USP Defined

A unique selling proposition (USP) defines your competitive advantage.

You must identify what makes you stand out from your competitors and emphasize these advantages in your marketing.

Three Principles of Creating a Great USP

① Be different – define your competitive advantage and your uniqueness

② Focus on your competitive advantage, be specific about the value you offer to the customer

③ Keep it short

Advertising

Check List

Slogans

Communicate Your USP

Creating a USP

The basis for your strong USP is your customer value proposition.

Make a list of key features and unique benefits to the customers.

Ask customers what they like best about your product, your services, or your company.

Compare your offer to what your competitors offer.

Brainstorm with your team to generate a choice of ideas that will give you the basis for writing a strong, specific and differentiated USP.

Communicate a Specific Benefit

As many products are identical in offering the main benefit, you must identify the main advantage your product offers over the competition. In order to make your advertising message attractive, you must find an important benefit and  an emotional appeal unique to your product or service.

A winning USP is an invitation that is so clearly compelling, so powerful, and so attractive that the credit card magically appears in the buyer's hand and rushed towards its target.

Slides

Sales Master

Notes