{"id":3703,"date":"2020-07-20T13:03:50","date_gmt":"2020-07-20T10:03:50","guid":{"rendered":"https:\/\/adoric.com\/blog\/?p=3703"},"modified":"2024-03-26T15:30:29","modified_gmt":"2024-03-26T12:30:29","slug":"usp-ideas","status":"publish","type":"post","link":"https:\/\/adoric.com\/blog\/usp-ideas\/","title":{"rendered":"USP Ideas \u2013 How to Make Your Business Stand Out"},"content":{"rendered":"<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">&#8220;Instead of working so hard to prove the skeptics wrong, it makes a lot more sense to delight the true believers. They deserve it, after all, and they\u2019re the ones that are going to spread the word for you.\u201d <\/span><\/i><span style=\"font-weight: 400;\">\u2013 Seth Godin<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To succeed in business, it&#8217;s important to have something unique about your product or services. That way, prospective customers will find it easy to identify with your brand<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll explain what a USP is and how it can help your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s start:<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_66_1 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#What_is_a_unique_selling_proposition_USP\" title=\"What is a unique selling proposition (USP)?\">What is a unique selling proposition (USP)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#How_USP_Works\" title=\"How USP Works\">How USP Works<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Why_Your_Business_Needs_a_USP\" title=\"Why Your Business Needs a USP?\">Why Your Business Needs a USP?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Clear_Differentiation\" title=\"Clear Differentiation\">Clear Differentiation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Improves_Sales\" title=\"Improves Sales\">Improves Sales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Allows_to_Charge_Premium_Prices\" title=\"Allows to Charge Premium Prices\">Allows to Charge Premium Prices<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Loyal_Customers\" title=\"Loyal Customers\">Loyal Customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#Simpler_Selling\" title=\"Simpler Selling\">Simpler Selling<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#How_to_Develop_a_Unique_Selling_Proposition\" title=\"How to Develop a Unique Selling Proposition?\">How to Develop a Unique Selling Proposition?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#1_Understand_Your_Customers\" title=\"1. Understand Your Customers\">1. Understand Your Customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#2_Know_Your_Strengths\" title=\"2. Know Your Strengths\">2. Know Your Strengths<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#3_Study_Your_Competition\" title=\"3. Study Your Competition\">3. Study Your Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#4_Stay_Away_from_the_%E2%80%98Superstar_Effect_Rat_Race\" title=\"4. Stay Away from the \u2018Superstar Effect\u2019 Rat Race\">4. Stay Away from the \u2018Superstar Effect\u2019 Rat Race<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#5_Get_a_Little_Personal\" title=\"5. Get a Little Personal\">5. Get a Little Personal<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#How_to_Communicate_Your_USP_to_Your_Audience\" title=\"How to Communicate Your USP to Your Audience?\">How to Communicate Your USP to Your Audience?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#1_Come_Up_With_a_Tagline\" title=\"1. Come Up With a Tagline\">1. Come Up With a Tagline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#2_Design_Your_Brand_Around_It\" title=\"2. Design Your Brand Around It\">2. Design Your Brand Around It<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#3_Seek_Professional_Help\" title=\"3. Seek Professional Help\">3. Seek Professional Help<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#USP_%E2%80%93_2_Companies_Doing_it_Right\" title=\"USP &#8211; 2 Companies Doing it Right\">USP &#8211; 2 Companies Doing it Right<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#1_Starbucks\" title=\"1. Starbucks\">1. Starbucks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" target=\"_blank\" href=\"https:\/\/adoric.com\/blog\/usp-ideas\/#2_Adoric\" title=\"2. Adoric\">2. Adoric<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_unique_selling_proposition_USP\"><\/span><b>What is a unique selling proposition (USP)?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It can be defined as:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In simple words, a USP is what sets you apart or helps clients and potential clients differentiate between you and other businesses in the same niche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A USP is what your business stands for. A lot of businesses today try to be good at everything. This is a <a target=\"_blank\" href=\"https:\/\/getzendo.io\/blog\/productized-service-content-marketing\/\">marketing mistake<\/a> that can cause a business huge losses. While you need to be good at everything, you can&#8217;t market your business as a &#8216;go to&#8217; solution for all things.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People need to know exactly what you\u2019re good at. The problem with trying to be good at everything is that you end up being great at nothing.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_USP_Works\"><\/span><b>How USP Works<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We\u2019ll move to real-life examples later in this article, but first let\u2019s have a look at two hypothetical businesses for a better understanding of how USP works.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Company A<\/b><span style=\"font-weight: 400;\">: It offers a variety of online marketing services such as email marketing, PPC, search engine optimization, copywriting, and social media marketing.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Company B<\/b><span style=\"font-weight: 400;\">: It&#8217;s in the same niche \u2013 digital marketing \u2013 but offers very specific services, say content writing. It does not offer other services like social media marketing or PPC.