Lower Conversion Rate
Having no USP almost certainly means a lower conversion rate for your ads.
Your Unique Selling Point is the central marketing message upon which the customers you are targeting will focus; it will be the pivotal factor in converting potential customers into buying customers.
To illustrate, imagine that you are a typical customer who has become tired of pizza delivery delays.
Wouldn't an ad for a pizza place that says “delivered within 30 minutes or your money back” compel you to try out the company that made this claim?
Less Memorable
People tend to think of businesses and brands the way they think of other people. Some are hard to remember and yet others (the noisiest, the most trustworthy, the most artistic, etc) are very easy to remember because of their defining characteristic.
In the same way, businesses that are able to invoke emotional responses from customers through a defining characteristic are usually remembered and get referred to others. Loreal’s “because you are worth it” manages to cut through the price issue by addressing its customers' need for quality and their desire to pamper themselves and to feel good.
Less Focused
Not having a USP also decreases the focus for your business and leads you to try covering all the bases – to try satisfying all of the implicit and explicit promises you make to your customers. This stretches out your resources for less the market share.
Consider Head & Shoulders' USP “you get rid of dandruff”. By focusing on the dandruff issue, Head & Shoulders is able to concentrate all of its resources in delivering this single promise. It is also able to corner a specific niche or portion of the shampoo-buying market.
Indeed, being generic hurts your business. Stand out from the crowd through your unique selling point. Start by reading about how you can formulate a USP for your business. Resources abound online; marketing newsletters are especially helpful in this regard.
If you are finding it exceedingly hard to create your own USP, seek professional marketing help.
Why you need a unique selling point - To learn more about this author, visit Mark Gwilliam's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Are You In Search of the Unique
|
| |
Here lately, I've had a number of calls saying ...
“I really need to find a unique product to sell by mail or on the Internet” - or -
“My product doesn't have anything unique about it” - or -
...
|
|
Your Unique Selling Point
|
| |
How to come up with a Unique Selling Point (USP) and use it to promote your online business. Your USP defines and emphasizes your competitive advantage.
|
|
The "Use Seasoned Sales Professionals As Trainers" Myth
|
| |
In some selling organizations, if formal sales training exists at all, it is often performed by seasoned sales representatives or top performers on the staff. Big mistake!
|
|
Consultative Selling
|
| |
Consultative selling is a highly evolved and extraordinarily successful approach to selling. In consultative selling, the entire sales process is oriented toward the salesperson, or “consultant”, understanding the n...
|
|
People Shop Price. They Buy Value
|
| |
It is great to sell VALUE because you have two different groups of value to sell.
One- The value of your product.
Two- Your value. Your uniqueness.. USV's - Unique Selling Value -- What is unique about you that ...
|
|
|
Mark Gwilliam
(Visit Mark's Website)
Mark Gwilliam, FCCA, uses his
international experience to coach small
business owners on how to run successful
businesses. He combines his natural
enthusiasm for sharing his knowledge with
his proven ability to provide practical
down-to-earth solutions for his clients.
He has written several books and owns
several companies which offer small
business owners integrated business
solutions. He writes several business
articles in his weekly newsletters “The
Bizness” and “Successful Marketing
Strategies”. To read these and to have
access to more tools and resources to
turbo charge your business, visit his
sites at www.thema
rketingdude.com and www.mark-gwi
lliam.com
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
