WHAT IS ANOTHER WORD FOR "SELLING POINTS"?

Unless you’re fortunate enough khổng lồ be the only player in your industry (say, the only dedicated supplier of lion-taming equipment in North America), you’ll need to differentiate yourself from your competition through your chất lượng selling proposition, or USPhường.

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For some businesses, identifying a USP will be easier than others. For example, if your business really is the only dedicated supplier of lion-taming equipment in North America, this will be your USPhường. Sure, there are plenty of companies that sell general circus equipment, but your business focuses solely on high-end accessories for the discerning big cat behavioral performance artist – this is what sets you apart from the rest of the clowns.

However, for most businesses, identifying a chất lượng selling prop is not this easy. In fact, for more conventional companies, it can be very difficult. Fortunately, there are a number of ways you can make a name for yourself, even if you make or sell a common product or service. Let’s look at some unique selling proposition examples.

Unique Selling Proposition Examples: What Makes a Svào USP?

The best USPs directly address a specific need experienced by a company’s igiảm giá khuyến mãi customer. A great chất lượng selling prop, sometimes known as a value proposition, should also emphakích cỡ what individual unique separates a business from its competition.

Here are some examples of quality selling propositions that work.

Vistaprint"s Unique Selling Proposition: Fast, Cheap Printing for Growing Businesses on a Budget

Small, growing businesses & solo entrepreneurs have sầu to-vì chưng lists a million items long, and one of those items is the need for business cards. You might also need signage for your physical business or delivery vehicles, branded swag khổng lồ raise brvà awareness as you make the conference rounds, labels & stickers, brochures ... you get the idea. So where bởi you turn?

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Vistaprint is a one-stop siêu thị for online printing: You can order everything you need online & get it shipped fast. It"s easy và affordable and completely engineered with small businesses in mind. What"s not to like?

Saddlebaông xã Leather"s Unique Selling Proposition: Rugged Leather Goods with a 100-Year Warranty

Credit where credit is due – if it hadn’t been for the guys over at Fizzle, I might have gone the rest of my life without discovering Saddlebaông chồng Leather. This company’s USPhường. (và trang web in general) perfectly exemplifies how it addresses customers’ specific needs and highlights a truly quality quality of its products.

Now, you might think that finding a quality – & memorable – USPhường for a leather satchel company would be difficult. However, take a look at Saddleback’s “About Us” page.


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Amateur bullfighting. Escaping from a corrupt Mexican Federal Police officer. Trading puppies for 100 tacos in Juarez – Saddleback’s “About Us” page reads lượt thích a pilot for a new AMC show. This ties in perfectly with the rugged, adventurous aesthetic of the company’s products.

As if that weren’t enough, Saddlebachồng also offers a 100-year(!) warranty, which the firm half-jokingly refers khổng lồ as its “They’ll Fight Over It When You’re Dead” warranty. How many companies remind you to lớn mention a sản phẩm warranty in your will? Not only does this make a bold statement about the company’s confidence in the craftsmanship of its products, it also appeals to lớn its igiảm giá customer – daring, thrill-seeking travelers who need bags that can survive their globe-trotting adventures.

Seriously, just writing about these bags makes me want to lớn buy one. Genius.

Voodoo Doughnut"s Unique Selling Proposition: Donuts So Wacky, the Wait Is Part of the Experience

Donut shops are ten a penny – especially here in Boston, where you can trip on a curb & practically fall into lớn a Dunkin’ Donuts – but Voodoo Doughnut in Portlvà, Oregon, manages to lớn make traditional baked goods sexy in a highly distinctive sầu way.


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Although virtually everything about Voodoo is chất lượng, its extensive sầu range of donuts (and the obvious relish with which the owners devise their sugary creations) set it apart from any other donut cửa hàng. In their quest khổng lồ create a truly quality thực đơn, Voodoo’s owners even fell afoul of the FDA after experimenting with two particular recipes that included Pepto-Bismol and NyQuil – stunts that could have threatened their business, but ultimately helped word of the small donut cửa hàng go viral.

A diverse menu isn’t the only thing that makes Voodoo unique. Its hot pink rockabilly décor, cash-only policy và late-night opening hours have sầu made Voodoo far more than just a donut cửa hàng – it’s a tourist attraction. Sure, you can get a donut almost anywhere, but Voodoo’s USP is the diversity of its menu and the experience of waiting in line for a decadent taste of what lies within.

The popularity (& notoriety) of the store has even allowed the owners to lớn open a second branch in Denver, and additional stores are planned for other locations across the country. Voodoo’s USP. gets people talking in a way that few social truyền thông media sale campaigns could ever hope khổng lồ accomplish.

Osmium"s Unique Selling Proposition: All Hand-Made và All Local

The clothing & fashion industries are savagely competitive, và finding a chất lượng selling proposition in this market is far from easy – but that doesn’t mean it has to lớn be complicated, either. This is exemplified excellently by Osmium.


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The phenomenal rise in popularity of handmade goods in recent years has transformed traditional arts và crafts from a casual pastime inkhổng lồ big business, thanks in large part to lớn the success of online handmade marketplace Etsy. However, clothing remains one area in which mass-produced goods are still very much the norm, due khổng lồ the substantially cheaper materials và overseas labor utilized by most chain retailers. This is how the simpliđô thị of Osmium’s USP.. helps the small company shine.

Every single garment sold by Osmium is made by hand, with the majority of the company’s inventory being made right here in Boston. The company places emphasis on its ethical production processes & the durability of its products, both of which differ starkly from most conventional clothing manufacturers.

Unique Selling Proposition Best Practices

So, now we’ve sầu seen some strong unique selling proposition examples, what should you bear in mind when trying to create your own USP?

