If you’ve been in business awhile, chances are pretty substantial that you’ve heard a lot about the need for having a unique selling proposition, commonly referred to as a USP. The term has been around for decades, and it’s all for a good reason of course. In fact, having a crystal clear unique selling proposition is every bit as important online as it is offline.
So what exactly is a USP anyway?
Your unique selling proposition is what differentiates your online presence from the millions of others out there. It’s more of a concept than anything else – not something that is necessarily published or promoted, like mission statements so often are. A lot can be said about having a USP:
- In a way, it’s like your motto.
- It’s what makes your site different than the rest.
- Your USP will help target and focus the content of your website.
- It defines how you plan to compete with similar competitors.
- Your USP is ultimately defines the one key to your success.
Now sometimes, you’ll see a USP represented as a company slogan or as some other kind of tagline. This is fine, but the idea of USP is bigger than being just a witty catch phrase. Instead, it’s more like a blueprint to your success. Think of a USP like an entire business plan summed up in just a sentence or two.
How do I formulate a crystal clear USP for my website?
Well, that’s a good question… and not a very easy one at that. First of all, start by making a list of what you would like to accomplish through your website. For example:
- Are you trying to sell hard goods through the ecommerce model?
- Is your goal to attract leads or subscribers to your company’s service through the site?
- Perhaps it’s all about brand recognition.
- Maybe your website or blog provides some type of information and monetizes through advertising.
Whatever it might be, coming up with the single best target goal for how you’ll convert visitors into customers is necessary. That’s how you’re going to make it all happen and what’s in it for you. The next part is to define the service you’ll provide to your customers – in other words, the “what’s in it for them factor.”
The final and perhaps most important part of creating a crystal clear unique selling proposition is the “unique” part. Your USP must describe how you will go above and beyond to meet and exceed your customers’ expectations. Now just put it all together. Here’s an example:
- Widgets, Inc. sells widgets for profit, but not just ordinary, average widgets – we sell the finest quality widgets, at a price less than any of our competitors. Plus, our customer service and 2 day delivery sets the pace for the widget industry.
Granted that example is a little silly, but the concept stands true. Having a crystal clear unique selling proposition is a winning proposition every time!
George Chaney
President/CEO
SEO King, Inc.
