How To Create A Unique Selling Proposition

This Marketing Strategy Wins Clients

A very important factor which will affect your business strategies as well as your overall business plan is the Unique Selling Proposition of your business. The problem with most marketers is that they are totally unaware of this factor. This is the actual hidden power of a business.

Understanding your Unique Selling Proposition will give you a competitive edge over other companies in your market. Once you discover your USP you will be able to integrate this into your business model and marketing plan.

Your proposition simply relates to the innovation of your business. It tells the customers the specific benefit of your offer within your market. The advertising of your product should contain a proposition for every customer. This proposition will convince your customers in the simplest way why they need to buy from you.

Another characteristic of a unique selling proposition is appeal to the masses. It means it will have the power of mass appeal for your product within your market. While it can be rewarding to offer something which appeals to many you should design a USP which is narrow enough that it addresses an issue or need your market has not seen offered elsewhere. This means simply that it must be uniquely valuable and one that your competition either cannot or does not offer.

A major question is how to create or discover your proposition. This requires some serious thought and work upfront.  In some cases it’s easy to locate your USP. For example if you have a product or service which is not available already in the market or at least not in the format you are presenting then your product or service can be your Unique Selling Proposition as well. But if that’s not the case and your product is similar to many other products already available then you have to look for an edge for your USP.

The first thing you can do is analyze the target market. Many people make the mistake to go for a bigger market. It looks tempting and logical at some point to go for a bigger market, but people knowingly or unknowingly sacrifice their USP for the big market. By analyzing your target market you can divide it into segments and then find your best target.

The best target is a niche you can serve better. The more you narrow your market the more you will be able to serve it better. So rather than trying to be every thing to every one and galloping the whole market focus on relevance to a defined and targeted group of customers. This will give you an opportunity to stand on your unique selling proposition and thus the edge over your competitors.

Another benefit of being in a smaller specified market is that it will increase your level of innovation and creativity for that market because you will be focusing and spending all your time in that niche market.

Once you identify your specific target market then the best thing you can do to explore your unique selling proposition is communicate with your target audience. Get feedback about existing products and services or any product ideas that you have for your market and discover what problems people are having.

Surveys are the best tool to do this job. By conducting a survey you can come up with a list of things people are wanting in a product or a list of problems people are having with similar products or with the topic in general. Once you have accurate information about what people are looking for then you can come up with a solution to the problems people are having or a product they would be interested in.

Never forget that fulfilling people’s desires and solving their problems will make your business successful eventually. However it’s important to conduct the surveys in the right way. We will be talking more about conducting surveys in our upcoming articles. We will show you how to conduct a proper survey as well.

Once you have a specific market and know the specific problems and desires of that market you will have a double edged sword in your hands with which to overcome your competition. You must find the most painful, costly and in demand wants of your niche market. Secondly you must create a unique and powerful solution to fulfill the immediate demand of your niche market. In so doing you will also create your USP.

A Unique Selling Proposition Can Make Sense

Author: Adnan Azam – TrafficEraBlog