What is the Unique Selling Proposition? As the name itself says, USP is the
– ‘Unique’ (that none of your competitors possess or talks about), &
– ‘Selling’ (that fits in your customer’s need)
point/ proposal that convinces your customers to switch to your brand from competitor’s brands.
Selecting the right USP is the Main Game!!
Let’s start by saying “Choosing the right Unique selling proposition of your brand is like choosing the right sauces for your Sub (Subway sandwich). If you got it right, you’re gonna love your time having it, otherwise… obviously you would miss the best result.” I am sure most of the marketers would agree with me ( or at least the foodies would agree).To keep your business fresh and current, you must have a strong Unique Selling Proposition(USP).
Why USP is important?
Let me put it this way, Unique selling proposition (USP) is the foundation of a perfect brand promotion plan. A unique selling point of a company defines it’s unique positioning in the marketing world and is surely an important part of creating pricing power and a business that customers genuinely love.
But, what is missed by most marketers is the difference between a tagline and a Unique selling proposition(USP). The tagline is the catchy introduction of your brand that is recited with a brand name. Using your tagline to reflect your USP is always a clever move & of course, Not including the USP in your tagline is a Major… Major Mistake.
So, we collected some of the best examples of brands that showcased their USP in their taglines very cleverly.
1. Avis says, “We’re only number two. We try harder” campaign”.
2. Domino’s says, “30 minutes or it’s free” promise”.
3. FedEx says, “When it absolutely, positively has to be there overnight.”
4. Southwest’s claim to be the lowest-priced airline.
5. M&M says, “The milk chocolate melts in your mouth, not in your hands.”
6. DeBeers says, “A Diamond is forever”
7. Target says, “Expect more, pay less”
8. Head & Shoulders says, “Clinically proven to reduce dandruff.”
9. Colgate says, “Improve mouth health in two weeks”
10. Facebook says, “Easily connect with friends”
11. Saddleback leather says, “They’ll fight over it when you’re dead”.
12. Evernote says, “Remember everything”
13. GoShare says, “Your friend with a truck”
14. AmberNoon says, “Protect your skin with style”
15. Wash.It.Later says, “Making parenting less messy”
16. Studio Neat says, “Two designers who make simple products for modern life”
17. Convert Kit says, “E-mail marketing for professional bloggers”
18. Eno says, “Kaam Shuru Sirf 6 seconds me”
19. Ghost says, “Just a blogging platform”
20. Toms says, “you buy one pair of shoes, we deliver another pair of shoes to someone in need”
Bonus !! We also collected some examples of brands who terribly failed in identifying their Unique Selling Proposition, and end up telling what should we definitely NOT do while coming up with a tagline.
- Invoice Dude says, “Invoice Dude is an online billing software specially designed for small and medium businesses”.
- Nova Mind says, “Visualize your information to get things done”
If you can’t identify your USP, you’ll have a hard time convincing your customers to buy from you instead of your competitors.
So, to share some of your burdens, We are presenting a complete list of 7 Rules on how to select the Unique Selling Proposition of your business/ brand & attain the best results for your brand.
How to uncover your brand’s USP (Unique Selling Proposition)?
Rule 1. Go back to Basic
The first rule of writing an effective USP requires you to take a step back and understand the basics by asking yourself the following questions.
- What products or services are you selling?
- Who is your target audience?
- What does your business do well?
- What is your most important customer-focused business goal?
Answering these questions wouldn’t be sufficient unless you answer the negations of the above questions like who is NOT your target audience? What does your business Don’t do well?
This will help you to avoid ambiguity.
Rule 2. Walk in your Customer’s Shoes
Most of the time, entrepreneurs fall in love with their product and forget about what customer actually needs. Step back from your daily operation and analyze what your consumer actually requires.
Suppose you own a hair salon. Sure, customers come into your place for a hair cut. But is a good hair cut all they want? What could make your customers come back again to you and not to your competition? The answer can be reliability, friendliness, cleanliness, courtesy or customer service.
The price might not be the only reason people buy. Even if your competition is beating you in pricing, you can work on other sales features.
Rule 3. Know what Motivates your Customers
You need to understand what drives your customer into buying your product, to understand your unique selling proposition. Today’s world is beyond the limited data parameters like age, height, area, etc. More psychological understanding is required to predict what will make your customers want to buy your product.
Suppose you own a pizza shop. It is not enough to know that 70 % of your customers are in the 20-to-28 age range. You need to look at their reasons for buying and it could be pizza-taste, affordability, convenience and so on.
Rule 4. Ask Your Customers for Feedback
Instead of collecting data and predicting the results, start asking your customers what they like the most in your product and what you can do to improve. There are a variety of customers and you can’t anticipate what they want without asking them.
Suppose you own a handloom showroom. On the basis of sales, you can’t conclude what your customers like or not.
Just ask what they like and you surely be surprised how honest people are when you ask how you can improve your service. The good feedback will tell you what to include & the bad feedback will tell you what not to include in your USP hunt.
Rule 5. Solve a Problem
An important rule in finding the unique selling proposition is to uncover your target audience’s problem and define how your product or service is going to solve that problem.
Let’s take the example of a company PMR. Pack, Move, Relocate. PMR is an Indian moving service company. PMR unique & selling point is that they provide moving assistance in all parts of your city, country & World. Do you know what their tagline is?? Well, Check it out :
Around the World, Across the Street
Do you know the Tagline of Youtube?
Rule 6. Make a Promise
This might be the most important rule while defining your USP. Keep in mind that your Unique selling proposition (USP) ultimately conveys a promise you are making to your consumers. It may take some time, but once you find the perfect USP of your brand, it can be an integral element of your marketing toolbox.
Like FedEx says,
“When it absolutely, positively has to be there overnight.”
Rule 7. Study your Competition
Before you understand your unique selling point(USP), you need to know what else is available for your customer. That means doing in-depth research of each one of your competitors. Which products exist that provide the same service as your product? What selling points do these competitors promote?
Review their marketing materials, especially websites. Contact an independent review organization for your industry to understand what these analysts have to say. And try out as many competing products as you can to get a feel for how they work.
“We’re only number two. We try harder” campaign”.
In order to have a unique selling proposition, you cannot excel at everything. You need to target something. You have to choose what reflects your brand the most and what defines your services in the easiest language possible. Then you will be known for your unique quality and be able to stand out in the crowd.
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