Unique Selling Proposition- Your Biggest Conversion and Sales Secret Booster

 

Unique selling proposition- Your Biggest Conversion and Sales Secret Booster

Samuel Johnson said, “Promise, large promise, is the soul of and advertisement.” But how do you make a big promise in your advertising that is powerful enough to convince the consumer to buy your product instead of competing brands? One way is to develop a compelling USP, or Unique Selling Proposition.

What is a Unique selling proposition? (USP)

Unique selling proposition for businesses

A Unique Selling Proposition (USP) is a distinctive feature or benefit that sets a business, product, or service apart from its competitors. It answers the question, "Why should customers choose you over others?" A strong USP helps a business attract and retain customers by highlighting what makes it unique. It could be based on factors like quality, price, innovation, convenience, or exceptional customer service. The key is to identify and communicate a USP effectively to create a competitive advantage and connect with your target audience.

Rosser Reeves, author of "Reality in Advertising", coined this term to describe the major advantage of your product over the competition.

The idea is this: If your product is no different from or better than other products of the same type, there is no reason for consumers to choose your product over someone else’s.

Therefore, to be promoted effectively, your product must have a Unique Selling Proposition: a major benefit that other products in its category don’t offer.

According to Reeves, there are three requirements:

3 Requirements for a Unique selling proposition(USP)

EACH ADVERTISEMENT MUST MAKE A PROPOSITION TO THE CONSUMER.

Each must say, “Buy this product, and you will get this specific benefit.” Your headline must contain a benefit—a promise to the reader.

THE PROPOSITION MUST BE ONE THAT THE COMPETITION EITHER CANNOT, OR DOES NOT, OFFER.

Here’s where the UNIQUE SELLING PROPOSITION comes in. It is not enough merely to offer a benefit. You must also differentiate your product from other, similar products.

THE PROPOSITION MUST BE SO STRONG.

That it can move the mass millions, i.e., pull over new customers to your product. The differentiation cannot be trivial. It must be a difference that is very important  the reader.

WHY DO SO MANY ADVERTISEMENTS FAIL?

One reason is that the marketer has not formulated a strong Unique selling proposition for his product and built his advertising upon it.

Formulating a unique selling proposition isn’t difficult, but it does take some thinking, and many people don’t like to think.

But when you start creating direct mail and advertising without first thinking about what your Unique selling proposition is, your marketing is weak because there is nothing in it to compel the reader to respond.

It looks and sounds like everyone else, and what it says isn’t important to the reader.

Exercise: What do you understand by USP?

Submit answer int the comment section below.

What are the three Unique selling point

A Unique Selling Point (USP) is a feature or characteristic that sets a product or service apart from its competitors. While there can be many possible USPs depending on the specific product or service, here are three common examples:

Innovation: A unique feature or technology that no other product or service offers, making it stand out in the market.

Price: Offering a significantly lower price or better value for the same quality, attracting cost-conscious customers.

Quality: Superior quality, materials, or craftsmanship that sets a product apart and justifies a higher price point.

These are just a few examples, and a successful USP should be tailored to the target audience and the specific market.

What is the unique selling proposition for a product

The Unique Selling Proposition (USP) is a distinctive feature or benefit of a product that sets it apart from competitors. It answers the question: "Why should a customer choose this product over others?" A USP can be based on factors like quality, price, design, features, or any other unique advantage that appeals to the target market. It's a key element in marketing and helps create a competitive advantage.

What is an example of a unique selling proposition

A unique selling proposition (USP) is a distinctive quality or feature that sets a product, service, or brand apart from its competitors. An example of a USP is Volvo's emphasis on safety. For years, Volvo has marketed itself as the car company that prioritizes safety above all else, and this unique selling proposition has helped them stand out in the automotive industry.