Look for complaints in every area of your competitors' business - from the product to delivery and returns. These same complaints may help you come up with a strong unique selling proposition. Focus on prospect researchīesides market research, it is also helpful to focus on prospect research to see what people have already said about products similar to yours. Be aware of the unique selling propositions of your competitors and what the trends are. When coming up with your unique selling proposition, it is good practice to do extensive research to see what your competitors are doing. Related: 7 Ways To Market a Small Business 3. For example, if your buyer is choosing your product because it is made from recyclable bottles, then your manufacturing space should also represent this slogan by implementing a recycling-friendly environment. Your slogan should be represented in every aspect of your business, not simply in what you are selling. It could be an eco-friendly quality, friendly service, cozy luxury or more. Instead, focus on what your ideal buyer values. When you are coming up with a unique selling proposition, avoid simply going for something unique. When working on this process, it is important to keep the following best practices in mind to come up with an effective unique selling proposition.
The three-step process for a strong unique selling proposition is an important process for your marketing strategy. That's when customers knew that they needed FedEx to solve their shipping problems. It told customers exactly what they could expect from FedEx.
For example, years ago, FedEx's slogan was, “when it absolutely, positively has to be there overnight." This slogan distinguished the company from the many others out there. Tell your ideal buyers exactly what you plan on giving them. Become a must-have in the eyes of your customers Related: Learn About Being a Brand Manager 3. When you have a firm grasp of who your ideal customer is, then you can start coming up with the best unique selling proposition to solve their complex problem. An airline is not simply selling flights, but it is selling luxury and comfort in the sky. They are selling their ideal buyers a luxury lifestyle with their high-range fashion pieces. For example, designer brands aren't simply selling clothes. This goes beyond simple needs as the problem is usually far more complex. Your ideal buyer wants you to solve their problems. Explain to your ideal customers how you can solve their problems Why do my existing customers choose my product over those of my competitors?Ģ. What motivates my ideal customer to make a purchase? How can what I offer help to solve my ideal customer's problems? To do this, answer the following questions: Identifying with your target audience will make it easier for you to understand what your customer needs. Follow the below points to come up with a strong unique selling proposition: 1. Placement strategy (location and distribution)Ĭreating a strong unique selling proposition is key to inviting the right audience to your product or service.
They are known as the four Ps of marketing and include: When you have a clear unique selling proposition, your target customer will be able to answer one important question about your business: What makes you different from the competition? There are four USP pegs on which you can focus your marketing strategy. Choosing a highly specific unique selling proposition is key to creating a focused marketing strategy that carries a cohesive message across copywriting, branding, campaigns and other marketing tools. That quality should be the one thing that people will start associating with you.įor example, more than a flight, an airline may sell friendly service. Rather than being known for offering everything, like the lowest prices and the best quality, the unique selling proposition targets a specific quality about the business. The unique selling proposition urges business owners to be very specific in terms of what they want to be known for. It is that quality about your business that sets it apart from the competition. Related: 4 Steps To Building a Brand What is a unique selling proposition?Ī unique selling proposition (USP) represents what your business stands for.
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In this article, you'll learn what a sales proposition is and how to create one for
Creating a unique selling proposition is an important step for your business.