Creating a quality unique selling point
Mafpels trading blog
A unique selling proposition (USP) is a brief description of the reason why a particular brand's product or service is superior or different from competitors' products or services. In simple words, it is the core value of your product to the customer, expressed in a single phrase. This is what makes you stand out from others and makes people turn to you. UTP is the basis on which an advertising campaign is built. It can also be used in the header of the website of an online shop or company.
A company can have more than one UTP. If you have several products or services aimed at different audiences, the UTP should be different. In this way you can address the ‘pains’ of all potential customers.
A company can have more than one UTP. If you have several products or services aimed at different audiences, the UTP should be different. In this way you can address the ‘pains’ of all potential customers.
A unique selling proposition is the image of your product. If you haven't created it yet, consumers already know what attracts them to your company. You can ask your customers why they turn to you and not your competitors and that will be your UTP. If you don't like their definitions, then formulate your own.
The experts at Mafpels Cyprus have put together tips to help you create an effective UTP.
The experts at Mafpels Cyprus have put together tips to help you create an effective UTP.
What you need to consider when creating a Unique Selling Proposition
- Don't go overboard with uniqueness. In order to differentiate yourself from your competitors and to be unique, you should definitely focus on your customer. Your offer should not only be unique, but also understandable.
- Match reality. If you promise the client that your brand shoes can be worn even by his grandchildren, and in the end it comes to waste after a month, the person will not turn to you for the second time.
- be flexible. It is not necessary to choose one UTP for all time. If you manage to find something really unique, then, most likely, your competitors will also create a similar advantage for themselves. And your offer will cease to be unique. Then you need to look for another UTP.
- Keep an eye on your competitors. To decide on the choice of UTP, you need to understand what other companies offer. Study what UTPs are used by competitors. Otherwise, you can choose as your uniqueness something that has been on the market for a long time.
- Speak in the UTP about what you can really offer. If you can't provide eternal quality, then simply don't promise it in your offer. If you can't deliver goods on the day of the order, then look for other perks. But keep in mind that the benefits you find in yourself should be really important to your customers.
- Remember that the UTP cannot be general words, it always has specifics and nuance that sets the company apart from the rest.
Product + benefit
This classic technique includes a product characteristic, a benefit and a benefit, say MAFPELS managers. For this formula to work, you need to know whether your customers really care about the benefits and advantages you offer. To do this, it's worth researching your target audience.
Product + without + customer fear
For example, for a system that automatically shuts off water and prevents neighbours from flooding, a ‘leak-free home’ UTP might be suitable. An example of a UTP for a cake shop is ‘Really delicious cakes without sugar’. Sugar can be a fear for a certain segment of the audience. The key is to understand if you have really found the very ‘pain’ that makes your audience uncomfortable.
Product + first benefit + second benefit
In this case, you show two benefits of your product. For example, 24-hour delivery of fresh flowers. Firstly, because the delivery is 24/7, you can congratulate someone at midnight or early in the morning. Secondly, the flowers are fresh, which means they won't wilt the next day.
‘Most’ + product
Add the word ‘most’ to your offer. Back it up with statistics, otherwise it's just empty words. Numbers are trusted. For example, ‘The oldest bookstore in town. We've been in business since 1920.’
Product + added value
The meaning of this formula is that the client gets something else along with the main product. For example, ‘a pizza with tasty sides’, ‘a painting by numbers that will become an interior decoration’.
Product + comparison
Example: A coffee shop like the one in the TV series Friends. Of course, here you can argue about copyright, but the UTP itself is quite working and designed for a certain target audience.
‘The only’ + product + difference + location
Example: The only authentic Japanese matcha in the city. It's important that the information in your UTP is true. If you say you are the only ones in something or somewhere, then it must be true.
If + then.
A classic example of this formula is: ‘If we can't deliver a pizza in 30 minutes, we'll deliver it for free’. UTPs with this formula are often associated with a refund if the client is not satisfied with something.
This classic technique includes a product characteristic, a benefit and a benefit, say MAFPELS managers. For this formula to work, you need to know whether your customers really care about the benefits and advantages you offer. To do this, it's worth researching your target audience.
Product + without + customer fear
For example, for a system that automatically shuts off water and prevents neighbours from flooding, a ‘leak-free home’ UTP might be suitable. An example of a UTP for a cake shop is ‘Really delicious cakes without sugar’. Sugar can be a fear for a certain segment of the audience. The key is to understand if you have really found the very ‘pain’ that makes your audience uncomfortable.
Product + first benefit + second benefit
In this case, you show two benefits of your product. For example, 24-hour delivery of fresh flowers. Firstly, because the delivery is 24/7, you can congratulate someone at midnight or early in the morning. Secondly, the flowers are fresh, which means they won't wilt the next day.
‘Most’ + product
Add the word ‘most’ to your offer. Back it up with statistics, otherwise it's just empty words. Numbers are trusted. For example, ‘The oldest bookstore in town. We've been in business since 1920.’
Product + added value
The meaning of this formula is that the client gets something else along with the main product. For example, ‘a pizza with tasty sides’, ‘a painting by numbers that will become an interior decoration’.
Product + comparison
Example: A coffee shop like the one in the TV series Friends. Of course, here you can argue about copyright, but the UTP itself is quite working and designed for a certain target audience.
‘The only’ + product + difference + location
Example: The only authentic Japanese matcha in the city. It's important that the information in your UTP is true. If you say you are the only ones in something or somewhere, then it must be true.
If + then.
A classic example of this formula is: ‘If we can't deliver a pizza in 30 minutes, we'll deliver it for free’. UTPs with this formula are often associated with a refund if the client is not satisfied with something.
Basic formulas of CBP
The experts at Mafpels management have identified three key principles when putting together unique selling propositions:
- Be specific and honest;
- take into account the real values and needs of the target audience;
- Convince with facts.
Summary
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