USP (Unique Selling Proposition) Development
Jack Trout noted in his bestselling book Differentiate or Die that “choosing among multiple options is always based on differences, implicit or explicit. Psychologists point out that vividly differentiated characteristics anchored to a product can enhance the public’s memory of it because they have added uniquely to the mind of the consumer, the product thus appreciating intellectually. In other words, if you are promoting a product or service, give the consumer a reason to choose it.”
This makes it necessary for you to determine the most powerful, distinct, benefit or advantage you can possibly offer to your existing or future clients that no other competitor offers. This unique advantage or benefit must be incorporated into your customer touch-points . This will position your product or service as having a unique benefit they can not get from your competitors. In the mind of your customer it must become totally irrational for them to choose to do business with your competition.
- Your proposition must be one that your competition either cannot, or does not, offer. It has to be unique of your brand or a claim not otherwise made by your compeition.
- Your proposition must be so strong that it can pull over new customers from your compeition.
- Your proposition must be consistent across all communications with prospective customers.