Get Inside Your Ikhuyễn mãi giảm giá Customer’s Head

Before you start thinking about which qualities set your business apart from similar companies, you need to lớn know almost everything about your perfect customer.

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When you’re identifying your ideal prospect, consider the following:

What does your perfect customer really want?How can your hàng hóa or service solve their problem(s)?What factors motivate their buying decisions?Why vị your existing customers choose your business over your competitors?

Rethành viên – it’s not enough to lớn merely target a rough demographic. You need to lớn know exactly who you want lớn sell to & why. Once you know this, you can get lớn work on the next chất lượng selling proposition best practice, which is…

Explain How Your Business Solves Your Ikhuyến mãi Customers’ Problems

Consumers don’t want to lớn buy products – they want lớn solve sầu their problems. This could be as simple as purchasing a reliable set of tools that will last for years, but it can (and frequently is) much more complex.

Take the cosmetics industry, for example. Companies in this space don’t just sell make-up – they sell lifestyle ideals; glamour, confidence, and style. Think about this in a problem-solving context; people who may not feel glamorous, confident or stylish will if they use a particular sản phẩm. This lies at the heart of most cosmetics advertising, & this concept applies to many other industries, too.

To create a strong USP., you have khổng lồ examine the profile of your perfect customer & then market your products in a way that shows them you can meet their needs và solve their problems. You can"t hope to lớn write persuasive, compelling copy in the voice of the customer unless you know who they are. If your prospective customers choose your products, how will their lives be improved? What makes your business so different that prospective sầu customers should choose your products or services? The answers to lớn these questions should size the bedroông xã of your USPhường.

Make Your Business Irresistible to Your Customers

Now that you know who your ikhuyễn mãi giảm giá customer is & the problems they face, it’s time to tell them precisely why they should choose your business over your competitors.


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FedEx is the perfect example of this principle. Sure, there are dozens of package carriers people can choose from (including the USPS), but FedEx’s khẩu hiệu of “When it absolutely, positively has khổng lồ be there overnight” transformed the company from just another logistics company khổng lồ a market-leading global br&. Even though the company dropped the biểu ngữ years ago, FedEx’s USPhường & branding helped it become a proprietary eponym – a trademarked name often used as a generic term, like Kleenex, Band-Aid và Coke.

Another USPhường best practice you should think about in this stage is making your customers a promise. FedEx, for example, guarantees it can get any package (from anywhere) lớn its destination overnight. This not only addresses customers’ specific need (reliable package delivery), but also makes them a promise – lớn deliver their packages with care, on time, every time.

Create an Elevator Pitch

So, you’ve figured out who your perfect customer is, explained how your business can solve sầu their problems, & told them why they should choose you instead of the competition. However, you’ll rarely have sầu the opportunity to wax lyrical about any of this at length. Just as advertisements have sầu mere seconds to capture consumers’ attention, your USP.. should be almost immediately obvious.


Thinking of your USP in terms of an elevator pitch is a great way lớn condense what makes your business different, & how you can use it as the foundation of your sale efforts.

A Unique Selling Proposition Template

Let’s see how this works, using our lion-taming equipment supply business as an example. Note that everything in brackets can be changed to lớn suit the specifics of your company, và that this framework can apply to lớn both companies and individual products.

For Who Is That .Unlượt thích , is .

See how easy it is once you have sầu all the pieces of the puzzle? If someone asks about your business, you can use this as a snappy, concise way lớn explain what your company does. Thinking of your business or products in this way allows you to focus on what really matters – your ikhuyễn mãi giảm giá customer – and identify any glaring problems with your USP.

How lớn Use Your Unique Selling Proposition in Advertising

Now you’ve nailed down your USP và condensed it into lớn an elevator pitch-style summary, how can you use it in your PPC advertisements? By applying everything above lớn the principles of writing killer ads.

It’s essential that your USP.. is highlighted in your ad copy. Preferably, it should be in the headline or first line of your ad. If you choose lớn feature your USP.. in the headline, make sure it’s keyword-rich. Alternatively, if you include elsewhere in your ad copy, make sure it emphasizes the benefits of using your sản phẩm or service. Many advertisers can’t resist the temptation khổng lồ rave sầu about hàng hóa features before moving onto lớn the benefits to their customers, but this is a rookie mistake. By emphasizing the benefits of your service, you’re placing greater value on the emotional payoff & appealing lớn your prospects’ desire khổng lồ solve sầu their problems.


However you choose lớn incorporate your USP. inlớn your PPC ads, be sure to lớn target one highly specific need per ad. Trying to lớn solve all your prospects’ problems in a single ad will dilute its strength and result in lower conversions.

How lớn Use Your Unique Selling Proposition on Your Landing Pages

Now that you’ve sầu written a series of compelling PPC ads highlighting your USP & its benefit to your ideal customer, it’s time khổng lồ turn your attention khổng lồ your highly optimized landing pages.

Let’s use the first ad above sầu as an example. Creating a dedicated trang đích for this ad could focus on the USP in several ways và reinforce the benefits of ordering from Lucky Leo’s. How?

Your landing page copy could begin by reinforcing the inherent dangers faced by lion tamers, and how these risks are increased by using poor-unique equipment.You could then highlight the unique and craftsmanship of your products – and the fact that Lucky Leo’s is the only specialized lion-taming equipment distributor in North America – before…Including a svào gọi lớn action và providing more information about your trang chính delivery services.

It almost goes without saying, but you should make landing pages for each of your ads. This means that each landingpage should highlight a different benefit of your USPhường., and include relevant calls lớn action.

Be Unique

What’s your company’s USP? Did you know what it was right away, or did you figure it out as you went? Tell us in the comments!