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s now think from the perspective of a customer \u2013 say a marketing head looking for a copywriter to create marketing content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He goes to Google and comes across both companies. He studies company one, he finds positive reviews talking about SEO services and PPC.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He\u2019s not sure if they provide copywriting services and if they do how good they are at it. On the other hand, when he lands on the second website, he sees a lot of information on copywriting including samples, reviews, and prices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The information will immediately help him realize the second company is a better option for copywriting. He&#8217;ll pick it even if the first company is better simply because the second company has a USP \u2013 copywriting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While this is how it works, there are always exceptions to this rule. A marketing head, for example, may choose the first company if he or she is looking for a digital agency to handle a variety of tasks.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Your_Business_Needs_a_USP\"><\/span><b>Why Your Business Needs a USP?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3708 size-full lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1.jpg\" alt=\"standing out pencil (yellow pencil and the rest are grey)\" width=\"1024\" height=\"683\" data-srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1.jpg 1024w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1-300x200.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1-768x512.jpg 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/683;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3708 size-full\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1.jpg\" alt=\"standing out pencil (yellow pencil and the rest are grey)\" width=\"1024\" height=\"683\" srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1.jpg 1024w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1-300x200.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image5-1-768x512.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;<\/span><i><span style=\"font-weight: 400;\">Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage,<\/span><\/i><span style=\"font-weight: 400;\">&#8221; suggests Theodore Levitt, professor at Harvard Business School.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A USP is all about positioning. Remember that your business and your products will both need to be unique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your business can be known for offering excellent customer support and your products can be known for being reliable or easy to use. These are two different things but they come together to offer the following benefits:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Clear_Differentiation\"><\/span><b>Clear Differentiation<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Differentiation is what separates you from other businesses. It can be a product or company attribute or how you do business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A USP helps others understand what your business is about and pushes them to consider your brand. A lack of a USP can cause your potential client\u2019s buying decision to become quite arbitrary.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When this happens, buyers end up choosing \u2018low prices\u2019. Better style, unique features, high-quality materials, and elite service are attributes that brands commonly use to create a USP.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Improves_Sales\"><\/span><b>Improves Sales<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The purpose of highlighting a USP is to attract more buyers and to charge a premium price for your products or services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most people make purchases to solve specific problems. The problem can be anything, food getting spoiled due to rising temperatures or waker leaking due to a broken pipe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To solve the first problem, the person will most probably look for a refrigerator. For the second problem, the person will look for a plumber.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s a refrigerator or a plumber, a potential buyer will have a number of options to choose from. The buyer will select a product or service that offers the best combination of price and benefits.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more significant a buyer finds your USP, the more he or she would be willing to pay for it. You will be able to make more sales and reach a wider audience.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Allows_to_Charge_Premium_Prices\"><\/span><b>Allows to Charge Premium Prices<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s keep the previous example in mind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The buyer looking for a plumber technically only wants to stop water from, leaking. He knows the job will only take about 2 hours and most sellers out there are charging $200 for the service. Yet, if you play it right you can have the seller pay $300.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As mentioned earlier, it\u2019s all about positioning. <a target=\"_blank\" href=\"https:\/\/visme.co\/blog\/how-to-create-a-pitch-deck\/\">Present your business<\/a> as a \u2018no worries\u2019 solution. You can offer free repairs if the same problem happens again within a specific time period. You can even offer \u2018online appointments\u2019 or other such add-ons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers do value little extras. They want peace of mind and most would happily pay a premium price if it means less hassle.