We are surrounded by all kinds of noise in today’s world. We are bombarded with information on a daily and even hourly basis. As an advertiser, how do you break through the noise? It’s not easy to do, but it’s absolutely necessary to try. The first step in trying to stand out is to discover your USP, or “unique selling proposition,” or (“unique selling point”). Your USP is what makes your ads stand out from the others. It tells people the reason why they should do business with you, instead of your competitors. Discovering your USP can add new focus and purpose to the way you serve your customers, and how you advertise your business.

Here are some examples of USP’s:

• Lowest price, guaranteed.
• Only service that offers a two-year warranty.
• Delivered in three days or less.
• Free iPod with purchase over $200.
• 24/7 customer support.

Discovering your USP is not always an easy process. There is also some risk involved. The purpose of a USP is to offer a benefit that separates you from your competitors. This inherently narrows your target market because the benefit you are promoting may not be of interest to some of your prospective customers. They might be looking for a completely different benefit, and be put off by your USP. Although your target market may be narrowed as a result, your USP should have a net-positive effect by finding more customers who are drawn to what you are offering.

Helpful ways to discover your USP

Discovering your USP is an important process that should not be rushed. You should consider a wide range of options and possibilities. You should consider short and long term aspects that a USP can bring. Once you discover the one that feels right, you will want to gear your whole marketing strategy to revolve around that USP. Although you could decide to change it sometime down the line, it is much better to stick with one consistently over time. Of course, there is no way to know for sure if the USP will be as effective as you hope. But doing some healthy research will be worth your while. If possible, find a way to test it on a small scale before going full force with it in all of your marketing efforts.

Here are some questions that can help you discover your USP:

• Is there a certain way that your product is different or superior?
• Does your business have a process that’s unique?
• Is your pricing or pricing structure different and beneficial to the customers?
• Do you (or can you) offer a warranty or guarantee that would help you stand out?
• Is your customer service something that could give you a leg up on your competition?
• What’s different about the way you deliver your products or services?
• Can you offer a free gift to every customer?
• What do your customers like about doing business with you?

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