Use your USP to grow your business and shape your future

  • Posted on: 22 May 2016
  • By: The BizWrite Team

Use your USP to elevate your business success


There are thousands of businesses in the country that offer similar products and services in the same industry. But why do some businesses do better than others? Why do some businesses attract more customers and grow much faster than competitors?

The simple answer to these questions is, the company has a well defined, thought out and attractive unique selling proposition. It’s the one thing that sets the successful company apart from its competitors.

So, let’s take a closer look at what makes a great unique selling proposition and how it can help your business.

What is a unique selling proposition?

Your unique selling proposition (USP) is what makes your business different from competitors. It’s what elevates your business in the industry and helps customers to make the decision to choose you above all others.

Think about the brand of clothes you’re wearing, the computer or phone that you’re reading this on. Why did you choose it? Was it the price? The way it looks? Surely there are similar products out there that can do exactly the same thing, but you chose these products for a reason. That reason helped you to make the decision is the USP.

How can you find the USP in your business?

Strangely enough, business owners are masters of their businesses. They understand every process, product specification and even the ideal target market. Unfortunately, because you’re so close to your business, it’s often difficult to look at your business from a customer perspective.

To find your USP you need to take a step back. Put yourself in your customer’s shoes. Now that you’re a customer, ask yourself, why would I choose these products and services? Am I delivering a better price? Am I beating my competitors on exceptional customer service? Maybe the quality of your products is superior.

All these elements combined form part of your USP.

How to use your USP to grow your business

Once you understand exactly what your USP is, you need to showcase it to your target market. Show them how your products and services outshine the competition in your marketing and communications. Use the USP to direct your customers’ buying decisions. Use your USP to convince them that they cannot do without your products and services.

Remember that good marketing goes far beyond fulfilling their needs. Great marketing plays of the customer’s desires by showing them the deeper benefits. Sure, this product might save you a few thousand rand, but it also delivers a level of luxury, glamour and superiority. can help you find your USP and create the market campaigns you need to elevate the reputation of your business. To find out how we do this, send an email to

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