USP: 5 steps to your unique selling point

Today, you are no longer just competing with the company next door. The market has gone global. We live in a world of infinite supply and customers can choose from thousands of options. So you need to make sure your product stands out from the competition. This is where the USP comes in.

A USP (Unique Selling Proposition) allows a brand to differentiate its product from others and make it easily identifiable. USP: 5 steps to your unique selling point

In this article, we present how to define a USP and incorporate it into your marketing strategy.

In this article

What is a USP (Unique Selling Proposition)?
Promote a USP
What is not a USP?
4 examples of USPs
“We’re number two, we try harder” – Avis
“Delivered in less than 30 minutes or free” – Domino’s Pizza
“Melts in your mouth, not in your hands” – M&M
“See what’s next” – Netflix USP: 5 steps to your unique selling point
Create your own USP
What is the main benefit of your product/brand?
Analyze your competition
Choose 3 USPs
Put your USPs at the heart of your marketing
Stay innovative
Conclusion

What is a USP (Unique Selling Proposition)?

A USP, Unique Selling Proposition or Unique Selling Point, is a feature of your product, service, brand or company that sets you apart from the competition. USP: 5 steps to your unique selling point
This concept was developed by Rosser Reeves, one of the pioneers of television advertising in the 1940s. Reeves identified three basic rules that a USP must meet, and this is still true today:

The benefit must be clear: “If you buy this product or brand, you will get this and that benefit.”

This benefit must be unique and not found in the competition.

And finally, this benefit must be saleable and make the customer buy the product in question.

For Reeves, a USP defines the reason why your product or service is worth the stated price. In addition, this USP should be the cornerstone of any advertising campaign for the product being advertised.

In his opinion, you should avoid advertising updated 2024 mobile phone number lead a product that cannot meet the expectations of its target audience and does not have absolutely unique features. In the long run, this will only lead to you losing customers and damaging your reputation.

updated 2024 mobile phone number lead

Promote a USP

A Unique Selling Proposition can be perceived in different ways:

In other words, you have an enormous تسعير HubSpot: تغييرات الأسعار لعام 2023 number of options to promote and make your USP visible.

More than just a slogan. A slogan is a good way to communicate your USP, but it is not the same thing. A slogan allows you to express your USP.
Ask yourself today if your product has a USP atb directory and if you know how to communicate it? Sometimes there is no need to reinvent the wheel. Some products do very well simply by adopting a communication angle that their competitors do not have. USP: 5 steps to your unique selling point

For example, there are a great many smoothie brands, but Innocent stands out from the crowd thanks to its communication.

Ultimately, a convincing USP is:

A proposal supported by concrete arguments. You can support your USP with figures, case studies, examples or customer testimonials.
A customer-focused offer. Your USP must necessarily be based on something that means a lot to your customers. You can also speak of UBR or Unique Buying Reason. It is the qualities and features of your product that appeal most to your customers. For example, when Apple launched the iPod, they didn’t talk about the technical features. They focused their communication on the following benefit: 1000 songs in your pocket.

Our brand focuses on its customers

It is not uncommon to come across such sayings. However, these phrases do not constitute USPs.

Many companies may find it difficult to define a unique selling proposition and thus differentiate themselves from their competitors. Offers such as free shipping, 24-hour delivery and 24/7 customer service are not USPs.

Even if a company is very successful in each of these elements, they can be copied. For example, speed, quality and efficient customer service are not USPs in themselves. Instead, they can form the basis of a USP.

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