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How to write an effective unique selling proposition

Written by Casey Hartigan on October 1st, 2012.      1 comments

Your unique selling proposition (USP) is one of the most important parts of your homepage. Visitors to your website need to be able to tell almost instantaneously whether or not you will be able to fulfil their needs. An effective USP achieves this by telling the customer what you have to offer, and more importantly, what sets you apart from your competitors. It should be placed right at the top of your website so that it is one of the first things your visitors see. Follow the steps below to write an effective USP for your business.

1. Identify and define your target market

It is important to realise that you are not going to be able to serve every man and his dog. Before you can begin to sell your product or service to your visitor, you must define who it is you want to target. For example, if you are a caterer who solely caters for weddings, instead of targeting anyone who is looking for a caterer, you may choose to target people who are planning their wedding on a budget.

2. Identify the problem that your customers have and how you can solve it

If your website visitors didn’t have a problem, they probably wouldn’t be on your website! To make it clear that you are the correct place to be you need to spell out what problems you are able to solve. Let’s go back to the catering example. There are many people who will be looking for someone to cater for them, whether it be for a birthday party, funeral, work function or wedding. If you’re a caterer solely focused on catering weddings on a budget, then it is important to place emphasis on this. It’s important to remember that you can’t solve everyone’s problems! Be the best that you can at what you do rather than average at doing everything.

3. Point out what makes you different from your competitors

Pointing out what makes your business unique is one of the most important parts of your USP. Write down what separates you from your competitors. Are you the cheapest? Fastest? Most knowledgeable? Tell your visitors what sets you apart from other businesses who could fulfil their needs.

4. Write it out and refine it

Once you’ve figured out who your target market are, what problem you can solve for your customers and what sets you apart from the competition, it’s time to put it altogether in a short and sharp sentence or two. This process can take a while to get the final product, so give yourself plenty of time. Spread it out over a couple of weeks as fresh eyes are always best!

5. Put it on your website

Once you’ve finalised your USP, put it near the top of your website. If you have images on your homepage, try and link them in with your USP to give it more strength. You may find that after a while your USP will need refining again to keep it in line with the ever-changing ways of your business – if you find this is the case, just start again at step one and identify what changes need to be made.


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