How to create a USP - examples
Posted: Sat Dec 21, 2024 3:53 am
The term "USP" stands for "unique selling proposition". Marketers often repeat this phrase like a magic spell. In this article, we will reveal the secret of the "magic" of creating a USP - we will analyze its components, consider the principles of its composition. And all this - with specific examples!
How to come up with a USP
Components of a Unique Selling Proposition
The components of the USP are determined by the need to answer the question of a potential client: "Why should I choose you?" This is what the author of this term, the great advertiser Rosser Reeves, thought.
Inventor of USP, Rosser Reeves
In his opinion, the creation of a USP is unthinkable without reflecting in it:
benefits;
uniqueness;
persuasiveness.
Let's look at these components using the example of uae whatsapp number the unique selling proposition of the Development Center, for which we developed a landing page .
The specific benefit is passing the exam with a guarantee. It is not for nothing that we highlighted the wording “guarantee of passing” in bold. The target audience is parents who want to be sure that their offspring will successfully pass such important exams for entering a university. After all, in the end, we are not selling the courses themselves, but the graduates’ ticket to a happy life + the parental feeling of confidence in the child’s future.
Uniqueness, difference from competitors - many other training centers were limited to a guarantee like "we'll refund your money if you don't like the first lesson" etc. Against their background, our Customer stood out favorably at the time of advertising.
Convincing and memorable moments - on the one hand, the Center's readiness to return money in the event of a student failing an exam convinces of the company's serious approach to its business, on the other hand, the wording "intensive three-month courses" gives an idea of the depth of the upcoming work.
In short: creating a USP is the formulation of a brand or product characteristic that distinguishes it from competitors' offers. A good unique selling proposition entices with benefits, attracts with uniqueness, and disarms with persuasiveness.
How to come up with a USP
Components of a Unique Selling Proposition
The components of the USP are determined by the need to answer the question of a potential client: "Why should I choose you?" This is what the author of this term, the great advertiser Rosser Reeves, thought.
Inventor of USP, Rosser Reeves
In his opinion, the creation of a USP is unthinkable without reflecting in it:
benefits;
uniqueness;
persuasiveness.
Let's look at these components using the example of uae whatsapp number the unique selling proposition of the Development Center, for which we developed a landing page .
The specific benefit is passing the exam with a guarantee. It is not for nothing that we highlighted the wording “guarantee of passing” in bold. The target audience is parents who want to be sure that their offspring will successfully pass such important exams for entering a university. After all, in the end, we are not selling the courses themselves, but the graduates’ ticket to a happy life + the parental feeling of confidence in the child’s future.
Uniqueness, difference from competitors - many other training centers were limited to a guarantee like "we'll refund your money if you don't like the first lesson" etc. Against their background, our Customer stood out favorably at the time of advertising.
Convincing and memorable moments - on the one hand, the Center's readiness to return money in the event of a student failing an exam convinces of the company's serious approach to its business, on the other hand, the wording "intensive three-month courses" gives an idea of the depth of the upcoming work.
In short: creating a USP is the formulation of a brand or product characteristic that distinguishes it from competitors' offers. A good unique selling proposition entices with benefits, attracts with uniqueness, and disarms with persuasiveness.