What is a unique selling proposition
A unique selling proposition, or USP, is a company’s value proposition that entices customers to choose its products or services, a feature that sets the brand apart from competitors.
A unique selling proposition refers to both the outstanding quality of a product or service compared to others, and positioning based on this. One without the other, if possible, is not as effective. If a product is great in itself, then without advertising this is obvious only to those who have already bought it, so marketing is needed. If the USP is pure positioning, and the product itself is not very good, then it already smacks of deception.
In general, of course, any advertising works in a similar way: our cream is the best, it is recommended by 9 out of 10 dentists and leading dog breeders. But this approach is not a USP. The USP is based on specifics. For example, “Life is a good thing, no matter how you look at it” is not a unique selling proposition because it is about nothing and everything that can be “twisted.” “Sweetness and freshness in just two calories” is already closer, because the purpose of the product is clear and its advantage is low energy value. This is a quality that is important to the client.
At the same time, the USP is not an advertising slogan, so the examples above are for clarity only. Although the buyer’s benefits can be reflected in the slogan.
At the same time, competitive advantages must be unique; this word is not used here for showiness. For example, a discount on delivery is not a USP; anyone can give it. And it’s good to organize logistics, promise to deliver the package in an hour and fulfill this – that’s it.
What should be a good USP?
There are several criteria.
Showing benefits to the consumer
Even if a product or service is really very competitive in the market and is unique in itself, a lot depends on how the USP is formulated.
Compare: “our kitchens are made of rare wood using laser technology” and “our kitchens are easy to install (you can assemble it yourself) and last a long time – a 30-year guarantee.” Examples are taken out of thin air and may look strange to specialists, but they are here for clarity. Perhaps, from a professional’s point of view, both descriptions of kitchens are about the same thing: the type of wood gives durability, and laser technology allows you to get parts that fit perfectly together. But this is incomprehensible to the ordinary person on the street. But if you shift the emphasis, the advantage becomes obvious.
The benefit is not necessarily expressed in a material component such as a free service or something similar. These could also be:
- working with objections (“we treat teeth without pain”);
- guarantee of results (“we’ll get you a job or get your money back”);
- focus on the characteristics of the target audience (“dessert recipes that even a child can handle”).
Simple and clear
This point logically continues the previous one. The USP should not only show the benefit for the client, but also make it clear.
Compare: “we make kitchens three times faster than the market average” and “we make kitchens in 14 days.” In the first case, nothing is clear, in the second there are specific deadlines.
Honest
The deception will certainly be revealed. For example, the sentence “you can change your mind and return the item within 14 days” looks useful, of course. But this is not a USP, this is a legal requirement. But a longer period for returns can already be an advantage.
How to create a USP
In short, the algorithm looks like this.
Study the target audience and their pain points
It’s important to understand who is buying your product and why. Moreover, this should be a thorough analysis, and not rough estimates: “Well, anyone can choose us, most likely a man from 18 to infinity, but sometimes fourteen-year-olds also order. In general, our target audience is everyone.” Because the more accurately you understand your customers, the easier it is to find an offer that will interest them.
Determine the benefit of your product
First, in isolation from the target audience, and then with reference to it. It’s better not to limit yourself to one obvious advantage. Have at least five options on the table or even more. This will come in handy in the next step.
Research your competitors
They also somehow offer their product, right? Accordingly, if your USP duplicates someone else’s, it is not so unique.
Examine the gaps in others’ positioning. Find the shortcomings in the product in order to possibly cover them with the advantages of your own.
Formulate a USP based on the work done
Take into account several nuances.
- Focus on the buyer’s benefit: not “we offer”, but “you get”.
- Avoid ambiguities: not “we can install in 10 days,” but “we will install in 10 days.”
- Balance the benefit with the value of the product: socks as a gift when buying tights is an adequate offer, a keychain when purchasing a car is not.
Analyze hypotheses
It is not enough to formulate a USP – it is important to check whether it works. Therefore, it is necessary to analyze whether the offer attracts customers and adjust it if necessary.
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