Whether national, international, or local, a successful business is all about having a loyal customer base. And building a strong customer base requires you to attract a potential clientele to your business. There’s something that you might want to know about when a new customer (rather a potential one) comes across your business finding a perfect match for his requirements. Know that he might be interested in the various sorts of products and services that your business offers. He might also be in dire need of what you sell.
It might sound rude, but a customer would never spare a second glance at your business unless he is in need of the services you sell. You need to convince him that you are a perfect match for him. And let us tell you, depending on how you present your local business USP, this very customer could walk either of the following ways. He could either be a loyal client to you for many years to come or turn away to your competitor looking for a better match.
Also, while analyzing what you do, this customer would not want to spend a lifespan before your store. He would rather read a sentence or two and determine whether you match his requisites or not.
What you can do is, highlight the unique selling propositions, the USPs of your local business to grab the opportunity. It would require you to create your local business USP carefully. You will have to consider all the nitty-gritty of what your target audience expects from you while doing so. A good way could be to use QUAAAC + UGC to emphasize your USP. And that’s exactly what we shall discuss in the blog. We shall explain how to create your local business USP with QUAAAC + UGC.
What is USP?
We see a lot of business owners lacking the proper idea of what USP means. And trust us, it impacts their USP-making process negatively. That’s why we shall attempt to understand what is USP before diving into discussing how to create one for your local business.
So, the Unique Selling Proposition, an acronym for USP is a brief yet, well-detailed and informative statement that distinguishes you from your competitors. It briefs your target audience about your brand and its services. The USP should also match the intent of the customer while conveying everything required in a very limited number of words. People often confuse themselves between slogans, jingles, and USPs. They believe them to be the same thing but in reality, the three terms are completely different.
While the jingles and slogans are usually the memorable phrases giving out a vague idea about what a certain business does, USP clearly defines the following aspects of the business:
- What the particular business is
- What it does (product and services)
- How it matches the needs of the customers
The Unique Selling Proposition just as the name suggests can be defined as any selling proposition proposed by a business. Only that it should be unique and contribute to differentiating a business from others in the competition.
What Does QUAAAC Mean?
You might probably be wondering what this abbreviation stands for and how it is related to the process of creating a USP for your local business. Well, the QUAAAC is nothing but a ground rule to create a strong and impactful selling proposition (I mean, USP).
It stands for Quality Uniqueness Availability Authority Affinity and Convenience. There’s this thing about creating a USP for any business. It goes, ‘USP is about highlighting the right details in a limited space (number of words/characters) because USP isn’t an essay but only a statement’ (rather an important and impactful statement). The QUAAAC can be further bifurcated into six factors (quality, uniqueness, availability, authority, affinity, and convenience). When you are into writing a USP for your business, we suggest you include the QUAAAC factors to ensure the optimized quality of content.
Let’s take a sneak peek into what each of the six aforesaid factors emphasizes.
- Quality: Walk a mile in your customer’s shoes and you shall realize that you would never want to make purchases with a business that doesn’t provide quality services. In your USP, you need to highlight that you are to provide the highest-quality products and services at the budget that your customer can afford.
- Uniqueness: A lot of businesses have been working to provide a unique set of products and services in the market. If you are one such establishment, we suggest you include your unique factor in your USP.
- Availability: Your availability in the concerned market (local market) could be an easy yet, effective USP point. It is essential to highlight your availability in your selling proposition.
- S.: Note that when we say availability, we do not refer only to the physical presence of your business in the market. We refer to the availability of certain products and services too.
- Authority: Whatever the business, customers always want to deal with the trusted brands. And it is your duty to establish your authority before your clientele. You can include the proof of your longevity and certificates collected in the market to establish yourself as a trusted brand.
- Affinity: An impactful USP never ignores the values shared by customers. Affinity means an essence that stirs a feeling of liking the products and services.
- Convenience: This isn’t the entire summary of marketing businesses to emphasize how easily one can find the products and services he needs. It means ignoring to highlight this factor could be a big mistake while creating a USP for your local business.
What is UGC?
Did you notice the two terms QUAAAC and UGC mentioned above?
We have mentioned the two quite a few times. While we have already understood the meaning of QUAAAC, our next step should be to understand the concept of UGC. So, without any ado, let’s get to it.
UGC stands for User-Generated Content. It is yet another very crucial aspect of creating an effective USP. Did you, by any chance, ever take notice of the reviews and comments shared by your previous customers?
We know these reviews and comments as user-generated content. It might come as a surprise but the reviews on your Google profile and comments shared on your social media pages have a lot of information on what your customers find good about your services. The user-generated content also defines the expectations your clientele has for your business. It talks about your specialty too.
You can use UGC to analyze what your target audience might want to know and create a perfect USP.
How UGC Inspires Your USPs?
The reviews and comments on social media about your products and services could be a perfect base to develop an ideal selling proposition for your establishment (business). We recommend you read the reviews shared by your clients to see what factors of your services satisfy them the most. Analyze the comments and reviews to find more about your customer intent and their expectations. It shall deepen your understanding of what your target audience expects and needs from your business.
When you know what your customers want or expect from your business, you know exactly what they want to hear from you. And how could that be anything but good?
Where Should You Promote Your Local Business USP?
Once you have created a perfectly impactful and effective USP for your local business, the next step is to publicize it. Irrespective of how effective your selling preposition is, there’s no point in it unless you promote it on all the right channels/platforms. We suggest you publicize your local business USP on as many relevant platforms as possible. Some of the most common ones include:
- Website (masthead, homepage, about us, contact page, location landing pages, footer, title tags, meta description tags, header tags, Alt tags)
- Blog posts
- Email (campaigns, signatures)
- Social media platforms
- Google (Google My Business Profile, Posts, Q&A,)
- Ad campaigns, etc.