Today, there are many similar offers in almost all areas of business. This is normal, this is what competition is bas on. To distinguish your product from similar ones and attract the attention of buyers, you ne to differentiate yourself from competitors and create a unique selling proposition – USP.
The meaning of a unique offer
Unique selling proposition is a popular marketing term. It means that a product or service has a certain property or feature that is different from others.
There may be several such reasons. Each one works for a particular audience segment and distinguishes the product from others.
Who does the USP work for?
A unique selling proposition is built around the features of a product or service and is suitable for any business. For example, for a small business – a coffee shop with the widest selection of drinks or a larger one – a furniture manufacturer with Italian fabrics.
The difference between USP and other marketing tools
There are terms in marketing that can be confus with USP.
PositioningThat is, the company’s place on the market, the perception of the product, how the target audience sees the brand. It is stable, does not change over time, and the USP is bas on it. Positioning your product for customers answers the questions: who are you and what is the product intend for?
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For example, Compass is a fast corporate messenger for team communication.
OfferAn offer is a commercial proposal with a limit term. That is, a specific benefit for the client that he can receive now. Usually promotions with discounts.
SloganA slogan is a short sentence, a phrase that reflects the USP of a product or service. It is usually us in advertising mass-market products, and may not be us at all for the B2B market.
It is bright, creative and easy to remember. Popular examples from advertising: Apple – “Think differently” or L’Oreal – “Because you deserve it!”
Why does a business a unique selling proposition?
Let’s look at the useful functions that a unique commercial proposition performs.
Attract customers
Consumers choose a product because the trade offer meets their nes. The offer must be interesting to them. Its use in advertising messages allows you to attract new customers.
Gather a pool of loyal customers
The offer is built around consumers and brings them benefits, so it allows you to retain customers. This is how a base of regular customers is form. When the audience sees the benefit, they begin to recommend your service to others.
Increase brand awareness
A truly unique offer can be memorable and attract potential customers. They may not ne your product now, but when the ne arises, they will remember it.
Justify the cost
USP is a value proposition, it reflects the product’s uniqueness. It also allows, among other things, to explain to the target audience why the product costs so much.
If, for example, you sell designer wallpaper, there is no ne to lower prices. Use the unique characteristics of the product in your USP.
Increase sales
Using a USP allows you to promote your product more successfully. Your unique offer helps the brand advance, increases the effectiveness of advertising. It is easier for the company to make sales and stand out from competitors’ offers.
Criticism of USP
USP is not a panacea, and this tool has its own nuances:
- Not everyone nes to have a USP. The selling proposition may not be that special if your product or service already has many buyers.
Principles of USP
A unique selling proposition meets the following principles:
Uniqueness
The main characteristic taken from the definition itself. The point is that the product or service should have no analogues. This is difficult to achieve in a competitive environment. Products may be similar or even identical, but the benefit to the client should always be unique.
Clarity
A unique proposition must be formulat clearly and distinctly. High-quality materials are too vague a product advantage. Individual service and high-level service are unclear brand characteristics.
Profitability
A good USP should clearly show the benefit of the company’s product. It’s not necessarily about money, but about solving your customers’ problems and answering their requests.
Instead of high-quality materials and high level of service from the previous point, you can write like this: environmentally friendly materials with certificates, provision of a personal manager and 24-hour delivery.
Brevity
Your USP should be contain in one or two sentences. Most buyers will stop reading a sentence if it takes up an entire paragraph. Reflect where to study to become an educator? the main properties of the product in the USP. The history, values, and other attributes of the brand can be reveal in the company mission.
Time compliance
USP may change over time. It is important to monitor changes in society and service standards. Online banking us to be a rare occurrence. Now most banks cover almost all customer nes within their app.
How to write a good USP
To create a USP correctly, you ne to go through a number of steps.
Study the target audience
To create a USP correctly, you should first study your target audience. There are the following methods for this:
- Customer survey. To analyze the target audience , you can create a survey on social networks. It is worth asking customers what product characteristics are important to them, why they decid to buy from you.
- Segmentation of the target audience. Divide the target audience into segments. If you have a small business, then an effective unique solution can be creat for a specific audience segment. And work only for clients who fit this category.
Using numbers
You can create a USP of a brand or product bas on numbers. For example, you have many customer cases. If the number is impressive, you can mention it.
The first paragraph on the banner is the offer. The second, where it mentions the 20,000 students who have already complet the training, is already the USP.
Ready-made formulas
In order to formulate your unique offer, there are also ready-made templates in marketing. Let’s look at several USP formulas using advertising as an example.
Product name + most or number 1
A popular technique is to point to superiority. This formula works for any segment of the target audience. As in the example with Dodo Pizza, it is important to have confirm data. If you are the first in something, indicate this in your USP.
The only + product
The formula with the word “only” works the same way.
If your business is not so original, try making an offer specifically for your location – the only company in the city that produces countertops from natural stone.
Problem + without + getting rid of fear
As a rule, such USP is us by mical clinics of various specializations. Companies immiately remove common fears of clients: no pain, no surgery, no consequences for the body.
Product + warranty
A guarantee speaks about the quality of services. For example, a popular marketing move is “we’ll refund your money if”.
Product + benefit + constraint
Many customers are attract by time limits and the promise to provide the service for free if the order is not complet on time. This is also a kind of guarantee and an indicator of good service.
No benefit
If the website of a home appliance repair service says “We work quickly and efficiently”, there is no benefit in such a USP. Or it is no longer relevant.
Often the buyer evaluates the offer from the point of view of its convenience. Therefore, here free travel to remote areas or work on weekends can become your USP.
There is no uniqueness
If you are talking about quality products, then this USP does not contain uniqueness. Trite phrases do not inspire customer confidence. It is phone number it worth writing specific proposals. For example, a mandatory 5-year warranty on the product or original spare parts from the manufacturer.
There is no truth
A good unique selling proposition contains real advantages. But many companies come up with what is call a false USP. And while this work before, now consumers are more savvy. Deceiving your customers or misleading them can have a negative impact on the reputation of the product and brand.
Results
The term “Unique Selling Proposition” means that a company has a certain feature that others do not have. USP can apply to the company as a whole or to individual services and services. USPs may differ for different audience segments.
