Unique Selling Proposition #4Today’s Objectives

See the importance of defining the specific features/benefits of a product when compared to competition

Demonstrate the ability to identify a unique selling proposition

Integrate a unique selling proposition into a sales plan

Unique Selling Proposition (USP)An attribute of a product or business that separates it from the competition

Types of USP’s:1. Guarantees2. Price3. Something exclusive to the particular company

Most powerful way for a business to stand out?Through a USPWhy? Creates a positive reputation among a

certain target market

Ground rules (musts) for USP’s:1. Be able to capture its essence in slogans or branding

Connect to core values (the WHY) if/when possible.2. Meaningful to the target market3. Specific 4. Create desire and urgency5. Last the entire life of the product and brand

How to develop a USP (the USP process)

1. Get a product. Find something unique about it (feature/benefit)

2. List the buying motives of the target market3. Compare your product with competitors. How well does it

fulfill wants & needs in comparison?4. Articulate (write down) your USP using the info gathered5. USE IT ! – Integrate with ALL parts of business• Ads, business cards, signs, letterhead, web site, etc.

Constantly Repeat the USP

Now, here’s the key . . .

Assignment:Visit the following web site:http://thinktraffic.net/10-examples-of-killer-unique-selling-propositions-on-the-web

Nine examples are given of USP’s. Read through all the examples. Choose the one you find the most interesting. Write a paragraph explaining why you chose it and what about it is interesting to you. We prepared to read your paragraph out loud to the class. Show depth in your writing.

This assignment in your notebook folder is worth 3 points but must be completed.

Hint: If you feel intrigued enough to find out more about the business by visiting their web site, then that is likely your choice. Also, you will notice #10 contains a link to The Ultimate Guide to Finding your Unique Selling Proposition. This is a really great read!