There’s no use in creating a USP based on a factor or benefit that’s not important to your audience. You’ll want to prioritize your proposed USPs by determining what your audience values.
Here’s how:
- Survey your audience. Ask them what they value most with regards to niche-relevant solutions/products. Use plenty of open-ended questions so as not to artificially constrain answers.
- Read product reviews, which will give you some insight into what your audience wants. Pay particular attention to patterns (meaning multiple people say the same thing).
- Eavesdrop on your audience by reading their forum and group discussions, blog comments and similar content. What are they saying about your competitors’ products? What do they like? What do they complain about? What do they wish for in a product, service or business?
- Search for market research from respected organizations to get a feel for what your ideal customer values. (E.G., look at Pew Research to learn more about your target market’s values.)
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At this point, you know what your prospects want and value, so you can pick a USP from your short list that reflects these values.
Now create a succinct statement that expresses your unique selling position. Be sure to include this statement in all of your advertising, sales letters, emails, and other communications.
Keep Reading: How To Determine The Function
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