A USP is not a slogan and a slogan is Not a USP…Crafting a Powerful USP and the Qualities of a Successful USP
Part Three of Four
A tagline is a short sentence or phrase that’s often part of, or next to, a logo. Here are some examples of taglines.
- Built Ford Tough
- USAirways: Fly with US
- YouTube: Broadcast Yourself
- Papa John’s: Papa’s in the House
A tagline is NOT the same as a USP. Your tagline is usually too short to communicate your entire USP. However, a great tagline quickly summarizes the full USP and communicates the key selling proposition in one or two seconds. A USP can be a few words or it can be full paragraph. Defining then encapsulating into what makes you different, unique, and desirable is more important than word county.
Remember, the successful USP answers this question: why should a potential client or customer buy from you? When answering this question, promise something special your competitors cannot deliver. Before we create your UPS, take a look at these excellent examples.
- SpeedFedEx: When it absolutely, positively has to be there overnight.
- Quality/SelectionWoolworth’s: The Fresh Food People
- GuaranteeCraftsman Tools: If any Craftsman hand tool fails to provide complete
satisfaction, return it for free repair or replacement. Period. The first
Craftsman hand tool we sold back in 1927 is still under warranty today.
Just as some taglines are poor, many USPs are awful. These approaches are too vague plus they are not unique.
- “Good Quality and Low Prices.”
- “Affordable Quality Since 1984.”
- “Service With A Smile.”
- “Excellence In Quality And Service.”
These USPs are commonplace and they scream, THESE COMPANIES KNOW NOTHING ABOUT MARKETING AND ARE DOOMED TO FAIL.
Four steps to creating a bulletproof USP.
STEP ONE. Choose your category. USPs are grouped into one of these:
Price. Quality. Service. Speed. Selection. Convenience. Guarantee. Customisation. Originality. Specialisation.
STEP TWO. Crystallise and communicate your unique strengths by asking yourself these four questions:
- What do you offer your competitors don’t?
- Is #1 important to your customers?
- How easy is it for competitors to copy?
- Can it be communicated easily?
Ask your current clients and customers what they like about your products and services.
STEP THREE. Flesh out the concepts. These concepts are broad. For example, if you choose ‘Service’ as your category, you have to say more and be more specific than “We Give GREAT Service.” This type of cliché will not convince someone to stay on your website.
STEP FOUR. Lay on the proof.
We use these steps with our clients before we take any of the steps necessary to generate leads.
How Would You Like an 800% Increase in Sales?
We built a USP for a client who sells stickers, primarily customized bumper stickers: CustomizedStickers.com; we proved that even a product as seemingly simple as a sticker can benefit from a USP. Here’s how we answered the USP formation questions.
What they offer: Customized Stickers only offers low prices on full colour stickers, but they also include added benefits at no extra charge: a free artwork service, unlimited colours, plus UV-resistant coatings.
Is it important to the customer? Yes. Stickers are a “commodity” item and customers are typically price-sensitive. Many potential customers resent the extra cost and inconvenience of getting artwork designed separately. All-in-one pricing is simpler and more transparent; customers like the ‘no hidden charges’ benefit.
Is it easy for competitors to copy? Competitors could copy these advantages but with great difficulty. Customized Stickers is the first to claim this space and can back up the promise through their unique production process. They can cost-effectively offer the added value of not injecting hidden charges.
Can it be communicated? Yes. The tagline? Full Colour Stickers at a 1-Colour Price. The content on the website augments, enhances, and buttresses the promise.
Customized Stickers clearly defined their USP and built their traffic generation and conversion around their USP. In 18 months, we helped Customized Stickers boost their online sales by over 800% to more than $2 million.
… to be continued.
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