Lack of USP is a big grief for business. Take a look at these sites:

In addition to design, they practically do not differ from each other - everywhere low prices, high quality and quick installation. Sorry for people who want to order stretch ceiling- it will take more than one hour to wade through the jungle of clone sites to find a worthwhile option.

Therefore, there must be something that sets the business apart from total mass- unique trade offer... It is it that will make competitors fear you like a plague, and potential customers more often make choices in your favor.

By the way, prices with it can be slightly higher than those of other companies: if you offer a customer a product that will solve his problems, he will be ready to pay more for it.

There are only three "buts" - USP works if it:

• unique- competitors do not offer this;
• specific- the user immediately understands what the speech is about;
• valuable- the potential client sees his benefit.

In 2014, we gave a general scenario according to which you can create a USP. Today we will share new formulas and examples from practice to make it even easier to come up with or highlight a sentence.

Where to begin?

Analyzing target audience. What is good for an avid fisherman is not good for a young woman on maternity leave. Therefore, the development of a USP should be started with getting to know the target audience - what worries your potential customers, what are their problems and interests?

Example: Let's say you need to come up with a USP for an online home store. Most often buying household chemicals, dishes, decor and other things are done by women. Those who have no time will order all this online, which means that your main audience is working women aged 25 to 45 years. What might interest them? You will surely like it if you deliver goods quickly and free of charge. Therefore, a good USP is "Free delivery in Irkutsk within 2 hours."



Quite a good offer. But it can be strengthened - write how quickly the order will be delivered or indicate that the delivery is round-the-clock.

Underwater rocks

Remember: the target audience is not just gender, age, income level and other parameters. You need to realize what and to whom you are selling, what problems you are helping to solve: ideally, there should be a clear portrait of the buyer in your head.

Thinking about the specifics of the business. Perhaps the finished USP is under your nose, you just need to notice it. To do this, honestly answer a few simple questions:

• What are your products made from?
• How exactly are the products manufactured?
• What equipment are you using?
• What are the unique properties of products?
• How do you interact with customers?
• How is the work on the order organized?

Chances are you will see important advantage, which will allow you to differentiate yourself from competitors. By the way, sometimes you can make a USP out of a drawback: “Homemade baked goods with short term storage - only natural ingredients. "

Example: Let's say you are laser cutting metal. Terms, prices and delivery terms are the same as those of other companies. But on the other hand, you are using a modern fiber-optic laser - it allows you to achieve maximum accuracy, up to 0.1 mm. Is this not a USP? "Accuracy of laser cutting up to 0.1 mm - we use fiber optic installation Ruchservomotor LaserCut 3015 ".



And this proposal can be strengthened - to add how accurate the result is.

Underwater rocks

No one knows the specifics of a business better than its owner - so think carefully and honestly answer the question why you are cooler. A marketer or copywriter can help you take advantage of the benefits.

We look at competitors. Conduct a detailed and objective analysis - compare your business and the offerings of major competitors. Here is a rough list of parameters to compare:

• prices;
• loyalty program;
• delivery speed;
• courtesy of staff;
• ease of ordering;
• regularity of promotions;
• guarantee period;
• the possibility of deferred payment.

You will get a clear picture - it will become clear in what parameters you are losing, and in which you are superior to your competitors. Winning criteria can be taken as the basis for the USP of the site.

Example: Let's say you are the owner of a tire store. Delivery takes from 1 to 7 days, because you sell some of the items from the catalog on order. There is no loyalty program yet, the prices are the same with competitors. But everyone has a guarantee of 1-3 years, and you are ready to give an indefinite one - "Sale of tires with an indefinite guarantee: free replacement in case of accidental damage."

Advantageous offer, agree? The only thing you can do is work on its design - try to fit the title into 1 line, remove exclamation marks.

Underwater rocks

It is important not to want “like competitors, only better” - if another company has a similar USP, what will prevent it from making it cooler than yours? For example, suggest delivery in 30 minutes instead of 1 hour. Be objective and try to find something of your own.

We ask clients. If you have already had orders, ask why people chose your company. Sometimes clients can provide valuable clues.

By the way, it is worth conducting such surveys from time to time: this will help improve the service and have a positive effect on the company's reputation.

Example: Let's say you opened a beauty salon a week ago. You can ask employees to ask customers why they chose you. If clients say that you have a convenient working time, make it your chip. Let the salon be open from 12:00 to 22:00, and not from 09:00 to 19:00 like everyone else nearby. USP: "Beauty salon with a convenient work schedule: we are waiting for you every day from 12:00 to 22:00."



A very good USP - few beauty salons can offer this.

Underwater rocks

It is difficult to follow this advice if you have had no orders at all. But nothing is impossible - go through the thematic forums, social networks, talk to potential clients. Your goal is to find out what attracts customers.

After all this time-consuming work, you will have at least strong advantages, as a maximum - an almost ready-made USP.

