A brand that doesn’t offer its customers anything new is doomed to failure. You don’t believe me? Ask Kira Plastinina, whose company declared bankruptcy a few months ago.
“A huge misstep is that you need to allocate the organization’s budget correctly, to create things that will sell, not just hang around. You have to understand people’s tastes and focus on their needs. Quality does not have to be lame. I myself have made mistakes many times, adding a lot of creativity to my products, and people simply did not understand them. There has to be a cohesive team that is interested in the growth of the brand”
Apollo Bygakoff, creator of the Bygakoff brand
As you can see, even millions invested in an advertising campaign and equipment cannot save the situation. If customers are not told that they should come to you – they will go to others. Just like in relationships 🙂 In order to attract new customers and retain old ones you need to develop a unique selling proposition. This is a characteristic of a product or service that sets it apart from its competitors.
Don’t know how to find a product’s UTP? In this article we will tell you how to create a unique selling point that no customer can refuse.
Why you need a unique selling proposition:
Find those in need of your services
Let’s imagine that you are the owner of a coffee shop. Everyone drinks coffee, but what kind and how – market research will tell you. People who use coffee breaks for diplomatic purposes will drink Americano or espresso, and in a quiet environment and a bright room. But those who are fed up with everything will want a lamp light and a cappuccino with syrups, but more than that, just so they don’t have to go back out.
Even coffee can be drunk in different ways. And you have to choose how and in what environment to serve it to your customers.
Then convince them that you are providing the best service possible
So, we decided that we are going to create a cozy lamp coffee shop. But if you type this phrase into google, you will get a million results. Will you be chosen among the plethora of suggestions? The probability, as the classics say, is extremely small. But if you offer your visitors to try a spiced pumpkin latte, or promise to lovingly wrap everyone in your grandmother’s tied plaid – tired after work young people will run to you in droves. Well, who else will make his grandmother knit so much? Customers will definitely appreciate her dedication and your exploitative abilities.
Read also:Creating provocative ads: the torment of conscience vs. the chance for explosive sales
And at the end of it, to make money from it
Yes, people are now willing to pay extra for better products and services. When the pumpkin latte is so hot and the plaid is so warm – why not pay a little more? The key is to make sure that your unique selling proposition really pays for itself and its price. Now that we know what the development of a unique selling proposition is and what it is for, let’s get down to specifics.
Peculiarities of choosing a CBP
Natural
It is a unique selling proposition of a brand that has no analogues. It is aimed at the first impression of the product. For example, iQOS is a device for heating tobacco in cigarettes, which makes smoking less harmful to the user and others.
Read also: How creating a brand identity helps increase the price of your product
Emotional
If you haven’t invented something unique to the world, then an impactful PPC will work for you. It focuses on the process of getting a service or product. Yes, you haven’t invented a new kind of coffee – but no one has ever thought of how to serve it.
Effective
This UTP is aimed at the result – the emotion derived from the purchase or service. For example, if you specify that your coffee shop is created “for true connoisseurs of American coffee brewing traditions”, your visitors will feel privileged and unique.
Read also: A cup of coffee, two tables: how to create a coffee shop brand in Ukraine
Now that we have understood the process of creating a UTP, we can move on to the direct creation of a unique selling proposition.
Read also: create a package design: main rules and basic secrets
Scenarios for creating a unique selling proposition
Of course, creating a unique selling proposition may seem like an easy task. All you have to do is say you’re “faster, taller, stronger” and it’s a snap. But, as you might guess, it’s not that simple. To take the path of least resistance, inserting the word “most” in front of the most common product description – means to be left without profit and loyal customers. This approach has not “hooked” consumers for a long time.
In order to evaluate the advantageous aspects of your product, you need to analyze your competitors and their products. This way you can understand which characteristics of the product seem to be the most attractive to customers, and which are repeated most often. And after you have collected all the necessary information – you can create a UTP.
Scenario 1. Build on the features of your product or service
Example: Telegram is the safest messenger in the world
Pavel Durov has always been concerned about the privacy of correspondence in social networks. When he failed to defend the privacy of his personal messages in Vkontakte, Pavel created Telegram, the most secure messenger in the world.
End-to-end encryption is not at all new in today’s world, so the UTP was backed up by positioning – Paul claims he will never make his messenger a paid service.
Scenario 2. Talk about your advantage over your competitors
Example: M&M’s – melts in your mouth, not in your hands
You have to be very careful when fighting off your competitors. The main thing is not to stoop to below-the-belt phrases or personal insults – not everyone likes that. Mars LLC was able to maintain a balance between “interesting chip” and open confrontation thanks to its branded characters – any words said by these guys are taken more as a joke. But nevertheless, the message is clear.
Do you like the style? You can order a UTP that will make even your competitors smile in KOLORO.
Examples of TSS
Unfortunate example:Ashan’s SMM campaign. In the fall of 2016, an online campaign was launched with joke posters mocking other supermarkets.
The visitors did not appreciate the creativity, but the competitors danced on the bones.
Scenario 3. Offer customers a solution to the problem
Example: Oh my look! – Want to look like a superstar but don’t want to spend a lot of money on branded outfits? Rent one!
In view of our economic situation, girls do not want to spend on a “one-day dress”. But no one is in a hurry to give up an irresistible bow. The company “Oh my look!” solves this problem by offering to rent dresses from world brands of all possible sizes and cuts. Unlike other design services, OML offers the widest assortment, equipped fitting rooms and pleasant service.
Scenario 4. Propose a solution to the problem using an innovative method
Example: virtual reality helmets can help you immerse yourself in the world of the game 100%
Yes, it took quite a long time before VR was created. This invention was a revolution in the market of computer games. Now the game almost literally brings you into the world of computer reality. Thanks to the VR helmet, a music video was also made for Bjork, which was presented at Björk Digital.
By the way, you still remember about selfie sticks, right? A device that no blogger can do without now, and people who like to take pictures do not let his device out of their hands. Conclusion – satisfying the needs of consumers brings good profits.
Innovation also applies to merchandise. When you go to a birthday party or any holiday, it is not at all comical to give a shower gel. But a shower gel and shampoo, and even in a gift box, is a nice touch.
Scenario 5. Offer a gift
Example: turn in your old Samsung and get a new one
Promotions and discounts are commonplace for all big brands. However, Samsung has reached a new stage. Recently, a Trade-In campaign was held, during which you could turn in one of the Galaxy or iPhone models and get a discount of up to 50% on the purchase of Galaxy S8, S8+, S7 or S7 edge.
More importantly, the researchers calculate that it’s actually much more profitable than selling the phone yourself and buying a new one for full price.
Read also: How to develop a call to action
Scenario 6. Use disadvantages to your advantage
Example: the Today piece – we don’t have regular readers
Regular clients are a sign of quality work result. But not for hospitals, for example 🙂 The same goes for recruiting companies. Taken out of context, the phrase “without regular clients” may give a negative impression, but in a job search, consumers are mostly looking for something “once and for all”, so they will get the message right.
You can develop a UTP for your company in KOLORO
As you can see, a UTP is a strong motivation to buy. But it can only work once if your uniqueness is just empty words. It’s worth paying a lot of attention to the quality of your products or services so that they can stand up to the competition not only in words, but also in deeds.
Top tip: take the time to test your brand’s abilities. If you don’t have enough time to come up with a UTP, we can help you.
You can order TSS development by phone
