How to communicate your USP (Unique Selling Proposition) to your customers

I recently had to fill out a pitch deck for a potential investor and one of the questions I had to answer was, ‘What is your USP?’

Which got me thinking, what exactly is USP and how do you communicate it to your customers?

In marketing speak, USP, or unique selling proposition is what makes your business stand out

Your USP can mean the difference between success and failure.

Your unique selling proposition serves to set you apart from your competition.

If you make your business stand apart from the crowd, everything you do will be easier.

How do you communicate this to your customers?

There are three ways to communicate your USP

  • Add a USP bar under the navigation menu on your website — give your USP prime position so visitors know instantly why they should buy from you.
  • Create an enticing USP tagline you can add to all your marketing material — email signatures, business cards, brochures, name tags, vehicles, signs etc.
  • If the majority of your website traffic derives from your home page, create a dedicated block including the key benefits you offer. Test the position, style, colour etc to find out what works best for your conversion rates.
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