Is your USP giving customers the ick?

Hey {{first_name}}

Us humans are a deeply suspicious bunch of little creatures, aren’t we?

We don’t just accept things at face value.

We poke and prod and squint a bit and assume there’s a conspiracy theory.

And when we’re shopping online, that little voice in our heads gets even louder.

We can’t touch the product.

Or smell it.

Or try it on.

Or ask the person behind the counter if it’s any good.

So our brain starts looking for risk.

Not in a logical, spreadsheet-loving way.

More like a tiny, paranoid security guard standing at the door saying:

“Hmm. What’s wrong with this then?”

And this is where your Unique Selling Point can become your Unique Selling Problem.

Because the thing you proudly shout about on your product page might create a hidden objection.

This is all just basic human nature.

The brain is always trying to reduce risk.

It wants the reward, but it really doesn’t want to look like an idiot, waste money, make the wrong choice, disappoint the kids, ruin dinner, buy the bad gift, or end up with a product that now lives in the cupboard of regret.

We’ve all got one of those cupboards (mine has smart watches in it).

So when a brand leads with a feature, the customer often fills in the downside.

That’s why the real job of positioning isn’t just to say what makes you different.

It’s to explain why that difference makes life better for the customer.

Better, easier, faster, safer, tastier, cleaner, calmer, more enjoyable, less annoying.

Go take a quick look at your product page.

Your USP badges.

Your product description.

Your icons under the Add to Cart button.

Your little “why choose us” section that everyone lovingly ignores.

Could any of them accidentally create doubt?

If yes, reframe it.

Your USP should make the decision easier.

It should reduce risk.

It should increase perceived value.

It should answer that tiny paranoid security guard in their head before they get the ick.

Chat soon,

Peter