To you, your company, and your employees, you may be doing something completely unique and different than anyone else, but have you figured out how to convey that to potential clients?
Enter your Unique Selling Proposition (USP). Think of your USP as the part of your company that makes your business unlike any other.
The product your business offers may not be new, but the way you sell it just might be. This is key when clients are vetting you versus your competitors and deciding on who truly has a leg up in the game.
We've already outlined how to create a USP in an earlier blog post 6 Simple Steps to Quickly Create a Unique Selling Proposition, but the gist of it is this:
- Define your target audience
- Know your industry
- Describe what makes your product unique
- List the benefits of your product
- Offer proof
- Convert the information into one or two sentences
If you've already hammered out those details for your USPs, then you're already on the right track. However, if you need a little motivation, here are 4 examples of awesome USPs.
“Lactation suites for breastfeeding moms on the go.”
Mamava offers turnkey, prefabricated, and freestanding spaces for pumping and breastfeeding mamas on the go. As the number of working, traveling, generally on-the-go breastfeeding mothers is increasing, Mamava’s product offers a safe, clean, and comfortable space for women who need to pump or breastfeed while away from home.
Mamava is a unique business dedicated to transforming the culture of breastfeeding and believes that nursing should be a right, not a privilege. Mamava caters to the reality of what it takes to be a new mother while celebrating the beauty in nurturing a newborn child.
2. TOMS Shoes
“The One for One Company”
TOMS Shoes is a well-known footwear company that offers a unique USP: for every pair of shoes bought, a pair of shoes is donated to a person in need. TOMS’s charitable giving has also expanded in recent years to offer eye care services, access to safe water systems, materials and training to ensure safe births in developing countries, and bullying prevention training programs.
TOMS also works to create jobs by establishing manufacturing and sourcing in the countries where they give. What makes this selling point most unique is that the company offers quality products that fulfill customers’ desires, helps to improve the quality of life for people in need, and includes the customer in this charitable transaction.
Customers receive both a product and the knowledge that their purchase has helped a person in need.
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
As an outdoor clothing company, Patagonia offers a unique take on the development and lifespan of their products. Their USP is less about their tagline, and more about what goes on behind the scenes.
Patagonia products are durable, long-lasting, and are made with sustainable fabrics in a clean and earth-friendly fashion. The outdoor-oriented company aims to be a fully sustainable business and is active in its commitment to the environment. Patagonia supports the lifestyle its brand represents through supporting environmental organizations around the world and embracing the corporate responsibility of ensuring a clean supply chain and production process.
As a brand that offers tasteful and practical outdoor-focused gear, Patagonia is a unique company that actively and openly supports the idea of protecting the earth and having as little of an impact as it can on the environment.
“Everything you need in the bathroom—from razor blades to grooming products—automatically delivered to your door. It doesn’t get any simpler than that.”
Based in Venice, CA, the Dollar Shave Club offers a unique product through an appealing USP. The Dollar Shave Club is a subscription-based service that delivers razors and other personal grooming products to customers by mail. The products offered are customizable, as is the timing of delivery.
The mail-service shave club creates a personal experience, eliminates the need to regularly purchase grooming products at the store, and helps the customer dodge the inevitable situation of running out of a certain product when it is needed most.
A unique selling proposition is, quite literally, as unique as each business. But the thing to remember is that your USP should separate your company from the others in a way that makes people say, "Hey, that's something I can get behind!"
No doubt, these unique aspects are part of the success of these companies. Show your audience that your business can provide what they want, but in a new, intriguing, and different way.
Thanks for stopping by,
Breezy Hill Marketing offers complete marketing services to our clients in Vermont and throughout the United States. We specialize in marketing strategy, web design, and inbound marketing. We work closely with each client to tailor a program that meets their unique needs.
Note: Blog post updated on 9/25/18.