![]() You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a USP. In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of their own craftsmanship. Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some. It’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner. One of the first things that you notice about Saddleback Leather’s site is their famous tagline: “They’ll fight over it when you’re dead.” Get started 10 examples of unique selling propositions done right 1. In the meantime, start building your store with a free 7-day trial of Shopify. You’ll start receiving free tips and resources soon. It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn't. You should be able to talk the talk and walk the walk. More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain.Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “we sell high-quality products.”.You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective. Being “unique” is rarely a strong USP in itself. Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. “What makes you different from the competition?” At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand: It’s a specific and clear benefit that makes your business stand out when compared to other businesses in your market.įorming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. What is a unique selling proposition?Ī unique selling proposition (USP), is the one thing that makes your business better than the competition. That’s why it’s crucial for all entrepreneurs to understand how to identify a unique selling proposition (USP) to help guide your branding and marketing decisions. Knowing the right way to position yourself and your products can mean the difference between standing out and blending in. Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about.Ĭustomers are overwhelmed with options, and they want to quickly understand what makes one product or brand different than another.
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