Utp service examples. Unique selling proposition (USP): development rules from A to Z. What can not be used as an offer

Unique selling proposition ( USP, from the English Unique Selling Proposition, Unique Selling Point; USP) or a unique product offer - an offer that translates the exceptional properties of the product. Used in marketing and advertising to position a product, service or brand.

In each niche: car sales, construction, beauty salons, coffee houses and more, etc., many different companies work. Each offers identical or almost identical goods or services. How to stand out against their background? How to attract your target audience? How to increase brand awareness? and - this is only half the battle. It is necessary to make a unique, special offer. It can solve a specific pain of the client, transmit the brand philosophy or carry a special value that is not on the market.

How to come up with and make up your own unique selling proposition, or USP company, will be discussed in this article.

What is USP and how is it used in marketing and sales

USP is a unique selling proposition. It implies a special characteristic of the brand or product, which is presented as an advantage or additional benefit for the client. It is used by marketers in the development of an advertising campaign - often it is built on this particular feature in order to distinguish a company from its own kind in the market.

This concept was introduced as such by American advertising specialist Rosser Reeves in the early 1940s. He developed this concept as an alternative to eulogies in advertising, which ordinary consumers simply no longer believe. Reeves's most famous work is advertising for " M & Ms»: « Melts in your mouth, not in your hands”(“ It melts in the mouth, not in the hands ”), which is fully consistent with the concept of USP.According to which, the USP should:

broadcast real benefits for the client;
increase CA loyalty to;
be unique, special, one of a kind on the market.

If you look at a feature of a competitor and present it with your sauce, this will not be a strong UTP. It will be just a stolen idea, imitation.

It seems that there is a unique selling proposition, but 9 out of 10 competitors have the same

What should be a good USP

USP is the reason consumers should choose you. And every company needs it. Only those who launch a new, innovative, revolutionary product, which simply has no analogues, can do without USP. In this case, this same product is a unique offer.

In all other cases, stand back or die paraphrasing a classic.

What is the business of USP for?

to differ from competitors;
to gain appreciation of the target audience;
to create strong advertising materials () and develop a marketing strategy;
to highlight your product among many similar ones.

Distinguish between true and false UTP. True - these are the real unique characteristics of the product, which no one else has on the market in this niche. This is what is inherent in the product itself. False - These are fictitious benefits, in the absence of a true difference. This is what and as said about this product.

IN In most cases, entrepreneurs resort to such USPs. And what if you offer the same product and service as the rest? If you have not invented something unique, some exclusive product, you have to turn on your head and think well how you can hook customers.

Detuning from competitors is the key to the success of an advertising company. A unique offer should clearly indicate the benefits for customers on whom the message will be built, which will be broadcast in advertising, on social networks and other advertising materials.

How to create a unique selling proposition

How not to

Many business owners think that compiling a USP is easy. Two obvious paths that are taken are:

"We have the lowest prices!"

The price race is a dubious advantage for two reasons. The first - there is always someone who is cheaper. The second - with low prices you attract an appropriate contingent of customers - insolvent and overly economical, so as not to say otherwise.

“We have a quality service!”

In fact, the concept of quality is completely different for everyone. And you cannot always guarantee this very service - the human factor plays a lot. But even if so, you really work in good conscience, it is this phrase “quality services”, “best service” that has filled your mouth so that they just fly by your ears.

If you are just starting out - yes, for quick sales you can still somehow beat these two trump cards as part of some kind of promotion. For example, the lowest price. But if you want to build a strong brand for a long time - you need to take UTP seriously.

How to

In general, any unique selling proposition is based on three fundamental principles.

1. Advertising message should broadcast specific benefits to the consumer. That's right, you need to submit USP not in the light of your advantages, but namely the benefits for the client. He is not so interested in Italian wallpaper in itself, as the view of his room, pasted over with these wallpapers. So sell him a beautiful repair, easy care for wallpaper that is washed and does not fade, and not the wallpaper itself. But this is all of the above, he can get only by buying these same wallpapers from you.