Aiming for the bull's-eye: 5 formulas for creating USP

Even good advantage it is easy to spoil if the thought is formulated incorrectly. Compare two offers: “Free delivery in Irkutsk in 2 hours” and “We are guaranteed to deliver your order within 2 hours. Delivery all over Irkutsk ". The meaning is the same, but the first one is read and understood much easier.

To formulate a clear and beautiful USP, you can safely use one of the templates:

You don't have to follow the patterns exactly. You can safely change any formula or come up with something completely new - it all depends on the specifics of the business. It is important to remember about the client's benefit: the main task is to show what exactly he will receive, and not what kind of white and fluffy company you have.

We look at the USP through the eyes of the client: 6 fatal mistakes

False statement. They misinterpreted the facts or used criteria that should be the default. For example, the USP "Professional doctors with experience of 3 years or more" is not suitable for dentistry - this is already expected from the clinic.

How to fix: look at the offer as a potential customer. What do you expect from professional doctors? Probably correct and painless treatment. Try to put this thought into the USP. “Painless dental treatment with a guarantee of 3 years or more - we have professionals working for us” is already better, isn't it?

Lack of benefit. Used dubious advantages. It is useless for an online store of bed linen to show off an assortment: "Online store of bed linen" Sweet Dreams“- we have 1,000 products.” There is always a company that has even more products.

But if the assortment is really unique, it can be accentuated: for example, 10,000 pots self made from masters from all over the world. Just be careful - make sure that competitors don't offer this, and they won't be able to offer it in the near future.

How to fix: find another advantage. Let's say you sell cotton bedding. So highlight this - "Bed linen for people with sensitive skin: hypoallergenic organic cotton sets".

Stamping. We chose a vague wording - "fast delivery", "real professionals", "highly qualified specialists", "low prices", etc. The list is endless. Similar phrases are found on hundreds of sites and people are so used to them that they simply do not perceive.

How to fix: add specifics - "Bouquets with delivery in 60 minutes", "Porcelain stoneware from 450 rubles. for 1 m² - we are an official dealer of 5 brands. " Prove the advantage with facts and deeds, and if it doesn't work out, choose another USP.

Wrong accent. They talked about only one group of products, while there are ten of them.

For example: "Fast dry nail polish: renew your manicure in 60 seconds." It's bad if, in addition to varnishes, you sell lipstick, eye shadow and mascara - they run the risk of going unnoticed. If it is nail polishes that make you 80% of the profit, then it is permissible to focus on them. When the sale of all cosmetics is interesting, you need to change the USP.

How to fix: formulate a USP for the online store as a whole. If there are too many product groups, focus on the service: "Decorative cosmetics with home delivery: we work around the clock."

Overkill with volume. We tried and wrote a USP the size of a paragraph: “Tables from solid wood from 3,895 rubles: prices are low, because we produce furniture from our own materials - there is a sawmill and a carpentry shop in the north of the Irkutsk region. Find cheaper - we will make a discount and refund the difference in cost. "

How to fix: cut mercilessly. For USP, one sentence is enough - "Tables from an array from 3,895 rubles: we will refund the difference if you find it cheaper." The rest of the information should be put in the paragraph below - after all, it is important to explain why you have such affordable prices.

Repetition of competitors. We saved time analyzing competitors and got a clone - an identical or very similar offer. Bad, because all the work was done in vain.

How to fix: alas, ideally, you need to start all over again - analyze the target audience, think about the specifics of the business and compare your online store with similar ones. If time is running out, try expanding the unsuccessful USP: replace "Online shoe store with delivery" with "Online shoe store with free shipping within 2 hours."

No errors were found in the USP? It's too early to rejoice - the offer may turn out to be ineffective, even if it seems very attractive to you.

How to know if USP will work

Answer a couple of questions to test the viability of the offer:

• Does the proposal look realistic? For example, the statement "Contact language school - learn English in 1 hour" is very doubtful. But such a USP can already be trusted: "Contact language school - English for recreation abroad in 5 hours."
• USP answers the question, why is this one worth choosing from all similar offers? If yes, everything is in order.

You can also test the USP on clients - make a mailing list with different options and choose the one that most people responded to. We sometimes use this option - by the way, have you subscribed to our newsletter? If not, you are missing out on a lot of goodies.

Take the time to create a unique selling proposition - once you spend several hours searching for the ideal, you will forever have the key to the hearts of potential customers. If you need help, please contact us - we will create an effective offer.

USP! USP! USP! Sounds like a curse if you don't know what it is. And in fact, this is a very useful topic in business. For use in marketing, advertising and sales.

It helps the company to stand out from the competitors, I would even say to some extent wipe their nose with them.

But first things first, otherwise it seems simple at first glance. Everything is much more complicated than you think, and even more rewarding than you imagine.

Stop swearing

Americans will definitely think that USP is a Russian curse, because we have a lot of such short and bad words.

But I don’t want you to think the same way, so I’ll answer your dumb question what is utp. In fact, it stands for Unique Selling Proposition.

USP- this is your unique difference from another company or other products by which a client can distinguish you and say: “Wow, this is an offer!”.

