What is a unique selling proposition?
A unique selling proposition (USP) is the distinguishing element that distinguishes your brand, product, or service from the competition. A unique selling is also known as a “unique selling point.”
Rosser Reeves, an American advertising executive in the 1940s, was the first to study the concept of a unique selling proposition (USP). Reeves was well-known for his very focused advertising campaigns, which focused on a single, overarching message.
Reeves’ concept had a role in the advertising revolution that began in the early 1960s. Advertising executives began selling in campaigns based on emotion rather than on desired attributes, which had been the more common method in previous years.
The Importance of using a Unique Selling Proposition
A unique selling proposition (USP) can serve as a “north star” for growth and development inside a firm. If anything in the pipeline fails to support — or worse, works against — your unique selling proposition, it should not be allowed to reach the market.
Thus, your unique selling proposition provides a rallying point for your sales team while also reminding the entire organization of your company’s larger goal to give value to users.
Many organizations will engage with a specialist agency to develop a unique selling proposition that will be the most influential for the target market because it is vital to get it right the first time.
The Benefits of using Unique Selling Proposition
When done correctly, a unique selling proposition (USP) explains to clients why they should choose your brand, product, or service over any other options available in that market. A unique selling proposition (USP) is a common thread that runs through everything your company does and says – it is a persistent message repeated year after year. It should not alter with annual marketing strategies or expansion goals. That is why the most compelling USPs are those that survive the test of time.
In addition to being the foundation of all marketing campaigns, unique selling propositions (USPs) serve as a source of inspiration for designers and developers when creating new products or features.
Most importantly, a USP communicates emotionally.
“Benefits sell; features do not.” This is something to keep in mind. If your differentiating factor is a practical one — for example, processing speed or free returns — you should rise above the details and focus on creating an emotional connection for your customers.
Furthermore, distinctive selling propositions significantly impact the company’s internal culture.
Unique Selling Proposition vs. Product visions
it is essential to distinguish between your unique selling proposition and your product vision.
While a product vision can aid in setting an internal plan, it is rarely communicated to customers on an exterior level. On the other hand, a unique selling point is a marketing strategy designed to persuade, engage, and win customers. It is promoted throughout all of the company’s marketing materials.
The components of a Unique Selling Proposition
A strong, well put unique selling proposition should be:
● Self-assured but defensible: A unique attitude that requires you to make a case against rival items is more remembered than a general stance such as “we sell high-quality products.”
● Concentrate on what your consumers value: “Unique” won’t mean anything if it’s not something your target clients are interested in.
● More than just a catchphrase: While a slogan is one approach to express your USP, you may also incorporate it into other aspects of your organization, such as your return policy and supply chain. You must be able to speak the talk and walk the walk.
Examples of unique selling proposition
Uber is the most convenient way to go around.
With its one-of-a-kind selling concept, Uber has hit the nail on the head – by digitally connecting passengers with local drivers, Uber’s product has transformed taxi services, making the entire process from beginning to end more efficient.
First and foremost, this USP doesn’t center around the how — cashless digital payments, real-time vehicle tracking — but rather the why. Uber is your service if you want to get from point A to point B as quickly and efficiently.
Even though other car-sharing firms are now entering the market, Uber will still have a monopoly on the “smart” concept because of its first-mover advantage.
Slack: increase your productivity while decreasing your workload.
Slack has made teamwork much more efficient. Because of the numerous connectors, the easy-to-use desktop and mobile applications, and the individual and group chat features, it has quickly become the go-to destination for project updates and communication among stakeholders.
This is encapsulated in Slack’s fundamental USP statement: “be less busy.” Yet another dynamic reference to increased productivity – it’s not about how much you can do using Slack, but rather how much more liberated they’ll feel from using it.
How To Use Unique Selling Proposition
It is necessary to take a step back and – to a certain extent — ignore everything you believe you know about your brand, product, or service to jot down your unique selling point.
To remind yourself of the value you wish to give to your customers, and you might look back to your product vision statement and mission statement. Customer satisfaction surveys and primary user research can both assist you in determining what it is that customers value most about your brand, product, or service.
From there, you can begin to develop your unique selling proposition (USP) by answering the following questions:
● Who are we aiming our guns at?
● What problem does our brand, product, or service solve for our customers?
● What exactly do we accomplish that makes us superior to other players in this space?
● Can you tell me whether there is anything that we do that our competitors cannot or cannot be claimed to do?
● What is it about these disparities that our customers should care about – what is in it for them?
● In terms of our functional benefits or characteristics, what is the emotional hook that draws people in?
Having addressed these questions, the key is to condense your message into a single sentence, where the magic happens. If you try to say too much, you will say nothing.
Finally, it would be best to consider whether your unique selling proposition is future-proof. What will new market entrants do to try to take a piece of your pie? How well will your one-of-a-kind selling proposal safeguard you in the long run?
In today’s world, the unique selling proposition (USP) is a strategic tool that marketers and designers may use to engage and persuade customers while ensuring that they continue to receive added value. As a company owner, You want your unique selling point to offer a desirable benefit for users.
A great unique selling point will recognize and celebrate a feature, advantage, or benefit that only your company can offer and that no one else in your sector can match. In an ideal world, your USP would be a distinguishing trait that is both noticeable and long-lasting. Furthermore – It will also avoid broad generalizations such as “the best” and ” like.