On Etsy where 'handmade' is not a USP, crafting a clear, compelling USP for your products can be the key to capturing your shopper’s attention and loyalty. Remember, your USP isn't just what makes you different; it's what makes you memorable and stand out.
Let’s look at 15 ways of developing a strong USP:
If you target everyone, you are targeting no one. Focusing on a smaller group of target customers can help you satisfy their needs better. Here are some common ways to find a smaller group of customers within your niche:
Profession - e.g. planners that are made for architects that include work templates to speed up their job.
Age - e.g. young children safe jewelry, puzzle or memory game made for seniors.
Lifestyle or Hobbies - e.g. self care kit for crystal enthusiasts that include gemstone face roller, travel journal that includes travel log template and a physical pocket for passport, wallet using vegan leather.
Gender - e.g. candle with ‘manly’ scents like whiskey or leather
Education - e.g. gift box made for children starting kindergarten that includes crayons and stickers.
One of the most common and effective way to differentiate your product on Etsy. Many best selling products on Etsy provide some level of customisation.
Customisation adds value for customers. It creates a deeper connection between the customer and the product, because they have a say in how the product is made.
It also makes a great gift as customisation allows the product to be a one-of-a-kind, thoughtful gift.
There are different levels of customisations; Some are simpler like providing colour options for tote bags, and some are more complicated like a completely made-to-order cupboard with custom size, materials, finishing, etc.
Here are some common ways you can consider providing customisations for your products:
Incorporating unique design elements, using an unusual shape or colour combination, etc. can help you stand out on Etsy, and even charge a higher price. This is usually more effective if you can create a genuine story behind the product to increase the perceived value.
But create a unique design could mean higher production costs or limited scalability.
Using unusual materials can help you stand out on the market with a unique aesthetic. It can also let you tell a story behind your unique choice of materials.
For example, reclaimed wood not only present a unique look, but also tell a story about sustainability. Or you can tell a story behind each book you use if you turn them into a paper sculpture.
Versatility enhances a product’s value. Think about whether you can add some ingredients or functionality to create a new use case.
For example, a bar soap infused with insect-repelling ingredients can be valuable for camping enthusiasts because, in addition to cleaning, it could be placed in the camp to repel bugs.
Another example could be a scarf that can also be styled as a hood or a shawl.
A video or photo showcasing the different use case would help shoppers understand your product better, and increase the perceived value in their minds.
Similarly, presenting your product in a different use case can get shoppers’ attention. For example, a candle jar that comes with a seeds and a soil pallet, so that the candle jar can double as a planter.