At SonicSEO.com, we know your website can be the most powerful marketing tool you have. It has the potential to boost leads and sales because it can help more prospective customers find and choose you. One key factor in how effectively your website converts viewers to customers is your unique selling proposition, or USP.
Your unique selling proposition (USP) is the summary of what makes you—your company culture, your products, your approach to services, etc.—different from your competitors.
A USP may very well be a unique product. You’re the only company in the country that manufactures and sells organic-dyed lime green contacts? Boom! That’s your USP.
But for companies facing stiff competition, like plumbing and HVAC companies, dentists, hair stylists, preschools, etc., your USP has less to do with what you offer, more to do with the how or why. In other words, your values, your processes, your experience, etc. make your business unique in your area and/or industry.
How Your USP Works for You
Your USP should ring out from all parts of your marketing website—page titles, section headings, body copy, calls to action, etc. Without using the same words, of course, your website viewers should be reading your USP everywhere, and for two reasons:
A brand is more than a logo or “proprietary” color scheme, font, symbol, etc. A brand is everything that captures and represents the personality of your business. Your USP should be part of what is implied by your brand. But that can only happen if your USP is evident.
By linking your visual branding with your USP, when existing and potential customers see your logo or hear your tagline, they also have an emotional experience (and if you’ve done your branding well, you dictate the emotion—familiarity, friendship, trust, relief, etc.). That emotional experience is key to their purchasing decisions.
- Impetus and/or Rationalization
People may have very practical wants and needs, but what drives them to choose one option over another is almost purely emotional. Your USP is one element that can plant and nurture an emotional connection with your customers so that they choose your brand. USPs that speak to company values and/or dedication to customer satisfaction, especially, can effectively compel customers to buy without delay.
If your USP is more practical, as it is for companies who distinguish themselves through proprietary processes or cost-efficiency, your USP can work to provide the logical justification buyers need to continue to feel good about their purchasing decisions. And that is as important as the emotional connection because emotion-driven sales with no “good” reasons to linger behind them lead to buyer’s remorse, and buyer’s remorse is the nemesis of repeat customers and brand loyalty.
Your USP works at multiple levels of buyer awareness to promote your company/services/products online and off.
How to Get a USP
Your USP is something that only you can determine. It can’t be made up for you.
However, the marketing consultants at SonicSEO.com can help you refine it and put it into words and design. That’s part of our USP. We use a proprietary process to develop your custom website, and part of that process involves getting to know your business so that we can effectively express your USP.