Let’s hop in our time machine and take a little trip back in time and meet up with Rosser Reeves.
Unlike most advertising creatives, Reeves believed the purpose of advertising is to sell rather than being clever or humorous. Thus the phrase “unique selling proposition” was coined by none other than Rosser Reeves.
Reeves was a pioneer of TV advertising successfully selling such products as Anacin, M&M’s candies, Bic pens, and Colgate toothpaste.
In 1961 he wrote Reality in Advertising (Knopf) which is still taught at Harvard Business School.
Creating a great Unique Selling Proposition (USP) is essential for differentiating your product or service from competitors and attracting customers.
Here are a few tips on how you can tap the power of a great USP for your business . . .
Understand your target audience: Identify your target market and gain a deep understanding of their needs, preferences, and pain points. This knowledge will help you tailor your USP to resonate with your audience.
Analyze your competition: Research your competitors to understand what they offer and how they position themselves in the market. Identify gaps or areas where you can offer something unique or better.
Identify your unique features or benefits: Determine what sets your product or service apart from others. It could be a unique feature, a specific benefit, exceptional quality, a different pricing strategy, outstanding customer service, or a combination of factors.
Focus on customer value: Your USP should communicate the value your product or service provides to customers. Highlight how it solves their problems, meets their needs, or improves their lives in a distinct way.
Be specific and clear: A strong USP should be concise, specific, and easy to understand. Avoid vague or generic statements. Clearly articulate what makes your offering special and why customers should choose you.
Use compelling language: Craft your USP using persuasive language that captures attention and generates interest. Use strong adjectives, action words, or emotional triggers that connect with your target audience.
Emphasize benefits over features: While features are important, focus on the benefits your customers will experience by using your product or service. Highlight how it will make their lives easier, save them time or money, improve their well-being, or provide a unique experience.
Test and refine: Once you have developed a USP, test it with your target audience to gather feedback. Pay attention to their reactions and refine your USP based on their input. Iterate until you find a USP that resonates effectively.
Align with your brand: Ensure that your USP aligns with your brand's overall positioning, values, and messaging. Consistency across all marketing efforts will reinforce your USP and build a strong brand identity.
Communicate consistently: Integrate your USP into your marketing materials, website, advertising campaigns, and customer interactions. Consistent communication of your USP will help build brand recognition and reinforce your unique position in the market.
Remember, a great USP should be unique, customer-centric, and compelling. It should clearly differentiate your product or service and convince customers that choosing you over competitors is the best decision they can make.
Want some examples?
Here you go:
Volvo: "Volvo, the safest car in the world." Volvo has built a reputation for prioritizing safety features in their vehicles, making it a strong USP.
FedEx: "When it absolutely, positively has to be there overnight." FedEx emphasizes its reliability and speed in delivering packages, positioning itself as a trusted and efficient courier service.
Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free." Domino's differentiates itself by focusing on fast delivery, promising customers a quick and convenient experience.
Apple: "Think different." Apple has consistently positioned itself as an innovative brand that challenges the status quo, appealing to customers who seek cutting-edge technology and unique designs.
Airbnb: "Belong anywhere." Airbnb offers a unique travel experience by connecting travelers with local hosts, emphasizing the idea of feeling at home anywhere in the world.
Dollar Shave Club: "Shave time, shave money." Dollar Shave Club disrupted the shaving industry by offering affordable, high-quality razors delivered to customers' doors, appealing to those looking for convenience and savings.
Southwest Airlines: "Low fares. Nothing to hide." Southwest Airlines focuses on affordable prices, transparent fees, and a no-frills approach, positioning itself as a budget-friendly and trustworthy airline.
M&M's: "Melts in your mouth, not in your hands." M&M's highlights its chocolate candy's unique feature of not melting easily, assuring consumers of its convenient and mess-free consumption.
Tesla: "Accelerating the world's transition to sustainable energy." Tesla promotes its electric vehicles as a way to contribute to a greener future, appealing to environmentally conscious consumers.
Amazon: "Earth's biggest selection." Amazon offers an extensive range of products, emphasizing its vast selection and convenience in one-stop online shopping.
These examples illustrate how different companies leverage their unique qualities to differentiate themselves in the market and attract customers.
So there you have it.
If you are interested a FREE Advertising Toolkit, I invite you to visit my website: www.emettemassey.com – and grab it while it’s available.
Until next time . . .
Peace and prosperity!
Emette
P.S. Seriously, if you’ve been struggling on how to write good sales copy and you’d like some help, get our FREE Advertising Toolkit! It’s includes a “copywriting bible” that shows you exactly how to write great copy. Plus you’ll also get a slew of low cost marketing and advertising ideas that you can put to use NOW! Bonus: FREE Advertising Consultation.