Only if it is beneficial to cooperate with you, will customers choose your company.

2. Customer benefit It should be unique against the background of other products similar to yours. Everything is clear here - this principle is laid down in the definition itself. Want to be different? Come up with something your competitors don’t have. Only by differing, only by offering something that no one else offers, you can be different from everyone else. As a result, your product will be chosen (if the benefit is well described) and remembered.

3. The benefits must be significant, that is, attractive enough so that the client can make a choice in favor of your products without too much thought. The benefit should be reasoned, not fictitious or sucked from the finger. That is why you should perfectly study your target audience, know your customers, their pains and on the basis of this.

When you know what problems your customers care about, you can offer them a solution in the form of such a unique benefit.

The best examples of USP in advertising, marketing and trade

Often you can meet UTP, which absolutely do not play into the hands of business: they are too general and do not attract attention.

How to make a proposal that will become the heart and engine of success for your business?

1. Tell us something your competitors are silent about.

If there are hundreds of businesses like yours, it’s very difficult to find something truly unique. But maybe there is something your customers are simply silent about?

Such a case was in my practice. The company is engaged in the production of granite monuments. For customers, the “default” service is offered - the development of a 3D model of the future product, and for free. Other firms also provide this service, but they are modestly silent about it. We did not become silent. The benefit - to see a full three-dimensional image of the future monument - works well for many customers of the company.

What about chewing gum, Orbits, which is sugar free? Read the composition of other similar gums - it is identical. And sugar free too. But Orbits presents this as UTP.

2. Indicate novelty or innovation

If you have invented a new way to solve a client’s problem, or updated your product, or added some new ingredient to it, do not be silent. It is necessary to do your UTP, and quickly, until someone has done it before you.

Remember the ad for any new shampoo or cream. Either they came up with a new formula, then they added keratin, or some l-lipids that no one heard about, but if you believe the advertisement, shampoo makes your hair stronger. And the cream just smooths wrinkles once or twice. All thanks to the INNOVATIVE formula. Take on arms.

3. The formula of John Carleton

According to this formula, it is very simple to draw up a USP, especially if you provide services. The formula is built according to the type:

Product ___ helps ___ CA ___ solve the problem ___ indicate the benefits.

For example:

The new cream will help women overcome their first wrinkles and look younger.

This note was prepared based on the materials of my book Effective Commercial Offer, which was published by Mann, Ivanov and Ferber in 2013 and has already become an official bestseller.

Nevertheless, my readers continue to receive requests for help with the development of USP.

They refer to the book and would like to know what other examples of various scenarios for developing a unique trading offer are.

Immediately please do not take the examples harshly and critically, because I bring them as an impromptu. You must clearly understand that UTP at the click of a finger and "from the air" is not created. But I am sure that you will receive additional food for more sensible, mature and conscious thoughts.

I will briefly talk about each landmark and offer you a few examples.

Landmark number 1 - Clear "niche"

Your tactic is to gain a foothold in a specific market niche and inform the consumer about it. This is done so that in the future your company name is associated with the chosen direction.

Tax Dispute Advocate.
Rock karaoke bar.
Creation of selling business card sites.
Essential goods store.
Specialist in advertising photography.
Commercial Real Estate Agency.
Promotion of online stores.
Food from Italy.
All gifts for 100 UAH.
Express delivery of bulk cargo.
Shop copies of movies.

Landmark number 2 - Unique product

You offer the market a unique product or unique service that was not presented before your appearance. This is a real novelty, which has no analogues.

Excursion "Crimean Odessa".
Shop goods that are only in one copy.
Extreme driving lessons on SUVs.
Three romantic dinners in three romantic cities of Italy.
Writing a corporate book about the company.
A shooting range with medieval weapons.
Develop a detailed copy of your car in 1:18 scale
Coffee maker for the car.
Skype conversations with celebrities.
Dry car wash.
Room of fear for 18+.

