What is a unique selling proposition?

Whether you sell scents or socks, finding a way to stand out online is crucial. A compelling USP (or unique selling proposition) is essential for bringing customers to your door.

With insights from small business owners and online sellers, we’ve put together tried-and-tested tips to help you curate a well-defined USP, and get your online sales soaring. Browse our parcel delivery options to make sure your customers come back for more.

What is a USP?

In a nutshell, your unique selling proposition is the feature that gives your small business a competitive edge. An effective USP should be able to succinctly communicate what sets your business apart from other online sellers in your industry. Examples of USPs your business might already feature include;

• Fast, reliable delivery
• Dedicated customer service
• Handmade products
• Stellar product quality
• Competitive pricing

How to find a USP for your business

1. Start with your passions and interests

The easiest place to start when deciding on a USP is to reflect on why you set your business up in the first place. A personal connection is a great USP in itself, but also helps your business feel authentic and memorable.

One business that has cemented their USP is EndMND, a clothing brand with the aim to raise awareness and money for Motor Neurone Disease (MND).

Joe, Founder and Manager, revealed how his business’s USP is close to his heart;

"The decision to launch EndMND stemmed from a personal experience — a close friend's diagnosis with Motor Neurone Disease. Combining my passion for entrepreneurship with a desire to support those affected by MND, the business became a meaningful outlet for making a difference."

He continued; "The essence of our unique selling proposition lies within our commitment to a meaningful purpose, raising both awareness and money for Motor Neurone Disease. Establishing this USP has played a crucial role in the success of our business, fostering a connection with our audience beyond just fashion."

Remember, your USP doesn’t have to be set in stone at this point. As you progress, you may find that other aspects of your business are what’s attracting customers and so you can continue to refine and add to your USPs as you grow.

2. Get in your customers head

When you’re focused on the ins and outs of growing your business, it can be difficult to step back and establish what sets it apart. Looking at your business model from a different perspective helps you understand your potential customers’ needs and address them directly.

Try to step into your audience‘s shoes, and think about what they might want from your business; for example, if you offer seasonal products, your customers might appreciate faster delivery options than your competitors offer.

3. Scope out the competition

Checking out what others in your niche are doing is a great way to highlight any gaps in the market. Identify the key players in your industry and look more closely into how they appeal to their customers. You might find your competitors aren’t stocking a certain kind of product, or they don’t deliver to a particular area: this is a great starting point for filling the gap and honing your USP.

Jack and Laura, partners and co-founders of giftware and homeware company Paper Plane, noticed instant gaps in the market that they were able to use to their advantage.

Jack revealed; “When most of the other solid shampoo bars or natural soaps [on the market] were very plain, ours were wrapped in on-trend designs and bright colours. At the time, you could only get colourful and fun products that were full of artificial ingredients, or natural and eco-friendly products that were frankly boring and ungiftable.”

4. Make sure your values are consistent and clear

To give your unique selling proposition a more authentic feel, make sure your messaging is consistent across all your platforms. If your USP is the tip-top quality of your products, you could share more details about the materials you’ve used across your social media channels and website, as well as your selling platform of choice. If you’re proud of your welcoming customer service, make sure your product descriptions sound friendly and accommodating, too.

Keep an eye on how your customers are responding

As your business grows, it’s a good idea to regularly check on how your customers – and your competition – are responding to your USPs. Whether you’re selling on Etsy, Vinted or notonthehighstreet.com, talking to your customers is the best way to assess what is and isn’t working, and what your audience is after.

Some USPs are more likely to need refining than others, so keeping tabs on any developing trends or global events can help your business adapt and grow.

Clearly defining your unique selling proposition can help set the stage for successful sales. If you’re looking for more ideas on how to get started with online selling, our guide to setting up your ecommerce business is there to provide all the advice you’ll need.