/ Marketing
What's my USP and how do I find it?
Whatever your best customers say when they explain why they chose you. Ask them — don't invent it in a meeting.
/ 01
The short version
Most claimed USPs ('quality, service, value') are what every competitor also claims.
/ 02
What actually matters
- • Phone five recent customers and ask why they picked you.
- • Look for the answer that surprises you — that's the real one.
- • Check no direct competitor says the same thing.
- • Make it specific and provable.
- • Put it in your homepage headline.
/ 03
The bit most people get wrong
Your USP is often something you consider unremarkable — turning up on time, answering the phone, being clear about price.
/ 04
What to do next
Ring three past customers this week and ask the question directly.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get positioning right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
What if I don't have one?
Then build one: a guarantee, a specialism, a process.
Can price be a USP?
Only if your cost base genuinely supports it.
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