How to Develop a Unique Selling Proposition for Small Businesses

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    Kickbrand Services LTD

Small businesses have to work twice as hard as large businesses to get noticed. Not only do they have to offer a quality product or service, but they also need to find a way to set themselves apart from the competition. Small businesses can do this by developing a unique selling proposition (USP).

What is a Unique Selling Proposition?

A USP is a unique feature or attribute that sets your business apart from everyone else in your industry. It could be as simple as offering superior customer service or having lower prices than your competitors. Whatever it is, it needs to be something that customers can’t get anywhere else.

Why are USPs so important?

The purpose of the USP is to help your business stand out from all of the others within the industry. You’ll be more likely to attract new customers and convince some of your present ones to do more business with you.

In more simple words, a USP is a key feature that makes your company unique. It should be detailed, specific, and measurable. It helps you create an image of what your business is, and it lets you convey that image to potential customers.

How can I develop a USP?

Here are some of the key steps to developing an effective USP:

1. Identify Your Business Strengths

Take a long, hard look at your company and its products or services. What do you see as the things that make it different from others? Are you offering more value than your competitors? Once you find what makes your company unique, focus on that feature and make it the center of your USP.

2. Take a look at your competitors:

Once you know what your competitors are up to, it will help you figure out your USP. If you want to compete with them, then set yourself apart by offering something they don’t. Take a look at their customer reviews, it'll give you an idea about what their customers appreciate about them and what they could do without.

3. Compare your uniqueness with your customers' needs:

Your USP is unique, but it’s not useful until you compare it to your customers' needs. Think about how it fits into the bigger picture. Is there a way for you to incorporate your USP into services that your target customer doesn't have access to? If so, it could be just what they're looking for.

4. Define your promises:

After you know your USP and how it's different from the competition, it's time to define the promises that go along with your USP. Your USP is a statement that promises what your company offers and why customers should choose you over everyone else out there. So, figure out what promises you're making and be able to back them up.

5. Determine your target:

Remember when we said that your USP is unique but not useful unless you compare it to the needs of your target customer? For a USP to be effective, you need to make sure that it's developed specifically with them in mind. It would help if you also considered age groups, genders, races, and any other important factors.

6. List down your benefits:

Your USP is not only a statement of what you offer but an explanation of why customers should buy from you. So now it's time to list down the benefits that go along with your USP and how they fit into the lives of your target customers. You should clearly show them why doing business with you will benefit them in the long run.

7. Prove your Unique Selling Proposition through facts:

You have to be able to prove that your USP is true. If you can't back it up with hard facts, then there's no point because people won’t believe it's true. You should test out different versions of your USP and do some testing to see which one is most effective. And now you can prove your USP with facts.


So there you have it! Follow these steps, and you'll be able to develop a USP that is unique, useful, and effective. In other words, it'll help your business stand out from the rest. Once you develop a USP, you'll be able to see your business in a new light and attract more customers in the process.

Fancy learning more tips for your business? We’ve got you covered! Check out our latest article that reveals the significance of business strategy for every type of business. Subscribe to our newsletter or book a Marketing Consulting Session with a seasoned expert to get a second opinion, marketing guidance, or an actionable roadmap.

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