Standing Out in Your Market – How to Identify Your MSME’s Unique Selling Proposition (USP)

Standing out in your Market

Marketing is the art of selling. You can’t just tell people to buy something by saying that you have cheaper products. Even if you have the most affordable product in the market, it won’t always attract people to buy. To convince people to buy, you need to have a story behind your product: what makes it different from others?

USP or Unique Selling Proposition (or some people also say Unique Selling Points) is an offer by a business that will stand out in the market. A higher quality product, a lower price, an unforgettable customer experience, or a new technological innovation are some possible points that a business may use to sell its products. For example, Revlon is a cosmetic brand that advertises the selling of ‘hope’, not just makeup. Creating a unique characteristic, that allows the audience to feel a connection to the product.

Why do we need USPs for a business? The answer is simple: to stand out. Consumers engage with promotional content on a daily basis, USPs help set you apart and bring you above the competition. The better the USP, the better your reach.

What kind of USP works for you? Generally speaking, a strong and well-communicated one will help customers to understand your offers as the best choice over the competition. Here is how you can find your unique selling proposition for your business.

Step 1 – Research your target market

USP is not all about creating something new. It’s about identifying what makes your business unique and focusing on it to fit your target market. So, make sure you understand your target market first. It is necessary to identify a market to focus on. Look into what your target market needs and wants. See the trends from surveys, interviews, or online forums. Analyze your data, and you will see the specific benefit or solution that your business can provide.

Step 2 – How is your product different?

You can’t sell your products or services if you don’t know what makes them unique. Also, you need to know who your competitors are and how they are different from you. All of them will teach you how to do it better than them. Who is your main competitor? What products or services do they offer? What is their USP? Is it working? What do people think about it? Answer those questions to create a strong USP.

Step 3 – Highlight the benefits compared to competitors’

Well, you already know who your enemy is. You also understand what your business USP is. Now, it is time for you to develop your USP into a message highlighting your products’ benefits. Look for the primary advantage or critical differentiator that you offer. Convey your message simply and to the point. Make it more relevant to your target market by using simple language close to them. Focus on what makes you unique.

Step 4 – Test your USP

You may think that your Unique Selling Proposition is working. Maybe you are right, but some USPs might need to be tested to make sure they work for the target market and fit your brand. Use social media to see how people react. See your conversion rates to see if the USP resonates with your audience. Don’t hesitate to ask your customer for feedback to see it clearer. You can also use A/B testing to test your marketing materials.

Step 5 – Promote!

Don’t just keep your USP in mind. Spread the words out by putting them on your website, social media, and other marketing materials to inform the core of the message. Expand what makes your business special to let the customers see the true value.


With great USPs, you get the upper hand when promoting your product. Also, it will be easier for your business to plan promotional content and predict expenses with a good USP. Be consistent in your work to create a strong point for your business. It’s time to get to work, and good luck!