What's your unique special proposition

by Natalie Sisson

There’s a term that is bandied around in the business world that could mean the difference between surviving and thriving in business. `What’s your USP?’ people may ask you. What they’re referring to is your unique selling position, but what if you looked at it as your unique special proposition. Simply put this is what makes you stand out from every other business in your niche.

It’s what you say when someone asks you what you do and what your business offers. If you can’t answer that question immediately and leave them intrigued and wanting to know more then you really need to work on your USP.

How do you develop your USP

This doesn’t happen overnight. It’s a key part of your business that you will continue to refine and hone every year. Here’s a process to get you started. 

First of all answer these questions yourself. Then get someone who knows you and your work well, to answer them –your customers, colleagues or friends. This is because a USP is about other people’s perceptions of you. What makes you remarkable in their eyes may not be obvious to you. 

1. What are you better at than anyone else?

This can’t be waffly or neutral. Really think about what you do differently and why that counts. Think about what your friends always tell you you’re great at. For example if they always come to you for relationship advice, help with their car, ideas for recipes or just because you’re a great listener then that’s likely your answer.

2. What do you enjoy doing the most?

Clearly if you’re going to do well in this world you need to really enjoy what you do. It will show to everyone who you meet. You can’t fake passion, so get really real on this one and right down a list as you will find there’s more than one answer.

3. What do you provide that no one else is providing?

It’s rare to find an idea or business model that has never been done before, however there are twists on this. Look at Zappos who sold shoes online – never thought that one would work as people love to try them on and walk around in them. But they realized if they could offer superior customer service and create amazing trust with their customers, then they need not buy their shoes in a store.

4. What annoys people the most about your industry?

This is where you put your listening and observation skills to the test and make sure that you’re really listening to what people’s problems are with your competitors. Look up the forums online, Google a problem your customers face and see what search results come up that you think you can offer a solution to.

5. What is remarkable about you?

Time to get honest here. You can start by giving yourself a big pat on the back for all your achievements to date, no matter how insignificant they may seem to you. If you can’t tell anyone what that is, then why should your customers and clients rave about you?

6. Do you have an unusual combination of elements?

Are you a creative who also has great planning skills? Are you financially adept but also have an ability to sell anything and everything? Do you have a way with words and languages?

7. Do you have a big personality?

There’s no need to be a Gary Vaynerchuk or Lady Gaga in order to figure out what your personality type is and how you can work that to your advantage.

8. Write a USP statement

If you’ve got this far then it’s time to actually write out your USP statement. This will act as a reminder of what makes you distinctive and you can refer to it every day.

Here’s the format to follow:
I am unique and different because I provide [USP] which no one else in my field provides. No one else can or will provide this because [insert reason].

Natalie Sisson is a Kiwi Entrepreneur and Adventurer dedicated to finding creative ways to help you run your business from anywhere. She focuses on using online tools, social media and outsourcing to create more freedom in business and adventure in life. Her blog The Suitcase Entrepreneur features articles on all aspects of running a virtual business, a wealth of resources, biz and travel tools plus a large dose of inspiration, insight and intelligence.

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The views and opinions of the author expressed in this article do not necessarily reflect those of Hotfrog.