How to create an
Unique Selling Proposition
Your Landing Page should always reveal how your business stands apart from your competitors. And, it should quickly demonstrate how your solution is directly beneficial to your users.
If your unique selling proposition (USP) is clear, you’ve greatly increased the potential of turning a visitor into a sale!
Your unique value proposition could be the particular way you help people to save or make money. Or that special product you sell that’s available nowhere else. Maybe it’s the irreplaceable service you provide, or the great experience of trading with you.
Or – and in a crowded market, this is most likely – perhaps your unique selling proposition is a unique combination of some or all of these factors.
In short, a USP is what your company does better than any other. It’s your competitive edge, and communicated effectively will make you stand out from the crowd and drive your success.
When you develop your unique selling proposition, make sure you have in place these three supporting ‘pillars’:
- Resonance – potential customers or clients have to need, or believe they need, what you’re offering. Your product or service must resonate with people.
- Difference – it must be possible to distinguish your commercial offer from the thousands of others in the market.
- Substance – it’s crucial your business delivers on its promises and proves it does.
When you’re building your unique selling proposition make sure you know who your Buyer Personas are, what they want, and how to connect with them emotionally.
Benefit-led landing page headlines and content writing, relevant landing page images and dynamic call to action are all crucial here. To stand apart, detail exactly what you provide that no competitor does.
Even if you’re selling a highly generic product or service, emphasize the details that make it different.
To substantiate your USP, landing pages are ideal. Not only can you run stats on matters like customer satisfaction. You can also include user reviews, quotes from the media, Facebook ‘like’ buttons and links to Twitter feeds.
Social Proof is crucial, so people can see for themselves the popularity of what you do, and what others are saying about you.