USP development. What do you need to know about it?

A unique selling proposition is essential for promoting your own brand. And there are a number of examples where companies have successfully implemented this principle. For example, Apple is a brand that has managed to prove itself from the best side, because it only indicates the advantages of its technology and talks about what benefits the consumer will receive when buying.

What is it in marketing?

The USP is the communication that a certain product has truly unique properties, so that the consumer receives a huge benefit. And this is what attracts the attention of the buyer. This term came to the mind of a notorious copywriter from America, who became the author of numerous brands. Among the brightest:

1. Colgate.
2. M&M’s.

The USP is based on only 3 main principles:

1. Efficiency. The focus should be on the benefit to the customer.
2. Uniqueness. What the client receives must be unique to him.
3. Specifics. It is necessary to clearly describe everything and offer to use the product.

And if everything is done correctly, then in the end you can get really effective advertising and a tool for attracting new users. And this will give you the opportunity to increase your sales. And there will no longer be such a serious competition, even with an increase in cost.

Of course, you need to remember that a unique offer is only one of many steps in marketing.

How to think everything through?

To make an offer, you need to study your own product and the audience of customers, competitors in this niche. But it is worth going step by step.

Business study

First you need to understand what your own product is, its main characteristics and production technology, cost, geography, what delivery conditions can be. In general, everything related to the product. There is no need to create advantages here.

Customer research

Here you need to immediately understand what the potential client is waiting for, and you need to collect comprehensive data:

1. Analyze social networks and thematic forums.
2. Survey of buyers.
3. Visiting thematic events.
4. Research in marketing.
5. Analysis of Yandex Wordstat.

During data collection, you need to pay attention to the presence of disputes about the product, what the consumer wants and what problems he may have, criticism, and so on.

Studying competitors

Here you already need to look at the activities of competitors in the chosen direction. All similar companies should be analyzed, but initially it is worth considering those who are close in terms of turnover and profit, the number of customers, and so on.

Formation of the main hypotheses

And after you have all the information about your product and what the competitor offers, you can determine the uniqueness, advantages and disadvantages. And you can identify what will be useful for the client. And, based on all this, it is possible to formulate a USP.

But in the end, it will not be superfluous to double-check all hypotheses and clarify the data. Of course, it is most effective to simply launch an ad and then analyze the effectiveness. And then, if the situation requires it, then you can make some adjustments.