3 Simple Steps To Find Your USP

Everyone needs one. Not everyone has one. It's the Unique Selling Proposition (USP) – the single thing you tout that sets you apart from your competition. Yet discovering a truly unique selling proposition is daunting and rare. Here are some straightforward tips to help you make your marketing message stand out in a crowd.

Study your competition. What are they saying? How are they saying it? You need to know your playing field before you jump into the game. Whatever their message, you want yours to be different.

Be creative. It doesn't matter if your business, product, or service really is just like your competition's and nothing at all sets you apart (although I think this is unlikely). So long as you're the only one saying what you're saying, your message will be heard. I once helped a massage parlor double its response rate on a direct mail postcard simply by highlighting how they served hot teas in their lobby. Almost all the local massage parlors served hot teas, but this was the only one to advertise the complimentary service.

Be unique. Don't succumb to the rudderless, nondescript, “me too” method of business that relies solely on the sheer momentum of the marketplace. Be unique. A local midwife I know saw her business increase by 40% when she began renting out office space to and holding monthly workshops by other like-minded professionals (a homeopathic natural doctor, a lactation consultant, and a yoga instructor). Think of ways you can dress up your product or service, pick one that sounds easy, and then do it.

You are not your competition. So, why are you trying your hardest to look like them, sound like them, and perform like them? Don't follow the throng! Find your USP and multiply your marketing dollars!