Marketing is all about a single concept: the Unique Selling Proposition (USP). Are you clear on what this is and why it is important for your business strategy? Continue reading if you aren’t sure. We will then discuss this concept and explain why it is so important in digital marketing.
What is the USP in marketing?
Unique selling proposition is an acronym that stands for Unique Selling Position. It is the same thing, or the unique selling proposition, or the value that a company or brand can offer.
It is not a new term, although it may be the first time you have heard it or seen it written. American Rosser Reeves invented it in the 1940s.
Customers should see this unique selling proposition as an added benefit. It is about offering something unique to your competitors to help you sell.
Try to imagine yourself in this situation. You own a business, or just opened your online store. Can you explain why someone would buy from your store over the others? What is your unique selling point? What makes your product unique? What are you doing that the competition isn’t? Or can you do something else?
It is important to be able to answer these questions to determine if you are heading in the right direction, or if you need to rethink or modify your USP or differential proposal.
What is the Unique Selling Proposition (USP) model based upon?
You must identify a unique aspect that will make your product or brand stand out in a particular market. You don’t have to be the same as everyone else. Find something that makes your product or brand unique.
Remember that every business is different, and each can be unique in price or technical service. All proposals are valid. You just need to identify the ones you want to communicate.
The USP models generally are based on:
- Product Quality: This concept refers to the product’s quality based on how customers perceive it and whether it meets their expectations. To do this, you need to understand your target audience’s expectations or to find out what they expect.
- Characteristics This section will discuss the attributes or functionalities of your product and how they differ from your competitors.
- Price A low-cost brand can be a strong selling point in the market. This is not bad. A premium brand is known for its low prices, which is a distinct value.
How do you define your unique selling proposition (USP)?
It can take some time to get to know all aspects of your brand. It is even more difficult when we must consider external factors such as consumer expectations.
This scheme will help you to identify your unique selling proposition or USP once your brand is clear.
- Define your product. What’s it?
- Describe the benefits of your product. What is your product doing for customers? What problem can it solve? Here are all the attributes and functions of your product.
- Define your product’s impact on customers: What are its implications?
Want to see an actual example? You all may know this example already.
Real UPS Examples
Apple is one of the most obvious examples. It knows how to communicate its values. You will see how their products have been successful by just looking at their website.
Now it’s time to get to work on the value proposition (or UPS) for your business. It must be unique. You must highlight the unique aspect of your product that sets you apart from the rest and make it stand out.
If you have any other questions you can be asked in the comment section and also give your thoughts about this article in the comments box. Also, check other articles here.