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How to define your unique selling proposition

How to define your unique selling proposition

Part 1 of “6 steps to start email marketing for your Shopify store”

Let’s start with the basics. We all know you should be sending emails to your subscribers. But these emails must have a goal: bringing people into YOUR shop. 

Using random copy and colors that don’t align with your brand or website isn’t going to do that.


Your emails should send a consistent message about who you are, whether it’s the brand as a whole or the person behind it. 

This consistent messaging is what we call your unique selling proposition (USP).

Simply put, it's stating why anyone should be compelled to buy your products or use your service. If you don’t know who you are and why you exist as a Shopify merchant, you can’t market yourself very well.

Task: develop your USP

Seguno has a brand positioning worksheet to help you define your brand. It’s a great starting point for developing your USP. Use the first page to assist with filling in the second page. 

Screenshot of brand positioning worksheet, with sections "my industry is," i describe my store/brand as," "customers buy my products over competitors because" and "my target audience is"
Access the brand positioning worksheet and start defining your brand.


Need more prompts to strengthen your proposition? Ask yourself these questions:

  • What's your unique selling point? 
  • Why should someone buy your products or services over another brand? 
  • Why should you be trusted? 
  • (For owners) What motivated you to begin this business and continue it?  

And that’s today’s task! 

It’s essential to define your USP so that you can build your marketing messages. How you answer the above questions will influence what goes into your welcome emails and other automations, and the strategy behind your promotional newsletters. The USP is truly the foundation of what your email program will become and sets you up for success.

In the next session, we’ll get into list growth. Thereafter, we’ll use some of the copy from today’s task to start introducing yourself to new subscribers, so be sure to keep it handy! 

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