How to Sell Your Unique Selling Point
The market competition in the world today is very huge. Lots of businesses compete to offer different goods in different categories. From basic needs to techie gadgets, from fashion to food, from apps to software, companies need to find a way to stand out because of so many rivals. Thus, the key to selling well is having a unique selling point (USP). It is what makes a brand, business, product, or service unique. Most often, discovering such a factor is very challenging. Besides, you will also need to learn how to sell your unique selling point.
What Is a Unique Selling Point?
USP is the one thing that makes you better than your competitors. It may be one benefit of a product that other related lines cannot provide. It can be an extra service given upon purchase. Or it may also be an extended warranty for a certain device or gadget. There are many ways for brands to offer a unique selling point. Some USPs may include words like “first-ever,” “lowest cost,” or “highest quality,” among others. Some brands use slogans like De Beers’ a diamond is forever, KFC’s finger-lickin’ good, and M & M’s melts in your mouth. According to a digital marketing speaker Hong Kong, the key to a great USP is to make your brand memorable and for customers to know what makes it different. Below are some great examples of successful USPs.
“Think Different” is what makes Apple different from the rest. Their sleeky gadget design featured with an exclusive iOS software attracts people to own such a stunning gadget.
If ever you want to fly, what is your first airline of choice? Isn’t it Emirates? The airline takes pride in offering the most exclusive flying experience through its USP. The Emirates experience says “Don’t just fly, fly better.”
Nike is a well-known shoe brand. Its tagline, “Just Do It” shows its unique selling point of aiming for excellent achievement in sports. The brand differentiates itself from other competitors by selling athletic shoes worn by great athletes like Cristiano Ronaldo, LeBron James, Rafael Nadal, Tiger Woods, and Michael Jordan.
Nothing is outstanding about selling shoes online. Zappos offer different shoe brands and targets a different audience. But what makes them stand out from the rest of eCommerce stores is their unique selling point of “free returns.” It is a major convenience among customers. Zappos doesn’t charge any penalty from the customer for returning a pair of shoes they don’t want.
Creating a Unique Selling Point
There are some steps you’ll need to do when creating a USP. These steps can help keep you on the right track.
- First, make a list of the features or qualities that makes your brand different from your competitors. Be specific in writing what consumer problems your products can solve. You can also ask your customer or survey it.
- Second, researching information about your competitors and their offerings. These pieces of information may help in determining what you do well and what makes your brand different. Compare relevant items according to affordability, design, functionalities, quality, and value for money.
- Third, you can test the top 3 USPs that you have created for your brand. The best channels are social media platforms. A social media agency Hong Kong can help you test and determine which of the USPs work best for your brand.
- Fourth, after identifying your brand’s unique selling point, it is now time to sell it.
How to Sell Your Unique Selling Point?
More than a slogan, a brand’s USP builds up its reputation in the market. So, marketers need to learn how to sell a brand’s unique selling point. There are lots of ways to communicate one’s USP to customers and potential customers. Among the most common methods are:
- Advertising. Promote and sell your products side by side with your USP. Include your USP in every brand campaign and media advertising. Make it visible within your business locations – in areas where your target markets are, and even in the online world.
- Content Marketing. A USP may be a short expression, slogan, or tagline. It may also be a phrase, a sentence, or a series of sentences. A better way to sell your USP is to let people know its story. This you can do by writing content about it, the brand, and its people.
- Digital Marketing. There are lots of eCommerce or online stores on the internet today. These are the best platforms where you can sell your USP. You can present them as a tagline on your website. Or you can craft them prominently on your product pages.
- Search Marketing. Most marketers use SEO techniques to sell a brand’s unique selling proposition. This starts with improving the brand’s website. Afterward, they will include your USP as a keyword on every page of the site. If your USP is what customers search for, you will rank first in Google. A pro tip from a video marketing agency Hong Kong recommends including your USP even on visual content like images and video. People today find plain text boring. Creatively adding visuals can make your USP eye-catching.
- Social Media Posting. People are now social. What does this mean? The Internet has changed the way people communicate, learn, shop, and work. Most of the time, they are busy browsing Facebook, Instagram, Twitter, LinkedIn, etc. Posting your unique selling point on social media makes it highly possible to be discovered. If your USP successfully captured your audience’s attention, they are likely to share it and spread the news.