This is Chapter 7 from the Buyer Persona Guide.
What is USP (Unique Selling Proposition)?
Your USP is what makes your business stand out from the crowd and tells your customers what is special about your product or service. A unique selling proposition is basically a factor that differentiates a product from its competitors – what you have that your competitors don’t.
➡️ You can read more about USPs in our Copywriting for Social Media guide.
When you start a business, clearly you’ll have competitors. And that’s ok. What’s not ok, is you not knowing what differentiates you from your competitors.
The best way to figure that out is to ask yourself this question: “Why should someone buy what I sell when they can buy the same thing from one of my competitors?”
And this is exactly the type of question that can help you form your USP.
Another reason why it’s so important to differentiate is so you can focus on a clear buyer persona you can sell to. And the way you differentiate will shape your USP. Also, keep in mind that your USP should be the core of the very reason your business exists.
Here are three components of a USP:
- Knowing your target audience, buyer persona (ideal customer). Know what motivates them, what keeps them awake at night and why.
- Bring a solution to a real problem.
- Prove the unique benefits your product/service brings. And most importantly make sure to deliver on these benefits.
The goal? Get paying customers as soon as possible.
✍️ Bottom line:
The USP (unique selling proposition) starts with the buyer persona (customer avatar). You need to understand who it is you are trying to reach, who is your ideal customer. And, unless you know exactly whom you’re actually trying to reach, you’re never going to reach them.
The reason buyer personas play a great role in creating your USP is that by taking the time to understand who your ideal customer is and what their wants, needs and pain points are, it will help you to stand out in areas where your competitors have failed or left gaps.
Buyer Personas in Social Media
Would you like to read the full guide? Download it here to iscover all there is to know about creating buyer personas.