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Every business has a unique selling point (USP), something they do better or different than any other business in their industry.

Finding this point, however, isn't always so easy.

Your business may excel in a variety of areas, from customer service to in-store ambiance to your unique product line up. But these things aren't always enough to set you apart from your competitors.

Your unique selling point has a lot to do with your business's success. It's what defines your business to your customers and reminds them why they should choose you over someone else.

If you want to get your business noticed in the ever-increasing crowd of competition, defining your USP is non-negotiable.

Here's how you can discover yours:

Consider Your Target Audience To Discover Your Unique Selling Point

Knowing who buys from you can go a long way in telling you what might be special about your business.

For example, if you serve a niche market, you might consider what about your brand and products makes you attractive to this market.

Think about the common denominators your audience shares.

Are they battling time poverty? Are they technologically unsavvy? Do they fall within a specific income range?

Anything that can reveal insight into your audience can help you understand why they prefer you to your competitors.

What Problems Do You Solve?

You might have a winning personality or a stellar website. You might offer coupons, sales, or discounts. It could be that a customer heard your jingle on the radio and just can't get it out of their head.

But none of these things tell the customer why they benefit from choosing you.

Think about what problems your products or services solve for your buyers:

For example, a small mom and pop business won't have the marketing budget of a large corporation, yet they still need an effective way to get the word out. If you're a marketing company, you might offer tailored marketing plans to fit their budget rather than an expensive, one-sided contract.

People don't always want the best prices. They don't always care about the brands you sell.

Oftentimes, they simply want to see how you can help them solve specific problems better than anyone else.

What Value Do You Bring?

Equally important as solving problems is providing value to your customers.

Your service or product may help solve a problem, but chances are your competitors may solve the same problems. If they can do it at a better price or offer something extra that you can't, you might have a problem converting shoppers into sales.

Do you offer a 100% money back guarantee? Will you deliver their order for free to their home or business? Do you practice an always-in-stock policy?

It's not enough to satisfy needs. Anyone can figure out what a person is most likely to buy and then stock it on their selves or website.

You can excel by incorporating value into each transaction so that your customers won't need to shop anywhere else.

Answer "What's In It for Me?"

Your customers care about one thing: what's in it for them? What do they get from giving you their business?

Your selling point should be crafted to answer this question before people have a chance to ask it.

This step is a combination of establishing value and problem-solving.

Many businesses make the mistake of touting their friendly or knowledgeable staff, tasty food, or "low" prices as competitive advantages. But keep in mind these things are subject to opinion, and not everyone will agree.

Moreover, these phrases have been uttered so often they've become more of an expectation rather than a way to differentiate your brand.

When you're thinking about your unique selling proposition, you need to choose something that's not overly trite and that will remain true regardless of people's opinions.

Can Your Unique Selling Point Be Easily Duplicated?

Originality is hard to come by in the business world, but it still exists.

Think about what you do that no one else in your market is doing (yet). Consider how you can keep those advantages competitive by making them difficult for others to copy.

For instance, you may use a proprietary system, specialize in original, handmade items, or serve secret family recipes that no other restaurant has.

The more difficult it is to duplicate, the stronger a selling point it becomes.

Why Would You Buy from You?

You can't sell a product or service to others that you wouldn't buy yourself. Successful selling requires your belief in what you're promoting.

Ask yourself why you would buy whatever you're selling. What problems will you need to solve? What are you looking for in a shopping experience? What do you expect from a company who wants your business?

Better yet, think about why you'd buy something from someone like you.

If you're face to face with customers or have any type of direct interaction, it's important to promote the right image at all times. Your personality and delivery can have a lot to do with your success, so make sure you make yourself one of the reasons people want to do business with you.

Overhaul Your Marketing to Reflect Your USP

Every piece of your marketing puzzle, from brochures and business cards to websites and social media pages, should be tailored to promote your USP.

Granted, a marketing overhaul isn't cheap, but it's absolutely necessary if you want people to associate your business with being the best at what you do.

Seek an alternative finance option that do not require assets as security. This opportunity would provide the funds you need to fix your marketing strategy allowing you to set your new plan into motion immediately and pay back your loan with your increased ROI.

In Closing

It's not always easy to talk about yourself or how you excel, but promoting your business is the one time where it's absolutely critical to gloat. People need to know about you and why you deserve their time and money. But first, you need to figure this out for yourself.