About 4 years ago I encounter. an interesting practice. It was the practice of implementing a USP (Unique Selling Proposition) into the product itself.
To understand what I’m talking about… just think about M&M’s candies. This is probably the most popular example of how the USP is built into the product itself. Remember what their advertising says? “Melts in your mouth. not in your hands .” And in fact. it is. That is. the USP is emb.d. in the product itself… in its appearance…
In the training “USP Constructor”
I examine this process in quite some detail…. but now I want to show you one simple point. without which most of your competitors will be biting their elbows and knees.
Most USPs are not built on the product. but on the service. Why? Simply because most people usually sell the same products. That’s why it’s impossible to beat the product.
If you sell something standard… for example.
Regular toothbrushes… new zealand telegram data or trouser belts…. then it is difficult to create a USP bas. on the features of the product. The design of a belt or toothbrush is quite standard…
…No You can certainly come up with
A toothbrush with 360-degree bristles (like a dental brush). or a belt with a zipper instead of clasps. but such an innovation really ne.s to have features that the market will accept.
However. no one bothers with this. and if a USP is creat.. it is around service. pricing. narrow segmentation. etc.
The problem is that with the growth of competition
It is becoming increasingly difficult to create such a USP. Of course. the service in our country still leaves much to be desir….. but overall the dynamics are positive and after some time. treating every client to coffee or pizza will become the norm.
This is where you ne. to come up with a product USP. A product USP has one important advantage… it is harder to copy.
Good service. attractive prices or a narrowly segment. audience are quite easy to copy. european leads But with a product there are difficulties. Especially if you patent it correctly (and why do you think M&M’s still doesn’t have a real competitor?) .
Come up with a unique selling proposition for your product.
P.S. I’ll give you a little cheat code. Sometimes. instead of the product itself. you can come up with a USP for the story about this product. This is especially suitable for the service sector and exclusive expensive goods.
For example. F.Ex. in order to emphasize its status as the fastest delivery. issu. a story about how. due to a plane breakdown. it was forc. to hire an army attack aircraft in order to deliver the cargo to its destination on time. study your newsletter reports and optimize your digital marketing This story was overgrown with popular details. but it very well establish. F.Ex’s USP.