Landmark №3 - Unique additional service

The fact that today a product or service is accompanied by some kind of additional service (in the form of a bonus) will not surprise anyone.

You can surprise a variety of service. The main task is that this addition is only for you, and it focuses on the target audience of the product or service.

When developing a selling page - as a gift a set of 10 ads for contextual advertising.
When buying a ticket in the VIP box - a joint dinner with the speaker.
When buying a 3-month subscription - 5 visits to the pool as a gift.
Every day - a new cocktail.
Gift edition of a best-selling book.
GPS navigator with profanity.
Thai massage - three masseuses at the same time.
When buying a car insurance for the 1st year as a gift.
Washing + repair of clothes.
We help each applicant to prepare an excellent resume!
When buying a laptop - licensed Windows, Office and antivirus as a gift.

Reference point 4 - Orientation to a specific group of clients

The audience should be specific, with common criteria.

Toy store for boys.
Women's driving school.
Oratory courses for public people.
Dietary meat menu.
Fitness club for professional athletes.
Barber for pets.
Gift sets for all professionals.
Tasty dinners on the go.
Bank for entrepreneurs.
Dating service for sex.
Hotel with the possibility of hourly rental apartments.

Landmark number 5 - a unique hallmark

Dear slogans, it’s good, you should clearly state an important sign or characteristic that competitors cannot boast at the moment.

You become the first and only one ... Well, then think already.

Sober and polite plumbers.
Topless-DJ.
Vocal lessons with folk artist.
Photoshoots with expensive accessories and in luxury interiors.
Retired professional staff from the SBU and the Ministry of Internal Affairs.
Big pizza for the price of small.
Hotel with the possibility of check-in / check-out at any time.
Taxis where women are behind the wheel.
Playing billiards with professional cues.
High-altitude work from professional climbers.
Wi-fi + charging in airplanes.

Landmark №6 - Sign of a leader

Suitable for those who consider themselves a leader (it is necessary to explain why), as well as those who are officially (or by indicators) recognized.

The feature and feature of this landmark is that here you can also connect a narrow "niche" where you declare your superiority.

Bank No. 1 in Ukraine on deposits.
Over 7000 auto accessories.
The newspaper is the bestseller of today.
Delivery service - only email is faster than us.
No. 1 after breast milk.
Our database contains antidotes for the largest number of viruses.
The largest screen in the city.
15% discount on the manufacturer’s price.
Selling jeans for all ages.
Online car dealership of exclusive cars.
Every seventh in our club has a rest.

Landmark number 7 - High result

The peculiarity is that the product or service you are offering provides the target audience with a higher or attractive result for specific parameters.

87% of our students find work within 3 months.
For 15 years, our boxing school has trained 5 Olympic champions, 10 world champions, 19 Kazakhstan champions.
We create selling pages with conversion from 7%.
In 2 months we turn your $ 100 into a minimum of $ 1000
We found buyers for 1200 houses and 4600 apartments.
For 7 years, our customers have not paid a single fine.
We have helped our clients recover from developers over 3 billion rubles.
Less 12 years for 1 month.
“Our record is that a client out of 16 tenders won 18.”
We reduce the cost of aerated concrete by 35%.
We will sell your apartment for 3 months.

As a dessert, I offer you this stylish visualization of this material:

Be different!

The first step in developing a unique selling proposition is the selection of product features or criteria that affect the customer's decision-making.

This step is the most important (although it is often simply skipped), since the fate of the USP depends on the selected characteristics: will it really show the benefits of your product or will level you “with the rest”.

Therefore, our task at the first stage is to analyze our products or services and determine the 10 most important characteristics of each of them for customers. The best way to do this is to choose the 10 TOP clients that bring your company the greatest profit, and ask what characteristics of the product are most important for them and what criteria / factors influence the decision to purchase.

