Have you heard about “The Economist”, a news media channel? A USP of telling stories rather than just sharing news plainly is taking this company to the next level. Their storytelling is what makes them different from others in the market. The phrase “ You’ve seen the news, now discover the story” has gained a lot of traction.
Do you sometimes wonder why somebody bought from your company? What was that issue you solved for them, which your competitors couldn’t? What was that “message” that enticed them? Well, a marketer who successfully understands and answers such questions will always remain one step ahead.
In this blog, you'll figure out how to separate your business and draw in your ideal buyers by making an exceptional USP.
We'll tell you why a unique selling proposition is significant, how to reveal what your buyers are ravenous for and share a method for creating a USP that has an effect on your business.
When you have an extraordinary element or series of elements that tell your target audience what makes you unique from others, it is known as USP (Unique Selling Proposition).
A USP is not just looking for a different feature, message style, or component, you’ll have to think out of the box and bring something unique and valuable on the plate that will create a buzz amongst buyers.
Don’t confuse your smart copywriting skills with your USP, for instance, you put two or three amazing lines on your website and you become unique, NO, it doesn’t work like that. You have to conduct proper research, understand the pain points and each interaction in your customer’s journey, then find a way to solve such issues in a manner that no other brand is doing as of now.
Step 1: Take customer interviews
The best methodology is going directly to the source, asking your clients what they need, lack, and right now love about your product/services. Lead Jobs-to-Be-Done research (JTBD) to reveal what work your client needs from your offerings.
Also, plunging into the buy insight and desired results assists you with revealing Voice of Customer (VoC) information. This will spur leads towards a buy as you're summoning feelings through relatable, personalised content.
Step 2: Wear your customer’s sunglasses
The right way is to walk in your customer’s shoes, meaning understand the customer experiences and touchpoints in the overall journey. All these things can be attained through
Step 3: Make a list of top unique benefits
You have to understand what are all the distinctive advantages that you can offer to the buyer which nobody is offering the market. Sit with your R&D and creative team and discuss new ideas. Ask them to think from a buyer’s perspective and how you can genuinely help them in solving their issues. Also, don’t make promises which you can’t accomplish.
For example, In 2012, Nutella introduced Hazelnut spread in an ad stating that it’s a healthy breakfast option for kids but later a Californian mother accused Nutella and won as the product carried 11 gm Fat and 20gm Sugar in each serving.
Step 4: Always test your USP strategies
It's savvy to test your message or position in the market prior to implementing it. When the reaction is positive, this will assist you with certainly entering another space or determine loopholes in a current one. In case the outcome of the test is bad, it's an indication to change and attempt once more.
You need to understand what your customers need and desire without it, you’ll never be able to generate an excellent USP. Ask for feedback, run surveys, use social media channels to see what they feel about your brand, check what competitors are doing, and find a new way to solve their problems.
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