Such an emotion is, of course, difficult to achieve, but nothing is impossible. In general, gentlemen, we will not delve into the theory for a long time.

All you need to know about Unique Selling Proposals is that they set companies apart from the crowd. And to quickly understand whether you have it or not, just answer one of the questions right now:

1. How are you different from other companies / products?
2. Why should I choose your company / product?

Usually at this moment there is a short, 5-second pause, after which, as a rule, the options known to everyone follow:

• High quality;
• Good service;
• Flexible terms.

And my favorite is the individual approach. Don't tell me that you answered the same ?! I beg you!

After all, it is fatal if your sales specialists and you, including, answer your customers like this. Because thousands of other companies around the world answer them that way.

Yes, yes, hello, we are the same

How to choose in this case? Who are the best on the market? That's right, purely only according to where you liked it more for some subjective feelings.

This, of course, is also good. However, in this case it is impossible to speak about the systemic growth of the company.

We have decided that you urgently need to read this article further, since your answers should be in business by default.

It's the same if the restaurant writes: “We have the most delicious food”, it seems that in other establishments the waiters say: “Gentlemen, we have not very tasty food, but what music!”. Badly! Badly! Bad ... Well, you already figured it out without me.

Difference between UTP and positioning and promotions

I have two important thoughts for you to dot the i. Pay attention to this Special attention, there is a lot of confusion with these concepts:

1. USP is not a stock;
2. USP is not positioning.

Let us analyze it more thoroughly, since in the vastness of the Internet everyone gives examples of upp and does not understand that this is more of a positioning or an action than our “hero of the occasion”.

Any other company can do this in a matter of seconds. And even more so, when the promotion is over, you will be left with nothing.

In other words, USP (like positioning) can always be used in, on the clothes of employees, on billboards and other media, and in any kind of advertising message and it does not lose its relevance.

A promotion (offer) cannot always be used, since it has the principle of burnout and replacement for another.

Positioning is a more global topic. This is not necessarily your difference, but rather your place in the market, which should not always distinguish you, but at the same time should characterize.

My favorite and most understandable example is a Volvo car, their positioning is “Safety”. Is this the difference?

Of course not. This is their emphasis. But a unique difference for them may be a car, for example, with 8 wheels.

How to Create a Unique Selling Proposition

Now you probably have chaos in your head with thoughts like “How to create a unique selling proposition? How to think, how to make, how to arrange it ?! ”.

I will reassure you a little by the fact that the creation of upp has certain principles. Therefore, I want to warn you about several important nuances, which will help to formulate an armor-piercing proposal:

1. You need to know your company and your product VERY well in order to truly make good offer... Therefore, drawing up an UTP with new employees is not very good idea... Although there should be some new ones.
2. You need to know your own VERY well, since ideally, the formation of the UTP should, first of all, be based on the criteria for choosing a client, those that are really important to them.

And also to study this topic in other words and partly with different thoughts, then watch this video:

https://youtu.be/YI_S662KrhM

So you have mastered the general theory. Now you will not be afraid of developing a unique selling proposition. To help you, the instructions for drawing up and formulas are presented below.

1. Creative

The solution is partly the simplest and yet, in my opinion, not the best option.

Due to the fact that your creative donkey in the minds of consumers and is perceived as “true”, you need to invest more than one hundred thousand rubles in advertising. Rather, you need to calculate the total in millions. Do you need it?

Formula: [Creativity Feature] + [Product]

Example: Chocolate that melts in your mouth and not in your hands.

2. Most

Choose what you have the most in the company and trumpet about it all over the world. In any case, there will always be someone who will do better, but until he does, time will pass, and perhaps more than one year.

Also, be careful, the word “SAMOE” cannot be used in direct spelling under the law of the Russian Federation on advertising. But to get around this nuance, you can use tricks as in the examples.

Formula: [Most s___] + [Product]

Example: The largest mug of coffee to go in a coffee shop s__ is 1 liter! The largest guarantee for timing belts in the Moscow region * (according to 1000 simplified on the site s___.ru).

3. Without

You need to know your customers well. Blah blah blah ... I know everyone is trumpeting about it. But if you do not know the client, then you will not know what he is afraid of or what he fears.

This means that you cannot make the following formula, which is based on the fear of the client.

Formula: [Product] + without + [customer fear]

Example: Chemical-free dishwashing detergent. Losing weight without going to the gym. Roof construction without prepayment.

4.C

The same idea as in the third paragraph, only we say that our product has a mind-boggling value that they just need. Again, we focus on what is important for the client.

Formula: [Product] + s + [additional value]

Example: Cream with a complex of vitamins E. Conditioner with the ability to work in winter.

5. How / For

Personally, I don't really like this option, it’s some kind of rustic, but still in some areas it is quite appropriate (canteens, district shops).

And I would rather refer this formula to positioning than to a unique proposal, it is too vague. But I'll tell you all the same.

