If you are engaged in marketing issues, then you most likely came across the term “unique selling proposition” or USP. This is especially topical for those businesses working in the field of the trade when your product is almost (or absolutely) the same as that of your competitors. To sell such a product or service, you need to stand out somehow, create a unique product offer (a unique selling point).
Step-By-Step instruction for creating a unique selling proposition
In any book on marketing or in some relevant training, you will find definitions, examples, and templates of a unique selling proposition. Here we present you a simple step-by-step instruction.
1. Your brand identity.
Despite the fact that tens of your competitors can offer the exact same product or service, you need to highlight your brand somehow, show that there is something that you do better, faster, not like others – identify your brand. Describe your brand in detail, create its story, and describe your mission and philosophy. Ideally, an association with your brand should arise every time in the minds of your customers, for example, something like this:
Pizza delivery in 30 minutes. Whatever happens, you will have pizza within 30 minutes, or we will return the money.
Your customers will know that when a quick solution is needed, your brand can provide it, this is important for USP marketing.
2. Clearly define your target audience.
Here's an important rule – a unique selling proposition does not work for everyone, but for a specific target audience, your target audience. Price, quality, speed, uniqueness – it cannot be all at once for everyone. Therefore, your goal is to identify your client and find what exactly this person needs. The more you know about your customers, the better, because this way you can more accurately satisfy their request and solve their problems. If there is such an opportunity, conduct surveys, and research, if not, do it anyway, it is important for creating a unique selling proposition!
For example, let us go back to pizza. If students are your target audience, it’s best to bet on a small price or a discount for a large company.
3. Give them what competitors can’t provide.
You need some analysis here. Carefully study your competitors, remembering the problems and needs of your target audience (in the previous step), try to find something that others do not have. Make a table of your competitors, with their advantages and disadvantages. Perhaps you can win on a unique balance of price-quality-speed of service, etc. Having found such an advantage, advertise it, and stand out from the others.
For example, let us consider Apple, which at the dawn of its existence, remade the slogan of its main competitor at that time, IBM “Think differently,” convincing people that their products are something special on the market.
4. Correctly formulate your unique product offer.
No matter how tricky your idea is, your proposal should sound simple and clear. Something like this: “pizza in 30 minutes, or for free,” “the world's first washing machine in which you can add things during washing.”
Remember the main point. If you yourself clearly understand what your product provides, why you are better than your competitors, and what benefits your client will receive, you are already halfway to success. It is only necessary to convey this idea correctly to others.