Second: research your competitors

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Your goal is to understand who else is out there in the race to solve your customer's toothache and see how you stack up against them.

Third: identify your differentiator.
If you have a competitor who is already communicating a unique selling proposition to solve that toothache, then you are late. You will have to find an effective way to differentiate yourself, because it will not be enough to solve the toothache if there are already others who do it.

Some forms of differentiation could be:

solve it more quickly
solve it at a lower cost
solve it in a cooler way
also resolve other collateral pain
Determine what makes your product or service unique and different from others on the market.

Fourth: Test and refine your message.
You always have to find a way to make your message clear and compelling. It is not enough to solve a design directors managers email list toothache, you have to be able to communicate it effectively and with a difference.

This refining exercise must be constant, it is what is called working progress (it never stops). The message must be constantly refined to adapt to a constantly changing market.

As you see that your message “sticks” (generates a positive result) you can expand it to all your channels.

It is advisable to start testing it in controlled spaces such as your website, your landing pages, some AdWords campaigns, some social media posts, etc.

Over time, when the message becomes solid and strong, it can become a brand, slogan or a mantra for your company.

An example of a USP.
At Pragmática we have different USPs, as we work with different types of clients. One of our most frequent clients are consulting firms that sell consulting solutions to large companies in LATAM.