How To Highlight Your Unique Selling Points

First off, what in the heck is a Unique Selling Point? A Unique Selling Point, USP for short, is something that sets your product or service apart from other similar products or services. The best USPs satisfy the needs and wants of your customers/clients, highlight the things your business does well and are unique enough to garner attention.

This marketing fundamental has been around for a while now, so I was surprised when I noticed many businesses weren't talking about their USPs on social media. Your USPs could be the deciding factor for customers when they are choosing between buying from you or someone else, so you should be talking about them.

Examples

As an example for you, I work with a business called The Ohio Tavern. To some, The Ohio might just seem like another Madison, WI dive bar, so what makes it unique? What makes it special? In Wisconsin, dive bars have a reputation for good food, but there’s no other place like The Ohio. Classics like burgers and cheese curds are replaced by bright, boldly flavored tacos, elotes (street corn), ceviche and oysters. And sure, you might be thinking, “I don’t know if I’d chance eating raw oysters at a dive bar.” You’re not alone in that thought, but I’m here to tell you, respectfully, you’re wrong. As weird as The Ohio’s menu is, everything is delicious, which is why it has remained successful. People will come to The Ohio for the comfort of the dive bar atmosphere and for the surprising flavors of the food.

One more example you say? Alright, I also work with a wine bar and store called Table Wine. What makes them unique? Quite a few things actually. First off, it is the only wine bar that I’m aware of in the Atwood Neighborhood of Madison, WI. Secondly, the owner always has really unique, yet approachable ideas for events and promotions. And third, how cool is it that you can get a glass of wine after work with a friend, and pick up a bottle to go with dinner all in one place? I love wine, so maybe I’m biased. They do have a good selection of beer and spirits as well, if that’s your jam.

Anyway, let’s put this concept into practice. Keep reading.

Ways to Highlight USPs

There are a variety of ways to go about highlighting your USPs, but here are a few of my favorites.

• Use them as hooks in Reels. Hooks are simply a point of interest; something intriguing enough to make someone stop scrolling. USPs work great for this. Some examples I’ve used for The Ohio are: “So hear me out. It’s a dive bar, but they serve tacos, corn, oysters and ceviche.” “The only spot you need to hit up for late night eats in Madison, WI.” (The Ohio sells food until 1AM Tuesday-Saturday.) “Your new favorite spot is waiting for you in the Atwood Neighborhood.”

• Make them the subject for a carousel post. I do this on my page all of the time. You just didn’t realize it until now. There are tons of Social Media Managers out there now, so I have to talk about what sets me apart. Some of my USPs are: I’m passionate about working with small business owners. I highly value people and businesses who are authentic. I believe in having a healthy relationship with social media. I’m a Jill of All Trades in my industry; I can capture and edit photos and video, copy write captions and bios, devise social media strategies to achieve goals (without losing an individual brand’s personality), sift through analytics to get to the real meat of things and more.

• Talk about them in your stories. Make a statement. “At {insert your brand name}, we believe in {insert your USP}.” Share a review that talks about your USPs. List them off, and ask if whoever is looking at your story agrees.

Wrap Up

In conclusion, don’t forget that your business is unique in probably more ways than one. Even if there’s tons of competition in your location and/or industry, the people behind a brand are what make it special. So, go figure out what makes you and your business unique, and start talking about it on social media.