Skip to main content
_FB_2018-Icons-finalized-cleaned-up_new_FB_2018-Icons-finalized-cleaned-up_newGroup 9
Back
Scroll to top

How to Find Your USP (Unique Selling Point)


Very few businesses are entirely unique. The vast majority of small businesses do something that other businesses around the world also do.

But you don’t want to be just another “fill-in-the-blank” business.

Unless your business is totally original, you will need to find a way to distinguish yourself from the competition. This is known as your unique selling point (USP), value add, or simply your “secret sauce.”

Determine Your Competitive Advantage

The key to finding your secret sauce is knowing what makes your business different from everyone else in a way that has a positive impact on your customers. Very few businesses can compete on price alone, so unless you have a unique situation, stay away from price as a competitive advantage.

If you’re not sure where to start, turn to your customers. You may be surprised by what you hear. Ask your customers why they like working with you and where you have made the biggest impact for them. If you see a common trend, you may have found the answer.

Being the best at something is not easy. If the answer doesn’t jump right out at you, it may require some soul searching.

Think about why your business exists in the first place. What are you passionate about? Why do you get up in the morning and come in to work? What difference are you trying to make for your customers, and how are you doing it?

Make It Your Focus

Before you talk the talk, you have to walk the walk. Claiming a competitive advantage isn’t going to do much for you if it’s not true. Make it a priority at all levels of your business. If you deliver consistently, you’ll distinguish yourself from the competition and keep customers coming back.

Once you feel that your company is truly living up to your USP, include it in all of your messaging. This includes web copy, emails, brochures, and sales pitches.

Make sure that everyone is on the same page and that you’re using the same language to describe your unique selling point and why it should matter to prospects. This is commonly referred to as the “so what” factor.

Consider offering a guarantee to your customers based on this advantage. Showing that you believe in and stand by what you say will make it more likely that prospects will give you a chance to prove yourself.

Eventually, your company will become synonymous with your message. It will be ingrained in your culture and your best customers will evangelize your products or services. This is the key to transitioning from a company to a brand.

 

Trending Topics

Best Small Business Bank – North Carolina

If you’re looking for the best small business bank in North Carolina, the search ends with First Bank. First Bank’s doors first opened in 1935 to serve farmers and local businesses when the small town of Troy,...

Best Business Checking Account – Jacksonville NC

Running the best business in Jacksonville, North Carolina starts with having the best business checking account in Jacksonville, NC. And, opening the best business checking account in Jacksonville starts with a trip to one...

5 Mortgage Tips to Help You Get the Best Deal

Applying for a home loan can be a confusing and sometimes frustrating experience for prospective home buyers, but it doesn’t have to be. By keeping these mortgage tips in mind, you can make the home-buying process...

3 Tips for Saving Money in Your 20s

Saving money in your 20s may seem like an impossible task, but did you know that your 20s is actually prime time to start setting money aside for you future? If you’re wondering how to save money in your 20s, follow...

What is the SBA?

If you have a business plan but are having trouble acquiring a bank loan, consider reaching out to the Small Business Association (SBA). The SBA is a government-affiliated organization that provides small businesses...

Best Business Checking Accounts in Asheville, NC

If you own a business, or are looking to start one, you might be worrying about where to put your money, among other things—don’t worry, we understand. At First Bank¹, we are dedicated to helping local...

Best Savings Account Rates in Albemarle, NC

The Simple Dollar lists 100 Great Tips for Saving Money for Those Just Getting Started. At the top of the list? Finding the best savings account rates. In Albemarle, NC, First Bank has two locations with highly competitive...

Best Business Checking Account in South Carolina

If you’re planning to open a business in South Carolina, you will need a business checking account. If you already own a business but are looking to switch banks, you’ll want the best business checking account....

The Best Personal Banking Services for You

Finding the best personal banking services for your financial needs doesn’t need to be difficult. The factors that go into evaluating available options can include convenience, fees, and interest rates. It’s...

Your Community Bank – Albemarle, NC

When choosing a community bank to address all of your banking needs, it’s important to consider a bank that’s small enough to know you like a neighbor but large enough to provide a lot of options. Choose First...