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Develop a USP for Your Artwork

By: Suzie Harris - Updated: 2 Oct 2012 | comments*Discuss
Unique Selling Point Usp Identity

A unique selling point , often referred to as a USP, is what makes customers buy your product rather than that of your competitor. It is essential that you know what your unique selling point is before you start trading. You can use the USP to secure many orders and sales. It is your ticket to success. Remember it is not always the product itself that needs to be different; it could be the way that you market it that makes it stand out from your competition.

If you’re not sure how your product is different you need to sit down and write down a list of possibilities that could be incorporated into your marketing to give you your USP. Or, take a trip to your competitors and look at their product. How can you make it different, how can you make it better, could you sell it more effectively, can you make it unique to you. Once you have some ideas or flashes of inspiration it is time to go and work on your product identity.

Here are some things you could try:

  • Exclusive website promotion and sales
  • Limited editions with authenticity certificated
  • Add detailing or artwork to the item
  • Get celebrity endorsement
  • Give it a local connection
  • Give it historical interest
  • If it’s a new invention shout if from the rooftops
  • Offer warranties
  • Give guarantees
  • Allow tours and visits to your studio

These may seem like simple things to incorporate into your product and its marketing, but they can make all the difference in terms of actual sales. People like to think they have something different, even if all you did was add a few extra flowers, ruffles or layers of paint to your work. People love to buy items that represent quality and value for money and will always go for the best item they can afford, by offering them what they want you are far more likely to achieve better sales figures.

USP’s are vital for any product. Think of your favourite cereal, what made you buy it? Was it the 100% wholewheat or the fact that it kept hunger locked up until lunch? What about your car? Was it the fact that it gives you the ride of your life or that it is anew driving experience? These are all USP’s at their best. They persuaded you to choose their product over that of their competitor.


Whatever you decide is your USP, you need to make sure that everyone knows what it is. Advertise, promote and talk to anyone who will listen. You must get your message out there.

Working out a list of USP’s is not easy. It can take many hours of brainstorming to come up with a list of usable possibilities. It may be that your first choice is not as effective as you might like, you can then move on to other choices or try using a combination of USP’s until you hit on a winning formula. Once you have your winning USP stick with it and apply it to all your products. /discovering what works for you is time well spent.

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