How to Design a Value Proposition6. August 2018
"Hi, I am your ideal customer. Please tell me one thing: Why should I choose your solution?“
Something like that could be the typical question whose answer is your unique selling point or USP.
Many companies and marketers find it extremely difficult to stand out in today's often saturated markets. When defining the unique selling point, it is not about being better in the regulations and standards of others. Rather, you should create a different perspective or your own scale, in which you can stand out for your desired customers and visibly shine.
In linguistic usage, this is often referred to as the Unique Selling Proposition, or USP. Completely correct in this context is also the term Value Proposition.
Why you need a unique selling proposition
Most likely, many of your potential customers are struggling to decide which option, which provider, which product or service is right for their situation. This can be very tedious, if not daunting, for customers when faced with over-selection of opportunities.
At this point, it is your job to help the customer along the way, making it easier for him to decide, more relaxed and more digestible. Theodore Levitt, professor at Harvard Business School and author at the same time, says: "Differentiation is one of the most important strategic and tactical activities that companies need to constantly engage."
At the moment, it is those companies disrupting the markets most, who are extremely focused on customer needs and at the same time offer an innovative solution.
Frequently asked questions about the unique selling proposition
1Which customer needs can be used to formulate my USP?
Here are a few: variety, individuality, performance / growth, consistency, prestige and recognition, saving / cost reduction, profit / yield, safety, saving time, enjoyment, health, pain reduction, power / control, entertainment, simplicity / convenience Doing good / contributing
2How do I formulate a unique selling point?
You will find that in the next lines. 5 steps to a grandiose unique selling point.
3How is a USP of a product different from a service?
If you look at the topic from the customer side, i.e. the demand, then the formulation of a USP is almost identical, no matter if product or service.
What is a unique selling point?
Put simply, your USP, the unique selling proposition, distinguishes your company, product or service from everyone else in your market. The unique selling point helps to attract and retain customers. Many companies find it difficult to formulate this unique position or point to customers in a comprehensible way. Therefore, it makes sense to approach this from the perspective of your customer.
The unique selling point from the customer's point of view
Too often, entrepreneurs fall in love with their product or service, forgetting that they need to satisfy their needs, not their own. The point is that you understand as early as possible, which affects the buying decision and the behavior of your customers, almost like a psychologist. In this context, find out why customers are buying your product rather than a competitor's. You can do this very early through customer development interviews and already sold products, you talk to the existing customers in a very targeted manner with the aim of getting better through feedback.
Demonstrate how your company solves the problems of ideal customers
Customers do not want to buy products - they want to solve their problems. To create a strong unique selling proposition, examine the profile of your perfect customer and gather the needs he or she most wants to satisfy. If your future customers choose products or services from you, how is their life improved? What makes your company, product or service so different that potential customers should choose your products or services?
The answers to these questions should form the foundation of your USP. If you want to delve deeper into the thoughts of your customers, then you will find in our article "what customers want"
(still in German, soon in English available) valuable impulses.
Now that you know who your ideal customer or customer is, what your needs are, it's time to formulate the value proposition so that it becomes irresistible to your customers.
An example of this has been used for years in different industries and you probably already know it. The warranty. Companies give a "money back guarantee", "cleanliness guarantee", "profit guarantee" and so on, in order to break the last resistance with the customer.
5 steps to an awesome unique selling proposition
In the following, we have briefly and succinctly put together the five essential steps for formulating an outstanding USP.
- Step 1: Describe your target group
- Step 2: Explain the problem you solve for your ideal customer
- Step 3: List the most important distinguishing criteria (in your scale)
- Step 4: Define your promise (eg your guarantee)
- Step 5: Combine the previous content, smooth it and reduce it
Example of a very good and customer focused unique selling proposition
There are plenty of examples, slogans, claims and so on. A customer-centric, unique selling proposition that is understandable and inspiring to other companies, is Domino's Pizza:
You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free.
What is your unique selling point?
Now that you've read enough, it's time to check your own USP. Once you have found a convincing formulation, or have honed it with the help of our tips, send it to us. We are looking forward to inspirational USPs, and we are gradually adding the greatest to our examples of this article. Use the contact form or send an email to firstname.lastname@example.org
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