utp services examples. Unique selling proposition (USP): development rules from A to Z. What can not be used as a proposal

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

In each niche: auto sales, construction, beauty salons, coffee shops, and so on, so on, there are many different companies. Each offers identical or nearly identical products or services. How to stand out from their background? How to attract your target audience? How to increase brand awareness? and that's only half the battle. You need to make a unique, special offer. It can solve a client's specific pain, convey a brand's philosophy, or carry a special value that is not on the market.

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

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

A USP is a unique selling proposition. Indicates a particular characteristic of a brand or product that is presented as an advantage or additional benefit to the customer. USP is used by marketers when developing advertising campaign- often it is built on this particular feature in order to distinguish the company from its peers in the market.

This concept was introduced as such by the American advertising specialist Rosser Reeves in the early 1940s. He developed this concept as an alternative to the eulogies in advertising, which ordinary consumers simply stopped believing. Reeves' most famous work is an advertisement for " M&Ms»: « Melts in your mouth, not in your hands"(" Melts in the mouth, not in the hands "), which is fully consistent with the concept of USP.According to which, the USP should:

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

If you peep a feature from a competitor and present it with your own sauce, it will not be a strong USP. It will be just a stolen idea, an imitation.

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

What should be a good USP

The 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 a USP. In this case, this very product is a unique offer.

In all other cases, tune in or die, to paraphrase a classic.

Why business USP?

to stand out from competitors;
to win appreciation target audience;
to create strong promotional materials() and work out a marketing strategy;
to make your product stand out from the crowd.

Distinguish between true and false USP. True are truly unique product characteristics that no one else has on the market in this niche. It's what's in the product itself. False- these are fictional benefits, for the lack of a true difference. This is what and how it is said about this product.

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

Standing out from competitors is the key to success advertising company. Special offer should clearly indicate the benefits for customers, on which the message will be built, which will later be broadcast in advertising, on social networks and other promotional materials.

How to create a unique selling proposition

How not to

Many business owners think that writing a USP is easy. The two obvious paths they take are:

"We have the lowest prices!"

Price races are a dubious advantage for two reasons. First, there will always be someone who is cheaper. The second is that by low prices you attract the appropriate contingent of customers - insolvent and overly economical, to say the least.

"We have a quality service!"

In fact, the concept of quality is completely different for everyone. And you can not always guarantee this very service - the human factor plays a lot. But even if so, you really work conscientiously, it is this phrase " quality services», « best service” have set the teeth on edge so that they just fly past the 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 the development of the USP seriously.

How to

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

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

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

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

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

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

Best Examples of USPs in Advertising, Marketing and Sales

You can often find USPs that absolutely do not play into the hands of the business: they are too general and do not attract attention.

How to create such an offer that will become the heart and engine of your business success?

1. Tell something that your competitors are silent about.

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

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

BUT chewing gum, "Orbit", which is without sugar? Read the composition of other similar rubber bands - it is identical. And no sugar too. But Orbit presents it as a USP.

2. Point out novelty or innovation

If you've invented a new way to solve a customer's problem, or updated your product, or added some new ingredient to it, don't be silent. You need to do your USP, and quickly, before someone else does it before you.

Think of an advertisement for any new shampoo or cream. Either they came up with a new formula, then they added keratin, then some kind of l-lipids, which no one had heard anything about, but if you believe the advertisement, shampoo makes hair stronger. And the cream just smooths out wrinkles for one or two. All thanks to the INNOVATIVE formula. Get armed.

3. Formula John Carlton

Using this formula, it is very easy to make a USP, especially if you provide services. The formula is built like this:

The product ___ helps ___ to solve a problem ___ indicate the benefit.

For example:

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

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

Nevertheless, my mail continues to receive requests from readers for help with the development of USP.

They refer to the book and would like to know what other examples of unique selling proposition scenarios there are.

Immediately I ask you not to treat the examples harshly and critically, because I cite them as an impromptu. You must clearly understand that USP is not created at the click of a finger and “from the air”. But I am sure that you will receive additional food for more intelligent, mature and conscious reflection.

I will briefly describe each landmark and offer a few examples for your consideration.

Landmark number 1 - A 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 the name of your company is associated with the chosen direction.

Tax litigation lawyer.
Rock karaoke bar.
Creation of selling business card sites.
Essential goods store.
Advertising photography specialist.
Commercial real estate agency.
Promotion of online stores.
Food from Italy.
All gifts for 100 UAH.
Courier delivery of oversized cargo.
Movie replica shop.

Landmark #2 - Unique Product

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

Excursion "Criminal Odessa".
Store goods that are only in one copy.
Extreme off-road driving lessons.
Three romantic dinners in three romantic Italian cities.
Writing a corporate book about the company.
Shooting range with medieval weapons.
Development of a detailed copy of your car in 1:18 scale
Car coffee maker.
Skype conversations with celebrities.
Dry car wash.
Panic room for 18+.

Landmark No. 3 - Unique additional service

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

You can be surprised by the variety of service. The main task is that only you have this add-on, and it is focused on the target audience of the product or service.

