Positioning With A Unique Selling Proposition
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You can ignore this message if you're not interested in creating competitive advantage
or increasing profits through the innovative use of a unique position in the market.
So what's the big deal about USP?
Just profits, that's all.
Few business owners can articulate a USP for their business. Probably less than 5%
ever go through this creative, but powerful, process to determine what it is that sets
them apart from all other businesses in their industry or market segment.
Go ahead and experiment a bit. Ask 10 business owners you know to give you a one
minute description of what sets them apart from all their competitors and you'll get
either a blank stare, silence and a shrug of the shoulders, - or - you will get something
like...
"We give the best customer service around"
"Our products are the highest quality available'
"We always have the lowest prices"
"We have the best guarantee"
None of these is a USP. They may be part of one, but this type of thinking is so
common as to be part of the problem. So, just what is a USP?
Simply stated, the USP is that
"unique advantage that distinguishes you from all your competitors and gives
people an excuse to be biased in their judgment in your favor."
Or, put in another way...
"You've got to be able to communicate to your prospect, in very compelling
imagery, exactly why you can do something for them that other people cannot. In other
words, if they have the choice of 10 people who can do the job for them, why should they
choose you?
WHY YOU NEED TO USE AN USP IN YOUR MARKETING?
Of course, your USP shows it's power in your advertising. But you have to do the hard
work before you write, or design, an ad -- the hard work of figuring out your USP.
Because, when you do create an ad -- whether it be newspaper, radio, TV or Web page --
your ad has to give people reasons why they should go to you. And here's the theme:...
INSTANT, COMPELLING REASONS ... why they should favor you with their business
instead of somebody else.
Let's suppose you have a Mortgage Lending Co. It's common to see an ad that says...
"All real estate financing, with particular expertise in..."
But, that doesn't tell me anything. REMEMBER THIS: Everybody is always playing their
favorite radio station inside their head. WIIFM = "What's In It For Me?"
As a consumer I just don't give a damn for who you are, or what you have accomplished
or what you can do. The only thing that is of interest to me is..."What can you do
for me that nobody else can do for me?"
Go ahead, burn that into your brain! Don't every forget it. Most important thing I say
here.
So where is the big promise in the above ad? Where is the suggestion that "jumps
out and grabs me by the throat" and says that you are somehow going to do a fantastic
job for me, based on something that I "feel" is good for me?
The next thing to consider is that a USP can be focused on each specific aspect of
your business. Again, taking the RE lender. Rather than trying to be all things to all
people, craft your USP for specific segments of your overall market. Talk specifically,
qualify what it is you are going to do.
Rather than running an "ad" for your lending company, run many small ads
with different USPs that focus on different segments of the market. In that way you will
also learn just where your most profitable market is.
If you run an ad on the Web, or in your daily newspaper, you pay for total
circulation. But only a very few are every ready to even read your ad, let alone respond.
So you have no way of quantifying your response.
You might run a general ad that gets 145 responses, but has only 2 or 3 qualified
prospects. The same amount of money put into a different ad could create only 20
responses, but because you carefully crafted and focused your USP, you caught the
attention of the very people who were the BEST prospects, and 15 of them become clients.
Now which ad is the most profitable? This works with any type of advertising.
All we're trying to do with a USP is to find the articulation that captivates
qualified people to favor you first. It's nothing but a lot of experimentation. Or, put
another way, you are "posturing". Different postures appeal to different types
of people. You must test, test, test.
That is the way THE MARKET TELLS YOU WHAT YOU REALLY NEED TO KNOW.
So how do you get started working out your USP? Keep in mind that we're talking about
at least two possibilities:
1) An overall USP for the business in general
2) Specific USPs for various segments of your market place
To begin, make a list of all the specialized knowledge you've got that can cut through
problems, or reduce rejection, or eliminate barriers, or whatever. You may think that
everybody else in your business has the same knowledge, or that the public already knows
these things. But they don't know them. And it is up to you to both think them through,
and then make sure your audience KNOWS about them.
for more info in advertising in mexican markets marketing@signal.com.mx
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