Your company’s unique selling proposition (USP) is what makes you stand apart from the competition and draws the exact target audience you want. Your USP establishes you in the marketplace by showing the consumer what is unique and beneficial about your company. Your USP needs to appeal to just the right audience, be succinct and memorable.
There are approximately 27.9 million businesses in the United States, although that number does fluctuate from year to year. While your industry may have more or less competition than most, the fact remains that there are a lot of other businesses competing for consumers’ attention. With the Internet, the economy is more global, so you may also be competing with similar businesses in other countries. A USP allows you to stand out.
Once you’ve established your USP, you need to get the word out about what is unique about your company. One way to do this is through your company website. There are many different ways to convey this message. To narrow it down a bit, here are five different ways you can promote your USP on your company website:
1. Create a Visual Proposition
When someone hears your message, they aren’t likely to remember it, but when you add an image, people retain about 65 percent more information. Adding a pertinent visual to your proposition helps people remember what you’re about. In addition, they are more likely to share images on social media, helping spread the buzz. The key is to find a visual that highlights the message you want to promote.
One of Sharpie’s propositions is that they are the original permanent marker for bold, creative expression. They add a visual element that showcases what can be done with their markers to make more of an impact with site visitors. Note the bold colors in the image and the uniqueness of creating one-of-a-kind shoes. The next time you work on a project where you need permanent markers, Sharpie is likely coming to mind along with this image.
2. Make a Simple Statement
Sometimes you just need to come right out and make a statement so that the consumer knows what your company is about. If you strive to have the best customer service in the industry, state that. Add a few statistics on how quickly you solve problems your customers might have.
Let potential customers know just what you have to offer and why they should do business with you. Use a customer testimonial to highlight why you’re the best from the customer’s perspective.
3. Make a Difference
Sometimes a USP is about the difference your company is trying to make in the world. What do you really stand behind and believe in? This type of passion tends to attract like-minded consumers to your brand. Together, you can accomplish even more with the help of those like-minded people. Those who strive to improve the environment, for example, will look for companies with similar values.
Check out at how Chardon Labs reaches out to the environmentally-conscientious consumer by explaining their unique eco-friendly water treatment. They focus on the many chemical-free benefits, cost savings and even their guaranteed scale-free systems. In addition to the text on the page, the company provides a video that shows their system in action at a Whole Foods.
4. Use Humor
Humor can go a long way toward creating a sense of good will. It also helps your brand stand out as a bit edgy and fresh. Be aware, however, that humor is subjective. What one person finds funny, another might find offensive. The key is to figure out what the people you want to reach with your message find humorous.
Take a look at how Saddleback Leather Company uses a bit of dark humor to get across the message that their product is high quality. They state “They’ll fight over it when you’re dead.” People who share their dark sense of humor will chuckle over the statement, but the message that their product is high quality and will last for generations also comes through loud and clear.
5. Show Why You Are the Go-To
Your website should offer things that people can’t get anywhere else. What is unique about your product? How is this better than the other products or service out there that are similar? Take the time to really highlight what is special about your company. If you don’t sell anything unique, then focus on how you can package items together in a unique way, add a special guide, or offer some other value no one else offers.
Promote Your Company’s USP Everywhere
While you need to promote your company’s USP on your website, and these are excellent ways to get started, the truth is that you need to share it everywhere. You should mention your USP in advertising, on social media, in emails you send out and even incorporate it into tag lines and logos. The more you can connect your USP with your brand, the more likely consumers will remember it.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
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