Formula: [Product / company] + how / for + [positive emotions]

Example: Eating at home. Shop for the little ones.

6. Property

Relevant for those who have technical feature that sets you apart from others, that shows your scale or level.

By the way, the first example influenced my decision to go to that particular clinic. After all, as a layman, I believed that the more powerful the X-ray machine, the clearer the picture will be.

But I did not pay attention to the fact that the specialist who makes this X-ray is much more important.

Formula: [Product / company] + from / from / to / to / from + [property]

Example: Clinic with a 3 Tesla magnetic resonance imager. All shovels are made of pure titanium.

7. The only one

If your product is one for a city, region, or even better for Russia, then it is also worth trumpeting about it.

Again, the minus is that it is not permanent. Although, unless you are an official representative and you have exclusive rights to use your product.

Formula: [Single] + [product / company] + [difference] + in [geography]

Example: The only company providing a 5-year warranty for timing belts in Russia. The only transforming chairs in Moscow.

8. Hidden procedures

In any business there are topics that everyone does by default and don't talk about it. You just need to show it and serve it with the right sauce.

And for this you need what? Remember? Know your product and your company very well. People who work in it, equipment, processes, tools, raw materials, supplier of raw materials and everything in this spirit.

Formula: [Product] + [hidden procedure]

Example: Three degrees of glass hardening. Non-flammable PVC tiles.

9. Warranty

Just tell the client that he will get the desired result, otherwise, you will return the money, redo it for free or make a gift.

Especially often this USP can be seen at info-businessmen. Although it can be used in any other business, for example, in construction, you can give a guarantee for meeting deadlines.

Formula: [If s____] + [then s___]

Example: If there is an increase in the estimate, then the additional costs will be at our expense. If you don’t like it, we will return all the money.

10. Professional

The development of this type of UTP is the most difficult, although it is done according to a very simple scheme.

You need to fully know and, most importantly, understand the client. Moreover, I personally believe that this is the best formula.

It can be said that it summarizes all previously studied and is based on the client's benefit, on his selection criteria.

Formula: [Product] + [Benefit]

Example: Ferrari cars are only assembled by hand. Pizza in 40 minutes or free. Apartments with layouts to order.

How to check the know-how

After creation, it seems that the best and not come up with that this is the 8th wonder of the world. I am in no hurry to break your hopes, perhaps you are really right and have come up with something that will bring the entire market to its knees.

This may well be, because as practice shows, all brilliant ideas come when you are busy with something that is not necessary at all.

And to be sure of this, go through the list of questions below and check your hypothesis for compliance with realities.

1. Can the same be said about your competitors?
   
   If you say that you make products in 24 hours, when your competitors do it in the same time, then this is not a great proposal, it is just a statement of fact.
2. Is this important to the client / offending the client?
   
   You can put pressure on creativity, but for me this is only for large companies, rather large ones.

   V best case, you need to put pressure on the criteria of the client or on his emotions, and it does not matter whether it is positive or negative.

   If your message does not affect the client, then you need to change the situation.

3. Do you want to believe your difference?
   
   If you can really show customers how to make a million in 5 minutes, then this is an insanely great offer.

   Only now it is not at all believable. Therefore, it would be better to replace it for a period of “7 days”, which will be more credible.

4. How long will your USP last?
   
   Utp is the "eternal" distinction, and the action is temporary. Therefore, it is very important that it does not happen that you notify everyone that you are now not like everyone else, and after 2 days your competitor repeats this and a paradox occurs.
5. Does your sentence fit into 3-8 words?

   Conciseness, lightness - this is the key to success. The shorter your offer, the better, the easier it fits in the minds of clients and it is easier for them to remember it, and therefore use it in relation to you.

6. Does your USP have a logical downside?

   If you say, “We have the largest houses,” then that’s good, if only another company on the market can make the opposite offer “We have the smallest houses”.

   V otherwise for example, in the premium segment, where everyone should have big houses by default, your offer will fail.

Briefly about the main thing

I would like to write that the time has passed when it was possible to do just “good” and people would go in droves. But this is not so, those who show impressive results in their work will always differ.

But here's one setback, if the company is not big, and even more so new, then for the first time it is necessary to be different in order to break out of the rat race.

Now you have received a detailed answer and you know how to create a unique selling proposition.

At the same time, if you think that you can come up with an utp once and retire, then you are deeply mistaken.

Competitors are on the alert. The most arrogant copy your know-how, the less arrogant improve. And in this, too, there is a certain strategy for creating your own distinction.

That's all for me, the game has begun, I'm waiting for an answer in the comments to the question "How are you different from others?"

On modern market goods and services will surprise no one by the fact that you are the best. To compete with other firms, you need to be not only the best, but unique. Only then will it be possible to talk about an increase in the number of clients. Unique selling proposition is something that marketers of many firms and companies are racking their brains over. Today we will consider this concept and learn how to create a USP on our own.

Most importantly

In every business, USP (or Unique Selling Proposition) is the most important thing. No USP, no sales, no profit, no business. Maybe a little exaggerated, but in general it is so.

