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What is your Unique Selling Point?

Business and Enterprise

What is your Unique Selling Point?

A unique selling point, also called a unique selling proposition, is that distinguishing quality that lets you stand out in a competitive market. 

In marketing, either online or offline, it is important to communicate the unique attributes of your product to your customers and prospects. It is a way for you to connect with them beyond physical identity such as logo. Your Unique Selling Point must cover two things: the problem you solve and the value you offer. 

This is key, because at the end of the day, people remember you by how you make them feel. Therefore it helps if you communicate the unique need satisfying attribute of your product or brand to your customer.  This way, they know what to expect. And when your product’s performance meets such promised expectation, customer satisfaction is achieved.  

The resultant effects of this are:

  1. Repeat purchase. When people know what to expect and are confident that they can always get it from you, then you have their heart- and of course their money. 
  2. A share of the market: people may purchase the same kind of product, but they look out for different things. Addressing what a certain segment of the market seeks is your surest way to have that share of the market. Sometimes, you may have to create a need. Although this need may not be realized by your customer, it must resonate with them. For example Zappos, an online shoe store, does not really possess any uniqueness in itself. But they have created one unique selling proposition: free return. Once you decide you don’t a pair of shoes that has been delivered to you, you can return it without bearing any cost. The big idea behind this is convenience. 

Another way to create a unique selling proposition is to appeal to their emotions. In the case of Toms Shoes, they decide to connect with people’s sense of humanity. For every pair of shoes a customer purchases, the company donates a pair to a child in need. Helping to put shoes on needy children’s feet is their own unique selling point. Being their customer automatically makes you their partner in philanthropy. 

A unique selling point defines your company’s unique position in the marketplace, getting at the heart of your business. A strong USP clearly articulates a specific benefit – one that other competitors don’t offer – that makes you stand out.

Key take-away

  1. Your USP differentiates you from your competitors
  2. It must cover two things: the solution you provide and the value you offer
  3. Unique selling point a way to secure your market share
  4. It makes for repeat purchase

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