It sounds like it’s probably really complicated, doesn’t it? Unique selling proposition. It’s nothing to be afraid of, though. All it really means is: What makes you different from your competition? Given the fact that there are dozens of blogs in any given niche these days, why would a visitor choose your blog over another? What’s your unique selling proposition?
No matter what product or service you choose to promote there’s someone else out there promoting it, too. That’s a given. Even if you’re creating your own product, unless it’s a truly innovative idea there’s someone else out there promoting something similar enough that you’ll still need to find your unique selling perspective (USP).
In the beginning you may not even consider your USP and that’s OK because you really need to look at several factors that may not be apparent until you’ve been blogging for a bit.
Your personality: There are millions of celebrity blogs out there yet I choose to read only two. I’m not really that interested in what’s going on in Hollywood so I narrowed my choices down to these two blogs simply because I like the personalities of the bloggers. A lot of your readers will be in the same situation. They have a limited amount of time to spend looking for information so they’re going to limit the number of blogs they read. Many of them will choose your blog simply because they like your personality. And since there’s only one of you, this becomes part of your USP.
Your viewpoint: Every product has a limited number of features, but the benefits derived from those features will vary from person to person. For example, you may appreciate the fact that the blender you’re promoting has a special feature for crushing ice which makes it perfect for margaritas. Another blogger might not ever use that feature but he likes it because it has a special feature to chop vegetables. You’ll promote it for one reason, he’ll promote it for another.
This is also part of your USP. While you’re blogging about margaritas you’re going to attract a completely different audience than the blogger who’s blogging about chopped vegetables.
TIP: If you find yourself surrounded by competition, check them out to see how they’re promoting the product. What features and benefits can you focus on that will help you stand out from the crowd?
Your target audience: Who do you want to sell to? This will also affect how you market your product because, as I said, different features appeal to different segments of the audience. But another question to consider is: What are your visitors looking for? To answer both of these questions you’ll need to spend some time analyzing your competition to see where the gaps are. Why are people choosing to come to your blog over the others and what can you do to keep them coming back for more?
Your business goal: If your long-term goal is to become the blogger with the best frozen concoction ideas and the perfect blender to match then you’re on the right track.
But maybe that wasn’t your intention at all. Maybe you wanted to be the go-to blogger for all small kitchen appliances and you just got sucked into this whole “crushed ice blender” thing because everybody was having so much fun.
There are no hard-and-fast rules in blogging and there’s certainly nothing that says you have to develop a unique selling perspective and never move off that path. If you’re getting traffic and making money then you’re obviously doing something right. Now you need to analyze your business so you can repeat it on a larger scale and start pulling in those other appliances. You already know your audience. What would they consider a beneficial feature in a toaster over or a mixer?
On the other hand, if you’re not having much success, then it’s time to take a look at your USP. Start by visiting your top competitors to see what they’re doing so you can do something different. Then analyze the traffic you do have to see what it is they’re looking for and what’s really bringing them to your blog.