It's your USP that set's you apart from your competitors. Without it, you're just another company in the business market.
What exactly is an USP? It's your Unique Selling Proposition. That certainly answered the question didn't it!
Your USP is your product or service's most powerful benefit along with your strongest unique aspect of your business. In other words, Why would I want your product? Why would I buy it from your business?
Grab a pencil and a piece of paper and do something that is about to give you the edge over your competition. Develop your USP by answering the following questions:
What are you selling?
What exactly is your product and/or service?
What does it do?
What benefit is it to your customer?
A benefit fills a need or solves a problem.
What is unique about your product and/or service?
...about you?
...your company?
Summarize the above questions into a powerful phrase.
Your USP must answer the question that is on your customer's mind....What's in it for me?
Your customer is going to buy on emotion. Your USP will either address how it will eliminate a "pain" or give your customer "pleasure". The customer will use logic to justify the purchase. Benefits represent the emotional level of your customer and features will be the logical justification for buying. Your USP must really concentrate on the benefits.
Is it really worth developing an USP? Would you believe only 5% of the businesses develop one? It's a major reason why many businesses fail or never reach their full potential. Creating one will help your business rise above and set you apart from your competition. It's worth taking the time to develop one unless you have an abundance of marketing money and time to waste.
Oh by the way, USP also stands for Unrealized Sales Profits!