If you bring a new product to the market, and there are no customers yet, you can brainstorm and determine the most important characteristics yourself. Or interview those who are most likely to be the buyer of your product. After the real clients appear, you can repeat the analysis and select the characteristics based on real data.

All responses received from respondents should be recorded in a separate file.

2. Filter and rank data

After feedback from customers has been received or brainstorming, our task is to select 10 characteristics and rank them by importance.

It is easy to do. Among the received answers, we choose the options that are repeated more often than others. The characteristic with the largest number of repetitions will head the list, the rest are placed under it according to the same principle.

Yes dear friends this is where work on any business begins. Not from creating a site, not from opening a legal entity, not from opening an office. It is with a unique selling proposition that the dense and painstaking work on creating your own brand begins.

The main objective of the universal selling proposition is make it clear to the audience why they should buy from you. You must make it clear why you are the best in this area and only you can solve the buyer’s problem better than anyone else, whether it’s buying pet food or ordering a car with a driver.

Each potential buyer has a problem or desire - you and she must solve it.

Today I will tell you in detail where it came from, how to form it and how to support it in the future.

After reading this article, you will be able to:

This article will give you an understanding of how to correctly solve a client’s problem, satisfy his desire and persuade you to buy it from you. Do not, starting up and not having worked on the USP.

Unique selling proposition. How does it help you?

USP is a description of the qualities of your business that are unique to your product or service and which distinguish you in the direction that facilitates the purchase from you, and not from your competitors. And it is just as important! Search for USP is on par with the problem “”

Nobody will do it for you, even if you write it in :)

Why should you start your business with the creation of USP?

Let me explain. Most online stores at the start try cover everything at once. They are famous for their excellent quality at low prices, fast delivery and always neat, excellent quality of service and a long warranty. Etc…

The problem is this:

When you try to cover everything, you are not covering anything.

A simple example.

Suppose you have a Toyota car. The engine has flashed and it is necessary to replace the central engine control unit (engine brain).

You searched the service stations on the Internet and found 2 pieces. The first is engaged in the repair of everything, from the Lada to the Lexus, has a large number of boxes for repairs and personnel. And the second company specializes exclusively in Toyota cars.

When you think about the first company, you represent a service station in its broad concept. They undertake the repair of everything, without a clear specialization. When you think about the second company, you represent professionals who already ate a dog in the repair of cars of your particular brand.

And when you finally have a choice which company to choose, which STO will you go to? Which has a general specialization or one that works with machines of your brand?

The correct answer: the number two company specializing specifically in Toyota.

Of course, there are exceptions. Company number 1 can also have extensive experience with your machine and can easily solve the task.

The main idea that you must bear is that if you want to tear even a tiny piece of the market, you need to abstract from large companies and become famous due to an excellent solution to one specific problem than to try to cover everything at once. And first of all it concerns the assortment of your online store. Think it over.

How to create your own unique selling proposition?

Only 6 steps, through which you will be able to form your own USP, which you will carry to potential buyers.

Step 1. Describe and evaluate your audience.

Before you start any kind of marketing, it’s worth it assess which audience you're talking about, who are you targeting?. At this step, be as narrow and specific as possible. If you are going to open an online store of pet food, instead of covering all species (cats, dogs, birds, rodents, reptiles, insects, etc.), focus your attention on a particular type of pet owners. For example, turn your attention to rodent owners. And they are not so few.

Step 2. Describe the problem you are solving.

Imagine yourself in the place of your potential customer. Even better if you are “in the know” and yourself understand what problems your potential buyer may experience.

What problems does your business help your client solve?

Rough examples:
- Looking for someone's birthday present, you have a problem just to find this gift.
- Did the car break down? So the problem is to buy a spare part.
“Did the paste in the gift pen run out?” So you need to buy a rod - this is a problem.

