How to create a unique selling proposition?

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The fight for customers has never been easy, and in the modern world, it is even more so. The number of offers that are identical in their characteristics, functions, and even cost is simply enormous. How can you make your product or service stand out from the others? How can you show the consumer that your product is worth paying attention to? To do this, you need to create a unique selling proposition (USP), which will become a weighty argument in favor of your business. Of course, provided that it meets the main requirements and stands out from the rest. How can you create such a USP?

Why is a unique selling proposition so important for business?
A unique selling proposition is an effective marketing tool that involves identifying and demonstrating the best characteristics of a product or other features that distinguish it from similar options. Essentially, it is a slogan that contains valuable information that attracts buyers' attention to a specific product.

The first USP was developed by the famous Americancambodia email list advertiser Rosser Reeves back in 1961. In his opinion, it should attract the attention of the consumer, and for this it is enough to make one, but very weighty argument that will leave all competitors behind. At the same time, it should call the client to a certain action. Of course, since then, commercial activity does not stand still, and competition has increased significantly. It is increasingly difficult to find unique features of products among a mass of similar goods, so you should show originality.

Why is a unique selling proposition so important for business?

What are the main principles of USP?
There are three main principles that underlie the formation of a USP. These are the “three pillars” on which high sales can be built:

Uniqueness. A necessary condition that will distinguish your trade offer from others and emphasize its benefits in the eyes of buyers.
Effectiveness. A unique selling proposition must be effective, first and foremost for customers, and this must be obvious to them.
Specificity. USP is specific information that should be understandable and accessible to buyers.
What are some ways to create a unique selling proposition?
Developing a USP is not an easy task, but it is quite feasible. It is enough to simply think about the best way to present your trade offer and choose the best method for your specific case. This could be:

Focus on a narrow focus. In this situation, to create a unique selling proposition, it is necessary to identify a limited target audience that will definitely be interested in the product or service. Examples of this type of USP are “ Dance lessons for those over… ” or “ Watches for athletes ”.
Emphasis on additional service. You can emphasize that purchasing your product is beneficial due to free service, such as diagnostics, filter replacement, cleaning.
Emphasizing novelty. And anything can be new: packaging, method of use, characteristics, functions. The main thing is to skillfully play up the innovation and emphasize its merit: " Now in a new, even more convenient package! "
Saving time. Time is always valuable for the client, especially when it comes to important processes. Let speed become an additional motivation for him, while it is necessary to specify the exact period of order fulfillment: " We will issue a loan in 7 minutes! ", " Repair within 24 hours ", " Your dish will be served no later than in 10 minutes ".
Emphasis on leadership. Buyers like to buy and use the best, so they also experience their superiority: " No. 1 in the car market since 2000 ", " Sales leader based on the results of last year ", " We are chosen by the best ".