How to create a message of maximum value in
the shortest time possible
Creating a unique selling proposition
-People do not buy “things”, they buy a result or
solution or benefit
-People do not buy product or services,
Companies or people. They buy beliefs and
perceptions backed up by evidence.
It begins by answering a few questions:
-Who is your target market or buyer?
-What do they want or need?
-Why do they want it?
-How and why can you give it to them better
than anyone else?
Marketing Guru Al Robinson says that it is a “Deeply
seeded Identity Check” to see how well you
understand your customer, your business and the
position of your business within the market in
which you are competing.
It is an attempt to understand your business so well
that, given the opportunity, you can tell any listener
exactly who you are and what you do in such a way
that they can’t help but want to know more about
you and your business.
Key Elements of USP
Key Elements of an effective USP
-Clearly stated benefit
-Distinguishing from Competitors
-Sets Criteria for buyers
What USP is not
-We are the biggest/best etc…
-We care the most……
-We have been in the business the longest….
Examples of USP
-We deliver fresh hot pizza to your door in thirty
minutes or less, or the pizza is free!!!!
-When it absolutely, positively has to be there
-“Always!”, “Low Prices” and “We Sell For Less”
-We're number two. We try harder.
- Propel your Dreams