When developing a selling page - a set of 10 ads for contextual advertising as a gift.
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 is a new cocktail.
Gift edition of the bestselling 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.
Laundry + repair of clothes.
We help each applicant to prepare a great resume!
When buying a laptop - licensed Windows, Office and antivirus as a gift.

Landmark #4 - Targeting a specific customer group

The audience should be specific, with general criteria.

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

Landmark #5 - Unique Distinguishing Feature

Expensive slogans are good, you should explicitly declare important feature or characteristic, which this moment competitors cannot boast.

You become the first and only one who ... Well, then think about it.

Sober and polite plumbers.
Topless DJ.
Vocal lessons with a folk artist.
Photo sessions with expensive accessories and in elite interiors.
Professional patronage from retired employees of the SBU and the Ministry of Internal Affairs.
Big pizza for the price of a small one.
Hotel with the possibility of check-in / check-out at any time.
Taxi driven by women.
Playing billiards with professional cues.
High-altitude work from professional climbers.
Wi-fi + charging in airplanes.

Landmark No. 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 according to indicators) recognized.

The trick 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 in terms of deposits.
Over 7000 car accessories.
The newspaper is today's bestseller.
Delivery service - only email is faster than us.
#1 after breast milk.
Our database contains antidotes for the largest number of viruses.
The biggest screen in the city.
15% discount from manufacturer's price.
Selling jeans for all ages.
Internet car dealership of exclusive cars.
Every seventh fifth person has a rest in our club.

Landmark #7 - High score

The peculiarity is that the product or service you offer provides the target audience with a higher or more attractive result in terms of specific parameters.

87% of our students find a job within 3 months.
Our boxing school has brought up 5 Olympic champions, 10 world champions, 19 champions of Kazakhstan in 15 years.
We create selling pages with a conversion of 7%.
In 2 months we turn your $100 into at least $1000
We found buyers for 1200 houses and 4600 apartments.
For 7 years, our clients have not paid a single fine.
We have helped our clients recover more than 3 billion rubles from developers.
Minus 12 years in 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 in 3 months.

As a dessert, I offer you such a stylish visualization of the specified material:

Be different!

The first step in developing a unique selling proposition is the selection of product characteristics or criteria that influence the decision of the client.

This step is the most important (although it is often skipped), as the characteristics chosen determine the fate of the USP: whether it really shows the benefits of your product or equalizes 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 select the top 10 customers that bring your company the most profit, and ask what product features are most important to them and what criteria / factors influence the purchase decision.

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

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

2. Filtering and ranking data

After receiving feedback from customers or brainstorming, our task is to select 10 characteristics and rank them in order of importance.

Make it simple. Among the answers received, we select the most frequently repeated options. The characteristic with the most repetitions will head the list, the rest are placed below it in the same way.

Yes, dear friends, This is where any business starts.. Not from the creation of a website, not from the opening of a legal entity, not from the opening of an office. It is with a unique selling proposition that the hard and painstaking work on creating your own brand begins.

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

Every potential buyer has a problem or a desire - you need to solve it or him.

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 properly solve the client's problem, satisfy his desire and persuade him to buy from you. Do not do it by starting up and not having worked out the USP.

Unique selling proposition. How will it help you?

A USP is a description of the qualities of your business that are unique to your product or service and that set you apart in a direction that encourages buying from you and not from your competitors. And it's just as important! The search for a USP is on a par with the problem “”

No one will do it for you, even if you enter it in :)

Why should you start your business with a 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 cover nothing.

A simple example.

Imagine that you have a Toyota car. The engine has gone haywire and the central engine control unit (engine brain) needs to be replaced.

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

When you think of the first company, you think of a service station in its broadest sense. They take on the repair of everything, without a clear specialization. When you think of a second company, you imagine professionals who have already eaten a dog at the repair of cars of your particular brand.

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

Correct Answer: The number two company specializing specifically in Toyota.

Of course, there are exceptions. The number 1 company may also have a lot of experience with your machine and can easily solve the problem.

The main thought that you must take away is that if you want to tear off even a tiny piece of the market, you need to abstract from large companies and become known for doing a great job of solving one particular problem rather than trying to cover it all at once. And first of all it concerns the assortment of your online store. Think about it.

How to create your unique selling proposition?

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

Step 1. Describe and evaluate your audience.

Before you start any kind of marketing, you should generally assess what audience you are talking about, who you are targeting. At this step, be as narrow and specific as possible. If you are going to open an online pet food store, instead of covering all types (cats, dogs, birds, rodents, reptiles, insects, etc.), focus on a particular type of pet owner. For example, direct your attention to rodent owners. And they are not so few.

Step 2. Describe the problem you are solving.

Imagine yourself in your place potential client. It is even better if you are “in the know” and you yourself understand what problems your potential buyer may experience.

What problems does your business help solve for the client?

Rough examples:
When looking for a birthday present for someone, you have a problem just finding this present.
- Did the car break down? So the problem is to buy a spare part.
- Did you run out of pasta in the gift pen? So you need to buy a rod - this is a problem.

