Whitepapers are informative documents from companies, but they can also be used in marketing to attract customers. Learn more here! ... Continue reading
USP is the acronym for Unique Selling Proposition or Unique Selling Point. It is therefore the unique selling point of a product, service or company. It can be anything that makes your product or service unique.
With the help of a USP you can show customers what distinguishes you from your competitors and their products and what makes you better. This is especially important in marketing, as companies, no matter whether they are B2B or B2C oriented, use USPs to focus on the unique user promises of their products. They are often advertised as special features. The following can be the special extra, among others:
If you look at the market environment, you will see that it is homogeneous and saturated. This means that there is a broad mass of goods, some of which are interchangeable. For example, in a supermarket you have the choice between about 15 different types of ketchup or a bulging assortment of cheese. It doesn’t matter which ketchup or cheese you choose, unless you insist on your favorite. You can easily exchange or substitute the individual items with each other. These are so-called substitute goods.
In order not to be simply interchangeable, you need USPs for your products. These make it clear to customers why they should choose your product and what sets it apart from others. But you can not only highlight your products with USPs. Unique selling propositions of services also help you to be more attractive to customers. The USP is therefore the basis for whether a product is really successful or not.
There are various characteristics that a product or service can have. But not all of them are USPs at the same time. In order to really be a USP, there are various prerequisites:
If something is not unique, you can’t make it unique. One problem is that your product or service may be the only one with a special feature at first. However, this can change relatively quickly. Competitors can also incorporate these features into their products. In the worst case, they may offer their products even cheaper than you can. As a result, you have to develop new USPs for your products and services. But don’t worry – you don’t have to reinvent the wheel. Often it is enough to add complementary USPs to the original USP that further define it and make it even more unique.
In addition, USPs are especially useful in the early stages of the product life cycle, as they generate attention and are well suited for promotional purposes. Once the product is established, the promotional effect of USPs is less. If the demand for a product is saturated, USPs are of almost no use to you.
USP is the acronym for Unique Selling Proposition or Unique Selling Point. It is the unique selling proposition of a product, a service or a company. It can be anything that makes your product or service unique.
There are several requirements for a USP: uniqueness, target group relevance, defensibility and profitability.
Often USPs are adopted by competitors by adding these features to their own products. Therefore, make sure that you keep looking at, strengthening and reviewing your USPs. Add enhancing USPs that, for example, define the existing one in more detail. This will make it even more unique.