Every business requires a special reason for their customers to buy from them; that is why a unique selling point defines your business unique position in the market place as a result helping you to get to the heart of your business from the problem you solve and the value you offer to people.
In the online market place, communicating your unique selling point clearly and on time is very important to getting potential customers.
The essence of what makes your product or services better than your competitors is your unique selling point because it clearly details a specific benefit that your customers can get from you.
One that other competitors don’t offer which is capable of helping your business / brand to stand out.
Understanding your ‘customers needs’ will enable you to identify your unique selling point by giving answers to questions like:
Why should people buy from me?
Will people buy from me because my business is the only one that offers xyz?
Will people give me their money because my product or services offer’s xyz?
Your unique selling point can change as your business grows and changes; or as the market changes. You can as well have different unique selling points for different products/ services and also for different customers.
What makes your business/ brand/ product/ or services different and better from others described in a statement is your unique selling point.
You can achieve this by clearly stating and or explaining how the quality of your products or services can benefit your customers.
Your unique selling point can be your company/ brand slogan so that many prospective customers can view it easily at a glance. Ensure to put it in a few memorable words.
Unique selling point usually provides more value for money to customers who would opt in for better and quality goods or services. And it allows the business to create a distinct image and as such boost sales as the product is stronger in itself.
Unique selling point can be applied to any aspect of the marketing mix. What could differentiate your company, business or brand from other competitors in the industry could be the features of your product itself or your promotional offers.
It’s a great idea to review your selling point on a regular basis because it helps you to tailor your products or services to better match your customers and clients need. You can as well ask your customers and clients why they buy from you, this will tell you what they think your unique selling point is and this will shock you because sometimes it might be different from what you think your unique selling point is.
It is very important to know what your competitors are doing so endeavour to check your competition constantly because it’s useful. Know that your unique selling point isn’t unique anymore; the moment your competitors are doing the same thing as yours.
Some examples of company’s unique selling point;
When it absolutely, positively has to be there overnight.
FedEx no longer uses this slogan, but while it lasted it was perhaps the perfect example of a great unique selling point. In a few words, FedEx gives its customers the guarantee that it will deliver their packages safely and on time. The slogan actually delivers not one but two benefits: the security of knowing that the package will be delivered as promised, and the ability to save time by getting it there overnight. Sadly, FedEx has since replaced it with the slogan, “The World on Time,” which is far less powerful because it doesn’t contain a USP.
A diamond is forever.
There’s a reason that the famous DeBeers slogan has been in use since 1948 and is still used by the company to this day. The Unique selling point (USP) here is that diamonds, being almost unbreakable, last forever and thus are the perfect symbol for eternal love. As a result, diamonds became by far the most popular choice for engagement rings. It’s no surprise that Advertising Age magazine named this the best slogan of the 20th century.
You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.
This slogan is really too long to be catchy, but it’s still an excellent unique selling point (USP) because it’s spells out a guarantee with perfect clarity. The terms of the deal are laid out so specifically that Dominoes customers know they can hold the company to it. Sadly, Domino’s no longer uses this slogan or offers this deal because it lead to a series of car accidents when delivery drivers started driving like maniacs so that they could beat the thirty-minute limit.
The milk chocolate melts in your mouth, not in your hand.
This is an example of how even a quirky USP can attract customer interest. Who would think of making a selling point out of the fact that your product doesn’t melt when you hold it? M&Ms did, and it worked very well for them. This goes to show that as long as a benefit is meaningful to prospective customers, it will be effective. In this case, the fact that the M&M candy shell keeps the chocolate inside from oozing out and dirtying your hands is a definite plus for customers.
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