Thursday, August 8, 2013

What is your unique selling proposition (USP)?

So I answered the question – what price (which was a bit of the cart before the horse but a common question nonetheless).

Then came focusing on your benefits and not your features.

Now this next one, is honestly the hardest challenge of all. Something I deal with all the time and even doing marketing and advertising as long as I have, it isn’t something that comes easily. In fact, it shouldn't be easy. This is something you should consider carefully and make sure you have it completely right before moving forward.

Develop your Unique Selling Proposition (USP)

No a USP is not a type of gun (as I discovered when I googled for an image – yikes!)

Don’t worry about coming up with a catchy tag line or phrase, just concentrate on what makes you different from your competitors.

You need to explain how and why your products are better than others or your competitors. Perhaps you have designed them all yourself? Or you use all organic materials in the products? Do yours cost less than others (yes this is a USP!)?

Do you have any added extras? Special incentives to buyers (think a free hair accessory with an outfit)?

Whatever your unique selling proposition or unique selling point as it is commonly referred to, you need to clearly define it. You need to be able to answer the question at any time, “So what makes your product special?”. You will then have your response!

I would recommend writing something down and then come back to it a few days later. You might want to tweak it a little. Dwell on it even. Test it out on your family and friends. If at the end of the week, you are happy with your statement, then you have yourself a USP!

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