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Creating a USP: Things to look out for
Oise Trade company
The step-by-step instructions for creating a UTP are as follows:
- Assessment and description of the target audience.
- Determining the most important criteria for the consumer to choose a product or service. 3.
- Comparison of the obtained data with the main competitors.
- Selection of criteria for formulating the TSS.
- Formulation of the TSS.
Developing a unique selling proposition is one of the most important components of your business promotion system. In fact, it is impossible to create any of the marketing materials (a slogan, banners, creatives, a commercial offer, etc.) without it.
A UTP is a brief description of the reason why a particular brand's product or service is superior or different from competitors' products or services. It can be used to convey the message that no one can do better than your company, said experts from Oise Trade Poland.
A UTP is a brief description of the reason why a particular brand's product or service is superior or different from competitors' products or services. It can be used to convey the message that no one can do better than your company, said experts from Oise Trade Poland.
How to come up with a UTP: algorithm of actions
Researching your target audience is one of the first steps in setting up a business. Even before it is launched, you must decide to whom you plan to sell goods or provide services, draw up a portrait of your client, know their problems and needs. Let's assume that you have competently approached the organisation of your business and know a lot about your target audience, so you can easily assess and describe it.
The second step is to identify the most important characteristics of your products/services for consumers. The best way to do this is to survey your existing customers. Next - filter and rank the received data. Among all the answers you should select those that are repeated more often than others. The characteristic with the highest number of repetitions will top your list. It is important to rank exactly those criteria that your customers specify, because your list of important characteristics may differ significantly from their opinion.
The second step is to identify the most important characteristics of your products/services for consumers. The best way to do this is to survey your existing customers. Next - filter and rank the received data. Among all the answers you should select those that are repeated more often than others. The characteristic with the highest number of repetitions will top your list. It is important to rank exactly those criteria that your customers specify, because your list of important characteristics may differ significantly from their opinion.
The next step is to compare yourself to your main competitors. The criteria by which you outperform your opponents should form the basis of your UTP. In this way you will be able to distance yourself from them, say the marketers of Oise Trade company. For example, it could be fast delivery, convenience of ordering, availability of gifts for customers, etc.
A UTP is an advertising message that communicates to a specific target audience the specific benefits of a product/service in the language of that audience. It is logical that when formulating a UTP you should use the results of research of your advantages and their correlation with the characteristics of your competitors, as well as information about your target audience: what they want or are afraid of, what problems they want to solve, what result they want to achieve.
When creating a UTP, you can resort to certain formulas that are widely used by marketers. Here are some of them.
Product + benefit. Specify the ultimate benefit your customer will receive. Example: ‘Our cosmetics are an alternative to expensive trips to the beautician.’
‘Most’ + product/company/service. Find the best-thing about your company and tell the consumer about it. For example, ‘The longest smartphone warranty in the entire country.’
‘The only’ + product/company/service + distinction + “in” (city, neighbourhood, etc.). Using such a formula you should make 100% sure that no one else in your location does what you do.
Product + ‘without’ + customer fear. State what problem your customer will avoid and how your product will help with that. Example: ‘An ultralight blanket from our company is a comfortable sleep without the pesky heat.’
‘If’ + ’that.’ This is the simplest yet effective solution. Tell the client that if the desired result is not achieved, you will refund the money/redo it for free/make it a gift. A simple example: ‘If you don't like the coffee, we'll redo it for free’
Product/company/service + feature. A prime example of creating a UTP using this formula: ‘Chocolate melts in your mouth, not in your hands’.
Product + ‘with’ + additional value. Using this formula you should indicate how your product will improve the life of the client and what problem it can solve, said the experts of Oise Trade. Example: ‘N motor oil with a special substance that increases engine life by 25 per cent’.
When creating a UTP, you can resort to certain formulas that are widely used by marketers. Here are some of them.
Product + benefit. Specify the ultimate benefit your customer will receive. Example: ‘Our cosmetics are an alternative to expensive trips to the beautician.’
‘Most’ + product/company/service. Find the best-thing about your company and tell the consumer about it. For example, ‘The longest smartphone warranty in the entire country.’
‘The only’ + product/company/service + distinction + “in” (city, neighbourhood, etc.). Using such a formula you should make 100% sure that no one else in your location does what you do.
Product + ‘without’ + customer fear. State what problem your customer will avoid and how your product will help with that. Example: ‘An ultralight blanket from our company is a comfortable sleep without the pesky heat.’
‘If’ + ’that.’ This is the simplest yet effective solution. Tell the client that if the desired result is not achieved, you will refund the money/redo it for free/make it a gift. A simple example: ‘If you don't like the coffee, we'll redo it for free’
Product/company/service + feature. A prime example of creating a UTP using this formula: ‘Chocolate melts in your mouth, not in your hands’.
Product + ‘with’ + additional value. Using this formula you should indicate how your product will improve the life of the client and what problem it can solve, said the experts of Oise Trade. Example: ‘N motor oil with a special substance that increases engine life by 25 per cent’.
Formulas for creating a unique selling proposition
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