What makes your business stand out? In the world of B2B technology this question is particularly important. Yours is a world where a lot of businesses provide similar services or promise the same results. Being able to communicate your USP and showing how you’re unique could be the difference between business growth and stagnation—or worse.
This is where your unique selling point (USP) comes in.
If you don’t have a USP, you can create one. If your USP doesn’t quite nail what’s special about your business, you can improve it. The first step is to understand your organisation and the value you provide your customers.
You need a good value proposition to communicate your USP
A value proposition helps you define the purpose of your business, the relationship with customers and the benefits of your product or service. Your value proposition plays an instrumental role in helping you to effectively communicate your USP.
Here’s what should make up your value proposition:
When defining your organisation’s USP, it can be helpful to understand how your competitors communicate theirs. Competitor analysis should include a high-level look at the positioning of two or three (or as many as you want) companies that provide similar solutions to your own. Learn what to avoid and look for elements you can adopt.
Personas help you understand your customer. This means you can put yourself in their shoes and more effectively communicate with them.
A brand slogan helps people identify you in a few short, snappy words. More than a supporting statement to your product or service, it encapsulates who you are, what you do and how you do it.
Long before Twitter, an elevator pitch was a popular way of verbally summarising a product or service into a 30 second statement. Though still important and worth doing, a short, pithy (let’s say 240-characters) statement offers an invitation for potential customers to engage with you.
How to write a value proposition
When building your value proposition, you need to embark on an information-gathering mission. I’ve taken inspiration from the classic ‘Five Ws and a H’ questions to give you a good place to start.
Who is your audience?
Who are you talking to? You’re targeting the people involved in the purchasing decision, so you must research their industries, define their needs and their motivations and understand their pain points. This is where your buyer personas come in handy.
What do you do?
Seems obvious, but consider what your business does and distill it down to a few concise sentences. What do you do differently from your competitors? Determine your niche and explore it. It could be your technology, service, people, cost, etc.
How do you help customers overcome problems?
You identified the problems your customers face in question one, and here you’ll determine how you’ll solve them. Don’t restrict yourself to just the product. Think about the intrinsic value you can offer and the factors that set you apart from your competition.
Why should the customer choose you?
Avoid simply listing the features of your product or service. Skip the technical jargon and jump straight to the business value. Customers deal in value, and many aren’t interested in the jargon-heavy ins and outs of your solution.
How do you want your customers to perceive you?
You cannot underestimate the power of a nailed-down marketing voice. It creates consistency in every piece of content you produce and resonates with your audience. Contemplate how you are perceived, how you want customers to see you, and spend some time studying how other companies project themselves.
You’ve got this
When you can effectively communicate your USP, people take notice. You set yourself apart from the competition. And your target audience tends to be more receptive to your big picture message. So, sit down and work out what makes you special. You might just open up doors to prosperous relationships that will see your business thrive. If you want to find out more about how we can help you, get in touch today.