A unique selling proposition (also called an offer, USP and USP) is a distinctive characteristic of a business. At the same time, it does not matter what exactly a person trades, there should be a distinctive characteristic. This term means such a difference that competitors do not have. A unique offer gives the client a certain benefit and solves the problem. If the USP does not solve the client's problem, then this is just an extravagant name - it is remembered, sounds beautiful, but does not greatly affect the conversion rate.

A unique selling proposition should be based on the two most important words - "benefit" and "different". This offer should be so radically different from the competitive ones that no matter what the client takes, he will choose exactly the company that has a worthy USP.

USP and Russia

Before proceeding with the main course, I would like to focus on domestic marketing. In Russia, the problem is immediately apparent - everyone wants to be the best, but no one wants to be unique in their own way. This is where the main problem comes from - companies are reluctant to create unique selling propositions. When they try to outmaneuver a competitor who has created a USP, they end up with a cross between an intricate phrase and a characteristic of a product or service.

Take, for example, the Unique Selling Proposition found in the portfolio of some copywriters:

• Best author.
• Ideal texts.
• Pen and word master, etc.

This is not a USP at all, but rather an example of how you cannot advertise yourself. Everyone has their own concept of an ideal text, the word “best” can be used if it is confirmed by numerical data and actual characteristics, and “the master of the pen and the word”, it seems, was one, with Bulgakov. Working USPs look completely different:

• Fast copywriting - any text within 3 hours after payment.
• Free consultation on improvement for each client (fill in as required).
• Free images for the article from commercial photo stocks, etc.

Here, behind each proposal, there is a benefit that the client acquires together with the author. The customer is guided by what he needs in addition to the article: images, consultation or high-quality and fast execution. But it is not known what to expect from the "best author". In business, everything works the same way.

Varieties

For the first time, the American advertiser Rosser Reeves spoke about the creation of a unique selling proposition. He introduced the concept of USP into everyday life and noted this concept as more effective than advertising odes, where there was no specifics.

He said that a strong selling proposition helps:

• Dissociate yourself from competitors.
• Stand out among similar services and products.
• Win the loyalty of your target audience.
• Increase the effectiveness of advertising campaigns by generating effective messages.

It is customary to distinguish between 2 types of trade offers: true and false. The first is based on actual product characteristics that competitors cannot boast of. A false selling proposition is an invented uniqueness. For example, a customer is told unusual information about a product or presented from a different angle. obvious advantages... It's kind of a play on words.

Today, it is difficult to endow a product with some unique characteristics, therefore, a false USP is used more and more often.

High-quality selling proposition. Main criteria

According to R. Reeves' concept, the criteria for a high-quality trade offer are:

• A message about the specific benefit that a person will receive by purchasing a product from the firm.
• The offer is different from all available in this market segment.
• The message is compelling and easy for target audiences to remember.

In advertising, a unique selling proposition is the basis, so it must fully meet the needs of customers. Each message should contain benefit, value and benefit, but, in addition, clear argumentation is needed so that the client clearly understands why he should buy the product he is interested in here, and not somewhere else.

Stages

So how do you create a Unique Selling Proposition? If you don't think too much, then this task seems creative and exciting, and also quite easy. But as practice has shown, USP is an example of extremely rational and analytical work. Invent something intricate and pass it off as special offer is like looking for a black cat in a dark room. It is impossible to guess which concept will work.

To get a worthy example of a unique selling proposition, you need to carry out a lot of research: in addition to the market, the niche occupied and competitors, study the product itself - from the production technology to the watermark on the package. Development consists of several stages:

1. Divide the target audience into subgroups according to certain parameters.
2. Determine the needs of each of these groups.
3. Highlight the attributes of positioning, that is, determine what exactly in the promoted product will help solve the problems of the target audience.
4. Describe the benefits of the product. What will the consumer get if they buy it?
5. Create a USP based on the input data received.

Scripts

As you can see, this is enough painstaking process where you need to use all analytical skills. Only after the complete analysis is completed, you can start looking for a key idea and only after that start creating a sales proposal.

This task can be simplified if you use scenarios that have already been tested by time and experience:

1. Emphasis on a unique characteristic.
2. New solution, innovation.
3. Additional services.
4. Turn disadvantages into advantages.
5. Solve the problem of

Uniqueness + innovation

Now a little more about scripts. As for the first scenario, “Uniqueness,” it will only work for those products or services that are truly one of a kind and have no competitors. As a last resort, this feature can be created artificially. The Unique Selling Proposition (USP) option can be completely unexpected. For example, a company that produces stockings and socks entered the market with an interesting offer - they were selling a set of three socks, and the USP promised to solve perennial problem missing sock.

When it comes to innovation, it’s worth talking about solving a problem in a new way. For example, "The innovative formula of the air freshener will kill 99% of germs and fill the room with a fresh scent."

