What is a USP?
A USP is your unique selling proposition, also commonly referred to as a unique selling point. This is a trait or service which differentiates you from similar businesses, and can form a valuable part of your marketing.
Why does my coffee shop need a USP?
Having a USP enables you to stand out against the competition, offering something that competitors do not. Without a USP, you can become easily forgotten, particularly in crowded markets.
Why should I promote my USP?
Without promotion, nobody will know what your USP is. You could have the most incredible coffee beans on the planet, but unless you communicate this effectively, it’s not going to be noticed often. Promoting your USP creates the opportunity to attract the attention of new and existing customers, making your brand more desirable.
Where to start
It all begins with understanding your stand-out features. Here are some examples of USPs:
Delicious sweet treats
Exciting loyalty scheme
What do you remember about your favourite coffee shops? Perhaps their staff remember returning customers, or write customers’ names on their cup. They might give you a delicious cappuccino which is served instantly on your morning commute. There may be plenty of seating with fast wifi and laptop charging sockets. In almost every case, the features you remember them for will be their USP.