Why do I need to define my unique selling proposition (USP)?
“Who are we actually solving problems for?” “Why are our leads garbage?” “Why is our sales cycle taking forever?”
Marketing is about connections. I don’t want to get all sappy, but emotional connections (to one degree or another) are critical to the success of your marketing. People need a reason to care about what you’re saying. And those connections are up to them, not you.
A USP is your WHY. It answers the first questions a person asks themselves when they encounter your messaging: “why should I care about what you have to say?” If you know enough about your customer (ICP), you’ll be able to give them an answer that will resonate with them which will start to forge that connection you need.
Think about your customer funnel (learn more about the funnel here). The bottom of the funnel is where you win customers. The top of the funnels is where you add people when they express interest. If you’re not filling the top of your funnel, you’re not going to have anyone at the bottom.
Your USP is what draws people in. Literally into your funnel. By catching their attention in a way that resonates with them, you are giving the rest of your marketing a fighting chance at keeping their attention. If you’re not willing or able to differentiate your efforts for your audience, you’re just adding a bunch of noise to their already loud lives.
So, what should your USP be? You don’t need some patented technology or secret sauce. It doesn’t have to be tangible. In fact, it should be intangible. That creates a more emotional connection with your audience. They’re not willing to listen because of some fact (that comes later), they’re willing to listen because you ‘get them’ and their needs.
Are you the ‘safest option’ in an industry that often promotes performance (think Volvo)? Are you the option for artists and creatives in an industry focusing on business (Apple)? Your USP shouldn’t resonate with everyone (maybe you think Volvos are boring), it has to resonate with YOUR ICP.
What shouldn’t your USP focus on? Your customer service (that is table stakes, the bare minimum), the number of years you’ve been in business or some award that you’ve won. Those are things important to you and your company. They mean nothing to your audience.
Show your audience why you’re different. Show them why they should choose you. Act like you have something to prove. Because, to your audience, you do.