How can a dentist develop a unique selling proposition. The real or perceived benefit of your goods or service that differentiate them from the competing brands and gives the buyer a logical reason to prefer your brand over other brands. Sometimes it is used as a slogan that appears on marketing materials, but a usp is always more than a simple slogan. Expressed as a single sentence that summarizes the essence of your business, the usp serves as the theme of all your marketing efforts. The main idea is to describe immediate and future benefits. What makes your business special and that no other one can claim is called your unique selling proposition or usp.
Examples of great and terrible unique selling propositions. Unique selling proposition usp whats your real estate. Scale development, validation, and application article pdf available in journal of promotion management september 2016 with. The 30 second elevator speech university of california. Pdf this article reports an empirical study that revisits the unique selling. Thats a great value proposition, however, it is of little value to an americanbased company looking to train local sales people. Being unique is an important marketing strategy, but beware of being unique for its own sake.
Five steps to find the unique selling proposition of your. A great value proposition is a statement that paints a clear picture of what your brand has to offer and how your product or service solvesimproves your prospects problems. These are the types of businesses that quickly draw you in or repel you, which can be. Here are several examples to stimulate your thinking.
The usp is a marketing concept that was first proposed as a theory to understand a pattern in. It is what makes a client choose you over another dentist, even if the other practice is more convenient to their location. A strong unique selling proposition can help you attract and retain customers and reduce client churn. Lets start with one of the most famous examples of all. If we did that, we would be one of the many others who do that, but we have a unique selling proposition. While you may not be able to quote their unique selling proposition, you nonetheless know what that company uniquely provides. Being the only business who sells waterskis in the desert makes you unique, but it doesnt mean theres a market for your product. In my work in product marketing, i havent seen many marketing organizations create or employ the customer value proposition.
The 31 best value proposition examples you wish you had. If you also need to educate your audience about it, then you have come to the right place. A great unique selling prop, sometimes known as a value proposition, should also emphasize what individual quality separates a business from its competition. A strong unique selling proposition lets you to stand apart from competitors and. Key elements of a unique selling proposition your business. Apr 14, 2016 you may already know that having a compelling unique selling proposition usp for your business is the cornerstone of successful marketing. The best usps directly address a specific need experienced by a companys ideal customer. If you offer a service rather than a product you may determine your usp is that you will go to the. Apr 05, 2018 developing a unique selling proposition. Ill also use the acronym usp to mean the same thing. The usp theory states that such campaigns made unique propositions to customers that convinced them to switch brands. Hence, the usp, fresh, hot pizza delivered in 30 minutes or less or its free was coined.
Say, for example, you wanted to open a gym that catered exclusively to novice weightlifters and fitness enthusiasts. When i first started consulting and internet marketing i quickly noticed that a lot of people did it too. This is a differentiator and helps you to establish a powerful brand. Welcome to our guide on developing a unique selling proposition for your business. Steps for higher education institutions to find their unique selling point tuesday, august 5th, 2014 at 9. Unique selling proposition usp powerpoint template. Unique selling proposition or usp is the one feature or the perceived benefit of a good which makes it unique from the rest of the competing brands in the market. Those iconic usps above are examples of one sentence solving one problem for one set of people. For some businesses, identifying a usp will be easier than others.
Learn how to build this unique selling proposition in a way that your prospect can picture themselves enjoying it. Trying to disseminate your business into one or two sentences that highlight what makes your business, your business sounds easy. This stunning pdf guide you can download now will help you immensely. Your unique selling proposition only works when youre addressing some demand. The unique selling proposition usp or unique selling point is a marketing strategy of making a unique propositions to customers that convinced them to switch. This is more than good service, or good price its all about knowing what it is that makes you special, and being able to specifically explain it to your customers. Also called the usp unique selling proposition, this little bit of verbiage forms the entire reason for a companys existence. Usp which stands for unique selling proposition is a term that you can use to explain what makes your restaurant unique compared to the competition. Online and offline retailers aim to clearly communicate their unique selling proposition to shoppers in marketing campaigns, product descriptions, and all other customer touch points.
Your unique selling proposition usp is the reason that your products or services are different from and better than the competition. I prefer using the term unique selling proposition, but its interchangeable with unique selling point and sometimes also called a primary benefit statement. Describe your companys unique selling proposition usp. Sep 08, 2019 how to create a unique selling proposition usp for your business learn how and why to create a unique selling proposition for your business, product or service. For example, if your business really is the only dedicated supplier of liontaming equipment in north america, this will be your usp. What is the usp and how to find it for your restaurant in 2019. Female, married, ages of 25 40, and college educated where can you find demograpics of an area. Highperforming cosmetics arent unique, but vasantis promise of inclusive beauty is. Rosser reeves was the author of the phrase unique selling proposition, or usp, which is a unique message about your business versus the competition.
