Use Customer Reviews to Develop Your USP
The best USPs come right out of the mouths of satisfied customers.
One of the great challenges all businesses face is to create a crisp, effective, unique sales proposition (USP).
A USP is the core of your sales messaging, including PPC ad copy, webpage headlines, and calls-to-action.
The USP is where you connect with your prospects while distancing yourself from your competition. To a large extent, it says why you’re in business in the first place.
The most difficult aspects of the USP development are:
- The U. What makes your offer unique is synonymous with why someone would choose you over your competition. Most businesses need a unique slant to their offering to entice initial interest. Without it, you’re just part of the crowd.
- Keeping it Crisp. A crisp value proposition implies that it communicates with impact, clarity and brevity. Single words can make a major difference. Just the right phrase can be the difference between mediocre results and great ones.
Most businesses develop their USP internally. They contemplate what they want to “propose” about their business offering. Often, assumptions are made about what customers want – assumptions that can turn out to be inaccurate.
Out of the Mouths of Reviewers
How can you know what will really touch the desires of your prospective customers?
How about listening to your current ones.
If you’re an established business with reviews and testimonials from happy clients, the words you need to sharpen your USP may be right in front of you.
Customers giving reviews will express how your business created “value” for them that really made a difference. It’s the “I’d hire these guys again” emotional sentiment that uncovers their pain point and identifies how you resolved it.
Often, businesses read their reviews and realize that what they thought was most important is not what customer think.
This is usually the result of the business focusing on the features of their service – an easy thing to do from an internal perspective.
Meanwhile, customers care about the benefits that are derived from those features.
It’s logical, really. Who better to describe the benefits of a service or product than someone who’s experienced them without bias?
What do your customers truly love about what you do?
Ask them. Get honest, specific reviews. Then take the best of their words and make them your own.
