Your unique selling proposition is what differentiates you and your products from the rest of the world. It's what gives your product an 'edge'. It tells the consumer why you are better than the competition. It's your competitive advantage.
For example, consider FedEx, "When it absolutely, positively has to be there overnight". Is this a competitive edge? Absolutely…
Now this doesn't mean that other businesses don't offer the same guarantee, it just means that Fed Ex cleverly used this slogan so that it is indelibly marked on our minds — if you want it overnight then FedEx is your choice.
So when thinking of your product think of it in the same way. What sets it apart from the competition? Take that feature and develop a phrase or jingle that will help us think of you when we think of the product.
Be loud and clear about what your product can do for your customer. Be specific, time savers, price breaks and making life easier and recreation are all specifics that consumers look for.
How to develop your own Unique Selling Proposition
1. Brainstorm ideas about your product and your services
- What does it do?
- What does it offer?
- How is it better than the competition?
2. Understand what your competitors offer. By understanding what your competition offers you can offer the same things, only do it better.
3. What are the benefits your product and services offer? Are they cheaper, faster, and more unique? Do they save time or save money? Do you help relieve pain or inconveniences, does it provide pleasure?
4. Examples of offerings that can bring you a unique selling proposition edge:
Free Shipping
Great Customer Service
A Contest / Promotion
Free Gifts
Referral Savings
Reminders
Competitive pricing
If your products are in high competition, your competitive edge becomes that much more important.
Increase your unique selling proposition and even if you come up against 5 or 6 competitors you’re still ahead of those that neglect using a unique selling proposition.
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