Knowing your USPs will market your products better and get more leads.
So you’ve created your products, but now, how can you market them to get leads?
Many people struggle with marketing strategy because they don’t understand essential marketing concepts.
There are 3 main things that potential leads look for in a product before purchasing them, and
These are USPs(Unique Selling Proposition).
Knowing your USPs will market your products better and get more leads.
USPs, also known as Unique Selling Propositions.
They are the product or service’s competitive advantages that help you stand out and attract more leads.
USPs can be anything from customer testimonials to your company’s mission statement;
Anything that makes your business unique helps differentiate yourself from others in your industry.
From there, you can find a way to showcase your USPs in a compelling way that will appeal to buyers.
There are 3 types of USPs: product, audience, and delivery.
Product USPs relate to the product or service that you are selling.
Is your product handmade?
Or, do you sell only organic products?
These are examples of USPs that can be used in marketing because they give customers a reason to buy from you instead of competitors.
An example of this would be Starbucks’ coffee at home.
It is a product USP because it relates to the coffee Starbucks sells.
Audience USPs relate to a specific demographic.
Maybe your company is aimed at males aged 25-35 or mothers with children under 5 years old.
Not everyone will want these products; only those in that audience do.
An example of this would be men’s shaving accessories fromThe Art of Shaving. A USP caters to a particular audience because it will only appeal to men aged 25-35 instead of everyone.
Delivery USPs relate to how products are delivered or what customers can expect from your company’s services.
An example of this would be Amazon Prime which offers free two-day shipping on all orders.
This is a USP that relates to the delivery of products.
It is a USP because you receive products within 2 days instead of the usual delivery time.
Let’s look at some top examples of USPs to see if we can find some inspiration.
Blacker Blacker – the UK’s best-selling black paint.
They make sure you know that they’re the best, and it’s true: They do sell three times more black paint than their closest competitor.
Lush Lush – handmade soap and perfumes.
It doesn’t get much simpler than this – they tell you upfront that they make handmade soap, which sets them apart. Note how you can easily picture the person making each product – it’s like they’re right there in the store with you.
Starbucks Starbucks’ coffee at home.
Does what it says on the tin. Starbucks is delicious, so how do they emphasise that?
By saying they sell “the world’s best coffee”.
So, now that you know what USPs are and how they work try thinking about your products and see if you can identify what they are.
There is no way of knowing USPs without doing this because it will help you determine your business’s overall direction to increase revenue.
This idea may be challenging at first, but identifying USPs will become second nature once you get used to it.
Remember that your USPs make your products unique compared to others on the market.
They should draw attention and make people want to buy them because they value the customer.
It is also vital that your USPs match your target market
This is why finding your USPs is so important to your business and lead generation because it allows you to market in a way that people understand.
Ensure you follow the proper marketing techniques when trying to produce leads.
If you find that your USPs aren’t working, it may be time to research and adjust them.
So what can you do to set your business apart?
Read our recent blog 10 Most Common Pitfalls when Growing Your Business
- You could go for a unique product that none of your competitors sells.
It’s risky, but if it means easier differentiation from the pack and more sales, then it might just be worth it. - You could find out where your competitors fall short.
This might mean a certain level of quality, or the customer service may be lacking, or they could even take too long to deliver. Whatever it is, your USP will probably highlight that weakness before you do. - You could think outside the box instead of going for a unique product – does your business offer any services that your competitors don’t?
- One of the easiest ways to create a USP is to have an offer that no other business does – perhaps you do express deliveries for free or reward loyal customers with extra discounts. This gives you a significant advantage over any potential competitor.
Whatever it is, take a good look at your service and look for any feature that would set you apart from your rivals.
Once you’ve pinned it down, start talking about it as much as possible – put the USP in the title of your website and press releases, and make sure that’s where visitors’ attention lands first when they get there.
Next, talk about it on your social media channels and use the #hashtags you choose to give your business profile just that little bit of extra oomph.
Finally, work on spreading the word in person – go along to any networking events you’re invited to and tell people there, or round up a group of friends or family members and do some guerilla marketing in your local mall.
Understanding your USPs will better market your products and get more leads.
Knowing what potential customers are looking for before purchasing is essential to increase sales.
If you want help to decipher what makes your product unique and appealing to buyers, contact us for business insights to help drive your company forward.
Thanks for reading!
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