What is a Unique Selling Proposition
What is a Unique Selling Proposition?: Competition is a given in business, especially for ecommerce firms where you need to be concerned about more than simply your regional rivals.
Because there are so many possibilities, customers want to know right away what sets one brand or product apart from another. It can make a difference in how you and your products are perceived whether you stand out or blend in.
Because of this, it’s essential for all businesses to comprehend how to determine a unique selling proposition (USP) in order to inform your branding and marketing choices.
Unique Selling Proposition: What Is It?
The one thing that sets your company apart from the competitors is known as a unique selling proposition, or USP. When compared to other companies in your market, it is a specific feature that distinguishes your company.
Establishing an opinionated and deliberate USP influences message, branding, copywriting, and other marketing decisions while helping to focus your marketing plan. At its core, a USP should succinctly respond to a prospective customer’s most pressing inquiry when they come across your brand:
“What makes you different from the competition?”
- Your USP should be built on what makes your brand or product especially useful to your target market and play to your strengths.
- Being “unique” in and of itself is rarely a powerful USP. Your messaging won’t be nearly as powerful if you don’t differentiate around a factor that matters to your target audience.
A compelling USP should be:
- Be assertive, yet defendable: A specific stance that requires you to argue against rival items will stick in your mind longer than a general one like “we sell high-quality products.”
- Concentrated on what your clients value: Being “unique” won’t mean anything if your target market doesn’t care about it.
- Not just a slogan: While a slogan is one approach to convey your USP, you may also use it to guide other aspects of your company, such as your supply chain and return policy. Talk the talk and walk the walk should be able to be done.
- Not what you sell, but the message you choose to emphasize in a way that your rivals don’t is what must be distinctive.
What a Unique Selling Proposition isn’t?
- Marketing gimmicks like 10% off, free shipping, round-the-clock assistance, or a liberal return policy are not USPs. Although they may be strong and persuasive, they are not stand-alone principles that are simple to defend because any of your rivals can adopt them.
- A declaration that sets your goods and brand apart from those of your rivals is known as a unique selling proposition.
- Additionally, a USP is more than just the homepage header. It’s a stance your small business adopts as a whole and can be reflected in your offerings, brand, customer service, and all other interactions you have with your clients.
Example of Unique Selling Proposition
Examples are the best method to illustrate what makes a strong USP. Here are ten instances of successful unique selling propositions along with lessons you can take away from each.
Saddleback Leather
- The catchphrase “They’ll fight over it when you’re dead” from Saddleback Leather’s website is one of the first things you notice.
- This product is manufacturing so well that it will outlive its owner. A line that immediately communicates the distinctive value of Saddleback’s products in their trademark irreverent tone.
- The marketing also makes explicit reference to their 100-year warranty, which provides assurance that the devices will keep working for you well past your expected lifespan.
- When so many competitors are focusing on positioning their products as status symbols. The fashionable trends that you’ll want to replace the following year. Or a low-cost alternative to an expensive look, longevity, especially for high-pricing. Everyday carry products, is undoubtedly a unique selling point.
- In fact, Saddleback Leather using the emergence of inexpensive knockoffs of their products. As an excuse to produce a creative “how it’s creating” film that highlights the caliber of their own craftsmanship.
Pipcorn
- “Mini-popcorn” isn’t much of a USP on its own because you can purchase pre-popped popcorn at your neighborhood dollar shop.
- Instead of focusing on what makes their product a wise choice for the health-conscious or vegan consumer. Pipcorn is a perfect example of a business leveraging uniqueness to carve out their own distinctive spot in the market.
- On the bag, there are words like “all natural,” “whole grain,” and “small batches. And their website lists further health advantages including gluten free. Non-GMO, and antioxidants.
- Instead of just stating that their snack food is healthful. Pipcorn provides a list of specifics that will interest their target audience.
