What makes your product different? Why should a customer choose your service? What’s your Unique Selling Proposition (USP)? I read a lot of marketing copy and it’s often hard to tell. Yet companies expect me (and other potential buyers) to buy from them. Why?
To resonate with your prospects you must differentiate yourself from your competitors. In other words you must have a unique selling proposition.
According to advertising research, most consumer products have seventeen direct competitors. Business products have five. So your customers have plenty of alternatives to choose from and unless you can find a way to communicate how your product is unique, you will simply fall into the “Me Too” bucket. If you do this, you’re giving prospects no real reason to choose you. You’ll blend into the marketing noise – unnoticed. You’ll also be wasting a lot of money.
There are many ways you can differentiate your product or service in your copy. The best time to do this is as early on as possible.
You could:
- Provide a unique approach to serving customers.
Example: “Do you feel pressured meeting with prospective wedding planners? Our stress free services let you plan the wedding of your dreams right from your computer.” - Give a better guarantee.
Example: “Try it 60 days risk free. If you’re not satisfied, your money will be cheerfully refunded, no quibbles, no fuss.”
To brainstorm how well your product stands out, ask yourself this question…
“Why would a customer buy this product and not another product with similar features?
You’ll note I don’t include differentiation on price in my examples above. My personal take on this is that trying to differentiate on price isn’t always a good strategy. There will always be someone who can undercut you. Plus, having the lowest prices (unless you’re a big box consumer store) often conveys the message “cheap, rather than value.”
And “we make a better widget” doesn’t cut it… unless you can prove it. Why is your widget better? Everybody says they can make a better widget.
A good way to determine your USP is by checking what the competition isn’t doing.
For example do you offer:
- A faster service? A faster delivery compared to your competitors?
- Flexibility to fit in with your prospects’ work or lifestyle?
- Weekend delivery when everyone else is Mon-Fri 9-5?
- An inclusive warranty, or Life Time Guarantee?
- Free upgrades for a longer time?
Depending on your product or service – and your market niche – your USP will be different. Once you’re clear about what it is you must convey it boldly in your copy. It has to stand out Unfortunately most copy doesn’t do enough to clearly communicate their USP, seemingly expecting the prospect to work it out for themselves.
Here’s the thing. They won’t. They don’t have time, and they are bombarded with similar offers from your competitors. Why not make it easy for them to choose you?
Brainstorm what makes you different and don’t forget to ask yourself that all-important question…
“why should a customer choose your product? Your service?”
Tip: Want a simple way to help determine your USP? Ask your current customers what made them choose you. And then ask them would they do the same today. Their answers may surprise you.
Got a tip to help others determine their USP? Share it here.
