Every business should have one "USP": a Unique Selling Point. This is something which sets your
product or service apart from your competitors' in the eyes and minds of your prospects.
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What's unique about a Unique Selling Point?

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Stand out from the crowd!
Every business should have one "USP": a Unique Selling Point. This is something which sets your product or service apart from your competitors' in the eyes and minds of your prospects. If you don't have a USP then:
  • Your business will be just another 'also ran'
  • Your prospects will tend to compare your offering with others purely on price
  • You will have no clear competitive edge, and there will be no outstanding reason for prospects to consider buying from you.

So, what makes a killer USP?

  • It should single you out from the opposition in just a few words
  • It will often have the words "the only.." or "no-one else can.."
  • It will be a proposal that will appeal to your prospects

Don't try to fool yourself by using words such as "we offer good service" or "our staff are friendly". Firstly, how can you prove this. And secondly, who is not going to say this?

If you have a good, clear (and honest) USP, there is a good chance that you will be able to compete on factors other than price. And that means that you will be more profitable.


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