A Presentation onUnique Selling Proposition

ByNabendu PaulM120006MS

How to create a message of maximum value in the shortest time possible

Is called Creating a unique selling proposition

USP

-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.

USP

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?

DefinitionMarketing 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-Geography-Pricing-Selection-Quality-Service-Delivery Time-Expertise-Size-Longevity

Key Elements of an effective USP

-Clearly stated benefit-Distinguishing from Competitors-Quantities/Qualities-Sets Criteria for buyers-Educates/Distinguishes-Brief

Four Step USP

-We Do……..-You Get…….-Why………….-”OR…………..

What USP is not

-Mission Statement-Meaningless Slogan-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 overnight.-“Always!”, “Low Prices” and “We Sell For Less”-We're number two. We try harder.- Propel your Dreams

Thanks