What is USP and why do you need it?

A unique selling proposition (USP) is designed to convince a customer to buy a particular product. If it's made correctly, you will be successful in any case. You will be able to sell your product profitably, earn fame and increase the reach of potential buyers.

So how do you create a unique selling proposition and avoid the most common mistakes that beginners make?

Identify the main advantages of the product

Advantages are not taken from the ceiling. It must be true information that can compete with other offers. To do this, you need to choose one of the directions, which will be the main difference between your product, its "feature".

The main areas that can be emphasized.

1. Design. Improving the appearance of the product itself and its packaging has a great impact on demand and competitiveness. Many companies have achieved such results in this area that they have learned to combine the incompatible. That's why they stay afloat in their business for so long.
2. Content. Ordinary things can become unique if you add a couple of unique properties, come up with different types of the same products.
3. Service. If your main advantage is quality or time, then you can add slogans and quotes that simultaneously reveal this advantage and increase your differences from competitors.
4. Common theme. Give your products a common backstory, combine them into one set, a common production line or brand, so that customers immediately recognize the products.

Combining several areas at once can result in a very successful USP.

You can find your own peculiarity if you use the following guiding questions: What material is used in production?

• Who is their manufacturer or supplier?
  
• How long did it take to create this product?
  
• For whom are the goods produced?
  
• What is the uniqueness of your offer? Can you offer something that others haven't?

Often the answers come to you if you keep asking yourself these questions.

You should pay attention to the groups of people who buy your product. Let's say you offer fast delivery, but most customers don't use it. You might wonder why. Such discrepancies should be resolved by analyzing your audience, as they decide to buy a product or not, being strongly or weakly influenced by your USP. That is, first, after creating a unique offer, you should take into account the usefulness of these products for buyers. If it is high, then you are moving in the right direction. If not, you need to fix something. Ask yourself questions:

• What are the problems?
  
• Which of them can be solved immediately and which can be solved only in the long term?
  
• Are there many similar offers on the market?

Many companies have already encountered similar problems and were able to solve them when they began to engage in activities for certain groups of people, often small, gradually increasing their production.
You shouldn't make changes to your product based solely on your own tastes. Analyze the customer's needs first, then your ideas. Otherwise, there is a risk of losing all customers.

Formulate your TOS correctly

Catchy and short names, quotes, and sayings are used to make the client immediately understand what you offer and what your advantages are.

1. Don't use unclear offers with a lot of constructions, and don't set conditions.
   
2. Don't lose the main message in language turns and expressions. The essence should be immediately clear even at the first reading.
   
3. Tell the truth.
   
4. Try to create a unique USP that no competitor can match.

Try to make fewer simple mistakes

USPs should not consist of simple phrases like "the best product" or "quality product". They immediately discourage further reading. Prove the benefits with specific judgments, citing the simplest arguments and evidence that will immediately assure the buyer of your competence.
Avoid using "hackneyed" phrases that people are already familiar with. For example, "For ... years we have been offering the highest quality products", or "Our products have stood the test of time", "We are the best". Don't talk about discounts and promotions - everyone is tired of that too.

Plan for drawing up a USP

1. Outline your main advantages.
2. Cross out those that have already been described by other entrepreneurs.
3. Make a separate item of what you can offer the client so that they want to buy it all the time.
4. Make the USP itself in a short form. You can add different design ideas.
5. Check the USP for all types of errors. It must be true and completely unique, reflect the goal, contain development prospects, so that competitors cannot borrow any ideas, statements, etc. Minimize the use of "praising" adjectives (the best, the most, high-quality, etc.) unless you can confirm this specifically or your products are new to the manufacturing market.

It is impossible to create a USP in a couple of hours. Usually, it takes real professionals 1–2 weeks to do this, and beginners - months. Therefore, there is no need to rush to create it. Conduct surveys of potential customers on the streets, on the Internet, so that the USP is ultimately unique and original.