Back to Basics: Writing Your Unique Selling Proposition
It’s time to brush up on Integrated Marketing 101: A unique selling proposition (USP) is a statement of what makes your business different from all the others. When written thoughtfully and applied consistently through your integrated marketing efforts, it’s what will help you target, attract, and retain customers. It strengthens your marketing efforts and makes them easier, all at the same time. Here’s why you need one and how to write one.
Your USP Isn’t Your Tagline, but It IS Your Customer Promise
To keep it simple (and inspire you), we’ll be looking at the all-time best-of-the-best examples where the taglines function as abbreviated USPs. You may find you need more words and ideas than you can fit in a tagline or slogan.
Your USP May Not Be About What You Sell
Unless you make something that’s highly specialized and very few other companies make it, a USP based entirely on your products is extremely difficult. However, your product’s rarity or exclusivity are perfect starters for a USP. The following are examples of things you can base your USP on – as well as companies who have planted their flag in this territory.
· Your brand (Apple, “Think Different”)
· How your product should be used (M&Ms, “Melts in Your Mouth, Not in Your Hands”)
· Your company culture (Toms, “One for One”)
· Your commitment to service (FedEx, “When It Absolutely, Positively Needs to Be There Overnight”)
· Your price-point, relative to your competitors (Walmart, “Everyday Low Prices”)
3 Steps to Writing a Solid USP
1. Understand what’s important to your customers. The more you can learn about your customers and what influences their purchasing behaviors, the better. Your sales team may have first-hand information. You can also check online reviews to see what your customers are saying and thinking about products like yours.
2. Research the competition. The goal of a USP is to help you stand out from the competitors. Think bigger and broader than just products: you might find that you’re more sustainable or service-oriented that other companies in your category.
3. Articulate your brand promise. Your USP can be as short as a tagline or as long as an elevator pitch. Make it authentic and specific: You don’t have to cover all the bases, but make sure you’re talking about attributes and values that you can deliver on.
Congrats, You’ve Got a USP. What’s Next?
That depends on the life stage of your business. If you’re starting out, a USP can give you a powerful guide for everything from customer service to future product development.
However, if you’re more established, there are still plenty of ways to use your new USP. At the very least, you can create content around it – not only written content but sales and customer service scripts, as well. You might also want to look at elements of your brand to see how they stack up and if they’re working hard to deliver on your promise. Yes, you can use it as the starting point for your tagline – and Sir Speedy can help with all of it. Call us to learn more about our a la carte services, or how we can work together to produce your next successful integrated marketing campaign.