Developing a unique selling proposition consistency between online and offline marketing

This month’s articles hammer home the importance of synergy and consistency between your online and offline marketing efforts. Within this context this month tip addresses what may well be the most important and overriding marketing consideration you can make, online or offline --- Developing your Unique Selling Proposition (USP).

When companies are trying to determine how to market a product, they focus on the Unique Selling Proposition, the one thing that makes that product different than any other. It's the one reason they think consumers will buy the product even though it may seem no different from many others just like it. It may be that the product has a lower price or more convenient packaging, or it may taste or smell better, or last longer. Would you buy from a company that does not promise some great value, benefit, or service but just a “buy from us" for no good reason sales pitch?

Your unique selling proposition is the mantra around which you will build your success so you need to be able to state it in a single statement. It will discipline you to focus on what your business is all about and bring your company to mind when someone is looking for the products or services you sell. It answers the question every consumer asks “What’s in it for me"?

Many businesses online and offline don’t provide an answer - and very few online businesses make sure that answer appears on their landing and home pages. If you can’t cut through the clutter, grab attention and communicate immediately that you offer value nobody else has, your visitors are gone to someone who can.

In order to create your USP ask yourself the following questions:

1. What are the unique aspects about my business, product, or service vs my competition?

2. Which of these aspects are most important to my customers?

3. Which aspects are difficult for my competition to imitate?

4. Which of these aspects can be easily communicated and understood?

5. Can you create a memorable message (USP) of these unique, meaningful qualities about your business or brand?

6. How will you communicate this message (USP) to buyers and end users, both online and offline?

Examples:

AVIS: "We Try Harder"

Burger King: "Have it your Way"

Kentucy Fried Chicken: "Finger Lickin Good"

Dominos Pizza: "Fresh, hot pizza delivered in 30 minutes or less, guaranteed"