Steps to Creating a Unique Selling Proposition: Part 1 – Back to Your Basics
Steps to Creating a Unique Selling Proposition: Part 2 – Solve a Problem
Steps to Creating a Unique Selling Proposition: Part 3 – Identify Your Unique Solution
Steps to Creating a Unique Selling Proposition: Part 4 – Make a Promise
Steps to Creating a Unique Selling Proposition: Part 5 – Test the Impact
This article covers the 2nd of 5 steps on creating a Unique Selling Proposition, which is identifying the problem your audience faces and what kind of solutions you can offer.
Business owners know how their products or services differ from others in the market; the challenge comes in how to communicate that in a clear, defined way. That’s where a Unique Selling Proposition (USP) becomes crucial. In order to set yourself apart from the competition in the market, it is essential to create a USP for your business that will be obvious, unique, and memorable enough for your target clients to see precisely what you have to offer! For more information on what a USP is and why you need one for your business, read our article Unique Selling Proposition – What Is It?.
So, where should you start? Here is the second step in our 5 part series to help you create a Unique Selling Proposition for your business: Solve a Problem.
Solve a Problem
The next step in creating your USP is to identify the problem your target audience is facing, and how your products or services can solve that problem. In the previous step it was recommended to ask who your target audience is, which is the intended consumers or people you are trying to reach with your products and services. You need to figure out exactly what “it” is your clients are looking for and why they are looking for “it.” What are your customers struggling with and how can your business provide them with a solution? Products and services will be more appealing to your audience if you are offering a solution for a problem they are sometimes even unaware of until they are presented with your solution.
Here is an example from FedEx:
“When your package absolutely, positively has to get there overnight.”
This USP clearly shows the problem their audience is facing and how they will support in solving it. FedEx identifies their client’s need to have packages delivered quickly and solidifies in one simple sentence that they are the ones to provide that service.
Take Action Now!
Creating a successful Unique Selling Proposition takes time, care, and effort. Don’t leave this process until the end, even if it may seem intimidating. The first two steps are to go over the basics of your business and write down your unique qualities, then research competitors and start to consider the problems your customers are facing. Check back as we continue the next 3 steps in our series on creating a Unique Selling Proposition. If you are wondering the easiest way to get the ball rolling – take action now!