And what is the problem with your potential buyer? Put yourself in his place.

Step 3. Describe the most significant distinctive features.

At this step, describe 3-5 distinctive features that should help you get started with you, not your competitors. It is important that they can receive these bonuses only from you! What puts you above competitors?

Again. Reflect as your client. Why these benefits should be important to buyers, how they solve their problem. Lastly, compare your benefits with those of your competitors. Who is more tempting?

Step 4. Your promise.

An important part of creating a unique selling proposition is promise. Although this promise may not be clearly stated in the USP, write it down.

You must understand that this promise is the foundation of your USP.

Well-known examples:
“We will bring this pizza in 30 minutes or less. Otherwise, it’s yours for free. ”
- “You will get rid of dandruff!”
- “It melts in the mouth, not in the hands”

Step 5. Put it all together and recycle.

Having passed from the first to the fourth steps, you have already accumulated a lot of information. Now take all of your notes and put them in one paragraph.

Write down your thoughts, ideas, desires, views and get ready to receive your USP in the next step.

Step 6. Your unique selling proposition.

In this step, take the resulting paragraph of text in the previous step and fit all in one sentence. ONE OFFER!

Yes, it may take a lot of time and a lot of brainstorming. But often this offer is the first thing a client sees when they visit your site (which you, perhaps, have created thanks to mine).

The key to good UTP:

- Your USP should be short and easy for the buyer to understand;
- Do not be wiser and do not complicate it;
- Promise really what you will be able to fulfill;
- Look from the position of the client.

Do not rush and rush to create a unique selling proposition. Take a few days to prepare it. Discuss with relatives, friends, colleagues, look at him, because you have a similar business.

Once you start a business and realize that you didn’t notice any benefits at first - feel free to edit. The main thing is to correctly enter it into yours.

The main thing. Again.

If you want to create a successful business, do not chase after all aspects of the chosen niche. Narrow it, do your job efficiently, earn a reputation and success will come to you. By narrowing your niche and making your business unique, you become famous precisely for your unique qualities, which easily sets you apart from the crowd.

Russian “examples” of USP.

Often you walk around online stores, watch how someone allocates their USP. I decided to make a hit parade of the most popular UTP that I met. Strange, but in the first places in popularity, the most complex and difficult to implement UTP:

1. Unique selling proposition “We have the lowest price”.

Yes, it is this UTP that holds the honorable first place. Almost every second online store is replete with a similar message. And I never understood such a choice. Why strive to dump and lower prices, thereby simultaneously undermining the market? You didn’t invest money in creating an online store () for dumping then?
Do not knowingly sell cheaper than others.

Of course, sometimes the user is aimed at a particular product and is looking for its lowest price.

The essence of this proposal is that you give the user the opportunity to actually buy the cheapest, but subject to these or other stringent conditions. You are doing your USP. But do not forget to indicate a price more expensive, if you need to get this product tomorrow and without prepayment

Experience has shown that users are much more likely to choose a more expensive option, although you can buy cheaper.

On the remaining places are the following proposals:

2. “We have the best quality!”;
3. “Only with us is this exclusive product!”;
4. “Only we have the best service and customer support!”;
5. “We have the widest choice!”.

What do you think? In my opinion, everything is very stupid and straightforward. The buyer does not cling to such phrases. Moreover, the support of all the above-mentioned USPs is not as easy as it seems.

what CAN NOT USE as a suggestion?

I decided to save this point, so that you immediately understand what you can not start with when creating a universal trading offer.

USP is not:

Your mission;
Meaningless slogan;
"We are the best";
“We are the longest in the market”;
“We are the largest.”

That's all for today. I hope this article helps you shape your UTP and stand out from the crowd.

And if you have questions, know - I am ready to help! And according to my proven methodology.

When launching new projects very often there is a problem with the USP (Unique Trade Offer) of the client. When you ask the question “What are your advantages?”, Most often in response you hear only a set of standard phrases: “well, delivery is free, an experienced master”. Let's learn to make a unique selling proposition that will set you apart from the mass of competitors!

