgage
•    How to train your dog in 7 days or less
•    How to find a date in 30 days
•    How to find inexpensive health insurance
•    How to find leads…
Obviously, the possibilities are endless!

Start by identifying pressing problems that exist in your particular industry. Brainstorm various ways that you could help solve or alleviate these problems.

There are always ways that you can help solve your customers’ problems, you just need to be creative. However, always make sure that you can deliver on your promises!

Step 4: Be Specific And Offer Proof:

Do not simply proclaim that you are “the best.” This means virtually nothing to your customers. Remember, people in today’s world are often skeptical and need specific examples and proof that you can fulfill your promises.

Tell your prospects exactly what they can expect by doing business with you. Do not be vague or ambiguous. The more precise and accurate you are, the more your prospects will trust you.
In addition, you should also offer testimonials from satisfied customers. This is important proof that helps your prospects believe that you will deliver on your promises.

Step 5: Use Your USP In ALL Of Your Marketing Materials:

Variations of your USP should be included in ALL or your marketing materials such as:
•    Advertising and sales copy headlines
•    Business cards, brochures, flyers, and signs
•    Your “elevator pitch”, phone, and sales script
•    Letterhead, letters, and postcards
•    Landing Pages and Websites
•    Newsletters and Ezines
•    Social Networking Sites and Other Internet Marketing Efforts

Final Step: Write Your USP!

After going through some of the above steps, take some time to write out a USP for yourself that you will use in conjunction with your business. Your USP should be clear and concise. You want your prospects to see the benefits and unique qualities that you have to offer so that they feel compelled to do business with you!

Once you discover your Unique Selling Proposition, your business will never be the same!


Jessica Swanson, ‘The Shoestring Marketer’, has helped entrepreneurs, all over the world, explode their businesses using cutting-edge, proven, NO-COST internet marketing strategies. To receive your FREE Marketing Kit,  which has helped thousands of entrepreneurs, just like you, learn the exact techniques for marketing their businesses for NO-COST, visit:


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