Why small businesses need to rethink their idea of USP

By | USP | 2 Comments

Have you noticed that USP or ‘Unique Selling Point’ is often reduced to the service or product offered by the business in question? This narrow interpretation of USP, I believe, is more than ready for replacement. A new understanding being, your USP is not just what your business uniquely offers within the market, but what you the owner uniquely brings to the business.
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Small business entrepreneur value your uniqueness!


By | Copywriting made simple, USP | No Comments

I bet that one of the reasons you started up in business is because you wanted to share an idea or gift with the world. You had the belief that you could offer something new, solve a particular problem or create something that could.

The problem begins when we start looking outside of ourselves for validation and our competitors become the gauge of our achievements. The result is a tendency to compromise on who we are and that which holds the greatest potential for our business success; our uniqueness.

“A blog is an interactive tool based on personality and conversation.” Susan Gunelius Blogging for Dummies 2013

The rise and popularity of social media in the business arena is directly related to the demand by consumers for more personal and less generic, faceless business interactions. Information overload of the sales kind has left potential buyers asking the question in desperation: “Who are you and what makes your business different?”

Many business start-ups struggle to identify their Unique Selling Point (USP). They often don’t recognise what sets them apart and allows them to stand out in their particular industry.

The trouble is they are looking solely at the product or service and not the person they see in the mirror everyday. It begins with you and what you bring to the table and is the starting point for great copywriting.

What gets you up in the morning? Whose problem are you solving? Why do you feel passionate about what you do? These are questions that provide answers that resonate with readers. Much more than something confined to a product or service, the USP incorporates the answer to the most compelling question: Why are you in business?

It is easy to compare ourselves with others as we embark on the start-up journey but we must be careful to ensure we keep our uniqueness in tact. Not only does it differentiate our business in a sea of conventionality but also provides the number one thing the readers of your copy crave; authenticity.

Remember, the ugly duckling was never ugly. It just wasn’t a duck. If you are comparing your business to others and it has left you feeling you don’t measure up, take a good look at what you are using to measure and throw it out once and for all.