How to Develop a Unique Selling Proposition for Your WordPress Theme


WordPress theme sellers, just like all other businesses, need to develop a unique selling proposition. With the aid of a USP, marketing becomes a lot more focused and productive.

Everybody in marketing knows that developing a USP (unique selling proposition) for a product or service that you sell is essential to your business’s success. After all, if there’s nothing in particular that differentiates you from your customers, why should any customer buy from you, and not from a competitor?

What’s more, your USP will come into play in all your future brand building efforts. It’ll be in your marketing slogans, advertising copy, and the any new products you create might even be based around it.

So now that we’ve understood the importance of a unique selling proposition, let’s get into the “how” of it.

Why It’s Different for WordPress Businesses

Building and selling WordPress themes is a great business to get into — it has a huge customer base, sizeable profit margins, and it can even be fun if you’re a guy who enjoys getting your hands dirty in code. But since the WordPress theme business is so standardized, developing a USP isn’t exactly the simplest thing in the world to do.

At first glance, it seems as if the most specialization you can do is to go into a certain niche of themes, e.g. single page themes for corporate websites or innovative themes for music bands.

But believe it or not, it is possible to base your theme’s marketing around a specific selling point or edge that your competitors don’t have. However, to do that, you need to ask yourself a question (and answer it honestly).

Developing a USP

Developing a USP

Image credit: Steve Snodgrass via Flickr.

Ask yourself this:

Why should WordPress users purchase my theme rather than [insert name of the most popular theme in your niche]?

Sometimes, you might come up empty. You might not be able to honestly think of a single reason or point where your theme is better than the most popular one around. And that’s ok — not every theme is ready for success when it’s first built.

If you do come up empty, then it might be time to get back to the drawing board to brainstorm ingenious features that apply directly to your niche that customers will find useful.

On the other hand, if you do come up with an answer, then that’s your unique selling proposition. However, if the answer doesn’t really merit more customers (for instance, just because you have a couple more built-in shortcodes than the other theme, people won’t be lining up to buy from you), then you might need to build on it a little more to come up with a much stronger proposition.

Applying Your USP to Your Marketing

Once you have your USP, you have something to base your theme’s marketing on. You’re going to want to make sure that every single person who ever chances across your theme knows that USP is. That’s why you have to:

  1. Include the USP in your list of theme features prominently.
  2. Write about it in your copy.
  3. Craft slogans centered around it.

Wrapping Up

It might take you a couple minutes to think of your unique selling proposition, or it might take you a couple hours. But once you have one that’s worthy and able to bring new customers to your business, your marketing will be able to take on a lot more focus and yield more productive results.

What’s your process for developing a USP? What do you think is the most unique point of your themes? Let us know in the comments!

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Author: Jonathan John

Jonathan R. John is a freelance blogger for hire and a digital marketing fan. He writes on WordPress, content marketing, conversion optimization, and pretty much everything else online marketing.

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