In this blog I’d like to talk about USPs. Yes, I said USPs and did not mean to type a “B” instead of a “P”. I wasn’t referring to a USB port or stick, but mistakenly typed a P.
A USB stick.
USPs stand for Unique Selling Proposition. There are however other variants which basically mean the same things such as “Unique Selling Point”. So what are they?
A USP is the reason why someone should go to you, or buy from you and not someone else. To give a simple example there are two shops selling bread. Let’s be imaginative and give each of the two shops names, let’s call the first shop “Shop A” (very original, I know) and the other one, guess what what? Yes, you are right, “Shop C” (actually you were planning to say B and I knew that so I changed it to C).
Shop A: Sells brown bread.
Shop C: Sells brown bread.
Brown bread, with honey.
The prices are the same. The quality is the same. The service is the same. They are right next to each other, so the location is the same (* however believe it or not a “small” thing like that can make a huge difference, if shop A is on the right and there are more customers are in the right side of the street or neighbourhood, he will statistically get more customers, as people in general prefer ease and convenience even it means avoiding going an extra yard, this preference for easiness is also sometimes alternatively called “laziness”). Eveything about the two shops is the same.
Then one day Shop C stumbles on to a secret and exclusive supplier of white bread. He then starts to sell white bread in addition to the brown bread. Who will more people go to? Shop C obviously. The white bread is his USP. It is what makes him different to others, so that you will go to him. It is what he can give, that others can’t.
White bread, Shop C's secret weapon to triumph over his rival shop A.
USPs, especially in a competitive niche can be the be all and end all of certain businesses. Also even if you are successful, you may still need to create new USPs when new competition emerges. So for example, a new shop opens in the area called “Shop D” and it sells brown bread, white bread and donuts. Shop D will get more customers than A and C, so shop C selling white bread is not enough and he must seek another USP.
Donuts, which neither shop A or C offer thus drawing customers to a new shop, called shop "D".
Your USP can be:
– Your price, you give great prices others can’t.
– Your quality, your quality is simply better than others.
– Your product (as in the example of the bread shops above) you sell something no one else can.
It can be many other things, even the fact that a famous celebrity, let’s say Tom Cruise, visited your shop and took a photo with you is a USP and believe it or not will influence people to visit you than others, since you have that extra “something”.
– Jahan Choudhry
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