You likely realise that your marketing tactics will be what defines your company and separates you from the rest of the herd. To make an impact, you must put a spotlight on what makes you unique. You can do that by incorporating a unique selling proposition (USP) into your campaign. This is just like it sounds. It’s a way of telling potential customers what makes you different from your competitors by injecting a bit of creativity and focusing on their wants and needs.
Today, we'll tell you more about what makes an excellent USP and how you may be able to incorporate yours into your next marketing campaign.
You may have complete faith in your product, but so do many other companies, so one of the many ways to produce a great USP is to make your company irresistible to customers and separate yourself from the pack. You may try to be like many other company owners who attempt to build that excitement with generic marketing offers, like that they offer free returns, 24/7 customer service, and a well-trained service team. But again, many companies say the same thing, so they’re not standing out.
You need to put real effort into your marketing and help your customers feel understood and motivated to buy from you, which you can do by arousing curiosity from your customers and making significant promises through your slogan or USP.
You can take inspiration from successful companies that have done it in the past. For example, one of the many USPs that have done well is that of Saddleback Leather, which is a company that makes durable wallets, briefcases, and other leather products.
They’re so confident in their brand that they make it known that they offer a 100-year warranty, and make a joke with their slogan of how "They’ll Fight Over It When You’re Dead". It’s meant to be taken lightly, and it's likely to get the customer's attention. After seeing that, is someone who wants to buy a leather product really going to shop with a competitor?
Put serious thought into your brand and your products. Note what makes them unique. Use those details to try to come up with an attention-grabbing slogan that shows your company's value.
It's necessary to offer great products that your customers can depend on, but it's just as essential to improve the value of your company, so you can set your business apart and encourage customers to come to you instead of the competitors. For example, you could improve value by showing that your company supports local causes and charities. Another idea is to start a program where you ask customers what improvements they’d like to see at your company and then make it known that you implemented them.
Building value can also create a sense of urgency with your customers. Once you've proven that your products are worth the cash, start offering limited-time deals where you sell a product or service for a great discount. By having a positive reputation, you can ensure that customers will rush to make a purchase, and any customers who miss out will be watching excitedly for the next opportunity.
When coming up with your unique selling proposition, you need to consider your customers, including what makes them tick, their buying triggers and pain points, and what you think they’re looking for in a company like yours.
You can form a stronger bond with your customers by humanising your brand. Your customers have feelings, and they like to laugh and be genuine with others. The way you humanise your brand will depend on your specific type of company, but you can start by adding human elements into your marketing, like humour. Create light-hearted videos or short online skits and show how your product can help with a unique customer need. You can produce that content yourself or encourage customers to make their own funny videos and share them online.
You can also connect with your customers by explaining that you provide exactly what they want through your slogan. For instance, many people like strong coffee to get them through the day. If they do their research, they won't have to look hard to find the company Death Wish Coffee. They have a slogan that promises the "world’s strongest coffee". This type of slogan will show your customers you want to fulfill their specific needs. (We're sure someone who's looking for a robust cup of Joe is bound to try that company at least once.)
Create your USP, test and fine-tune it and then press 'launch'. Start by adding your slogan at the top of your website so potential customers can’t miss it. Part of your USP may include the unusual way your company got started or the quirky traits of your employees. If so, add an entertaining write-up on your "About Us" page that may also draw attention. Don't forget to optimise your website, making it usable on computers and mobile platforms so you can catch everyone who visits, regardless of their choice of technology.
Next, start sharing your funny videos, unique info, and catchphrases on social media, so you can generate likes and followers. Since you’re trying to cater to a specific audience, you can use a program like Facebook Ads to pick the demographic that you wish to see your posts. Gain popularity in that niche, and then your customer base can expand from there.
Ultimately, having a USP and the right wording is the only way to draw customers away from your competition. It's how you gain a meaningful following for your brand. Think long and hard about what makes your company different, and then promote that aspect to the masses to increase your base.
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