WHAT IS UNIQUE SELING PROPSITION (USP)?
Unique selling proposition USP also seen as unique selling point is a marketing concept that refers to any product or service for a strong marketing drive. To put in a simple way your USP is offering the market a unique product or service that is more preferable than your competitors.
“Don’t be better, BE DIFFERENT! It is BETTER to different THAN TO BE BETTER.”
Do you want to be better or different? If you answered yes, then read on! UNIQUE SELING PROPSITION: What do you need it for? USP IS NOT JUST A TAGLINE (a brand slogan, use to pass a message). A well-defined usp can be used as a tool in a business, to help you create attention in a competitive marketing, and to make your business STAND OUT among your opposition. The purpose of a USP answer one question why should a potential customer buy from you
This the first thing you must do. Conduct a market research, to know those demanding for your product and services allows you to stay focused on those to sell too. Knowing your target market helps you to determine the methods use in attracting new customers and to add values in retaining the loyal customers.
To write an effective USP and drive MORE traffic into your network you must first create a STRONG connection with your customers, this is possible when you know who they are. This includes there DEMOGRAPICS AND PSYCHOGRAPICS…
· Customer want
· Customer need
· Customer characteristic
· Customer buying behavior
· Customer desire
· Customer value
· Customer interest
STEP 2: PINPOINT BENEFITS AND SOLUTIONS YOU OFFER
List out at least 3-5 biggest benefits your customers will get from purchasing your product or service you offer that your competitors can’t or don’t provide. Get acquainted with your customer PAIN POINT then list out the solution required.
STEP 3: MAKE A PROMISE
Your promise is a pledge you make to a customer. This is most important step from the previous ones. It’s explains the VALUES your business offer. Note: The market pays for more values.
STEP 4: MAKE IT SIMPLE (The conclusion)
After you examine 1-3, take your words and compress it even more to a sentence .Do not rush this exercise, take your time while doing it until you arrive at your final UPS.
EXAMPLES OF USP FROM TOP BRAND
(Keep in mind)
A good unique selling proposition can be in form of a few words (like a tagline) or a full sentence. Make sure your words are compelling… Here are examples;
- M&Ms: “The milk chocolate melts in your mouth, not in your hand.”
- COLGATE: “Improve mouth health in two weeks.”
- DOMINO’S PIZZA: “You get fresh, hot pizza delivered to your door 30 minutes or less, or it’s free.”
- DEBEERS “a diamond is forever.”
Other types of tagline includes “lowest cost”, “the highest quality”, “the first-ever.”
Do you have a USP? Are you ready to make one?