The main purpose of these campaigns is to convey the uniqueness and utility of your proposition to clients. So USP (unique selling proposition) is a unique offer associated with your business that helps you to sell. Simply to put, this is the answer to the customers question “why should I buy from this store?”. A lot of people are confused between slogans and USP. So as we know, a slogan is a phrase intended to represent the brand. So what is the main difference between a slogan and a unique selling proposition?
A Slogan does not sell - it attracts attention and a unique selling proposition sells.
Why is it so necessary to create an outstanding USP?
- The first reason is more freedom in your pricing policy. Clients who are influenced by the USP are more accepting of the prices in the store.
- Second reason. A unique selling proposition helps to create a more effective advertising strategy based on this proposition.
- Third reason. USP helps to increase conversion rate in Ecommerce because of the associative memory of your clients. They will remember their experience in your store and it is more likely that they will come back again.
A few requirements for successful unique selling proposition:
From a psychological aspect it is very important to make your selling proposition memorable and surprising; sometimes even shocking. This will help you to garner recognition of your brand and, as I have already said, can positively impact on conversion rate through the associative memory.
Sources for unique selling proposition.
I know that it is rather hard to find anything unique when you have dozens of competitors with similar goods and the same prices on the market. So if you can’t be outstanding, you have to be creative.
Unique service. To beat your competitors you can provide some additional services for your product. These can be packing, additional insurance, delivery guarantees, better refund options e.t.c.
Unique product. Create your own unique product, or assure your customers that it is unique. For example, tell people that your store works directly with manufacturers or hint at secret ingredients which are used in your products.
An old and reliable trick with quantitative and qualitative indicators: lowest prices, biggest discounts, more than … branches all over …, fastest delivery, best employees ect.
Focusing on some distinguishing features, that mat not be directly connected with services that you provide, or products that you sell. Recently, I've seen the proposition of a delivery service company - "Only kind and cheerful drivers work in our company"
However there are also false selling propositions that exist you are probably aware of them. As an example we can take most of cosmetic advertising. All the anti-wrinkle creams that have this new ingredient from the sea, jungles, Australian mud or from any other places that "Can provide an effective antidote to the aging process", or these tea leaves which were collected by the soft hands of local citizens somewhere in Ceylon or Sri Lanka and were carefully delivered to our houses in special packaging and due to this they are much better than the rest of the harvest.
So, what do we have to remember about unique selling proposition?
- The client cares much more about their personal benefits of buying from you, than about your position in the market.
- Slogan and USP are very close in meaning, nevertheless they are not the same.
- USP can be one of the most reliable and helpful elements of your marketing strategy.