"Goodies" and disadvantages

The third scenario focuses on additional privileges. If all products on the market are the same and have almost identical characteristics, then you need to pay attention to additional bonuses that will attract visitors. For example, a pet store may offer customers to take kittens or puppies for 2 days to make sure they settle into the family.

The disadvantages of the product can also be turned to your advantage. If milk is stored for only 3 days, then from a practical point of view, this is not profitable, and the buyer is unlikely to pay attention to it. With this in mind, we can say that it is stored so little due to its 100% naturalness. The influx of customers is guaranteed.

Solution

But the easiest option is to solve the problems of potential consumers. This can be done using the formula (yes, like in math):

1. The need of the target audience + Result + Guarantee. In an advertisement, an example of a unique selling proposition might sound like this: "3000 subscribers in 1 month or we will refund".
2. Target audience + Problem + Solution. "Helping aspiring copywriters find customers with proven marketing strategies."
3. Unique characteristic+ Need. "Exclusive jewelry will highlight the exclusivity of style."
4. Product + Target audience + Problem + Benefit. “With Polyglot audio lessons, you can learn any language at a conversational level in a month and without a doubt leave for the country of your dreams.”

Unspecified moments

For the USP to work, you need to pay attention to a few more nuances during its creation. First, the problem that the product solves must be recognized by the client and he must want to solve it. Of course, you can offer a spray from "brain sniffers" (why not a problem ?!), but the buyer will spend much more actively on a regular cream for mosquitoes and ticks.

Second, the proposed solution should be better than that that the target audience used before. And thirdly, each client must measure, feel and evaluate the result.

At creation of USP the most rational way is to use Ogilvy's advice. He has worked in advertising for many years and knows exactly how to look for USP. In his book On Advertising, he mentioned the following: great ideas come from the subconscious, so it must be filled with information. To hammer the brain to the limit with everything that can touch the product and turn off for a while. A brilliant idea will come at the most unexpected moment.

Of course, the article has already mentioned analytics, but this advice does not contradict what has already been proposed. It often happens that after hundreds of analytical processes, the marketer cannot find the only and unique link that will promote the product on the market. It is at such moments, when the brain processes information, that you need to move away from reality. As practice shows, very soon a person will see the elusive USP that was on the very surface.

It is also very important to pay attention to those small nuances that competitors are missing. At one time, Claude Hopkins drew attention to the fact that Toothpaste not only cleans teeth, but also removes plaque. This is how the first slogan appeared in the advertising community that toothpaste removes plaque.

And you also don't need to be afraid to take non-standard approaches to solving the problem. Marketers of TM "Twix" simply divided the chocolate bar into two sticks and, as they say, away we go.

Idea protection

Unique Selling Proposition doesn't pop into the minds of marketers out of nowhere. This is the result of long, focused and hard work, which, by the way, can be used by competitors.

Decades ago intellectual property was inextricably linked with its bearer. That is, if one company implemented a successful USP, the other did not even look in the direction of this advertisement. Today, things have changed somewhat: leaders can simply use the idea of ​​competitors for their own purposes.

Therefore, it became necessary to create patents. These are documents that confirm the owner's right to the exclusive use of the results of his activities. Inventions are used herein to mean products or methods that solve a specific problem. In turn, Unique Selling Proposition is itself a powerful incentive for innovation. The subject of advertising here is an advantage that is unnoticed by competitors, but perceived by buyers. Patent protection for unique trade proposals in our country is practically not developed, but in more developed societies, each advertising campaign is protected from plagiarism.

Thus, in order to achieve success, you need to be a unique, one-of-a-kind supplier of in-demand products, which are in every store, but the best in this particular company.

Offers like "the most interesting courses", "the most useful webinars" have not attracted buyers for a long time. To attract your target audience on the Internet, you need to show what exactly you are better than others and why a person should turn to you. Let's figure it out how to create a unique selling proposition that will strike the client in the heart!

What is USP?

American advertiser Rosser Reeves, author of the M & Ms slogan - "Melting in your mouth, not in your hands" - was convinced that advertising should do only one thing - to sell. He formulated this idea in the book "Reality in Advertising", which has become a bestseller among marketers around the world. In it, he first identified the concept of USP in order to forever rid customers of meaningless words like "the most", "the best", "outstanding".

A Unique Selling Proposition or USP is something that customers will love you for, choosing you among many other companies. According to Reeves, a USP is a promotional message that articulates your main difference from competitors and the main reason for buying from you. It is used on banners, in contextual advertising, in mailing lists or on product cards, as well as in the description of the store on the website.

A well-written USP helps to easily sell, because the client immediately sees why the offer is right for him. A competent USP avoids competition in price and increases the percentage of repeat purchases.

However, do not forget that if irons from your online store are regularly returned with breakdowns, then no USP will keep dissatisfied customers.

Algorithm for creating USP?

So you've decided to create a unique selling proposition to sell your products online. Where to begin?

