Unique selling proposition: how to avoid mistakes
A unique selling proposition (USP) is a set of characteristics that make a company different from its competitors. These characteristics make the customer buy your product rather than go elsewhere. A USP includes not only a favourable price but also product benefits, a unique approach to service and other factors that are important to the consumer.
In order to build an effective promotional strategy, a USP is an essential tool. The points listed in the proposition can form the basis of an advertising campaign or the development of a branding campaign.
Mistakes when drafting a unique selling proposition
A USP will only be effective if it has the right design. Most of the time, the proposition does not work because of the following mistakes:
- In the hope of winning a customer, the company dumps prices on the market, which will lead to losses in the future.
- Use of simplistic wording without specifics. This discourages customers and reduces their interest in learning more about the company and its product. You should also avoid general phrases such as flexible pricing or personalised service.
- Lack of knowledge about the target audience. A USP should target a specific group of consumers and contain information about the product that will be useful to them.
- Creating a USP and not adapting it to changes in the market or the target audience’s behaviour. It is essential to revise it regularly to make it as relevant as possible to current conditions.
Another critical point is, to be honest with your consumers. You should not give false information. Sooner or later, they will find out, and the company’s reputation will suffer.
Rules for creating a unique selling proposition
The first place to start is by studying your target audience, their needs, problems and pain points. It will be helpful to find out how your customers feel about your company and your product. Next, you can analyse your competitors and your niche market. The aim here is to identify their weaknesses and strengths. This will serve as a basis for attracting customers in the future. You can do this by offering first-time buyers bonuses, discounts or shorter delivery times. Pay attention to how your competitors communicate with their audience and their advertising channels.
Now you need to formulate all the qualities of your product based on consumer opinion and an analysis of what your competitors are offering. It is important to find the unique feature the buyer does not see in other companies.
The next step is to write a USP. There are several ways of writing it, for example:
- product + benefit (when the focus is on the product’s best features)
- product + customer’s fear (emphasising that the product has no features that frighten or repel the customer);
- product + who it is useful for (what it is for or who it is for).
A USP is a kind of introduction to the consumer: the company must create a favourable impression of itself. To do this, the claim should demonstrate openness. It should use a lively style but be short and clear.
