A Unique Selling Point

A unique selling point (USP) is something that sets your business, product, or service apart from the competition.

It gives your potential customers a really good, solid reason to choose you over your competition.

Perhaps it is some kind of special offer, or perhaps it is something about your product or service itself that makes you stand out from the crowd.

Maybe you sell hand-crafted, original items. Perhaps you install and maintain everything free of charge. It might be that you offer a lifetime guarantee, free delivery, or even something as simple as two for the price of one until the end of the month. Regardless of what your unique selling point is, it should be something that makes your offer more tempting to a potential customer than anything offered by your immediate competition.

Don’t forget that being the cheapest is a mug’s game, so stay away from offering the cheapest price as your unique selling point unless you are already an expert at working on extremely tight margins.

Focus instead, on something that will add real value for your customer without costing you the earth. For example, offering a free product worth £10 will cost you less than offering a £10 discount because the product won’t cost you £10 to buy in.

Regardless of what business you are in, if you have any competition and you don’t have a unique selling point, your sales will suffer as a result.

Having a unique selling point is vital in a business of any size and in small business it is especially so. 

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