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Loyal_Customers\"><\/span><b>Loyal Customers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When you market a USP and succeed in delivering an impressive value proposition, you will probably have a higher percentage of loyal customers who will not only come back to your business but may also bring you more buyers through referrals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We tend to trust positive experiences. Once you work with a seller, you\u2019d love to come back to the same person if you had a good experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each repeated and positive experience contributes to more sales. Eventually, repeat purchases result in loyalty.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is very important because loyalty strengthens bonds and is important for growth and consistency.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Simpler_Selling\"><\/span><b>Simpler Selling<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A fascinating USP makes it easy for sales representatives to make a sale. The job of a salesperson is to communicate what a product does. The job can be difficult if your employees do not know or understand how beneficial your products are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A person who understands the USP of your business will be in a better position to communicate it. It can be difficult to persuade buyers to take the wallet out without highlighting what you bring to the table.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why some experts suggest giving employees a chance to experience your product to fully understand what it does.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Develop_a_Unique_Selling_Proposition\"><\/span><b>How to Develop a Unique Selling Proposition?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3704 size-full lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1.jpg\" alt=\"In this example, Red is the unique sell proposition. Rest of the balls are grey\" width=\"720\" height=\"720\" data-srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1.jpg 720w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1-300x300.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1-150x150.jpg 150w\" data-sizes=\"(max-width: 720px) 100vw, 720px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 720px; --smush-placeholder-aspect-ratio: 720\/720;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3704 size-full\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1.jpg\" alt=\"In this example, Red is the unique sell proposition. Rest of the balls are grey\" width=\"720\" height=\"720\" srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1.jpg 720w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1-300x300.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image1-150x150.jpg 150w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">Now that you understand the benefits of having a USP, it\u2019s time to talk about what you can do to have a USP.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Understand_Your_Customers\"><\/span><b>1. Understand Your Customers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pinpointing a USP requires extensive market research. You have to understand exactly what your customers need so you can create a USP around it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, offering quick service might not be of much value if your clients do not pay attention to this factor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Study your demographic and know what motivates their buying decisions. Buyers pay attention to a variety of sales features including quality, reliability, convenience, cleanliness, customer support, friendliness, etc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All these factors can influence their decision and entice them to make a purchase. You will never be able to come up with an effective USP without having this information.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Know_Your_Strengths\"><\/span><b>2. Know Your Strengths<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A USP is something you\u2019re good at. The best way to develop a USP is to concentrate on your strengths.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A very reliable way to find your strengths is to study why your current buyers are choosing you over your competition.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being clear about what makes your business special will give you the push that you need to win a market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Offer customers what your competitors lack and they\u2019ll be attracted to you. As mentioned earlier, USPs are typically grouped into several categories including quality, specialization, originality, customization, guarantee, selection, speed, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pick one factor that you\u2019d like to specialize in and concentrate on it. A very good way to find what your customers are interested in is to use A\/B testing. It can help you compare two or more options to determine the one that offers the most benefits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adoric offers detailed A\/B tests and can be used by all kinds of businesses. Read more about <\/span><span style=\"font-weight: 400;\">Adoric <a target=\"_blank\" href=\"https:\/\/help.adoric.com\/conducting-a\/b-testing\" rel=\"noopener\">A\/B testin<\/a><\/span><span style=\"font-weight: 400;\">g to know more.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Study_Your_Competition\"><\/span><b>3. Study Your Competition<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Studying your competition is as important as studying your audience. Study their business model and product and identify areas that need improvement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have to offer something that your competitors do not. Moreover, take steps to protect your USP. Your competitors should not be able to copy it. Copyright laws and other such options can be used to protect your interest.