Step 1. Analyze your strengths

For clarity, draw up a table and mark in it all the competitive characteristics that your company possesses: extensive work experience, price, qualified employees, etc. Write as many points as you can - indicate specific terms, numbers. Now cross out everything your competitors have to offer. As a result, you will receive a squeeze of unique benefits that only your company and your product can boast of. Put them at the heart of the USP.

Analysis of the competitive environment will allow you to find your unique advantages - these are exactly what you need to sell to potential customers.

You will gain a better understanding of your business by simply answering these questions:

• What are we doing?
• What are our strengths?
• What are our weak points?
• How are we different from other companies?
• What do competitors say about themselves?
• Where are our growth zones, what else can be improved?

It is important to answer the questions as objectively as possible. Happened? Move on!

Step 2: Determine Who You Are Working For

Imagine that you are going to a close friend's birthday and decided to give him a sweater. How will you choose? You will choose the right size, remember his favorite color, do not forget that he loves thin woolen fabrics and thigh-length. Knowing the person well, you will surely make him a really welcome gift. Now imagine that you are congratulating a colleague with whom you work in different offices. It will be difficult to make a choice because you are not familiar with his predilections.

A sincere understanding of who your client is will allow you to offer them exactly what they need. Therefore - personalize as much as possible potential client... First, answer these questions:

• Is it a man or a woman?
• What is the age of your buyer?
• What are your hobbies?
• What makes him happy?
• What's worried about?

Complete the list of questions with topics that are relevant to your business, so that you have a holistic character.

Open courses of English language? Then it is important for you to know how long the potential client has studied the language and what his level of proficiency in the Byron language is.

You should have something like this description:

Our client is a housewife, mother of two, who loves to cook and previously held a leading position in large company... She rests 2 times a year abroad, drives a foreign car of a representative class, enjoys yoga, suffers from allergies to cats.

An avatar will help describe the client from three sides: based on the situation, focusing on the psychotype and according to the generation. So instead of a soulless target audience, there will appear real man with peculiarities of perception, character and life circumstances.

Now you know exactly who you are offering your product to.

Residents of ACCEL, founders of the school of relations "Happiness is" Ivan and Maria Lyashenko collected detailed feedback from their listeners and were able to draw up an accurate portrait of a potential client. So they managed to attract new students and make teaching materials more useful for a narrow audience.

Here is what the entrepreneurs themselves say about it: “We have significantly increased the share of educational content, reduced and made the selling part more understandable, and justified the pricing policy. We explain in detail why we are offering this product and how it will help the needs of webinar attendees. "

Step 3: Tell us how you are willing to help

Swap places with your customer. What will you pay attention to when choosing: price, guarantees, reliability, appearance? Personally, would you buy what you are trying to sell?

Surely some of your potential customers for some reason go to competitors. Try to understand what they have, but you don't. Try to highlight the strengths in your USP, work on the "failing" places.

According to Vladimir Thurman, an expert on the commercialization of innovations, in the USP it is worth talking about why you, as an owner, decided to start a business. He writes about this in his article "How to increase the demand for your products without entering a war with competitors." It is likely that your problem, which you solved by starting a business, applies to other people as well. The found solution is worth emphasizing in the USP.

Step 4: Formulate the USP

Now that you have studied your audience, its needs and your competitors, it's time to formulate a USP.

For writing not very creative, but working text, you can use the formula of copywriter John Carlton. Substitute your company data for spaces - and the USP is ready:

With _______ (service, product), we help ______ (target audience) solve ____ (problem) with __ (benefit).

For example: With online volleyball coaching for adults, we will help all women over the age of 18 learn how to play for the beach season.

The text of the USP can be approached more creatively. The main rule is to write on the case. Common phrases, literary beauty, approximate and generalized figures leave potential clients indifferent. Do you provide a 26% discount? Talk about exact numbers, not “huge discounts” and “great deals”.

Here are a few more important points worth paying attention to:

• Write simply as for a friend. Your proposal should be clear the first time. Leave abstruse phrases and specific terms for scientific works. The client must understand what he is buying and why.
• Focus on your strengths... Mention in the USP something for which customers should want to come to you, and not to competitors. If your educational center employs doctors of sciences, you shouldn't tell how convenient your navigation on the site is - this way you will lose focus from the important to the secondary.
• Keep it short. Your goal is to get a potential customer interested in a minute. USP is a short message of one to three sentences.

Use our cheat sheet in order not to forget anything:

• Who can benefit from this product / service?
• What will a person get by becoming your client?
• Why are you better than your competitors and why can't you buy an analogue of your product?

Errors in the preparation of the USP

You can't lie about a Unique Selling Proposition. If you promised a 50% discount and gave only 25%, the client will feel cheated. You will lose your reputation, and with it your customers.

In addition, you should not include in the USP those benefits that the client receives by default, for example, the ability to return funds within 14 days (this is guaranteed by the law "On Protection of Consumer Rights"). Needless to say, you have “professional masters of their craft”. If this were not the case, would you be able to provide services?

Arguments must be supported by real facts. It is not enough to say that your service has no analogues on the market - tell us what is unique in your business, give more specifics.

