The need to establish a “Unique Selling Proposition,†or USP, has become an important marketing concept. It answers the question: “Why should I do business with your company instead of your competitors?,†and differentiates your business in the eyes of your current and potential customers or clients.
Does it make life easier? Does it save them time? Does your business offer something that your competitors do not?
In other words, your USP is the reason that your customers choose to do business with you.
One common approach is to present your USP as a solution to a problem. Problem based marketing helps you to identify your target customers and understand the issues and problems they deal with, which then allows you to demonstrate how your product or service solves those problems.
Targeting the specific needs of your customer and connecting with them personally not only improves the chance of increased ROI, it also makes for a happier and more productive business relationship.