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 5th and final step in creating a Unique Selling Proposition, which is testing the impact of your proposition.
Business owners know how their products or services differ from others in the market; the challenge comes in communicating 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, read our article Unique Selling Proposition – What Is It?.
So, where should you start? Here is the 5th and final step in our 5 part series to help you create a Unique Selling Proposition for your business: Test the Impact.
Test the Impact
Now that you have created your Unique Selling Proposition, the final step is to test the impact it has! Sleep on it, run it by others in the company, or create a focus group to measure the power of your USP with current and potential consumers. How is the statement you have created for your USP resonating with others? To answer this question, we recommend asking for feedback.
Here are 4 questions to ask in a survey:
- What emotions does the above statement evoke?
- What understanding do you have of the company after reading the above statement?
- What understanding do you have of the products and/or services after reading the above statement?
- Does the above statement leave you wanting to purchase the products and/or services? Why or why not?
In this step, you may realize that you need a different USP depending on the audience you want to target. Many businesses have multiple buyer personas or target audiences they want to reach that are each unique, which means the company may have various campaigns running to target those various audiences. Will your company need multiple USP statements depending on the campaign you are running or the audience you are aiming to target? It may take several tries, but once you get that perfect USP it will become an integral part of your marketing and branding strategy.
Time to start selling your USP!
Having written down your unique qualities, researched your competitors, considered the problems your customers are facing and how your company can resolve them. There is one final step last and definitely not least, go test the reach of your USP.
Download this resource Steps to Creating a Unique Selling Proposition Part 5 – Test the Impact.