Why is it so critical to have a unique selling proposition (USP)? Actually, this is one of the more important elements of a company. If you don’t have a USP, you are just a “me too” firm trying to sell the same thing as everyone else.
Without something to make you stand out, you likely aren’t going to stay in business long. This is particularly true if there are a lot of companies you are competing with. And having something that makes you stand out will enable you to charge more money than most companies as well.
- Do you really need a Unique Selling Proposition (USP)?
- What distinguishes the ideal USP?
- Identifying your unique selling proposition
- How to use A/B testing to validate your unique selling proposition
Do you really need a Unique Selling Proposition (USP)?
A well-articulated USP may help you form and concentrate your marketing goals in order to successfully differentiate your brand and goods from the competition.
A unique selling proposition (USP), which aims to express distinctive benefits to customers, is typically an important aspect of a company’s branding strategy since it allows it to remain remembered and make a favorable impression on customers.
First and first, like with anything in marketing, consider your target demographic and which of the product’s features they value the most.
Some individuals feel that a USP is a vocal instrument that salesmen may use and vary depending on who they’re talking to. However, we feel that for each of your products/services, you should be able to develop a distinct Product Messaging Template. For multiple mediums, such as social media profiles, social postings, product/service pages, emails, brochures, and so on, they will include one clear message.
However, just having a USP is not enough. It has to be a good one. Here are three tips for getting the most out of your USP:
Include your biggest promise
You need to put your best foot forward with your USP. This is what will make you stand out. Ideally it should revolve around the main benefit of your product. You know your customers are going to care about this. Try to come up with some sort of guarantee that no one else can match.
An example of a good one would be a “double money back guarantee” if your product doesn’t produce the desired benefit. Almost nobody offers this, so it will make you stand out. Just think about what your customers want, and then come up with a USP that meets that need better than anyone else.
Focus on your customer
Your USP is not meant to be something about your company. Instead it needs to involve a benefit to your customer.
People aren’t concerned with the length of time your company has existed for. They want to know what you can do for them. So focus on that in your USP.
Promote it heavily
There is no point in having a USP if you aren’t going to advertise it. This should be the main point in you advertising messages.
When you think of Geico commercials, you probably think of “15 minutes could save you 15% or more.” That’s because they promote it in every single advertising campaign, from TV ads, to radio, billboards, and so on.
You can do the same. Always mention the USP at least once, ideally in the headline of the ad. This will ensure it has the maximum effect.
Communicate clearly and confidently
When you convey your USP to a prospect, your enthusiasm and honesty should come through. It should offer the prospect complete trust that your brand will deliver on its promises and why.
This can only be accomplished if the prospect comprehends and remembers it, so keep it short and effective. Don’t attempt to make it too complicated by including everything.
Focus on the customer’s benefit rather than the product itself
Instead of only selling the goods or services, try to sell the post-sale ecosystem. This means that your USP should portray a desirable life after the purchase. Will life be more interesting, less stressful, productive, and so on?
If the prospect grins, you know your unique selling offer succeeded. This usually indicates that they were interested in your USP and that they believe in your message. You want your USP to hit home with your prospect right away, as if you were reading their mind.
Your revenue usually rises or surpasses estimates when you give a distinctive selling proposition that prospects can plainly recognise. People purchase the product or service that best meets their wants and provides the most value for their money.
The stronger your unique selling proposition (USP), the greater your prospective revenue advantage. Discerning customers may be willing to spend top dollar for a recognised brand made of the best quality or most durable materials.
What distinguishes the ideal USP?
Your school’s whole marketing plan should be built on the right USP. At its most basic level, a USP may immediately explain why your school is the greatest option for potential parents. Consider it from a different perspective: it’s an elevator pitch! It’s a single line that sums up your school, your beliefs, and your mission.
Finding you’re ‘why’ is crucial to defining your school’s USP.
Simon Sinek, the creator of the Golden Circle structure, is the most outspoken proponent of discovering your “why.” At its core, Sinek believes that a good USP is about expressing your brand’s mission rather than its product.
What makes the Golden Circle so powerful? We’re emotional beings, and the science behind this concept is that messages connect best with the regions of our brain that govern emotions, behavior, and decision-making, as Sinek explains. Isn’t that correct? This is why companies such as Apple,
Identifying your unique selling proposition
A USP is not the same as a tagline, but a strong tagline can effectively condense the entire USP in one word, making it more compelling and digestible.
The goal of a unique selling proposition is to answer one question: “Why should a potential client buy from you?” A good unique selling proposition may be as short as a few words (like a slogan) or as long as a paragraph; it doesn’t matter how many words you use as long as you capture and clearly explain the promise to your consumers that differentiate you and makes you appealing.
Extensive market research is the first step in determining your USP. Finding out what drives your consumers’ purchasing decisions and what they care about is the first step in building a good relationship with them. There are several sales characteristics, such as ease, quality, friendliness, and dependability.
You must do market research to see why your present clients prefer your brand over that of your competitors.
An Undeniable Advantage
When the advantage of your product or service is well-defined by its USP, your target audience learns to value it for that specific feature, such as 24/7 assistance or calls returned within one hour. Otherwise, regardless of what other product benefits you have to offer, your clients will go towards those that provide the lowest price.
Because it provides your market a clear reason to buy, a strong product USP enhances your marketing as a whole and helps boost revenue. Your USP, when combined with the inherent benefits of your product and a competitive price, will help cement your product’s place in the market, causing buyers to want to keep paying for it.
When you create a powerful and positive product identity based on a big USP, you’re telling your market where you stand. You don’t want your product to be considered one of the alternatives.
Streamlined Sales Approach
Because it’s more difficult to showcase your product’s qualities in a generic marketing and sales strategy, it may be hit-or-miss. A strong USP unifies your approach by allowing you to express how you want your target market to perceive your product and brand while focusing on its unique benefits.
An effective USP will bring you more business. It’s absolutely essential. The last thing the world needs is another business that provides the same solution that hundreds of other companies do.
This will not only get you more business but also enable you to charge more money. The more value you provide, the more you can charge. Implement these three tips, and you will have an effective USP very soon.
How to use A/B testing to validate your unique selling proposition
If you’re not sure what motivates your clients to buy from you, A/B testing your company’s unique selling proposition on landing pages might assist. You may evaluate which messages resonate most with your target audience by analyzing a specific conversion objective, such as a product purchase, by comparing different USPs.
Let’s imagine you’re in the business of selling Lutz marbles, a rare and collectible variety of marble. You can’t tell if people are more motivated to buy them because of the ‘goldstone’ in the marbles or because of their antiquity (they are more than 100 years old).
Should the goldstone or their age be your unique selling point?
Setting up an A/B test for your landing page where you test two distinct headlines might help you uncover the solution to this question:
Precious & Rare ‘Goldstone’ Marbles for Sale (Variation A)
Variation B: For Sale: Precious and Rare 100-Year-Old Marbles
(By the way, the headline isn’t necessarily the USP on a landing page; it normally consists of a title, subheadline, and a bulleted list of advantages.)