WHAT DOES IT MEAN? A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. In online marketing and in your business, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your products. IMPORTANCE If all the products appear to be the same, your prospective customers won’t know which one is right for them. Being clear about your unique selling proposition helps them differentiate between the varieties of choices available to them. It is a crucial part of effective selling, especially online where consumers have so many options. A USP can also serve an important role internally as it forces you to consider your company’s mission and its very reason for being. A successful business is often on which their key competitive differentiators are clear. As a business owner, you need to consider and communicate who your business is for, what drives you to offer the services you offer, and how you want to make a unique impact. Your USP is your key differentiator and the reason your customer will buy from you and an important part of your marketing strategy for attracting new customers. HOW DO YOU ACHIEVE THIS · Your USP should be · 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.” · Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about. · 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. You should be able to talk the talk and walk the walk. EXAMPLE OF USP: The dairy market is filled with a wide range of milk brands, with each battling for consumers’ mind share. While some may not be available in Nigeria, there are quite a handful of them in the Market. Some of the brands are; Peak milk, Loya milk, Cowbell milk, Dano, Chi, Hollandia, UHT, Nunu, Coast, Three Crown etc. Others have been silent in the dairy market campaign, except for Hollandia which has presence in some quarters of the media. Averagely, milks have calcium, vitamin D, phosphorous and other blend of nutrients proven to build bones, teeth, as well as promote healthy function of muscles and blood vessels, particularly in children. In the midst of all the new vitamins- water, energy drinks, and other artificially contrived beverages, milk is a natural healthy choice. Based on these facts, Promasidor Nigeria Limited manufacturers of Loya Milk, said its milk contains 50 per cent more calcium than any other in the dairy market. The brand in its Drink Milk Campaign has projected calcium as its Unique Selling Proposition (USP), and this, from investigation has given the brand an added advantage over competition. Now consumers are beginning to realise the importance of calcium in their bones LET PEOPLE KNOW YOUR USP: Advertising – Traditional media advertising and brand marketing campaigns can be a good way for a new business to get their brand in front of their target audience and communicate their USP. Social Media – Social media is becoming a large driver of brand awareness for many companies. Having a strong presence on social networks and working with social media influencers can be a way for companies to communicate their USP. Content Marketing – Creating interesting or viral content that also talks about how why a company is different from the competition can be a good way to communicate USPs. Digital Marketing – For an online store or digital business the USP is often presented as the tagline of a web page or as a bulleted list on a product page. Search Marketing – Improving a website’s SEO and ranking for key terms in search engines such as Google can be a good way for a company to generate visibility and communicate their USPs. YOU ARE NOT THE ONLY ONE SELLING THAT TYPE OF PRODUCT, BUT YOU MUST BE DIFFERENT. You must be unique, innovative, image conscious and deliver on your brand promise. Another easy way to stand out is by creating regular blog content. It’s possible to generate sales for small blogs from day one. The most underrated way to differentiate your brand from another is by providing better customer support. Most businesses offer great support before the sale is made. However, how you treat your customers when they’re unhappy with their product, after receiving it, can make a world of difference. Even if you sell the same products as someone else, if you provide better support, they’ll likely buy from you again in the future instead of your competitor. Ehismadu
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