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Proposition Statements

Your Proposition Model

What is your Unique Selling Proposition (USP)?

Your unique selling proposition should be what sets you apart from the competition. Your USP must explain what distinguishes you and your business offering. It is essential that you define the particular advantages your business has over the competition. You need to be specific with this though as generic sounding claims about customer service simply being ‘the best’ are not always effective.

Effective USP’s identify the most important benefits of using your services, solve a pain point, and are unique.

What does your target market want that your competitors aren’t offering them?

To create your USP think of this in 3 steps.

  1. What are the principal pain points your target customers have which you could solve?
  2. What benefits does your business offer that solves these pain points?
  3. Now reword your benefits so they are addressing the specific pain points you identified. Put this into a phrase or sentence. This needs to be concise in order to be effective.

Example:

What is a Positioning Statement?

A positioning statement will help you to communicate and deliver your USP to your target market. On it’s own a USP may not be evident who it is aimed at. Positioning statement s align your USP to your ideal customer.

To create your positioning statement think of these things: IDENTIFY a set of possible competitive advantages (why are you better than the competition? CHOOSE the right competitive advantages, keep going back to your customer personas. What do they care about? What are their pain points? What features are important to them? SELECT an overall positioning strategy – where are you delivering superior value to your customer?

Use this model to create your Positioning Statement

For (customer persona and need)

offers (concept)

because (point of difference)

For example:

Your Proposition statement is important as this will be used across your social channels. This is the first impression potential customers will have of your business, make it a good one!