Self Starter June Carmody is an experienced consultant, Community Manager and marketing executive with a focus on startups. In this article June gives us a all some handy pointers on "working out your USP"
“In order to be irreplaceable, one must always be different.” Coco Chanel
"A USP (Unique Selling Point) is a term frequently used in the business world. You need to have something different and special, which will grab (and keep) the attention of a potential customer and bring your product or service to the level you desire. You want to stand out from your competitors and keep your customers coming back for more. Being special in an ever-crowded marketplace is getting more and more challenging so constantly reassessing will ensure you are on top of your game.
Asking specific questions about your product or service will lead to a greater understanding and hopefully some outstanding attention-grabbing marketing campaigns.
What is unique about the product or service itself?
Know your product; learn what is unique about it- how it functions, its appearance… whatever it is.
If you have competitors, analyse what they’re doing and observe the differences between you and them.
It could be branding, function or something as simple as a different form of packaging that makes you stand out. Whatever it is, own it.
Do you offer a solution to an obvious problem?
Perhaps, your company is in the medical field and saves lives. Or you have invented a simple beauty product, which makes young ladies happier and prettier as they head out on a Saturday night. Whatever it is, it solves a problem, which clearly needed to be solved.
The first step is identifying it.
Are you keeping it quiet?
Favourite brands have various ways of sharing their USP in subtle yet effective ways to their target audience. The options are endless.
Remember, less is more and nice, clear messaging via one or two mediums will be stronger than pumping it out across numerous ones.
A) Create a catchy tagline, which will stick in your customers’ heads without being too over the top. Taglines are natural and always a good option to consider.
Examples from top brands include:
-Domino’s Pizza "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."
-FedEx "When your package absolutely, positively has to get there overnight."
-MnM’s "Melts in your mouth, not in your hand."
B) Let the experts tell the world about it!
Team up with guest bloggers, journalists or twitter influencers from your market who have used the product or service. There is no better exposure than a review from someone who had a specific need and satisfied it with what YOU created.
Ways to achieve this include writing and submitting a press release, offering a giveaway on another site or providing a wonderful story about your product or service and how it has changed the world!
C) Let your branding do the work.
So, you have an impactful brand design because you paid a fortune to a top designer? And?
Having a brand that looks great is of course, important. Ensuring that a brand gets your message across is equally if not more significant.
Remember, elements such as images, testimonials and (to go back to the very start) - your company name are fundamental when it comes to letting your customers know your USP.
Keep the fundamental unique message in mind from the start, keep your communication consistent and the rest will fall into place."
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