What is a USP? It’s what separates you from the competition. Your universal selling position gives your customers a reason to buy from you. It doesn’t matter how well-known you are, or how great your product is – if you don’t give customers a compelling reason to stick around, they’ll move on to someone who does. Just remember that a lot of people sell the same thing you do and you have to offer the customer something beyond that actual product. Communicating your USP doesn’t have to be difficult. In fact, with just a few easy tweaks and adjustments, you’ll be a pro in no time.
Keep Branding Consistent
Your USP should be a huge part of your brand. Everything you put out there, from your website to your Facebook posts, should communicate your unique message. Both customers and prospects alike should understand what it is that makes your brand different – whether it be exceptional customer service, or an unwavering commitment to animal rights. It doesn’t really matter what your thing is – as long as you are consistent in what you’re putting out there.
Communicate Your USP Everywhere
Think of your website as “home base” for your business. That’s where anyone looking for info on you is likely to end up. Don’t assume, though, that they’ll land on your homepage. Depending on how a prospect finds you through a Google search, or any other manner, they might land in any variety of places on your website. That’s why each and every page should communicate your USP in an effective manner.
The tagline is a highly useful, yet oft ignored, piece of branding. Many business owners feel like they don’t need one, or they simply just don’t think about it, but it’s a super easy way to reiterate your message. Why? A great tagline is memorable and leaves people wanting to learn more. Here are some examples of great taglines, from businesses we are all familiar with:
• Nike: Just do it
• Maybelline: Maybe she’s born with it
• M&Ms: Melts in your mouth, not in your hands
• Apple: Think Different
• Dunkin Donuts: America runs on Dunkin
Add a “USP Bar” Under Your Navigation
This branding trend is one I can get behind. A “USP bar” is another, smaller, bar that sits directly below your main navigation bar, guaranteeing it can’t be missed. The purpose of this bar is to quickly and easily remind your audience of your unique selling position, typically using icons or images with minimal text. For example, you might use your USP bar to reiterate your lighting-fast shipping times, as a reminder of your low monthly cost, or to highlight a charity you are partnered with.
When you reiterate the same message again and again, it helps consumers identify with your brand and your purpose. When consumers identify with your brand and your purpose, they feel like they know you. And when consumers feel like they know you, they’re more likely to do business with you.