Every business exists for a reason, and that reason is why your customers choose to spend their hard-earned money on your products and services over your competitors. But, customers don’t know that reason unless you communicate it to them first. This reason is your unique selling proposition or USP.


Today’s blog is inspired by our chat with Leah Smiley, the Founder, and President of the Society for Diversity Inc. Leah shared real insights into the hurdles her business faces, like dealing with politics and negative perceptions around diversity efforts. She’s tackling issues like reduced DEI initiatives in some companies and handling criticism from folks who might not fully understand the DEI field. Through it all, she’s all about reshaping industries, making them more inclusive, and handling outside pressures to make a positive impact. Keep reading for insights on how Leah, as well as business owners like yourself, can create a unique selling proposition to help customers better understand your business and stand out from the crowd. 

Creating a USP can be challenging. You must overcome external and internal obstacles such as political environments and negative perceptions that may surround efforts toward Diversity, Equity, and Inclusion that may be part of your USP. Getting around these preconceived negative impressions can help you craft a fantastic USP that helps all comers to feel included in your business.


Creating your unique selling proposition is how you get customers in the door. There are several key questions that you as the business owner should ask yourself when understanding your unique selling proposition:


Why is a unique selling proposition important?


This is the slogan or elevator pitch that will enable you to stand out from your competition. Customers have a lot of businesses to choose from. If they don’t know why they should choose you in ten seconds or less, they’ll likely move on to someone else. You don’t have much time to capture your customer’s attention. That’s why you must develop a unique selling proposition that makes your time holding their attention count.


What makes a good selling proposition? 


Good USPs are more than just a catchy phrase, they not only have to be memorable, but you must be able to back up your claims so your customers believe in your product. In effect, this is your pitch to the audience. It summarizes who you are and what you can do for them in five to ten seconds. Studies have shown that attention spans are only trending downward in an era when customers have more choices than ever before. So it’s important that your USP quickly and efficiently make your point to customers. Do not waste your time with long-winded explanations and demonstrations. You want to make a short pitch that captures their attention and hooks them into wanting to learn more. This is how you turn your USP into a virtuous cycle that promotes the conversion of leads into sales.


How does having a unique selling proposition help your business?


A USP is important for business growth. It’s how you get your initial customers in the door, and it serves as a perpetual reminder to existing ones that you provide something for them that no one else can or will. It is the summation of the value that your business can provide. And at the end of the day, a business is a medium through which you solve a problem for customers and provide them with value.


Answering these questions will give you a firm foundation for developing your unique selling proposition and the marketing strategies that go along with it. It shows that you have a true understanding of your business marketing footprint and will lead you to succeed in making your business stand out!


Are you looking to beat the competition and engage with your customers on a higher level? It’s important for your business to stand out in a sea of competition. Our business coaches work with you and your business and can help you create a unique selling proposition that draws your customer’s attention.


This is Coach Tim Campsall, helping you to get unstuck & thrive by understanding how to best grab your customer’s attention to your business!


Book your free consultation today using the link below and let’s create a unique selling proposition to get customers through the door.