How to identify your unique selling proposition usp. If you dont have an answer ready to go, this worksheet will help you discover what makes your business unique and sets you apart from the competition. The usp theory states that such campaigns made unique propositions to customers that convinced them to switch brands. Creating a unique selling proposition usp for your brand is about much more than just getting a saleits the core of your entire product. Your proposition distils all the complexity of the value you. Unique selling proposition usp refers to features of a product or service that offer unique benefits not found in its competition. Slide 28 example usp for a telestroke solution targeted to small hospitals. Here are 10 ways marketing companies can earn business with standout usps. If you continue browsing the site, you agree to the use of cookies on this website. Your usp unique selling proposition or unique selling point is what makes you different from other organizations. A unique selling proposition is the defining factor or characteristic that sets a company apart from its competitors. Describe your companys unique selling proposition usp. Lets start with one of the most famous examples of all. In this guide, well unpack successful usp statements and show you how to formulate one for yourself.
Creating a marketing strategy university of california. Its not necessarily about defining an entirely new market with unproven demand. Instead of attempting to be known for everything, businesses with a unique selling proposition stand for something specific, and. Sep 24, 2019 a unique selling proposition usp, or a unique selling position, is a statement that succinctly outlines how your business, product, or service is different from that of your competition. How to find your unique selling proposition in 7 steps. Jul 19, 2015 call it their differentiator, unique selling proposition, unique selling point or usp but essentially the question is, what are the unique features or benefits of a product or service that sets a company apart from others in the same space. Take 15 minutes to find your winning difference copyblogger. A unique selling proposition usp is a unique selling point or slogan that differentiates a product or service from its competitors. Without a usp, your product will fade into the shadows, struggle to complete and leave an everlasting impression in the minds of your customer base. The ultimate guide to finding your unique selling proposition. Instead, figure out what you unique selling proposition is. A key element for seo success columnist fili wiese explains what a unique selling proposition usp is and why every indexable page on your site needs one. This factor is of utmost importance when your product or service is similar to those of your competitors. P stands for unique perceived benefit and the meaning is simple.
A unique selling proposition abbreviated to usp is literally a unique sales promise. Lets start by taking a look at how unique selling proposition is defined across a few sources. Oct 30, 2019 a unique selling proposition usp is the reason people do business with you and not someone else a winning difference that sets you apart and makes you the only real choice. A unique selling proposition usp is a succinct, memorable message that identifies the unique benefits that are derived from using your product or service as opposed to a competitors. Heres why your pharmacy must have a unique selling proposition. If you dont know, a unique selling proposition usp is simply what differentiates you from your competitors. Pizza aficionados might disagree but, when it comes to delivery and mass market pizza. This is more than good service, or good price its all about knowing what it is that makes you special, and being able to specifically explain it to your customers. A usp may include words such as the lowest cost, the highest quality, or the firstever, which indicates to customers what your product or service has that your competitors do not. Call it their differentiator, unique selling proposition, unique selling point or usp but essentially the question is, what are the unique features or benefits of a product or service that sets a company apart from others in the same space. Customer service and innovation amazon probably has one of the worlds best customer service teams.
Scale development, validation, and application article pdf available in journal of promotion management september 2016 with 2,950 reads how we measure reads. It does not necessarily mean you must have the best product or service. The usp goes by many names these days but they all serve the same purpose and have only slight differences in format. Open versions allows wheelchair access and are suitable for the elderly.
The unique selling proposition usp, also known as the unique selling point ozoh, 20, therefore, provides the process message which voters require as justification to vote at an election. What is a unique selling proposition and how to create one. The unique selling proposition usp or unique selling point is a marketing strategy of making a. This study has been undertaken in the life insurance market of assam, a state of india, to find out how. Welcome to unique selling proposition, your doityourself guide to discovering your competitive advantage and uniqueness, and developing a strong guarantee. It can be posted on your website, painted on the companys cars or trucks, printed on. The unique selling proposition usp is the factor or benefit that makes your product differentstand outfrom other equivalent products on the market. Its what sets your business apart from others because of what your business makes a stand about. Unique selling proposition usp the unique selling proposition is the decisive sales argument for customers to buy a product. Unique selling proposition in sales of life insurance a key to success. Now that youve figured out your ideal client, its time to work on your unique selling proposition usp so you can tell them how youre different from your competitors. A unique selling proposition helps you focus on what differentiates you from your opposition. Unique selling proposition usp defined in 60 seconds. A unique selling proposition usp is the reason people do business with you and not someone else a winning difference that sets you apart and makes you the only real choice traditional marketing advice will have you lock yourself in a cave for weeks listing all of the features of your business, translating them into benefits, then somehow finding that one compelling point that will.
