Working out your USP
by Startacus Admin
Self Starter June Carmody is an experienced consultant, Community Manager and marketing executive with a focus on startups. In this article June gives us a all some handy pointers on "working out your USP"
“In order to be irreplaceable, one must always be different.” Coco Chanel
"A USP (Unique Selling Point) is a term frequently used in the business world. You need to have something different and special, which will grab (and 
keep) the attention of a potential customer and bring your product or service to the level you desire. You want to stand out from your competitors and keep your customers coming back for more. Being special in an ever-crowded marketplace is getting more and more challenging so constantly reassessing will ensure you are on top of your game.
Asking specific questions about your product or service will lead to a greater understanding and hopefully some outstanding attention-grabbing marketing campaigns.
What is unique about the product or service itself?
Know your product; learn what is unique about it- how it functions, its appearance… whatever it is.
If you have competitors, analyse what they’re doing and observe the differences between you and them.
It could be branding, function or something as simple as a different form of packaging that makes you stand out. Whatever it is, own it.
Do you offer a solution to an obvious problem?
Perhaps, your company is in the medical field and saves lives. Or you have invented a simple beauty product, which makes young ladies happier and prettier as they head out on a Saturday night. Whatever it is, it solves a problem, which clearly needed to be solved.
The first step is identifying it.
Are you keeping it quiet?
Favourite brands have various ways of sharing their USP in subtle yet effective ways to their target audience. The options are endless.
Remember, less is more and nice, clear messaging via one or two mediums will be stronger than pumping it out across numerous ones.
A) Create a catchy tagline, which will stick in your customers’ heads without being too over the top. Taglines are natural and always a good option to consider.
Examples from top brands include:
-Domino’s Pizza "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."
-FedEx "When your package absolutely, positively has to get there overnight."
-MnM’s "Melts in your mouth, not in your hand."
B) Let the experts tell the world about it!
Team up with guest bloggers, journalists or twitter influencers from your market who have used the product or service. There is no better exposure than a review from someone who had a specific need and satisfied it with what YOU created.
Ways to achieve this include writing and submitting a press release, offering a giveaway on another site or providing a wonderful story about your product or service and how it has changed the world!
C) Let your branding do the work.
So, you have an impactful brand design because you paid a fortune to a top designer? And?
Having a brand that looks great is of course, important. Ensuring that a brand gets your message across is equally if not more significant.
Remember, elements such as images, testimonials and (to go back to the very start) - your company name are fundamental when it comes to letting your customers know your USP.
Keep the fundamental unique message in mind from the start, keep your communication consistent and the rest will fall into place."
If you like what you see here on Startacus and want to get involved yourself, (self interviewing or not!) why not become a member of our growing community by joining for free here!
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
Sid Madge, founder of Meee shares his tips on starting as you mean to go on, by getting the very best from your staff in 60 seconds
Transforming how we consume fashion - By Rotation is a peer-to-peer fashion rental app that will empower you to do good for your wardrobe, your wallet and planet
Bwalya Kasase, Business Process Consultant at Rebel Energy shares insights on how the renewable energy supplier uses digital workers to improve the customer experience
Peppy secures major investment to help scale its existing menopause, fertility, pregnancy and early parenthood support, and support the introduction of a range of new services.
One Year No Beer, the alcohol-free support service fundraises to scale its business following reports indicating huge surge in alcohol-related deaths since Covid.
The lowdown on Junk Kouture, the Irish-based global platform that's on a mission to unleash the creative brilliance of young people
Considering selling your startup's tech innovation to the healthcare industry? These tips from Evelyne Priestman, Health Economist, Health Enterprise East should help...
Wilton London exceeds crowdfunding target to support its aim of becoming the UK’s number one eco household cleaning brand
TestGorilla is a startup that's on a mission to help you identify the best candidates and make your hiring decisions faster, easier, and bias-free
Major investment for her1, the digital health impact company that's dedicated entirely to female wellbeing...
Published on: 24th November 2013
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.
- Peppy Raises £6.6M for its digital health platform 27th Jul 2021 Peppy secures major investment to help scale its existing menopause, fertility, pregnancy and early parenthood support, and support the introduction of a range of new services.
- One Year No Beer launches new £500K crowdfunding campaign 26th Jul 2021 One Year No Beer, the alcohol-free support service fundraises to scale its business following reports indicating huge surge in alcohol-related deaths since Covid.
- Smart Nano NI awarded £42.4m funding from UKRI 22nd Jul 2021 Major boost for the NI economy as nanotechnology consortium, Smart Nano NI awarded £42.4m by the Strength in Places Fund to support development of new technology for medical devices, communication and data storage.
- Ntropy Raises $3.2M for its innovative data platform 20th Jul 2021 Ntropy secures major investment to help with expansion of its team, support market growth and future product development.
