modern market of goods and services is replete with the same type of offerings, products, services.To survive in a competitive environment, must be beneficial to stand out from the faceless mass.It serves this purpose a unique selling proposition (USP) that declares the feature of the company or product and its benefits to consumers.
unique selling proposition is considered one of the best marketing practices.In fact, the unique selling proposition - is a kind of response to a customer's question, "Why do we have to buy from you than you are different from the rest?"As a rule, allocate 5 parameters, which can be distinguished from its competitors: price, product, process, service, and marketing.
Most companies prefer to base their unique selling proposition on the "uniqueness" of rates, but given that, for example, every other shop said that he had the lowest rates, the consumer rightly have doubts on that score.In addition, even if you really have to offer a unique product at a low price, which means that you can significantly lose the benefit that no business will not bring success (except for the business of your competitors).
Have a truly unique product - a rare phenomenon, so you can focus on a narrow niche commodity.Fertile ground for the development of TSS also unikalizatsiya process and service.After examining the main problems and discontent clients and customers in terms of approach or to provide a particular service, you can build your USP on solving these problems.
Well, if your USP is focusing on the unique benefits and advantages offered by your company and to offer them a unique way.It should be borne in mind that is not a USP.First of all, the statement that your company is the best, the oldest or the largest.Wonderful, if this is true, but it carries no benefit to the consumer.Slogans and the mission - this is also not an option wording unique selling proposition.You can refer to the experience of Western companies and analyze on which they were based, creating its own unique selling proposition.Examples of successful USP can be found at the "Coca-Cola", "M & amp; Ms", "Comet", "Ariel", "Samsung".
main characteristics of a successful USP are:
- brevity - USP should be concise and strong, but at the same time fall within the scope of the proposal;
- simplicity and transparency (or guided term Rosser Reeves, the founder of the concept of "unique selling proposition" concrete);
- reality - a promise only what they are willing to perform;
- uniqueness - not for nothing that unique selling proposition is the name.
To evaluate the effectiveness of your USP, try to look at it through the eyes of the consumer or the client: whether USP call to action, whether it is written in plain language.In addition, it must emotionally engage the potential customer, it may be the effect of shock, surprise, in any case, the wording of the TSS should be memorable.
