Developing the Unique Selling Proposition

The "Unique Selling Proposition" advertising campaign was developed by Reeves in 1961. Reeves proposed that marketers offer products different from their competitor' offerings by developing products that have a special formula, design, or feature. The product or service being marketed must be unique and important to the prospect. Finally, the USP can be an overt statement or implied through different marketing mechanisms.

This is all wonderful theory but how does one create and apply the USP? Jay Conrad Levinson tells us in his book, "Guerilla Marketing" that the USP must showcase the inherent "drama" of a product or service.

Thus, to develop the USP you need to begin to ask questions. Go beyond, "What makes my product or service unique compared to other products or services?"

First ask yourself what your product or service has in common with other similar products or services. Let's consider a mobile cleaning service. Most mobile cleaning services are: 1) mobile; 2) offer off hour services; 3) provide for flexible cleaning schedules.

Now, what do you do different? Do you use a different cleaning system that guarantees a given result? Do you or your employees hold certifications in advanced cleaning processes? Do you offer any complimentary services not offered by other cleaning businesses? Perhaps, you provide "X" amount of free cleaning per "Y" hours of ordered service? Maybe you deliver baked goods to each establishment you clean?

Not only should you consider what differentiates you from your competition, you need to consider what makes your product exciting. For instance do you use a special cleaner that will clean people's shoes when they walk on a newly cleaned carpet? That would be really exciting.

Finally, consider the utilitarian or functional aspects of your cleaning service. What can consumers of your service expect? Can they expect amazing customer service? Can they expect easy access to the service? Can they expect consistency in the service?

Finally, will your service provide them in some way with an increase in their profits? What aspects of your service will help your customers increase profits? What aspects will help them increase their self image?

Research indicates that developing and marketing a unique selling proposition will be most effective under the following circumstances:

If a product or service:

1. is highly differentiated from its competition.

2. is in the developmental stages of the product life cycle.

3. is not publicly consumed (things like automobiles, clothing, perfume, eating establishments.

4. requires high involvement from the consumer.

5. is well known and understood by the consumer.

Once you've determined that your product or service fits into a majority of the above circumstances then you need to develop your unique selling proposition by asking the many questions posed in the above paragraphs. The last exercise you should undertake is to pick the two or three most dramatic answers and develop them into your marketing campaign.

The Unique Selling Proposition theory of marketing can be very powerful if it is applied under the right circumstances with the correct target market. Take the time to determine if developing the USP is the primary form of marketing for you, then target it based on the development of a solid ideal customer profile and you'll see positive results.

************************************

Darrin Coe holds a master's degree in professional psychology specializing in consumer thinking. He operates Consumer Thinking.com at http://www.consumer-thinking.com and publishes The Darrin Coe Ezine. You can subscribe at http://www.consumer-thinking.com/dcezine.html *************************************

In The News:

---

Simple Marketing Strategies Versus an SEO Line of Attack!

Each and every day those of us on the Internet... Read More

8 Proven Ways to Get Referrals

Do you find it hard to ask for referrals? I... Read More

Marketing Mimics Life

Clichés. We've all heard them...and hear some of them so... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 5

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More

Target Marketing - What Are You Aiming For?

Is Advertising Viable?At the turn of the 20th century, department... Read More

The Secret to Adding Credibility to Your Business ? Testimonials!

You may not realize it, but you already have a... Read More

What Are Focus Groups & How Do They Work?

Businesses and other organizations use focus groups to research consumer... Read More

Dont Think Like A Package Designer - Think Like A Customer

Some of the most successful package introductions have come from... Read More

Does Your Marketing Pass This 10-Point Test?

Good marketing, whatever form it takes, always meets certain criteria.... Read More

Off The Shelf Software for Making Business Lists

Available to all small businesses are business lists, which come... Read More

Discover the Winning Marketing Strategy Secrets of Donald Trump Apprentice Wanna-bes

The highly entertaining Donald Trump's search for an apprentice turned... Read More

Why Your Sales Copy Should Be Written As If It Will Never Be Read At All!

What is enthusiasm?Well, consulting good ol' Mr. Webster, you could... Read More

Fundraisers - How to Raise Twice the Money With Half the Sweat

If your members, parents or donors wear clothes, watch t.v.... Read More

Marketing is More Than a Token Process

"Necessity is the mother of invention!" The first time I... Read More

Corporate Gift Tips To Wow Clients & Associates

1) Know the company and their culture. Are they trendy... Read More

Marketing Smarter To Earn More

An accountant once told me that he never met anyone... Read More

Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for... Read More

How to Convey Trustworthiness in Direct Mail Marketing Sales Letter

A person or business that might buy from you is... Read More

Painless Marketing for People Who Hate to Market

Face it?you know you've got to do something to keep... Read More

Networking: The Cost of a Connection

"Networking is a waste of time," said JoAnne, owner of... Read More

Your Marketing Message - Could You Wring More CASH Out Of It With This Ancient Japanese Discipline?

When it comes to your marketing message, the little things... Read More

Make Your E-Mail Signature File WORK for You!

You're probably familiar with e-mail signature (or "sig") files -... Read More

Receiving a Brochure Printing Quote

Brochures are a great way to get your message across.... Read More

The Top Ten Ways to Get Beyond Networking And Generate Cash-Building Exposure

Gain the exposure you need to succeed with these ten... Read More

Growing Your Brand Assets

Okay. Raise your hand if you think brand management is... Read More

Trigger Button Marketing

Sometimes, experiencing bleak sales is a matter of failing to... Read More

Cave Paintings, Baseball and Connecting

There's no such thing as a captive audience--any of us... Read More

Terrific Titles, Happenin Headlines

You've probably heard the slogan, "You never get a second... Read More

The 5 Musts of Marketing

For most of the small business owners I work with,... Read More

Making More With Existing Clients

Have you ever put on a jacket you haven't worn... Read More

AIDA From A Different View - I Call It the 5 Ws

My childhood was my foundation for how I write and... Read More

How to Booste Your Profit Quickly

There are so many competitions by running business. So you... Read More

Keeping your Business Card visible

Famous quotes that keep you thinking.Have you ever listened to... Read More