09. Stop Blending In: Creative Ways to Find Your Unique Selling Proposition
- Ashley Conway
- Mar 24
- 3 min read
In a world where businesses are competing for attention at every turn, standing out isn’t just important—it’s essential. That’s exactly what we’re diving into in this episode of the Higher Purpose Marketing Strategy podcast. If you’ve ever struggled to clearly communicate why your business is different from the rest, you’re in the right place.
Why Your USP is Your Secret Weapon
Your unique selling proposition (USP) is what makes your business memorable. It’s the one thing that sets you apart and makes customers choose you over the competition.
But here’s the problem: Most businesses don’t have a clear USP. Instead, they try to do everything for everyone, which waters down their marketing message and makes them forgettable.
Think about small-town restaurants that serve pizza, sushi, and catfish all under one roof. They’re trying to appeal to everyone, but in reality, they aren’t great at anything. The same thing happens in marketing—businesses that try to be everything to everyone end up being invisible.
So, how do you figure out what your business should be known for? Let’s break it down.
4 Questions to Help You Define Your USP
To find your USP, start by answering these four key questions:
Who do we serve best?
Not every customer is your ideal customer—and that’s a good thing! You’ll be most successful when you focus on serving a specific group of people exceptionally well.
Demographics: Age, gender, location, income level
Psychographics: Interests, values, lifestyle
Pain Points: What problems do they struggle with?
Example: A boutique gym might realize that busy working moms are their best-fit clients. That insight helps them tailor their marketing, class schedules, and services specifically to that audience.
What makes us different?
If a potential customer compares you to three of your competitors, what would make them choose you?
Your process or approach
Your expertise or specialization
Your brand values and philosophy
Example: A hair salon could set itself apart by offering membership-based pricing instead of traditional per-appointment charges. That’s a clear differentiator that makes them stand out.
What do we want to be known for?
Imagine someone raving about your business to a friend—what do you want them to say? This question helps you reverse-engineer your reputation.
What do you want customers to remember about you?
What kind of experience do you want them to have?
What do you want your brand to be associated with?
Example: A local coffee shop might want to be known for exceptional hospitality rather than just great coffee. That means they need to prioritize training staff on customer service, not just perfecting their espresso.
What frustrates us about our competition?
Sometimes, the best way to define what makes you different is by looking at what drives you crazy about other businesses in your industry.
Do competitors have bad customer service? Focus on providing exceptional service.
Do they overpromise and underdeliver? Make transparency your selling point.
Do they lack a personal touch? Double down on relationships and connections.
Example: If you’re a life coach frustrated by cookie-cutter solutions that don’t work, you could position your USP as customized strategies tailored to each client’s unique goals and challenges.
How to Test Your Unique Selling Proposition
Once you’ve identified a potential USP, you need to test it. Here’s how:
A/B Testing
Try two different versions of your messaging (for example, on your website or in an email campaign) and see which one resonates more.
Example: Test “Marketing Coaching for Values-Driven Entrepreneurs” vs. “Helping Small Business Owners Stand Out” to see which one gets more engagement.
Ask Your Raving Fans
Your best customers already know why they love you. Ask them!
Example: Send a quick email or social media poll: “What’s the #1 reason you chose to work with us?” Their answers will help validate (or refine) your USP.
Get Feedback from Fellow Business Owners
Sometimes, an outside perspective can help you see what makes your business unique. Network with other entrepreneurs and ask them what they think stands out about your brand.
Your USP isn’t just a tagline—it’s the foundation of your entire marketing strategy.
Know who you serve best
Understand what makes you different
Get clear on what you want to be known for
Fix what frustrates you about competitors
Take the time to define and refine your USP, and you’ll see a huge difference in how effectively you attract and convert the right customers.
And if you’re struggling to pinpoint exactly what makes you stand out, let’s figure it out together!
Book a Power Hour Coaching Session with me, and we’ll uncover your unique edge in just one hour.