The unique selling points is a common enough theme across all business. It’s not something unique to digital and web marketing, although the concept is particular appropriate here due to the level of noise through which you need to cut to get your message across. It simply means asking what differentiates your business from all your competitors.

Recognising your USP requires some creativity and a lot of analysis – an effective approach is to take a look at what competitors are doing. How do industry leaders push their USP through advertising and messaging? How do the words and imagery utilised convey their USP?

Another technique is to do the reverse and put yourself in the shoes of the consumer and ask yourself: “why would I buy this product?” It’s important to uncover the genuine reasons why someone would want to make a purchase with your company. You have to be harsh with yourself here; a weak USP will kill your business.