Without something bad from the target audience’s point of view”
Posted: Sat Dec 21, 2024 3:53 am
“Added value” - indicate the bonuses that are significant from the point of view of the target audience, which you provide and which your competitors do not offer.
Example: “When purchasing a car, insurance for the first year is free.”
It is important that this “add-on” is truly significant and not far-fetched.
4. “For” – indicate the specific segment of the target audience that your offer is primarily aimed at.
Example: "Boys' toy store."
True, this will only be enough if none of your closest competitors have declared exactly the same. Otherwise, such a niche will have to be supplemented with other "chips".
5. “Exclusivity” – if the product is available only from you, or only your company provides some particularly favorable conditions for its purchase, this should be emphasized.
Example: "The only company that offers a 20 year warranty on robotic gardeners."
Naturally, the exclusivity declared when creating the USP must be real.
6. "Hard Guarantee" - give the customer a strong promise that removes the risk of disappointment with the purchase.
Example: “Repair with a lifetime warranty” (our customer, the Bibizon chain of auto repair shops ).
This principle works provided that you keep your word. You also need to be prepared for the fact that in some situations, for some individual clients, you will go into the minus.
7. Advantage expressed through disadvantages - be cunning, approach from the other side.
Example: “Our (product) only lasts 4 days because it is 100% natural!”
The power of this technique is that it is more credible. An offer with strengths and weaknesses seems truthful. The main thing is that the strengths of the product determine the buyer's choice, and the weaknesses seem insignificant.
You can create a powerful sales proposition without all these techniques. The main thing is to differentiate yourself from competitors, inspire trust, and captivate the target audience with benefits.
Mistakes when creating a unique selling proposition
It is very likely that when creating a USP, you will be inspired by other examples, especially from the practice of well-known companies. In this regard, I would like to warn you against two common mistakes:
1) Don’t confuse USP with promotion!
After all, a promotion is a temporary phenomenon, and a unique selling proposition is an element of a long-term strategy . A promotion can be instantly repeated by competitors if they are able to reduce the price by the same percentage. But a USP is usually more difficult to copy, since it depends on the company's internal business processes, its positioning, and even ideology.
For example:
A freelancer says: "I'll set up an advertising campaign in uk number for whatsapp Yandex Direct with a 30% discount until the end of June!" This is a promotion. Any other advertising contractor can offer the same. It would be good if the discount turned out to be real, and not a trick like "we'll inflate the old prices in the price list, cross them out and write ''new''".
Our agency offers "Comprehensive Internet Marketing with Pre-Sales Reporting". This is a USP. Not every advertising contractor would dare to do this. After all, it is much easier to report solely on synthetic indicators like clicks/views/leads. To build pre-sales reporting, you need to have high self-confidence, as well as competence at all levels of the sales funnel.
2) Don’t confuse USP with a slogan!
After all, a slogan can be limited to expressing a positive charge, a manifestation of the company's ideology. But from the USP it should be extremely clear what you offer and how you are better than others.
For example:
Let's take the slogan "Live on the bright side!" (Beeline).
Example: “When purchasing a car, insurance for the first year is free.”
It is important that this “add-on” is truly significant and not far-fetched.
4. “For” – indicate the specific segment of the target audience that your offer is primarily aimed at.
Example: "Boys' toy store."
True, this will only be enough if none of your closest competitors have declared exactly the same. Otherwise, such a niche will have to be supplemented with other "chips".
5. “Exclusivity” – if the product is available only from you, or only your company provides some particularly favorable conditions for its purchase, this should be emphasized.
Example: "The only company that offers a 20 year warranty on robotic gardeners."
Naturally, the exclusivity declared when creating the USP must be real.
6. "Hard Guarantee" - give the customer a strong promise that removes the risk of disappointment with the purchase.
Example: “Repair with a lifetime warranty” (our customer, the Bibizon chain of auto repair shops ).
This principle works provided that you keep your word. You also need to be prepared for the fact that in some situations, for some individual clients, you will go into the minus.
7. Advantage expressed through disadvantages - be cunning, approach from the other side.
Example: “Our (product) only lasts 4 days because it is 100% natural!”
The power of this technique is that it is more credible. An offer with strengths and weaknesses seems truthful. The main thing is that the strengths of the product determine the buyer's choice, and the weaknesses seem insignificant.
You can create a powerful sales proposition without all these techniques. The main thing is to differentiate yourself from competitors, inspire trust, and captivate the target audience with benefits.
Mistakes when creating a unique selling proposition
It is very likely that when creating a USP, you will be inspired by other examples, especially from the practice of well-known companies. In this regard, I would like to warn you against two common mistakes:
1) Don’t confuse USP with promotion!
After all, a promotion is a temporary phenomenon, and a unique selling proposition is an element of a long-term strategy . A promotion can be instantly repeated by competitors if they are able to reduce the price by the same percentage. But a USP is usually more difficult to copy, since it depends on the company's internal business processes, its positioning, and even ideology.
For example:
A freelancer says: "I'll set up an advertising campaign in uk number for whatsapp Yandex Direct with a 30% discount until the end of June!" This is a promotion. Any other advertising contractor can offer the same. It would be good if the discount turned out to be real, and not a trick like "we'll inflate the old prices in the price list, cross them out and write ''new''".
Our agency offers "Comprehensive Internet Marketing with Pre-Sales Reporting". This is a USP. Not every advertising contractor would dare to do this. After all, it is much easier to report solely on synthetic indicators like clicks/views/leads. To build pre-sales reporting, you need to have high self-confidence, as well as competence at all levels of the sales funnel.
2) Don’t confuse USP with a slogan!
After all, a slogan can be limited to expressing a positive charge, a manifestation of the company's ideology. But from the USP it should be extremely clear what you offer and how you are better than others.
For example:
Let's take the slogan "Live on the bright side!" (Beeline).