Reeves asserted that every successful marketing campaign contained these four key elements: Although the Unique Selling Proposition concept was created decades ago, it is still very relevant in marketing today. By Elizabeth Ziemba, President, Medical Tourism Training, Inc. Can your customers differentiate you from your competitors or are you simply part of the crowd? 0 replies. In today’s crowded market, customers have more choice than ever before. That means doing an in-depth analysis of each one of your competitors. If you offer a service rather than a product you may determine your USP is that you will go to the client rather than them coming to your office. Use this information to pull together a brief survey and mail or email it to the rest of your customers. This is something your competitors don’t have. If you can, offer an incentive for them to fill out and return the survey, anything from a $5 gift card to a coupon for their next purchase. Before you can discover what makes your product unique, you’ll need to know what else is available for your prospective customers. What are your product’s most glaring weaknesses? USP stands for Unique Selling Point. If you’re proud of offering your product in 50 subtly different shades of green, but your customers can’t tell the difference, that’s not a good choice for your USP. Every industry sector has grown dramatically during the past decade. I am very pleased with our decision to retain Aviation Marketing Consulting – they are real pros when it comes to web development, SEO and digital marketing. The unique selling proposition (USP) is the factor or benefit that makes your product different—stand out—from other equivalent products on the market. A USP or Unique Selling Proposition is a concise and memorable statement that powerfully describes the unique value of your c… It must be a quality that is important to your customers. Almost every parent thinks that their child is the best, the most polite, the smartest… Almost every manager thinks their brand is the best… How objective are we in these estimates? This advice from Jim Edwards could make an amazing difference to your business. One way to move you towards that goal is to create a USP. Focus on the benefits rather than the features. State Farm – Like a Good Neighbor, State Farm is There, The U.S. Marine Corps – The Few. Compare your list of product strengths and weaknesses to the information you have on your competitor's products. Do we have a competitive advantage? Dalibor Šumiga 08. By now you should have a pretty good feel for the competition. If you type in 'hiking boots' or 'walking stick' on Google, you'll immediately be met with thousands of different options to choose from, available from all over the world. This increase in competition makes finding, defining and communicating your USP more important than ever before. The marketing term USP or Unique Selling Proposition has been around a long time, but I would wager most business people don’t have a clue as to what it is, or its fundamental importance to marketing. Your email address will not be published. Avoid being invisible! He took coffee to another level and charges for a cup of Starbuck’s java what a typical coffee shop charged for a complete breakfast. She worked in sales for more than 15 years and is an enrolled agent for tax preparation. Don’t know? The unique selling proposition (USP) is the factor or benefit that makes your product different—stand out—from other equivalent products on the market. What new capabilities or services can we add that will make a noticeable impact? What does our business offer that consumers want or need and why? As a personal trainer, do you have a USP? Set aside half a day to do this exercise. How to Identify Your Unique Selling Proposition – USP, A Review of Your Product Compared to Others, Unique Selling Propositions and Why They Work, How to Use and Write a Single-Minded Proposition, Answers for Common Interview Question for Sales Positions, Top 5 Power Words to Use in a Job Interview, How to Keep Your Customers Loyal (and Keep Them Buying), Making the Sale by Using Questions That Sell, Perfect These 7 Sales Cycle Stages to Improve Business, How to Answer Interview Questions About What You're Passionate About. The phrase Unique Selling Position (USP) has traditionally been used by companies who have taken the steps to clearly articulate how they differ from the competition. Whatever it is that defines you, is uniquely yours, is known as your USP (Unique Selling Proposition; or Unique Selling Point). Review their marketing materials, especially websites. The question is: What is your USP “universal selling proposition)? Have wide feet? One way to find clarity around your competitive positioning is to employ a concept called the Unique Selling Proposition, or USP for short. USP stands for unique selling proposition. Twitter Facebook LinkedIn Flipboard 0. USP is the factor or benefit that makes your station different from (and better than) other stations in the market. The proposition must be unique or “perceived unique” by your customers – something your competitors don’t have, or offer and would they could not easily imitate. Your USP is what makes your business and its products/services different. Why Build When You Can Buy! To occur haphazardly? Can we speak to the emotional, as well as logical reasons our customers should do business with us? What makes your tourist area or business unique, different, different and different from the competition? Does our business provide additional value beyond its primary benefit? The key to effective selling in this situation is what advertising and marketing professionals call a "unique selling proposition" (USP). Westchester Airport is Quieter Than It’s Been In Decades According To Recent Noise Study. This field is for validation purposes and should be left unchanged. In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors (in addition to its other values).. They designed and built two websites for us, as well as formulated and implemented numerous email and snail mail marketing campaigns on our behalf. What is your unique selling proposition (USP)? This site uses Akismet to reduce spam. Listen… The Difference Is The Difference. 