It answers the question: How can your product or service meet the needs of users better than anyone else? Simply put, it is to ask what you buy and not buy others'. Give me a reason.
(Every time the strategy department of an advertising company receives a case and brainstorms, it mostly looks for USP. )
Because information must be integrated on it, what we see is more taken for granted. In terms of methods, there are many complicated situations and requirements of "what must be done", "what is appropriate" or "what is exact", but there are few clear process monitoring, which makes the quality of actual operation in an unstable state.
Before going into details, I need to remind you that it is forbidden to launch a new USP when the supporting products and services are not up to date, otherwise you will only ruin your future (cowhide blew a bomb) or make a wedding dress for your competitors.
Many manufacturers screamed at the top of their lungs and asked customers to "buy our products", claiming that their products were "really first-class", which shows that they did not realize the value of USP. Unless people can realize the benefits brought by the products of manufacturers, they will completely ignore the existence of these products.
The miraculous effect of USP stems from a simple cognitive behavior fact: in today's advertising flood, the way human brain processes information is to choose to believe a certain statement, and then keep this belief until it is forcibly changed.
A hasty judgment becomes a permanent belief, because it is neither comfortable nor easy to change existing ideas. The brain tends to filter out information that is inconsistent with the original belief. The solidification of this idea explains why USP is an effective strategy.
Therefore, investing time and energy in developing accurate and powerful USP will be of great benefit to your enterprise.
A successful USP can be used as the slogan of the company and should be included in all your marketing activities.
Wang Laoji almost monopolized all hot pot restaurants with the phrase "I am afraid of getting angry and drinking Wang Laoji".
"Nongfu Spring is a little sweet"
"Charging for five minutes and talking for two hours are all good USP."
"Only in the mouth, not in the hand." (M & ampm chocolate)
"The loudest noise of a Rolls-Royce with a speed of 60 miles per hour comes from the electronic clock." (Rolls-Royce)
"No gifts this year, only melatonin" is not a good USP without any special value information, it can only be said to be a good slogan.
Well, now that we know what USP is and why it is so valuable,
Let's start creating a USP.
Step 1: Describe your target audience.
Before starting marketing activities, you need to clearly position your target customers according to your products or services. In this step, you should be as specific as possible. For example, if you are as familiar with the CMS website building program as I am and focus on designing rather than developing a powerful website system, then I can say that the goal is customer-oriented, small and medium-sized enterprises or individuals, as long as they can show their products or works. They care more about the design experience of the website than the complicated functions.
Step 2: Explain the problem you solved.
From the perspective of your potential customers, what are their personal needs or challenges that your enterprise can solve for them?
Step 3: List the biggest unique advantages.
In this step, list 3-5 advantages that make you stand out from the competition. From the customer's point of view, these advantages should explain why your service is important to them and why they choose your other suppliers.
Step 4: Make your commitment clear.
A big part of a successful USP is making a commitment to your customers. Although this may be implied, not stated in your USP, please write down the promise you made to customers at this step.
Step 5: merge and modify
After completing step 1-4, merge all the information you listed into one paragraph. Get rid of some repetitive content and use more fluent and concise sentences to express it.
Step 6: streamline
In this step, starting from your fifth step, compress and simplify your written paragraphs, hoping that your final USP will be as specific and simple as possible.
Step 7: Verify that USP meets the market requirements.
1, reverse thinking. See if you think USP is self-satisfied and really conforms to consumers' preset ideas.
2. Market objectives. USP is to promote all aspects of marketing and sales, so terminal investigation can be conducted. FMCG can directly go to the store to observe the terminal sales performance of competing products.
3. Update iteration. Just as I am writing these words now, they are not static, but need to be constantly updated and fine-tuned. what did you say ? The only criterion for testing truth is practice.
Take some time to do this exercise and make several drafts in a week until you finish the final USP. A novel idea is essential, so I suggest you try it several times when you are tired. You can rest and think and practice, and you will come up with many ideas that you never thought of before.