Creating a Unique Selling Proposition (USP)

By:Rohit premakar12/pmb/004

Definition

• Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands.

• USP is often a critical component of a promotional theme around which an advertising campaign is built.

Creating a USP

• People don’t buy “things”; they buy a result, solution, or benefit

• People don’t buy products, services, companies, or people--they buy beliefs and perceptions backed up by evidence

Creating a USP

• It begins by answering a few questions:– Who is your target market or buyer?

– What do they want or need?

– Why do they want it?

– How and why can you give it to them better than anyone else?

Creating a USP

• Elements for Creating a USP:– Geography– Pricing– Selection– Quality– Service– Delivery Time– Expertise– Size– Longevity

Creating a USP

• Key elements of an effective:– Clearly Stated Benefit– Distinguishing From Competitors– Quantities/Qualities– Sets Criteria for Buyers– Educates/Distinguishes– Brief

Creating a USP

• Four-step USP

– We Do…

– You Get…

– Why…

– “OR…

How to uncover your USP and use it to power up your sales

• Put yourself in your customer's shoes

• Know what motivates your customers' behavior and buying decisions

• Uncover the real reasons customers buy your product instead of a competitor's.

Thank you