Its also sometimes called your competitive advantage. We use your linkedin profile and activity data to personalize ads and to show you more relevant ads. In essence, a unique selling proposition usp is something that you offer customers or clients that your competitors do not offer. Finding and communicating your usp should be at the heart of your brand marketing strategy. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Something specific that makes your company stand out from the competition. If you dont have a usp for your business, check out this easytofollow sixstep process for creating a unique selling proposition that will give you clarity with your marketing and business. Feb 09, 2012 unique selling proposition usp refers to features of a product or service that offer unique benefits not found in its competition. Creating a marketing strategy university of california, davis. Many companies past and present use usps as their slogans, so that they.
This stunning pdf guide you can download now will help you immensely. If you offer a service rather than a product you may determine your usp is that you will go to the client rather than them coming to your office. Theodore levitt, a professor at harvard business school, suggested that. Unique selling proposition why should your potential customers choose your business and not the competition. A usp has driven some of the most successful brand strategies. A selling proposition is a clear statement of the concrete results a customer will get from purchasing and using your products and services. A strong usp will drive sales and make communications with potential customers more effective. First popularized by ad exec and tv advertising pioneer rosser reeves in the mid20th century, the unique selling proposition is an oldfashioned concept that is, if anything, more relevant than ever in a world where your potential customers can evaluate scores of competitors within a few minutes online. P stands for unique perceived benefit and the meaning is simple its the most powerful, dynamic, unique and. Identifying your products competitive advantage european. Finding your unique selling proposition usp jean hanson posted on december 28, 20. And for those of you who would prefer to read, heres the transcript. This is also reflected in amazons motto to be the ea.
Unique selling proposition formulation guide with examples. The simple way to find your usp may 14, 2012 by kathryn aragon one of the most challenging assignments for any marketer is the elusive and. The unique selling proposition usp or unique selling point is a marketing strategy of making a unique propositions to customers that convinced them to switch brands. The real or perceived benefit of your goods or service that differentiate them from the competing brands and gives the buyer a logical reason to prefer your brand over other brands. While it takes some work initially, the results are worth the effort. Online and offline retailers aim to clearly communicate their unique selling proposition to shoppers in marketing campaigns, product descriptions, and all other customer touch points. Once youve figured out how to articulate your unique value, it can be woven through your marketing campaigns and pitches to make your product come alive.
The term became so successful that it is now used any other. The simple way to find your usp kathryn aragon media. How do i create a unique selling proposition and why you. The best usps take a unique quality and explain how that quality will benefit your customers, all in a few memorable words. A unique selling proposition usp is a statement that describes how your product or company is different and hopefully better than the competition. Usppeople do not buy things, they buy a result orsolution or benefitpeople do not buy product or services,companies or people.
May 14, 2012 the simple way to find your usp may 14, 2012 by kathryn aragon one of the most challenging assignments for any marketer is the elusive and intimidating unique selling proposition usp. A unique selling proposition usp, or a unique selling position, is a statement that succinctly outlines how your business, product, or service is different from that of your competition. A unique selling proposition is a short statement that tells your prospect why they should buy from your company. Telehealth marketing 101 a crash course and tools for working smarter, not harder. The concept was first introduced in early 1940 as a theory to explain how a company can get the most amount of roi return on investment from a successful advertising campaign. A good usp will help employees and friends of the company understand the value of your products or services. A unique selling proposition usp is the reason your product or service is different from the competition and answers the customers question, why should i buy your product instead of someone elses. Powerpoint used for a seminar presentation by spike humer on creating a unique selling proposition.
Your usp might relate to who you are as a company, who you serve, or what services you offer. I want to show the reader that my nonprofit stands out, my client said as we discussed an upcoming fundraising letter. A value proposition is much more valuable when it speaks directly to your customers needs. You may already know that having a compelling unique selling proposition usp for your business is the cornerstone of successful marketing. Online and offline retailers aim to clearly communicate their unique selling proposition to shoppers in marketing campaigns, product descriptions, and all.
