What is your business’s USP (unique selling point)
As humans we all have our own identities, that one thing that people who meet us take away with them when they leave our presence. The same applies to our business, there should be that one thing that we use to identify our brands. The Unique Selling Point is the essence of what makes your product or service better than competitors. Communicating your USP clearly, quickly, and effectively is one of the keys to getting potential customers and conversion on your website. It also allows you to increase your brand’s retention rate. I do want you to understand however that your USP isn’t your slogan, it isn’t your tagline it stands on its own.
Take a moment to think… What is my brand’s USP? What is the one identifier for my brand that speaks clearly to the consumer? What is the one thing that makes the consumer think about us (your brand) over the other guy (or gal)? YEP, THAT is your USP. Now, if you weren’t able to think of the one thing that sets you apart let me help you put it into perspective.
Let’s think for a moment about some of the biggest brands and how their USP helps to set them apart from the competitors.
Dollar Shave Club is all about making an ordinary product and extraordinary experience in this their USP is “razor blades don’t need to be overly complicated”, so as a result there’s are much cheaper and still does a great job. Yes, there are other razor brands that also sell cheap razor blades, shaving creme and are low costing. However, the product is cheap + high quality which in turn brings customers back month over month on their retention model.
Head and Shoulders who have been around for years position themselves as “clinically proven to reduce dandruff”. They have done such a great job at this that now we only think of this as the anti-dandruff shampoo brand and they are trusted as such. Are there other brands that are designed to eliminate dandruff that compares at the same price point? Yes, Sulfur8, Neutrogena t-Gel however these shampoos aren’t the ones that we automatically think of when we think about shampoos that reduce dandruff.
Amazon, Anything, anywhere, anytime (you didn’t think I wasn’t going to give you the USP of the biggest company for e-commerce, and must I even say logistics?!) Speed, lessening delivery time. Because of Amazon’s marketplace, our expectation on shipping and delivery for online purchases has shifted. Think about the reason you shop on Amazon, minus the fact that customer service is top-notch, it’s mostly the convenience of shipping. NEXT day shipping compromised a lot of brands then they introduce same-day shopping 😱, this forced ALL businesses to adjust how they looked at logistics and getting products to consumers.
There are so many other brands that have really great USP, but what I want you to think about is what sets you apart from others. Yes, your brand is great, it can do big things and people should love it the way you love it. We can say the same for all the different breads on the aisle in the grocery store, but each bread has its own USP, and people are buying them all. As a result, re-define your USP or create and identify one to help you push your message better and have customers understand who you are and what you offer. What is our unique selling point… “tailoring marketing strategies for company’s growth”.
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