One of the biggest issues any site, niche based, or mainstream faces, is their unique position in the market. If you’ve not got a unique position, then you’ll find that you’ve got nowhere to ‘stand out’ or promote yourself.
USP’s were originally defined around the 40’s, as a position a company took to make them stand out from their competitor and make the customers of said competitor switch to them.
It works, basically, as an understandable and tangible reason for people to buy your product, over that of other, competing products – clear and tangible can be actual, measurable reasons, or a benefit that your competitor doesn’t offer.
For example, a bank in the UK is promoting themselves on the concept that their:
Call centers are all in the UK – so no one is dealing with crackly lines, or broken English due to the call centers being based in a lower cost area of the world.
They have no middle men – which means there’s no commissions to pay to anyone.
They have NO share holders, so don’t charge money for things that should be free.
That’s the USP for that bank – and its resulted in many people switching to them.
Your unique sales position is a clearly defined statement of what your business stands for – what makes it special. Its the thing that makes your business all you.
Your USP could be your customer service position – whether its to do with your response time, or your guarantee, in fact it can be anything that makes you ‘different’ from your peers. The only caveat to this is to make sure its a clear difference – anything unclear, or too technical may not work, or be completely overlooked by your customers, thereby creating no reason for them to switch to you or choose you over their competitors.