Conclusion: How to check the effectiveness of your USP

So, you have studied your advantages, competitors, presented the target audience and prepared the basis for your sales - the text of the USP. Now check its viability - make sure that:

• Your Unique Selling Proposition will not be able to be used by competitors. They do not provide such services, do not use the same materials, or cannot compete on price. Only with you will the client be able to obtain the indicated advantages.
• Your USP can be formulated the other way around. For example, an entrepreneur who sells “women's oversized shoes” may well imagine that there is a company that sells small shoes. Only such USP is competitive. And here is an example of a bad USP: “In our club, only good music". It's hard to imagine that someone could offer bad music to customers.
• Your USP doesn't look absurd. Clients are unlikely to believe that at X Online School you can learn English in 1 hour.
• You have tested your USP on clients. Send by mail different variants suggestions and choose the one that will get the most responses.
• Make sure that your USP is the answer to the question: "Why do I choose this one among all similar offers?"

Drawing up a USP is a painstaking analytical work that will take time. But once you've invested time in it, you end up with long-term access to the hearts of your target audience.

Do you want to create your own online school, produce yourself or your expert? Register now for a free webinar and get a PDF plan step by step creation my online school for this

A Unique Selling Proposition (USP) is an outstanding characteristic of a product or brand on which marketers build an advertising campaign; it is usually used for differentiation.

From a consumer perspective, this is the reason why people should make a purchase from you and not from another seller with a similar product. Why use Slack over Facebook? Why order pizza at Papa John's when there is Pizza Hut? A clearly formulated offer answers these and similar questions.

How does USP work?

Some companies are definitely dominant in their field. They are the only ones on the market - because they are huge or so innovative that no one else offers similar solutions. But this situation rarely lasts long.

A value proposition is an opportunity to communicate to the buyer that no one else is doing the same as you. Your brand is extraordinary. Best. It is associated with success, positivity, luck. In a word, buy our product and “everything will be Coca-Cola”.

USP offers a product or service that is not available through other channels: even from competitors who, at first glance, offer analogues.

The USP associates a brand with what it sells. If you offer a whole list of services, no one will understand what you are doing. But if you call yourself “the city's top SEO agency” or “the city's finest americano,” consumers will think of you when they need search engine optimization or a cup of coffee. If you are a web studio or a coffee shop, your offer is weak because it is not separate from the competition. they use the well-known fact that a person does not need a drill, but a hole, and they say that a person will only drill a hole with a drill of a specific brand.

How does the USP differ from the slogan and mission of the company?

A slogan is the quintessence of a brand's identity and everything it offers. The slogan can contain USP, and many good examples contain it. Example from FedEx: "When a package needs to be delivered overnight." The mission is also likely to overlap with the value proposition. But, unlike the mission and slogan, USP is what sets your company apart from the rest and attracts consumers. From this grows marketing, sales and all market positioning.

Value propositions are so common that we no longer notice them. Each good publicity contains a clearly formulated offer, and most companies succeed thanks to a successful USP. When all search engines only used keywords PageRank was Google's unique selling proposition.

What does a good USP look like?

A prime example that has become the basis of an advertising campaign and at the same time a successful slogan is Avis, a brand that provides car rental services. He was second only to the mighty Hertz for many years. In 1962, on the brink of bankruptcy, Avis turned their problem to the advertising agency Doyle Dane Bertzbach, whose employees found a way to turn negative testimonials - # 2, not # 1 - into a positive one.

The problem was this:

Avis is only # 2 in the car rental market. So why contact us?
We are trying.
We just can't afford dirty ashtrays. Or half-empty gas tanks. Or worn wipers. Or unwashed cars. Or flat tires. Or anything less than the backrest adjusters that actually adjust. Stoves that heat. Anti-icing agents that prevent glass from freezing.
Most of all we try to be good. Meet you with a new car, like a four-wheel drive Ford, and a sweet smile. Know, for example, where you can buy a good sandwich in Duluth.
Why?
Because we cannot afford to take customers for granted.
So please contact us next time.
We have shorter queues.

From this text, marketers have made a value proposition:

Avis is only # 2 in the car rental market
Therefore, we try.

They affected customers:

What matters is not the slogan itself, but the fact that it turns a negative into a positive one and contains a clear, compelling value proposition. Why rent a car from Avis instead of, say, Hertz? After all, a car is a car. But Avis was able to offer the best service and best experience in line with the values ​​and interests of consumers. In the first four years after the slogan was launched, Avis's market share rose from 11% to 35%. They used it until 2012.

However, this old story... How about more modern ones?

The obvious choice is Saddleback Leather. They, like Avis, needed to turn a flaw into a virtue: they make leather bags, and quality leather is expensive. In some cases, it is simply terribly expensive: prices start at $ 300 and sometimes exceed $ 1,000. How to turn this obstacle into a unique selling proposition?

Saddleback Leather offers an incredibly long warranty of 100 years. And they emphasized it in the following words: because the bag is likely to outlive its owner.