Usp is a critical component of your marketing campaign. Successful people know that they must develop a competitive advantage by creating a unique selling proposition for themselves. If you liked my article on unique selling proposition examples, you might also like 10 golden marketing rules in the 21st century. A usp should be used as a strong and consistent part of an advertising campaign.
The unique selling proposition usp for short is what sets your products andor services apart from your competitors. Placing this fact prominently in your advertising will resonate with people who may find going to the gym intimidating, instantly creating a powerful marketing tool and unique selling proposition. How to craft the unique selling proposition for your book. The unique selling proposition usp or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. Five steps to find the unique selling proposition of your spa. It is that very reason which motivates a buyer to purchase that product even though it might be costlier than other products. From there its just a matter of ensuring that the usp is resonating properly.
A unique selling proposition usp is a statement about what makes you and your company. Jun 12, 2014 surprising as it may be, many establishments cant answer that question even those that are successful and confident they are providing their market with outstanding value. A usp may include words such as the lowest cost, the highest quality, or the firstever, which indicates to customers what your product or service has that your competitors do not. The unique selling proposition, or usp, is a marketing proposition that originated in the early 1940s at the ted bates advertising agency, some 20 years before whats depicted on mad men.
How to create a unique selling proposition usp for your company. Here are 10 examples of websites with kickass unique selling propositions numbered for your pleasure, but in no particular order. How to create a unique selling proposition usp for your. Making slogans and unique selling propositions usp. What is a unique selling proposition and how to create one. For a long time, fedex had one of the best examples of a unique selling proposition. Last week we talked about why a unique selling proposition is so important in building a hightraffic website or blog. Welcome to unique selling proposition, your doityourself guide to discovering your competitive advantage and uniqueness, and developing a strong guarantee. In his book, he outlined the unique selling proposition usp as the central concept which had important impact in his philosophy of advertising.
Its typically about 30 seconds, the time it takes people to ride from the top to the bottom of a building in an elevator. Another one, your unique selling proposition creates a massive advantage in the market. One of the biggest mistakes you can make with your unique selling proposition is to try and be all things to all people. We use your linkedin profile and activity data to personalize ads and to show you more relevant ads. A unique selling proposition usp is a succinct, memorable message that identifies the unique benefits that are derived from using your product or service as opposed to a competitors. Unique selling proposition marketing for manufacturing. May 23, 2016 no matter what your business is, you need a unique selling proposition. For example, years ago, as amazon was becoming the most popular place to purchase. Sometimes, i have seen something called a value proposition used. Each step in this guide covers an important aspect of usps. As an example, at mhi global, we teach sales processes and methodologies in nine languages in 64 countries. A customer value proposition is a description of the experiences a target user will realize upon purchase and use of a product. In this article, i explain the concept of unique selling proposition and why it is one of the most important aspects in the marketing strategy of any business. Unique selling proposition, which is commonly known as usp, is one of the most popular marketing strategies.
A strong usp will drive sales and make communications with potential customers more effective. It communicates who you are, what youre looking for and how you can benefit a company or organization. Unique selling proposition as it relates to freelance designers by steven snell august 18, 2015 in business a products unique selling proposition also known as unique selling point or usp is what makes it different from competing products, and more importantly, what leads customers to buy it. Without a usp, your product will fade into the shadows, struggle to complete and leave an everlasting impression in the minds of your customer base.
Published by anton dominique, last update sep 8, 2019. A smallbusiness owner creates a unique selling proposition by identifying what is different and better about his product or service offering and clearly presenting these differences to his target customers. Unique selling proposition formulation guide with examples. Its primary value is to create competitive differentiation. Pizza aficionados might disagree but, when it comes to. In comparison to its competitors, fedex promised that it would reliably deliver any package, anywhere, overnight. Developing your unique selling proposition marketing strategy.
An elevator speech is a clear, brief message or commercial about you. Sep 24, 2019 a unique selling proposition usp, or a unique selling position, is a statement that succinctly outlines how your business, product, or service is different from that of your competition. But it isnt until the fillintheblanks usp template. How to create a ferocious unique selling proposition. Theyre financially oriented and speak to the critical issues your target market is. Your blog or free report needs a unique selling proposition as much as your product or service do. Zipcar is a different value proposition than, say, your standard rental car or other ways of getting around. This website uses cookies to improve your experience. A key element for seo success columnist fili wiese explains what a unique selling proposition usp is and why every indexable page on your site needs one. Here are 31 of the best examples from around the web to help you improve your business.