1. Unique feature

This technique is suitable for manufacturers in highly competitive niches. The task is to find something unique in the product and present it as an innovation and achievement. A great example is TWIX ads (left and right sticks).

2. What do competitors not notice?

Any technological process or service can become your USP, if it is not used by competitors.

There are interesting examples when new properties are discovered in goods that are served as UTP (toothpaste that whitens a little bit is called “whitening”).

A good example on which almost everyone can play: delivery and level of service.

“Calculation of the quantity in 1 hour. If you don’t receive an answer within an hour, we will give a discount! ”

“Pizza delivery to any district of the city in half an hour. If the courier brought back in an hour, you can not pay! ”

3. John Carleton Methodology

This technique is often given at trainings and master classes. She has proven her worth in practice for the service segment. Just substitute your data in the following formula and get a ready-made UTP, which competitors do not have!

“Using ________ (service, product) we help ________ (CA) solve ______ (problem) with ____ (benefit).”

CA - target audience

For example:

"The service" Husband for an hour "will allow a woman to solve the problem with plumbing and electrics in the apartment"
“Laying a laminate will allow the landlord to make it more comfortable and save on materials”
The “Blog in 3 Days” course will allow a person to create their own blog in 3 days and achieve a high level of expertise.

You can refine this formula to a specific representative of Central Asia (Maria Petrovna (housewife), Vasily Ivanovich (owner of a two-room apartment), Ivan Grishin (accountant, consultant)). This is necessary to create landing pages for different segments, but we will not talk about this technology today.

4. Innovation

If your product or service solves a customer problem with the help of some new products, then be sure to tell about it!

For example, it can be environmentally friendly packaging, which reduced the cost of finished products or a new type of work with a client when his application is processed not within an hour, but in 15 minutes, etc.

5 B customer's role as UTP

We know that people are looking for a solution to their problems. But if they have “pain”, then they tend to make decisions very quickly. The pain can be of completely different plan, and it can be used in USP.

For example:

Do the pipes flow? We will solve the problem in an hour!
Is the tooth bad? Our dentistry will receive you without an appointment at any time of the day!
Has a hard drive crashed with valuable information? We will restore it in 2 hours with departure to you!

6. Offer with gifts

People love to give and receive gifts. Let's use it in our USP. As a rule, there are no problems with writing UTP according to this scenario. Do not be afraid to give gifts to customers, good will always come back to you 🙂

Buy 2 pizzas, the third we will give you!
Order a laminate for the entire area of \u200b\u200bthe apartment, we will give you the substrate for free!
Order a leather sofa and get two ottomans for it

The main thing here is that the gifts are real, otherwise you will not wash yourself off from the people's anger!

7. We play biceps

Any business should have its own biceps, during the demonstration of which customers precipitate. Just beat your merits “on the forehead”.

For example:

lowest price in town
only sober movers
fastest delivery
a bunch of awards and diplomas

This technology must be used very carefully. Customers have little trust in it, because almost all companies use this approach because he is the simplest.

8. Disadvantages \u003d benefits

A completely non-trivial technique that gives an excellent result! The bottom line is that you need to find the disadvantages of the product and expose them as advantages. Let me explain with an example:

fitness trainer who will not have mercy on you

The disadvantage of "you will not have mercy", i.e. you are driven into the gym so that you will literally crawl out of the workout.

Advantage - after such an intensive training you will get an excellent result!

How to use all this?

Just take a pen, a piece of paper and write all the advantages and disadvantages of your business. Combine them and turn them into your USP!

Look at it after a few days and make final edits. I know you can do it perfectly!

If you have a complete stupor, then we will help you with the preparation of the USP. Leave a request in the form under this article and be sure to subscribe to our newsletter! There will be a lot of useful and interesting things!

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