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 4th of 5 steps on creating a Unique Selling Proposition, which is making a promise to your audience to assure the value your business has to offer. In this step you are creating the statement that combines the last 3 steps.
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 USPs, read our article Unique Selling Proposition – What Is It?
So, where should you start? Here is the 4th step in our 5 part series to help you create a Unique Selling Proposition for your business: Make a Promise.
Make a Promise
Now is the time to make a promise to your current and potential consumers in the form of a written statement – this is your Unique Selling Proposition. This step combines the most important elements of the previous steps into a concise statement that assures the value your business has to offer. Your Unique Selling Proposition is essentially a promise you are making to your customers. This statement will allow potential consumers to have an expectation of what they will experience with your brand, while reaffirming to current consumers the value they are receiving.
Think of a way to combine the uniqueness you found in the last 3 steps into a directly recognizable phrase. This would include:
- The problem your target audience is faced with
- The solution you offer that plays on the strengths of your business
- How this solution makes your company or brand unique from the competitor’s options that are available
The emphasis in this statement should be the value your audience will experience. How will your products or services make their life better? Make sure your USP is short, concise, and easy to understand.
Make Your Proposition!
The first 4 steps are to go over the basics of your business and write down your unique qualities, research competitors and start to consider the problems your customers are facing, figure out how you can address the problems your customers are facing, and make a promise to your consumers that will help with the problem they are facing and will also give you a competitive edge in the market. By putting these steps together, you are now ready to make your proposition!
Check back for the final step in our series on creating a Unique Selling Proposition which explains testing the impact.
Download the complete package Creating a Unique Selling Proposition – Steps 1-4.