Do you know the answer to “Why should I buy from you instead of your competitors?" If so, can you articulate it in a compelling way from the consumer’s point of view? If not…why are you in business?
In fact, determining your Unique Selling Proposition (USP) should be something you do before launching your business or adding products or services. What is it that you can offer that your competitors can’t?
Unique Selling Proposition (USP) = Competitive Advantage: One of the most significant goals of your business is to differentiate it from its competitors. In marketing jargon we call this “positioning.” Positioning is something that takes place inside the minds of people who make up your target market. Subconsciously, consumers are always positioning companies, products and services. Without “proactive guidance" on the part of a company, or positioning marketing messages, consumers will do it based on subjective interpretation of various experiences they have - including the marketing messages of your competitors.
The most important positioning proactive guidance we provide to consumers is by using a Unique Selling Proposition (USP). A USP is a compelling, succinct statement that separates your business, product or service from those of competitors. It does so by speaking to customers’ desires to gain pleasure and avoid pain.
It is up to you to define why potential customers should buy from you. After all, there are other companies that appear to offer a product or service that is similar to one you are offering. What makes you different? What do you have or what can you do that is different, and why is it a significant advantage in the minds of potential customers? Remember, your customers only care about what benefits them.
Remember, a USP is worthless unless it matters to your customers. For example, being in business longer than your competitors is not something of value, in terms of a USP, in the minds of your customers. A more important question to them is - what major advantage can you offer because you have been in business longer than your competitors?
In a previous post, I discussed the question “So What?" that subconsciously is being asked by customers as they review your marketing content. “So What?...A Question that Needs to be a Part of Your Marketing Vocabulary”
The attributes of your USP should include the following:
Your USP must give them a good reason to pick you over your competitors. It must be benefit-based and valued by potential customers and it must speak to their desires to gain pleasure and avoid pain.
Your USP must be “unique.” It should be something your competitors do not, will not, and preferably cannot offer. Be careful to not position yourself as having a differentiator that your competitors can easily copy, emulate, or convince the market of its irrelevancy.
Your USP must also be “believable.” We live in a world of hype and so consumers see through statements that are probably not true. Terms such as best, leader, etc. are immediately recognized as marketing hype and will more than likely result in customers choosing not to believe the unsupported claims. Be as specific as possible, and offer proof or a guarantee to help alleviate customers’ skepticism.
Your USP must be compelling and pack a punch if it is to move customers and better position your business vis-à-vis the competition.
Your USP should be succinct. The core message should be no more than 10 to 15 words. The words should convey action and benefits.
Can you name the companies that have used the following Unique Selling Propositions? They changed entire industries!
“When it absolutely, positively has to be there overnight”
“Fresh hot pizza delivered in 30 minutes or less, guaranteed”
“The night time, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine”
Bottom Line - Your goal is to make the competition irrelevant! A good USP is a key to doing just that.
Comments
Post has no comments.