Any business starts with its target audience. These are the people who bring their money to you. Therefore, you should know them better then just "age, sex, marital status, city of residence". You should be aware of their interests, needs, motivations, and habits.
- How long does it take them to decide on your product purchase?
- Do they like go shopping or prefer make online orders?
- Will they use your product at home or in the office?
- What is more important to them - a brand or functionality?
You need to understand the key decisive factors specific to your target audience and then build your USP on these factors. Examples when USP doesn't fit target audience:
A restaurant trying to attract office employees for business lunches, but instead of quick service, its ads highlight an exquisite menu.
A cafe trying to attract freelancers, but instead of high-speed Wi-Fi, laptop sockets and a spacious work area, it advertises the most professional barista in the city.
A cleaning company wants to work with offices and offers them the most environmentally friendly cleaning products. There might be office managers who care so much about their employees, of course, but such USP suits young families with children better. While offices would like the night time cleaning service more. How to fix: Option 1:
If your current audience brings you a good profit - you can transform your positioning and underline the USP that attracts your current customers. This usually makes sense for those who understands that a wrong niche had been chosen when business has already started up. Changing the strategy is not easy, but it's better than using the wrong one. Option 2:
If you are sure that your USP is really strong but the sales are not satisfactory - probably you just don't reach you right target audience. Try to reconsider your promotion strategy and find new communication channels that will bring you the right customers.