A great way to understand what makes a great unique selling proposition and get you thinking about your own is to take a look at some reallife examples. A unique selling proposition usp differentiates your product or service from those of your competitors. A unique selling proposition, which defines your companys unique position in the marketplace, is an important part of creating pricing power and a business that customers genuinely love. A unique selling proposition usp, or a unique selling position, is a statement that succinctly outlines how your business, product, or service is different from that of your competition. This post has become one of our most popular articles so we updated it, added 10 more examples and turned it into a 28 page guide and cheatsheet. A unique selling proposition usp outlines how your business, product or service is different from that of your competition. Unique selling proposition easy fillintheblanks template.
In this guide, well unpack successful usp statements and show you how to formulate one for yourself. Remember that the words and spirit of your usp are meant to be seen and heard by. Your usp is an important part of your business plan, and can be very useful in crafting your marketing messages and overall brand. If you live in a city you dont want to have the expense of storing a car that you dont. Think of it like understanding the similarities between your restaurant and another, but being able to.
Jul 01, 2018 ask any marketing expert about a unique selling proposition usp, and theyll tell you its something that differentiates your product or service from others like it. A good usp will help employees and friends of the company understand the value of your products or services. Statistics of a population need to define geographic area examples. The following are examples of unique selling propositions. Uspunique selling proposition business marketing scribd. Unique selling proposition usp defined for business. The 30 second elevator speech university of california, davis.
Pdf unique selling proposition in sales of life insurance. Pizza aficionados might disagree but, when it comes to delivery and mass market pizza. You may already know that having a compelling unique selling proposition usp for your business is the cornerstone of successful marketing. Uspunique selling proposition free download as word doc. P stands for unique perceived benefit and the meaning is simple its the most powerful, dynamic, unique and. An effective usp grabs the attention of potential customers and aligns with your companys values. May 1, 2019 what is your unique selling proposition.
The ultimate method to creating a powerful unique selling. Aug 05, 2014 unique selling proposition examples subscribe to startup secrets for more videos on how to build a profitable business you love. The best usps take a unique quality and explain how that quality will benefit your customers, all in a few memorable words. As an example, one product may use smallbatch processing where its competitors do not. A unique selling proposition usp is a statement about what makes you and your company different from other vendors. A unique selling proposition is the defining factor or characteristic that sets a company apart from its competitors.
In other words, what makes your brand different from all the others selling similar products andor services. A unique selling proposition usp is a unique selling point or slogan that differentiates a product or service from its competitors. First popularized by ad exec and tv advertising pioneer rosser reeves in the mid20th century, the unique selling proposition is an oldfashioned concept that is, if anything, more relevant than ever in a world where your potential customers can evaluate scores of competitors within a few minutes online. Consider, for example, some of the worlds most notable brands. Identifying your products competitive advantage european. Today lets make this discussion a little more concrete. How to identify your unique selling proposition usp.
Differentiating a business through presenting the unique selling. This comprehensive and visually stunning powerpoint template on usp will certainly come handy to you on numerous occasions. Long term, the success of your business is tied to your ability to distinguish what makes it different or better than the competition. Unique selling proposition why should your potential customers choose your business and not the competition. Unique selling proposition as it relates to freelance. Examples some good current examples of products with a clear usp are. Strong value propositions open doors and create opportunities for you to sell your products or services. A unique selling proposition usp is a statement that describes how your product or company is different and hopefully better than the competition. Below are 10 websites and blogs with phenomenal usps. It identifies what makes your business the better choice, and why your target clients should choose you over the competition. This study has been undertaken in the life insurance market of assam, a state of india, to find out how unique selling proposition usp, makes a difference in life insurance sales. Define a unique selling proposition linkedin learning. Well assume youre ok with this, but you can optout if you wish. If you dont know, a unique selling proposition usp is simply what differentiates you from your competitors.
Nov 20, 2019 a unique selling proposition usp is a unique selling point or slogan that differentiates a product or service from its competitors. Your usp is not a list of what the book is about, its themes, or even its content. Starbucks revives the unique selling proposition business 2. Steps for higher education institutions to find their unique.
If you dont have an answer ready to go, this worksheet will help you discover what makes your business unique and sets you apart from the competition. Unique selling proposition on the other hand is a concept that was developed by rosser reeves a leading advertising man in 1960 and published in his book titled reality in advertising. Writing your unique selling proposition usp, or elevator pitch, is difficult. Your brand needs a unique selling proposition or a unique selling point. How to write a killer value proposition pleinaire strategies. Your unique selling proposition solves their exact problem. In this post, youll learn everything you need to know to create a highly effective, compelling usp. The question the usp answers for your customer base is, this is why you should buy from me. Jan 15, 2018 developing your unique selling proposition marketing strategy written by mike marko.