How to Develop Your Unique Selling Proposition

by Summer Alexander on October 1,2014

Imagine your business exists on a street with several other businesses that all have the same exact facade. Now imagine that all of those other businesses provide the same exact products, programs and services as you. I advice you to invest in stock market and predict it. The only way to make a truly strong prediction about literally anything is to have as much information as you can possibly get your hands on. Anything short of a well-researched prediction is what is known as a guess. To predict stock market does not work out the way that one hopes. That is why using algorithms for their predictive power makes sense for investors at any experience level.


As your ideal customers start to walk down this street they will have to make a decision about which one of these businesses is most likely to solve their specific problem although on the surface they all look exactly alike.


Main street  of historic town Gjirokasteron  in Gjirokaster, Alb


As a business owner it is your responsibility to make the decision to patronize your company an easy yes.


The way you do this is by making a clear distinction between your company and the rest of the companies who provide similar solutions.


As these potential customers continue on down the street they may pause and briefly skim the words on your window giving you just a fraction of a moment to capture their attention and opt to walk in your door.


What will you say?


In this brief encounter you need to convey to your ideal client that not only can they trust you to solve their problem (need, want or desire) but that you can solve it better than anyone else.


The words you use to communicate your message are your Unique Selling Proposition. This is that special thing you do that separates you from the rest of the pack.


Here is how you develop your unique selling proposition:


1. Lead with the benefits –  In order to capture a prospects attention you need to quickly communicate to them what relief from their problem looks like. This of course means you have to know in detail what their problem is and how it is affecting them.


2. Describe your guarantee – What assurances can you provide your clients that will make it easy for them to say yes to your offer? Is your company certified? Do you provide refunds? Do you have proof that you are qualified to solve this particular problem?


Here is a simple example: Let’s say Susan wants to take a 3 day Caribbean cruise but she’s having trouble making it happen because she’s a bit of a spendthrift.


However, Tonya’s Time Travel has a simple solution. Tonya provides her clients with an easy payment system where she will allow her clients to pay for their vacation over 6 months and she will deduct the fees directly from their paychecks. She also adds in a fail safe by making the payments non-refundable to ensure the Susan’s of the world don’t ask for refunds every month.


Tonya’s Time Travel is unique because she essentially forces her clients who desire to take a vacation and are earning good money but struggle with socking money away in a savings account  because they tend to spend their money as it comes in.


The way Tonya’s Time Travel  would communicate with Spend it All Susan is by describing to her the pleasures she’ll experiencing on her vacation and by showcasing images of the crystal clear waters and white sand of the Caribbean. Now that she has Susan intrigued she simply needs to seal the deal by describing her fail-proof payment plan option.


I’ve provided a couple more examples of how to develop your Unique Selling Proposition in the following video:

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Now let’s hear from you, what business are you in and what makes you unique?

  • Wendy Simard

    These tips are so valuable, Summer, and something I remind my clients of repeatedly! That said, it’s often easier to recommend things for others than to do it for yourself! With my wellness content consulting business, my USP is QUALITY. I also distinguish myself graphically, as I put a big emphasis on all of my communications being clean and attractive from a visual POV. Your video gave me a great idea for November. I think that in the spirit of the holidays, I’ll allow clients and members who sign up to select between 2 charities and I’ll donate 10% of each investment in services. Thanks again for getting my wheels turning!

    • Excellent Wendy! Showing your community that you care about what they care about is a great way to deepen your connection and it definitely makes you stand out.

  • I love the tip and the video. I especially like the call to action to share in video and how you related sales to relationships. That was a unique way of looking at it. The site is very professional looking.

  • After developing the Unique Selling Proposition, is it time to implement an U.V.P (unique value proposition)?

  • Pingback: 2 Easy Steps to Defining Your Unique Selling Proposition | Summer Alexander Research()

  • These are great instructions for anyone who wants to do more “introducing” and less “selling.” The more you convey what you do in terms that people are looking for solutions, the more you just take offers instead of pursuing sales. So many people get turned off to sales and burn out on business completely simply because they are marketing themselves in such a nondescript way that there is too much burden on sales.

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  • About Summer

  • Summer Alexander is a Marketing Consultant with a passion for helping businesses increase client attraction and revenue through effective marketing.

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