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Stay_Away_from_the_%E2%80%98Superstar_Effect_Rat_Race\"><\/span><b>4. Stay Away from the \u2018Superstar Effect\u2019 Rat Race<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Cal Newport, an MIT graduate and author, introduced us to the <\/span><a target=\"_blank\" href=\"https:\/\/tim.blog\/2010\/07\/27\/the-superstar-effect\/\" rel=\"noopener\"><span style=\"font-weight: 400;\">concept of Superstar Effect<\/span><\/a><span style=\"font-weight: 400;\"> that pigeonholes applicants to top colleges.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of trying to do something to stand out, most try to be \u2018the best\u2019, which doesn\u2019t always pay off because you\u2019re pitched against the very best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You end up among the status quo and do not get a chance to stand out. Typically used in the educational spectrum, this thinking <\/span><span style=\"font-weight: 400;\">can also seep into business<\/span><span style=\"font-weight: 400;\">, according to Corbett Barr, a popular marketer and entrepreneur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All companies wanna do is be the best. They hardly pay attention to being different and never concentrate on having a USP. This is very important because \u2018best\u2019 is a subjective term.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A restaurant, for example, claiming to be the best will not get very good results because the term is different for different people. The key is to change the rules of the game.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should do something unique and do it better than anyone else.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Get_a_Little_Personal\"><\/span><b>5. Get a Little Personal<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Not everyone will give you this advice but we assure you it\u2019s beneficial. It\u2019s possible to incorporate a strong personality into a business\u2019s USP, but it\u2019s a thin line and you have to be careful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A strong personality can take a business to greater heights for as long as it goes well with the basic idea. As Jay Z said, \u201cI\u2019m not a businessman, I&#8217;m a business, man.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influencer marketing is largely based on this concept. Influencers do not sell products, they offer their personalities that help sell products. Let\u2019s refer to the case of Men\u2019s Wearhouse, formed by George Zimmer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The company\u2019s decision to fire Zimmer met with an immensely negative reaction. Zimmer had become a well-known face<\/span><a target=\"_blank\" href=\"https:\/\/www.huffpost.com\/entry\/what-happens-when-you-fir_b_3529741\" rel=\"noopener\"><span style=\"font-weight: 400;\"> and analysts argued<\/span><\/a><span style=\"font-weight: 400;\"> that firing him would lead to bad times for Men\u2019s Wearhouse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He helped the company reach newer heights and was loved by company employees and customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a great example of an individual being a USP. This is the same role that brand ambassadors play. Think about Kim Kardashian, how do you think the show would do if she quits? Despite what everyone says, she\u2019s one of the most popular faces on television and helps bring viewers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Going back to Zimmer, he was able to carve a niche due to his friendly personality and deep voice. He helped the company reach the average person and built a recognizable brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He connected with buyers on a personal level and convinced them that his company could make them look their best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In his over <\/span><a target=\"_blank\" href=\"https:\/\/abcnews.go.com\/Business\/effectiveness-mens-wearhouse-george-zimmer-spokesperson-review-analyst\/story?id=19436560\"><span style=\"font-weight: 400;\">500 hours of recorded footage<\/span><\/a><span style=\"font-weight: 400;\"> for the brand, he made buyers a very simple promise: <\/span><i><span style=\"font-weight: 400;\">\u201cYou\u2019re going to like the way you look. I guarantee it.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Such stories can be hard to replicate. It can be difficult to form a connection that pays but it\u2019s not impossible as proven by brands out there.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Communicate_Your_USP_to_Your_Audience\"><\/span><b>How to Communicate Your USP to Your Audience?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Remember that it\u2019s not only about developing a USP, you must also be able to clearly communicate it to your buyers. There\u2019s no point in having a USP if your potential clients cannot see it.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Come_Up_With_a_Tagline\"><\/span><b>1. Come Up With a Tagline<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3706 size-full lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3.jpg\" alt=\"Domino's Pizza sell proposition - if not delivered under 30 minutes it's free\" width=\"728\" height=\"546\" data-srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3.jpg 728w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3-300x225.jpg 300w\" data-sizes=\"(max-width: 728px) 100vw, 728px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 728px; --smush-placeholder-aspect-ratio: 728\/546;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3706 size-full\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3.jpg\" alt=\"Domino's Pizza sell proposition - if not delivered under 30 minutes it's free\" width=\"728\" height=\"546\" srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3.jpg 728w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image3-300x225.jpg 300w\" sizes=\"(max-width: 728px) 100vw, 728px\" \/><\/noscript><\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lot of people get confused between a USP and a tagline. AUSP is more than just a tagline. The job of a tagline is only to define what your USP is, it does not qualify as the USP.