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What Makes People Buy: Part 3

We've made it to the part of the process where you get to talk about you and your business, sharing all the reasons why you're the best solution to solve your ideal customer's problem. Remember, first, they need to know they have a problem, and second, they need to understand what life can be like when that problem is fixed. Now that they're aware of the problem and see the benefits of solving it, they need reasons to choose you—that's the third criterion. They need to know why you're the best solution.

So, how do we do this? Through our marketing message, once again.

A red umbrella symbolising the unique selling points of a business.

To understand how to use our marketing message effectively, we turn to our sales funnel. At this stage in the process, we're talking to people at the bottom of the funnel. They know they have a problem, and they know you can fix it. But they also know you're not the only option. So, now you need to show them why you're the best at solving their problem. To do this, you need to start sharing more information about your features, functionalities, and what makes you great.

Defining Your Unique Selling Points

But first, you need to make sure that you actually know what that is.

How? Let's have a look at some questions you can ask to help you understand your unique selling points:

  • What problems does my product or service solve?

  • How does my product/service stand out from competitors?

  • What makes my business different from others in the industry?

  • What do customers appreciate the most about my business?

  • What strengths or expertise do I and my team possess?

  • How does my pricing structure compare to competitors?

  • What's the story behind my brand?

  • Do I offer any exclusive features or services?

  • What customer demographics do I target?

  • How reliable and consistent is my product/service quality?

  • What awards or recognitions has my business received?

  • How do I make the most of technology or innovation?

  • What is my customer service like?

  • How can customers connect with my brand on an emotional level?

  • How do I address sustainability or ethical concerns?

This is not an exhaustive list, but it's a good place to start. You will also need your existing customers' input to answer some of these questions because what YOU think they like might differ from what they ACTUALLY value.

How To Use Your USP in Your Content

Now that you know what makes you different, what should you do with this information?

Your next step is turning all this into content you can share with your customers. Testimonials on your website, videos of customers using your products, social media posts highlighting your features, user-generated content, case studies, or product-use videos—this is your company's time to shine!

What’s more, your content should try to answer as many questions potential customers might have about your product or service. Doing this puts their minds at ease, helps them understand your product or service better, and helps in the decision-making process when it comes time to buy. To find out what questions your customers are asking, use tools like AnswerThePublic. This tool shows you what the most searched questions related to your product or service are online. You can also just ask your customers directly through surveys, questionnaires, and social media posts that encourage this kind of engagement.

Don’t Forget About How Word-Of-Mouth Helps People Buy

Let's pause for a moment and talk about the importance of word-of-mouth marketing here. Word-of-mouth marketing is based on something called Social Proof—people are influenced by what others do. In a digital world where trust in brands is shaky, businesses need word-of-mouth marketing to help convince potential customers that they're the best solution. It's not enough for the company to say they're great; someone not tied to the company needs to back this up. Reviews, testimonials, and user-generated content are ideal for this because people trust people more than businesses. Including a quote in a case study, a video of a customer using your product, a testimonial, or ideally a testimonial video (because it proves authenticity) goes a long way to convince potential customers that you're the best business for solving their problem.


To sum it all up, at this stage, we are creating content for potential customers who are at the bottom of the sales funnel. This is where your potential customer is aware of their problem and aware of you as a solution. Now, you need to convince them that you're the best solution for solving this problem. Do this by creating content that:

answers as many questions people have about your business and your product or service as possible,

  • shares your unique selling points,

  • celebrates your features and functionalities,

  • helps people understand what makes you great,

  • and uses word-of-mouth marketing to maximise its effectiveness.


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