The Unique selling Proposition (USP)

Also far-famed as the distinctive commerce position, the USP is often one among the foremost oft-misunderstood components of an honest sales letter. It’s what separates your product or service from your competitors. Let’s take a quick explore some distinctive commerce propositions for a product itself:

1) Lowest Price – If you’ve got the corner marketed on budget costs, flaunt it. Wal-Mart has made this USP famed late, but it’s not new to them. In fact, selling for cheaper has been around as long as free enterprise itself. Personally, I’m not crazy about worth wars, because somebody will forever come back on and sell for cheaper. Then it’s time for a new strategy…

2) Superior Quality – If it outperforms your competitor’s product or is made with higher quality materials, it’s a good bet that you simply may use this reality to your advantage. For example, compare Breyers Ice Cream to their competitor’s. From the packaging to the wholesome superior ingredients, the quality is obvious. It may value to a small degree over their competitor’s frozen dessert, but for their market, it sells.

3) Superior Service – If you offer superior service over your competitor’s, people can get from you instead. This is very true with certain markets that area unit all regarding service: long-distance, Internet service suppliers, cable television, etc.

4) Exclusive Rights – My favorite! If you can licitly claim that your product is protected by a patent or copyright, licensing agreement, etc., then you have a winner for exclusive rights. If you have a patent, even the President of the U.S.  must get it from you.

Ok, what if your product or service is no different than your competitor’s? i'd disagree, because there area unit forever variations. The trick is to turn them into a positive advantage for you. You want to place your “best foot forward.” So what will we tend to do in this scenario?

One way is to gift one thing that your company has devised internally that no alternative company will. Look, there’s a reason why computer store “A” offers to beat their competitor’s worth for a similar product by cardinal. If you look closely, the two packages area unit ne'er precisely the same. Company “B” offers a free scanner, while company “A” offers a free printer. Or some other distinction. They are examination apples to oranges. So unless you realize a corporation with the precise same package (you won’t…they’ve seen to that), you won’t be able to take advantage.

But what if you really have the same appliance available because the guy up the road?

Unless your prospect knows the inner workings of each your and your competitor’s product, including the producing method, customer service, and everything in-between, then you have to a small degree potential creative licensing here. But you should be truthful. 

For example, if I tell my readers that my product is bathed in steam to ensure purity and cleanliness (like the cans and bottles in most brewage producing processes), it willn’t matter that Joe’s Beer up the road does the same issue. That reality that Joe doesn’t advertise this fact makes it a USP in your prospect’s eyes.

Want some a lot of USP examples?

• We are the solely automotive shop which will get your automotive if you're not 100% glad with our work.

• Delivered in 30 minutes or it’s on us!

• No other article of furniture company pays for your shipping.

• Our recipe is therefore secret, only 3 folks in the world recognize it!

As with most ways to spice up copy response, research is the key together with your USP. Sometimes your USP is obvious, for example if you have got a patent. Other times you should do to a small degree legwork to find it (or form it to your target market).

Here’s where a very little persistence and in-person commerce very pays off. Let me offer you AN example for example what I mean:

Suppose your company sells beanbag chairs for children. So you, being the wise marketer that you area unit, decide to sell these beanbags in the flesh to prospects before writing your copy. After finishing twenty completely different pitches for your product, you discover that 75 p.c of those you visited asked if the chair would eventually leak. Since the chairs are for children, it’s only logical that folks would agonize regarding their tyke jumping on that, rolling on it, and doing all things possible to break the seam and “spill the beans.”

So once you write your copy, you make certain you address that issue: “You will rest assure that our super-strong bag chairs area unit triple-stitched for warranted leak-proof performance. No other company can create this guarantee regarding their bag chairs!”