Part of having a truly unique selling point (USP) is being exactly that: unique. Creating a product or service that has no real originality or value for your customers will quickly drive them away when another similar product comes around. As you’ll quickly realise, you can’t pull the wool over people’s eyes for very long before customers lose trust and go somewhere else.
Creating a Benefit
The true meaning of having a USP is not about creating gimmicks to lure customers away from competitors, instead it is about creating an original way that customers will really benefit from your business.
Whether you want to drive more traffic to your website, or generate sales for you canine pyjama company, the best way to deliver a truly unique selling point is to create something that you believe is remarkable enough that you would want it for yourself. (tweet this)
It is with this mindset that will separate you from the other. The belief that you are doing something that is so authentic and inspiring it will naturally draw others with similar minds too.
Other practical ways of judging whether your unique selling point or sales angle is original is by looking at best practice out in the business world:
One example of best practice in discovering whether your product has that definitive edge is by looking at most successful innovative organisations out there. Take Twitter; Twitter a social media platform, saw a gap in a fledgling digital market that was different from other social media platforms such as Facebook or Myspace.
Twitter developers saw a niche: their members could have their voices heard in quick snappy sentences, and so fashioned the term micro-blogging. By looking at their market, understanding who their audience were, and seeing what their competitors were not offering, Twitter creators unleashed a true a modern digital service that caused a global storm.
But Twitter owners aren’t digital gods. They just saw an opening in the market and did something quite remarkable: gave people what they didn’t know they wanted and sold it to them as if they needed it.
Discovering if you have a truly unique position and brand appeal depends on how well your customers react to your company, and how loyal they are to your brand. So you must appeal to them in figuring out what they want.
This requires research, and lots of it. If you have launched a brand identity campaign, along with your own USP slogan or promise, look to your metrics, get customer feedback, and listen to every detail.