How to write a USP? Start with Study the company preparation, then select the fundamental characteristics and formulate a unique selling proposition.
Preparation for creating a unique selling proposition
Although the USP is one capacious phrase, its formulation requires a marketing analysis.
If you are a marketer, try to involve the business owner in developing the USP. You need to understand the processes taking place in phone number database the company, thoroughly study the characteristics and advantages of the product and write them down.
Study the target audience. It is important to understand who your client is and what needs the product satisfies. To do this, you can interview sales managers or get feedback from customers — find out what criteria they use to choose a company or product. You can better understand the target audience by studying forums, thematic groups in social networks, competitors’ platforms. Ideally, divide the target audience into segments and create detailed avatars for each. The better you know the audience, the more attractive the USP you can formulate.
Study your competitors. See Study the company how competitors sell similar products, what they rely on. Create a table with three to five competitors and write down the characteristics and advantages of their product.
Selecting characteristics that will form the basis of the USP
After the marketing analysis, you can begin implement a b testing in your eamil marketing campaigns to develop a unique selling proposition:
- From the characteristics of your product, select the five to ten most important ones for the target audience. If the criterion “free delivery” does not play a special role, there is no point in using it as the basis for the USP. Make a list of characteristics in descending order of importance.
- See which of these characteristics your competitors lack or where they lag behind you.
- Choose one to three characteristics that you can use to build your business. Perhaps, at this stage, you will be able to formulate a USP. If not, no problem, you will do it later. For now, just have the supporting characteristics at hand.
What to do if you are like everyone else
If the company is no different from its competitors, try to change something – for example, improve the service or expand the product line. The clean email target audience research will tell you which direction to think.
If there is no way to differentiate Study the company yourself with a true USP, when the offer has no analogues, use a false USP. In this case, to differentiate, take a regular characteristic and present it as exceptional. They do not lie, but talk about what competitors did not think to tell. At one time, the USP “Cholesterol-free vegetable oil” worked well – although there can be no cholesterol in any vegetable oil.
