A Unique Selling Proposition
If your customers need ESP to determine the USP in your ads or signs (as in this fun example from New Zealand), then you are not doing a good job of conveying your message. Keeping things simple makes it easy for consumers to understand what you sell -- and why they should buy it from you.
USP stands for unique selling proposition, and the concept was invented by Rosser Reeves of the Ted Bates & Company advertising firm in the early 1940s. Although it originally referred to advertising campaigns making unique propositions to customers to convince them to switch brands, today it is used to describe any aspect of a business, item or advertisement that differentiates it from its competition.
When I speak to groups of retailers I often start by asking them to write down a description of their business in ten words or less. After all, if you are a "general gift shop," there is little motivation for customers to seek you out when then can buy gifts in so many other places. But if you can describe your shop as "whimsical and practical crafts made by local artisans," you have given your business an identity that will set it apart from the competition. The description will also inform your buying decisions, your display choices, and your promotional effort.
The idea of focusing on a unique selling proposition when it comes to advertising -- be it in print, online or via social media -- will help you make these efforts more effective. Instead of listing all the different types of products that you offer, focus on one at a time in your promotions. Keep the message simple so that the consumer can catch on to it quickly.
Another aspect of the USP concept is zeroing in on a specific benefit that your store or product offers. Examples of good use of USP in advertising includes the Fed-Ex claim "When your package absolutely, positively has to get there overnight" -- which was cited in virtually every article on USP I read, so it must be good!
In order to know what benefit you offer, you need to put yourself in your customer's shoes and think of what their needs are. We advertise our shop, for example, as "Your Buy Local Wedding Registry," which targets consumers who want to support local business instead of chains when buying wedding gifts.
For some excellent examples of USP promotions online, check out this Think Traffic blog. As they point out, your personality may be the only USP that you need. After all, you as a shopkeeper are unique, and the business that you've created undoubtedly is too. Make sure that your promotional materials convey that fact to your current and potential customers.
business finder commented:
We welcome to help you improve your small business and increase Business success stories. Business Finders will give you the opportunity to Social network marketing and publish your Social entrepreneurship, economy, clever and creative ways, and you can find partner for Networking companies, and find employee or employer to make your / their Social media advertising for buisness success.“Find job, Find your own way to manage your own business” Business Finders give you the freedom to create your own business, employees and manage it through the site.Smart, Easy, Cheap, Creative!.We would be happy to help you to create Social coupons and Social media workshop and also provide Networking tools.
business finder commented:
We welcome to help you improve your small business and increase Business success stories. Business Finders will give you the opportunity to Social network marketing and publish your Social entrepreneurship, economy, clever and creative ways, and you can find partner for Networking companies, and find employee or employer to make your / their Social media advertising for buisness success.“Find job, Find your own way to manage your own business” Business Finders give you the freedom to create your own business, employees and manage it through the site.Smart, Easy, Cheap, Creative!.We would be happy to help you to create Social coupons and Social media workshop and also provide Networking tools.
Luggage Covers commented:
Luggage Covers are available at Luggage Armour LLC. PROTECT and PERSONALIZE your luggage With Luggage Armour, your bag is always covered-Rain, dirt, oil and grease. Your luggage is protected by layers of non-permeable water-proof neoprene and nylon. Choose from a variety of colors and prints. Add your initials, company logo or favorite art work. Travel in style and never confuse your bag with another at the carousel. We have all the Luggage Cover to fit your needs. Small, medium or large…our covers are conforming and will stretch to fit your bag at its fullest!. Luggage Armour is extremely easy to use during travel. Not only did my cover protect my bag from the airplane grime, but I was able to spot my bag in seconds on the luggage conveyor. I will definitely purchase more luggage armour for the rest of my luggage... Janelle Green (Eureka, CA.). I’ve wasted a lot of money, and lost many covers through the TSA inspection process. With the Luggage Armour tether strap, it keeps the cover connected to the bag and I haven’t lost a cover since. Thanks Luggage Amour, you definitely have my business...-Joe Williams (Portland, OR).
Skyer Biz commented:
Nice article on selling........
Good.....
Decorative Accessories commented:
nice post. very interesting, keep it real. will bookmark this page.
--
www.jafgifts.com
Elivelton commented:
EricGreat information. I just posted some of your advice on my blog. Please keep the great training coming.I'm really impressed by your website design. I will look into handhugs for my next site.John
Govinda commented:
TWO THUMBS UP on your fabulous USP, Deb! It's cincose, clear, and defines all the wonderful benefits you provide to your target audience. Give yourself a humongous pat on the back!I think you might agree Crafting a USP is much more difficult than some small business owners imagine. I was asked, very recently, to write a brief description of my business and guess what? It took me a couple of hours to polish up my rough draft.Terrific information!Melanie(#blog30 partner in crime).-= Melanie Kissellb4s last blog .. =-.
