Table of Contents
COMPETITOR KNOCKOUT CREATING A POWERFUL USP . 1
THE IMPORTANCE OF A USP . 3
KNOWING YOUR CUSTOMER BASE … 5
CREATING A SUCCESSFUL U.S.P 9
PRICE BASED USP .. 12
INTEGRATING YOUR USP …. 13
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USP stands for Unique Selling Proposition (or Position) and it can literally make or break your business because it tells your target audience exactly why you are different, what you bring to the table and why they should choose you, over the competition.
Without a USP, your product slinks into the shadows, barely able to compete in the marketplace.
It doesn’t stand out nor does it leave an everlasting impression in the minds of your prospects. In fact, without a USP it’s virtually impossible to create a unique brand that will be instantly associated to value because you haven’t defined what makes your business special. People will never recognize you as being any different from your competiton.
The great news is that your business, or product already has a USP. It’s simply your job to define what that is and implement it into your marketing message so that your target audience knows exactly what you are offering, how they will benefit and most importantly, why they should go to your company or business, rather than the competition.
So, where do you begin? How can you figure out what your U.S.P is and how to deliver your message to your audience of potential customers?
It all begins by evaluating your business, your products and your offers.
· How can what you offer improve someone’s life?
· How can it help your customer in some way?
· Why do they need it?
· Why should they purchase from you rather than the competition?
· What are you offering that other people aren’t?
Evaluating your product – your business and your offers objectively, from a third person perspective is incredibly important. It’s the only real way to determine your strengths and your weaknesses so that you can improve your business, reach out to your global audience and give them a genuine reason to come to you. And when you do this, you will never struggle in the market again because your USP will be the leading force that drives in non-stop business for many years to come.
Knowing Your Customer Base
Before you can create your USP for your business, you need to know your target audience – your customer base. What is most important to them? How can you truly connect to your target audience? What is their greatest challenge and how can you help them overcome it?
The more you know your audience, the easier it will be to develop a USP that hits home with them – that provokes a positive response and really shows your customer base that you know what they need.
When creating your USP, think from your customers perspective so that rather than identifying what YOU may feel is most important about your product, you turn it around – and focus on what THEY want to know and feel is most important to them.
Dan Kennedy’s method for identifying a USP is in answering the question, “Why should I choose to do business with you versus your competitor?”. The very reason why you created a product in the first place could hold the key to defining your USP. Think about how your product is different than others on the marketplace, how does it add more value? How does it address a question, concern or simplify a process, such as reducing a learning curve, saving your customers time or money.
Your product USP is the driving force behind defining value and creating a recognizable brand in your market. There are businesses who have so carefully highlighted their USP that they are able to charge DOUBLE what their competitors charge, and still sell out every single time simply because their USP adds perceived value to their products or services!
One of the most well known examples of an effective USP is Dominos Pizza. The business, struggling and close to filing Chapter 11 needed a quick turnaround. Hence, the USP, “Fresh, hot pizza delivered in 30 minutes or less or it’s free” was coined.
Then there’s Burger King who, competing against the McDonalds franchise giant had to stand out from the ‘pre-made fast food service, and successfully did so by coining the USP, “Have it your way” where customers are able to customize their meals based on their preferences. They put customers in control, and the USP was successful at helping them stand out.
Other competitors in the pizza delivery business jumped on board, integrating powerful USP’s into their marketing campaigns, including Papa John’s restaurant whose USP promises “better ingredients, better pizza”.
All of these businesses had existing competition yet became successful national franchises that are instantly recognized in their industry. They did this with the help of a powerful USP that made a clear promise and working to align your brand with delivering on that promise.
Your USP will differentiate you from your competition; more than any other aspect of a marketing campaign ever will, but you need to make sure your USP is not only memorable, but believable.
Using Federal Express as an example, their USP is “ when it absolutely, positively has to be there overnight”, emphasizing their guarantee of prompt delivery service. “Absolutely, positively” reinforces that promise, adding extra punch to their USP while ensuring they can follow through.
You want your USP to clearly define your brand, separate you from the competition and be believable.
In today’s marketplace, your business will struggle to stand out from the crowd without a USP to give that extra boost it needs, so that it instantly offers an added incentive for prospects who are making the decision between purchasing your product or your competitors.
Take your time when developing your USP. Think of ways that you can add unique flare to your product, how you can use your USP to demonstrate value, to illustrate performance, and to showcase the distinctive benefits of your product.
Your USP should be described in a couple of sentences.
You want to keep it short and to the point so that it lends “stickiness” to your campaigns and becomes quickly (and permanently) associated to your brand. Once you have defined your USP, you want to include it in every single marketing campaign. From newsletters, ezine advertisements, social media marketing, forum marketing, PPC advertisements, to your website itself.Other Details
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