http://toolkit.smallbiz.nsw.gov.au/dsrd/part/creating_a_unique_selling_proposition/3/11/53.html

Creating a Unique Selling Proposition

A key point in developing your marketing strategy is to come up with your unique selling proposition(USP). A USP is what makes your product or service stand out from your competitors and is generally the reason why customers will purchase your product or service over those of the competition.

Some commonly used USP's are offering ?best service', ?lowest price', ?best value' or ?most advanced technology'. However, when determining your product's USP be sure to also look beyond the physical characteristics of your product and consider the intangible or psychological benefits of the product for your target customer group such as security, comfort, and timeliness.

To convey your USP to customers, you can consider developing it as a way to promote your product. Consider using it on your marketing communications such as business cards, letter heads, brochures, web site etc.

A value-added service is an important factor that should be considered when developing your business's USP. Value adding refers to providing a supplementary or complementary benefit to the customer in addition to your core product which the customer wouldn't receive from your competitors. It is an extra incentive used to encourage customers to rate your product above those of your competitors.

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