What is your potential buyer's problem? Put yourself in his place.

Step 3. Describe the most significant distinguishing features.

In this step, describe 3-5 differentiators that should get you started and not your competitors. It is important that they can receive these bonuses only from you! What sets you apart from your competitors?

Again. Think like your client. Why these benefits should be important to buyers, how they solve their problem. Finally, compare your benefits with those of your competitors. Who's more enticing?

Step 4. Your promise.

An important part of creating a unique selling proposition is Promise. Although this promise may be implied and not 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 deliver this pizza in 30 minutes or less. Otherwise, it is yours for free.”
– “You will get rid of dandruff!”
– “Melts in your mouth, not in your hands”

Step 5. Put it all together and recycle.

After going from the first to the fourth steps, you have already accumulated a lot of information. Now take all your notes and format them into 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 from the previous step and put it all in one sentence. IN 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 may have created thanks to mine).

The key to a good USP:

– Your USP should be short and simple for the buyer to understand;
- Do not be wiser and do not complicate it;
Promise really what you can deliver;
- Look from the client's point of view.

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

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

The main thing. Again.

If you want to create successful business, don't chase every aspect of your chosen niche. Narrow it down, do your job well, earn a reputation and success will come to you. By narrowing your niche and making your business unique, you become known for your unique qualities, which easily sets you apart from the crowd.

Russian "examples" USP.

Often you walk around online stores, you look at how someone highlights their USP. I decided to make a hit parade of the most popular USPs that I have come across. Strange, but in the first places in terms of popularity are the most complex and difficult-to-implement USPs:

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

Yes, it is this USP that occupies an honorable first place. Almost every second online store is full of such a message. I never understood this choice. Why strive to dump and lower prices, thereby simultaneously undermining the market? You didn’t invest money in creating an online store () for this, in order to dump later?
There is no need to deliberately sell yourself cheaper than others.

Of course, sometimes the user is targeting a particular item and looking for the lowest price.

The essence of this offer is that you give the user the opportunity to actually buy the cheapest, but subject to these or other strict conditions. You are doing your USP. But don't forget to specify higher price, if you need to receive 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.

The rest of the offerings are as follows:

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

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 USPs is not as easy as it seems.

What CAN NOT USE as a suggestion?

I decided to save this paragraph so that you immediately understand what not to start with when forming a universal selling proposition.

USP is not:

your mission;
Meaningless slogan;
"We're the best";
“We are the longest on the market”;
"We are the biggest."

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

And if you have any questions, know that I am ready to help! And according to my proven method.

When launching new projects, very often there is a problem with the client's USP (Unique Selling Proposition). When you ask the question "What are your advantages?", then most often in response you hear only a set of standard phrases "well, delivery is free, the master is experienced." Let's learn how 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 the TWIX advertisement (left and right sticks).

2. What do competitors not notice?

Any technological process or a service can become your USP if competitors don't use it.

There is interesting examples, when new properties are discovered for goods, which are served as USP ( toothpaste, which slightly whitens is called "whitening").

A good example that just about anyone can play on is delivery and service levels.

“Calculation of quantity for 1 hour. If you do not receive an answer within an hour, we will give a discount!”

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

3. Method of John Carlton

This technique is often given in trainings and master classes. It has proven its effectiveness in practice for the service segment. Just plug your data into the following formula and get a ready-made USP that your competitors don't have!

“With the help of ________ (service, product) we help _________ (TA) solve ______ (problem) with ____ (benefit).”

TA - 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 laminate will allow the owner of the apartment 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.

This formula can be detailed to a specific representative of the target audience (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 about this technology we won't talk today.

4. Innovation

If your product or service solves a customer's problem with some novelty, be sure to tell us about it!

For example, it can be eco-friendly packaging that has reduced the cost finished products or the new kind work with a client, when his application is processed not within an hour, but in 15 minutes, etc.

5 B client's role as USP

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

For example:

Are pipes leaking? We will solve the problem within an hour!
Does your tooth hurt badly? Our dentistry will accept you without an appointment at any time of the day!
Broken hard drive 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 this in our USP. As a rule, there are no problems with writing a USP for this scenario. Do not be afraid to give gifts to customers, kindness will always come back to you 🙂

Buy 2 pizzas, we'll give you the third one!
Order a laminate for the entire area of the apartment, we will give you a substrate for free!
Order a leather sofa and get two ottomans

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

7. Play with biceps

Any business should have its own biceps, which, when demonstrated, make customers upset. Just hit your virtues "on the forehead."

For example:

the most low price in the city
only sober movers
the fastest delivery
a bunch of awards and diplomas

This technology must be used very carefully. Clients have little confidence in her, because. almost all companies use this approach, because it is the simplest.

8. Disadvantages = advantages

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

fitness trainer who will have no mercy on you

The disadvantage of "you will not be spared", i.e. you are driven in the hall so that you will literally crawl out of training.

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

How to use all this?

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

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

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

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