If you want your product to stand out from all the other products on the Internet, you need a unique selling proposition. The way you present your product as a unique solution to a problem or question that a customer has can make a big difference in the way you convert sales.
What is a Unique Selling Proposition?
Your unique selling proposition is basically the answer to this question: How do you benefit your customers better than anyone else?
If you want increased success, you need to show how your product or service is superior to others, and how you can add value for the customer or client. Your unique selling proposition has to be short, to the point, and focus on what you can do for the customer. In some cases, it doesn’t even have to be a sentence. It can be an attitude, or a way you approach things from a unique angle. Sometimes, it’s all about the personality you bring to your business.
Once you have a unique selling proposition, you can use it in your marketing campaign. It can be used as a tagline, as part of your copy, and even as part of your company’s official mission statement. Your proposition should become part of who you are so that customers recognize your brand from how you define yourself.
Creating Your Unique Selling Proposition
Because this is such an important part of your success as an entrepreneur, it’s vital that you take the time to create a unique selling proposition that is effective and accurate. Don’t be afraid to take a lot of time in this exercise, since it can be extremely valuable. Here are some of the steps you can take as you create your unique selling proposition:
- Define Your Target: First, you need to figure out your target audience. Your proposition should speak directly to your target, and address the target’s needs. Decide your target audience, and then you can begin working on a unique selling proposition that will appeal to that target.
- Explain the Problem: What problem do you solve? Now that you have a target, you can address that target directly by showing which problem you solve.
- Define Benefits: Now you need to show how you can solve that problem better than anyone else, and that you offer other value. Once again, you need to approach this from your target’s perspective. Make sure that you show how your add value that no one else can.
Once you have these steps completed, you can begin crafting your unique selling proposition. Think about what makes you unique.
TOMS Shoes is a good example of a unique selling proposition that combines an attitude with a phrase. First of all, TOMS Shoes are inexpensive and comfortable. They are also considered a bit quirky. But that only narrows down the competition so much. The unique selling proposition is that TOMS Shoes gives a pair of shoes to a needy child each time you buy a pair of your own shoes. TOMS doesn’t go after everyone. Their target audience is the free-spirited people who like to make a positive difference in the world.
Figure out who you want to buy your products and services, and then target that person with your unique selling proposition. You’ll find more success, and build a loyal brand following.