A unique selling proposition is what your business stands for. Usp needs to be communicated, and what the communication is intended to achieve in terms of consumer behaviour in the country concerned. A unique selling proposition usp is a term used to refer the unique proposition that a company presents to their customer via an advertising campaign. At the time, i was young and it was a bit of a sacrifice to get there, but i made the trip and ended up learning all about unique selling propositions. Dec 21, 2017 how to write a unique selling proposition for your pharmacy. As an example, one product may use smallbatch processing where its competitors do not. The term stands for the unique features and advantages that distinguish a particular product from the competition. Developing your usp a step by step guide developing your usp. Sep 07, 2014 a unique selling proposition usp is a term used to refer the unique proposition that a company presents to their customer via an advertising campaign. Unique selling point unique selling proposition usp.
The real definition of a unique selling proposition. Een unique selling proposition letterlijk vertaald vanuit het engels. A usp should be used as a strong and consistent part of an advertising campaign. Apr 05, 2018 developing a unique selling proposition.
The term stands for the unique features and advantages that distinguish a. Nov 28, 2008 powerpoint used for a seminar presentation by spike humer on creating a unique selling proposition. Pdf unique selling proposition in sales of life insurance. Nov 20, 2019 a unique selling proposition usp is a unique selling point or slogan that differentiates a product or service from its competitors. Before you can begin to sell your product or service to anyone else, you need to look at it from many points of view. A unique selling proposition usp is a succinct, memorable message that identifies the unique benefits that are derived from using your product or service as opposed to a competitors a usp should be used as a strong and consistent part of an advertising campaign. So, take the time to craft a unique selling proposition that you want to implement in your pharmacy. Jul 17, 2019 the unique selling proposition usp is the factor or benefit that makes your product differentstand outfrom other equivalent products on the market. For many successful marketing ventures, the answer is a unique selling proposition usp. Relative to the product, the usp embodies value to customers, a competitive differentiator, and target market appeal.
Business set free defines a unique selling proposition, or usp, as the reason that you give for why people should buy from you and not from the others. Aug 29, 2019 what is a unique selling proposition usp. How can a dentist develop a unique selling proposition. Usp needs to be communicated, and what the communication is intended to achieve in terms of consumer behaviour in the country concerned related entries. If the unique selling proposition you come up with takes someone minutes or hours to understand, it probably wont be effective. A unique selling proposition is a unique benefit which makes your product different from others in the market. Dec 21, 2015 your unique selling proposition usp can set you apart by demonstrating to customers how your business will solve a problem in a way your competitor will not. The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. Finding your unique selling proposition usp marketing. Your unique selling proposition usp can set you apart by demonstrating to customers how your business will solve a problem in a way your competitor will not. It identifies what makes your business the better choice, and why your target clients should choose you over the competition. This is a term used in marketing, especially regarding product and communication policy.
What a unique selling proposition really means and why. Value proposition tweet without a strong value proposition, its much harder to sell your products or services in todays economy, much less even get in the door of big companies. Your usp a unique selling proposition or unique selling point makes your business stand out from the crowd and tells your customers what is special about you. Zappos is an online shoe store, and there is nothing especially unique about selling shoes online. A stepbystep guide your usp a unique selling proposition or unique selling point makes your business stand out from the crowd and tells your customers what is special about you.
According to the encyclopedia, a unique selling proposition usp is the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition but lets get real here. Creating one for your business means identifying the factors that set you apart and crafting a message that ties them to your customers. It was used in successful advertising campaigns of the early 1940s. Follow these steps to create a successful unique selling proposition. Lets begin with a definition for a unique selling proposition usp. Your unique selling proposition usp is the reason that your products or services are different from and better than the competition. The unique selling proposition, or unique selling point usp, is a marketing concept that refers to any factor or aspect of an object or service that differentiates it from competition and highlights its unique benefits to consumers. There is no penalty whatsoever to returning a pair of shoes you dont want, a major convenience to customers and a strong unique selling proposition. That can show customers why your products are better than the competitions. Feb 15, 2018 a value proposition is much more valuable when it speaks directly to your customers needs. What links here related changes upload file special pages permanent link page.
Create and understand your unique value proposition with. The unique selling proposition usp or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. Usp is a critical component of your marketing campaign. Pdf this article reports an empirical study that revisits the unique. Dec 14, 2011 coming up with new products might not be necessary. Unique selling proposition usp the big idea worksheet. Theodore levitt, a professor at harvard business school, suggested. In essence, a unique selling proposition usp is something that you offer customers or clients that your competitors do not offer its also known as a remarkable benefit. Unique selling proposition you must be able to answer this question. Create and understand your unique value proposition with these 12 tips. How to create a message of maximum value in the shortest time possible is called creating a unique selling proposition 3. Your unique selling proposition only works when youre addressing some demand. A presentation onunique selling proposition by nabendu paul m120006ms 2.