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your tagline can present you as the fastest accounting firm, but it will not be your USP unless you can prove to be the fastest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the coolest taglines out there:<\/span><\/p>\n<ul>\n<li><strong>Domino\u2019s Pizza<\/strong>: \u201cYou get fresh, hot pizza delivered to your door in 30 minutes or less, or it\u2019s free.\u201d<\/li>\n<li><strong>Colgate<\/strong>: \u201cImprove mouth health in two weeks.\u201d<\/li>\n<li><strong>Target<\/strong>: \u201cExpect More. Pay Less.\u201d<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Domino\u2019s statement makes it clear that the company delivers fresh pizza within 30 minutes. This is both the company\u2019s tagline and USP.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same goes for Colgate, which is advertising the health benefits of using the product. Users who are eager to get good results will buy the product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lastly, Target seems to be doing well with its tagline. It\u2019s simple but effective. The tagline makes it clear that the brand offers a variety of products \u2013 all at a discounted rate.\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Design_Your_Brand_Around_It\"><\/span><b>2. Design Your Brand Around It<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">All your branding messages should highlight your company\u2019s USP. Head &amp; Shoulders, for example, is marketed as a hair shampoo for dandruff. You will see this message everywhere including billboards, digital ads, and banners.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more people read or hear about it, the more they\u2019ll remember it.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Seek_Professional_Help\"><\/span><b>3. Seek Professional Help<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Look for a marketing company to help you understand and highlight your USP. In addition to this, you can also use unique personalities (influencers) to reach a wider audience and help them recognize how different you are.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"USP_%E2%80%93_2_Companies_Doing_it_Right\"><\/span><b>USP &#8211; 2 Companies Doing it Right<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Here are two companies who have understood the importance of a USP:<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Starbucks\"><\/span><b>1. Starbucks<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3707 size-full lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1.jpg\" alt=\"Starbucks has a unique sell proposition and here you can see coffee by Starbucks - Premium coffee.\" width=\"678\" height=\"381\" data-srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1.jpg 678w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1-300x169.jpg 300w\" data-sizes=\"(max-width: 678px) 100vw, 678px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 678px; --smush-placeholder-aspect-ratio: 678\/381;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3707 size-full\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1.jpg\" alt=\"Starbucks has a unique sell proposition and here you can see coffee by Starbucks - Premium coffee.\" width=\"678\" height=\"381\" srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1.jpg 678w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image4-1-300x169.jpg 300w\" sizes=\"(max-width: 678px) 100vw, 678px\" \/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">What started as a small coffee shop in Washington is now one of the largest brands out there, all thanks to a USP.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Starbucks is a premium coffee brand and that\u2019s where it USP lies. It doesn\u2019t promise low prices. It promises premium coffee, charges a high rate, and delivers where it matters.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Adoric\"><\/span><b>2. Adoric<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3705 size-full lazyload\" data-src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1.jpg\" alt=\"unique selling proposition example of Adoric - Easy to create pop-ups\" width=\"1374\" height=\"856\" data-srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1.jpg 1374w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1-300x187.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1-768x478.jpg 768w\" data-sizes=\"(max-width: 1374px) 100vw, 1374px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1374px; --smush-placeholder-aspect-ratio: 1374\/856;\" \/><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-3705 size-full\" src=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1.jpg\" alt=\"unique selling proposition example of Adoric - Easy to create pop-ups\" width=\"1374\" height=\"856\" srcset=\"https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1.jpg 1374w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1-300x187.jpg 300w, https:\/\/adoric.com\/blog\/wp-content\/uploads\/2020\/07\/image2-1-768x478.jpg 768w\" sizes=\"(max-width: 1374px) 100vw, 1374px\" \/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">Adoric is a real-time web engagement tool that &#8216;s proudly known as one of the easiest tools to use. This is where our USP lies. Whether you&#8217;re a pro or a new user, you&#8217;ll have no difficulty in using our tool.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many tools out there offering similar features but none match the ease we offer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interested in knowing more about Adoric and how it can help you recognize and market your USP? <\/span><a target=\"_blank\" href=\"https:\/\/adoric.com\/subscribe\"><span style=\"font-weight: 400;\">Sign up for free<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In simple words, a USP is what sets you apart or helps clients and potential clients differentiate between you and other businesses in the same niche.<\/p>\n","protected":false},"author":8,"featured_media":3714,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>USP Ideas \u2013 How to Make Your Business Stand Out - Adoric Blog<\/title>\n<meta name=\"description\" content=\"A unique selling proposition is what sets you apart. 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