Three-Part Definition of USP1 |
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Each advertisement must
make a proposition
to the customer. Not just words, not just product puffery, not just
show-window advertising. Each
advertisement must say to each reader: "Buy this product, and
you will get this specific benefit."
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The proposition must be one that the competition either cannot, or
does not, offer. It must be unique
– either a uniqueness of the brand or a claim not otherwise made in
that particular field of advertising.
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The proposition must be so
strong that it can move the mass
millions (i.e., to pullover new customers to your product).
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Identifying Your USP
Five Question You Should
Ask Yourself2 |
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Will my perspective customers perceive
this as an advantage?
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Is it significantly different from what my competitors are offering?
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Why my prospective customers actually believe in this USP?
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How will my customers benefit from this USP?
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Will this USP motivate customers sufficiently to actually make a
purchase?
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Three Steps To Creating a
Great USP |
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Be different! Define
your competitive advantage and your uniqueness
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Focus on your
competitive advantage, be specific about the value you offer
to the customer
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Keep it short.
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Examples of Effective USPs |
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Burger King: "Have it your way at Burger
King."
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Domino Pizza: "We deliver hot, fresh pizza in
30 minutes or less or it's free."
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M&M: "Melts in your mouth, not in your
hands."
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USP Defined
A unique selling proposition (USP) defines your
competitive advantage. Your must
identify what makes you different
from your competitors
and emphasize these advantages in your marketing.
Creating a USP
The basis for your strong USP is your
customer value proposition.
Have you created
a new product or service? Ask
yourself why. What
customer value have you created? Was it to offer something
radically new
to the market, or to fulfill needs customers were voicing? Make a list of
key features and unique benefits to the customers.
Ask customers what they
like best about your product, your services, or your company. Compare your
offer to what your competitors offers.
Brainstorm with
your team to generate a choice of ideas that will give you the basis for
writing a strong, specific and differentiated USP.
Communicating a Specific Benefit to the
Customer
As many products are identical in offering the
main benefit, you must identify the main advantage your product offers over
the competition. Iin your
advertising message, you must find an important benefit unique to your
product or service in one of three ways.4
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Product feature. This USP may be based on product features
associated with the product, ranging from what it does to the quality of
your support services.
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Emotion. The USP may be based of an emotional appeal, such as
love, humor, or fear.
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Association. The USP may be communicated by association with a
well-known personality.
Customer Value Proposition
Customer value proposition is a description of the customer problem,
the solution that addresses the problem, and the value of this solution from
the customer's perspective.
Today, customers refuse to be anonymous. They
continue to raise the level of their requirements, but their range extends
beyond best price and best product. They want exactly the right selection of
products or services that will help them get exactly the total solution they
have in mind. Now, more than ever, customers hunger for superior results
from the products or services they use. And customer intimacy gives it to
them.
Value Creation...
Value Innovation...
Effective Advertising...
Customer Value Proposition...
Advertising Slogans...
Differentiation Strategies...
Positioning...
Effective Selling Techniques...
... and much more in this
Ten3 Smart & Fast Mini-Course
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