What makes a meal – let’s say the Nigerian Jollof
rice – so irresistibly delicious and leaves you
wanting a second serving? Is it the spice? Is it the
sauce? What secret ingredient makes it different
from fried rice or coconut rice?
Just like jollof rice, every business needs that
spice or sauce that makes it stand out from all
other businesses even in the same niche. There are
lots of businesses out there selling the same
products or offering the same services as your
business and there aren’t as many consumers, seeing
as there are lots of options for them to choose
from, some even more so, overwhelmed.
A unique selling proposition – or USP as it is often
called is that unique or special benefit that your
customers derive from acquiring your products or
engaging your service offerings. This is how you
differentiate yourself from other brands
WHY DO YOU NEED TO HAVE A UNIQUE SELLING
PROPOSITION?
There is always an onslaught of offerings to
customers, especially in this internet age where
accessing products or services is at the tap of a
button. So, the only thing a customer wants to know
is, “why is this product better than the others?”
“What benefit can I get from this those other
businesses do not provide me?”. Providing the answer
to these questions is the key to your unique selling
proposition.
Figuring this out is not a walk in that park of
course. You have to really focus and dig deep into
your creativity to distinguish you and your brand.
Your unique selling proposition can be a particular
quality that your product gives your consumers that
other brands can’t give or your prices –price
matching, free shipping, bulk discounts, special
offers– it could also be your location or speed of
delivery. Whatever it is, the essence is that they
must be eye-catching enough to grab their attention.
For instance, at Capitalfield Investment Group, our
USP centers on the incredible rates we give our
customers. On loans, savings, and investments, we
make sure our clients are receiving the best rates
in the market. Our service offerings may be similar
to what you have out there, but what makes us
different is the unique rates on credits and returns
on investments we offer. That’s the spice.
HOW DO YOU FIND YOUR USP AND MAKE CUSTOMERS CHOOSE
YOU?
• First, outline what differentiates your business
from that of the next competitor. That value that
you offer which other businesses in the same niche
do not. Center on this specific value and expound on
it. Make it the gospel message your brand seeks to
preach to customers.
• If you study your products and see that perhaps
you do not have any specific differences that make
you stand out, the next step is to create one. Sit
with your creative team and brainstorm ways to
improve on your product features that would provide
a distinct value other businesses are not offering.
• Step into your customer’s shoes: As an
entrepreneur, you must always remember that the
satisfaction of your customers, comes first. Carry
out surveys, study your target audience and ask
yourself “what do my customers really want? How can
I satisfy their needs better?” treat them to good
quality, convenience, reliability, friendliness,
cleanliness, and excellent customer service.
• Incorporate this value into the vision and mission
of your brand. Your USP becomes the voice of your
brand. This would further communicate to potential
and even existing customers the high value your
business offers them in competition to others.
Serves to tell them how your business will better
meet their needs, and give them the experience they
seek.
As Seth Godin once said; “Remarkable marketing is
the art of building things worth noticing right into
your product or service. Not slapping on marketing
as a last-minute add-on, but understanding that if
you are offering itself isn’t remarkable, it’s
invisible.” So, when you have identified and
communicated your unique selling proposition, it
begins to sell your product for you without you
lifting a finger, giving you a competitive advantage
over other businesses.
That right there is the sauce to your jollof rice.
