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The Truth About THE UNIQUE SELLING PROPOSITION!
“Promises, big promises are the soul of advertising.” But how do you make a big promise in your advertising that is powerful enough to persuade consumers to buy your product instead of a competing brand?
One way is to create an attractive USP or unique sales proposal.
What is USP? Do the words describe the main advantage of your product over the competition? The idea is: if your product is not different from or better than other products of the same type, then there is no reason for consumers to choose your product over others. Therefore, in order to effectively promote your product, you must have a unique sales offer: significant benefits that other products in its category do not offer.
There are three requirements for USP.
1. Each ad must be requested by the user. Everyone has to say, “Buy this product and you will get this specific benefit.”
Your title should be useful – a promise to the reader.
2. The proposal must be one that the competition cannot or does not offer. This is where the unique sales proposal comes in. It is not enough to offer benefits. You also need to differentiate your product from other similar products.
3. The proposal must be so strong that it can move millions of people, that is, attract new customers to your product. The difference can not be a small thing. It must be a difference that is very important to the reader.
Why do so many ads fail?
One reason is that the marketer does not create a solid USP for his product and create his ads on it. Creating a USP is not difficult, but it does take some thinking and many people do not like to think. But when you start creating direct mail and advertising without thinking about what your USP is, your market is weak because there is nothing in it to force readers to respond. It looks and sounds like everyone else, and what it says does not matter to the reader.
In general advertising for packaged goods, marketers achieve the difference by building a strong brand at a cost of millions or billions of dollars.
Most businesses are too small and in desperate need of generating an immediate positive return on investment (ROI) from their market to participate in building this expensive brand. So we use other means to achieve the difference in our USP.
One popular approach is to differentiate your product or service from the competition based on the features that your product or service has and does not have.
A common mistake here is to build a USP around a feature that, although different, does not matter in the future, and therefore is unlikely to move him to test your product or service.
The easiest situation to build a solid USP is when your product has unique features that your competitors lack – which is very beneficial. This must be a benefit that customers really care about. Not one that, despite one difference, is a trivial matter.
But what if such ownership benefits do not exist? What if your product is similar to the competition without features? This is the answer, possibly from a strong brand, other products may also have this feature, but advertisers do not tell consumers about it.
Example from a packaging ad: “M & Ms melt in your mouth, not in your hand.” Once M&M established this claim as their USP, what could the competition do? Run an ad that says “We also melt in your mouth, not in your hand!”?
Four ways to advertise products that seem similar
1. Emphasize unpublished or little known benefits. Study the list of features and benefits of your product. Then look at the competition’s ads. Is there a significant benefit that they have ignored that you can accept as the only sales offer that sets your product apart from all the others?
When a copywriter visits a brewery hoping to learn something that sets the brewery apart from other beers. He was fascinated to find that beer bottles, like milk jugs, were washed in steam to kill germs. Although all beer brands are refined this way, no other brewery emphasizes this fact. So the copywriter wrote about a pure beer whose bottles were steam-washed and a unique beer offer came up.
2. Demonstrate known benefits in an attractive form.
Radio Shack used to run a commercial that showed two people using walkie-talkies, with each person standing on a different side of the Grand Canyon. Although most walkie-talkies work from this distance, the Radio Shack commercial aims to call attention to its products by presenting a range of walkie-talkies in a unique and amazing way.
3. Display the product or package name.
Remember “Pez”, a candy in a plastic container made similar to Mickey Mouse, Pluto, and other cartoon characters? Pez is a regular candy, but the packaging makes it special.
4. Build long-term brand personality.
Another strategy used by big national brand makers is to create ads that give their brand a “personality”.
Thousands of Marlboro-man commercials once turned Marlboro into a “macho” cigarette.
The old Don Meredith venue has drummed into the minds of consumers that Lipton Tea is “lively” and “delicious”.
If you have millions, you can use advertising to give your product a unique “personality” in the minds of consumers. But even if your advertising budget is small, you can still use the features and benefits to create unique sales proposals that set your product apart from the rest.
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