05. Exhibitors now have more … You can also search for reviews of your competitors’ products as your own. What Is Your USP? And I am about 4 weeks plus before I pop, so I better get cracking! Personal Branding Blog July 2, 2018. January 16, 2018. jodey cheyne. He didn’t create just another coffee shop that sold sandwiches or donuts, he focused on providing premium coffees brewed cup by cup and customized to the whim of the discriminating coffee drinker. What unique approach, philosophy or point of view can we tout? How about areas where your products are significantly weaker than comparable products? As previous post, you might already know about my upcoming project, which is the Syamsmentari Digital. https://aviationmarketing.aero/wp-content/uploads/2017/04/amc-logo-cube-230x250.png, https://aviationmarketing.aero/wp-content/uploads/green-apples-red-apple-1024x650.jpg. It's what you offer that no-one else does in your market - whether that's higher quality, a lower price, a better customer experience or a new technological innovation. But, the same principle should be applied to exhibitions. Rosser Reeves, one of most influential figures in advertising during the last century, defined a USP as the ability to communicate a distinct and unique benefit a product or service offers a consumer, which only that specific product or service can provide. And Why is this Important by Steve Feld, Certified SCORE Mentor and Business Coach for SCORE Greater Phoenix where you can get free small business mentoring help and attend affordable, local business workshops. In Training. How can you insure that when the customer picks up the phone to call for staffing assistance, it is your company’s name that will be foremost in his mind? So, what is your USP? This is excellent news for you, the hiker consumer who wants to find the absolute right product for your specific needs. The moment of truth comes when you settle on one single area of strength and turn that into a USP. It makes a specific proposition to the customer: “buy this product, and you will get. Do you Have One? If you’re selling B2C products and services, the customer reviews online can be a goldmine of feedback. Marketing starts with understanding your target customer, what they want or need and what you offer to meets those needs. Here is a link to a funny Got Milk TV Commercial. USP is a concept first proposed by Rosser Reeves in the early 1940s. So you might have heard people talk about a USP. Finding a marketing company that understands and appreciates the problem and is able to bring original thinking to the table is what I needed and what I found in Aviation Marketing Consulting. The fact that the campaign fostered numerous copycats, such as Got Fish? If you can determine your USP – otherwise called your ‘unique selling proposition’ – your business can thrive much more easily than if you can’t. Before fretting about what marketing tactics to use, you need to first determine what message needs to be conveyed and why. What is a Unique Selling Proposition (USP)? It is always about the customer and not the product. SEO, ROI, CPC, PPC… and while you don’t need to know what they all mean, USP is definitely one you do. https://www.simonjordan.com/ So what is your USP? How can we improve on our primary benefit? Identifying your USP takes quite a bit of time and research, but without the research, you are selling just another commodity. What are the things that irritate, upset, cause extra work or inconvenience, or just plain drive customers up a wall – and what can your business do about it? Start by getting in touch with your "best" customers and ask them if they can spend a few minutes giving you feedback on the products they own. Hand crafted? Fill in this handy form for a free, no-obligation consultation, or call us at +1-801-820-0020. What Is Your USP? It must be simple and easy to articulate and communicate, so your customers quickly understand why you’re better or different from competitors, and offers them unique benefit. Genius! The moving supply company, for example, may create a USP that says simply, "Sturdy … By AMC Staff. (Usually followed by “how much will it cost us?”). Hi! Unfortunately, that’s not always enough. Once you know your real USP, there are many things which you can do to make your enterprise stand out from the crowd. In everyday language it answers these questions for your customers: What do people who already own a product from your industry have to say? In order to arrive at your own USP, put yourself in your customers’ shoes. What is the one thing we can deliver that our competitors cannot? The unique selling proposition, or unique selling point (USP), is a marketing concept that refers to any factor or aspect of an object or service that differentiates it from competition and highlights its unique benefits to consumers. Wendy Connick is a former expert for The Balance Careers. Then, this Video could be what you are looking for .. What’s the difference between you and everyone else in your niche? Successful business ownership is not about having a unique product or … Got Freud? So what is your USP? Your USP (Unique Selling Proposition) is the essence of your marketing. It depicted celebrities with milk mustaches and funny scenarios of people running out of milk. A strong USP (or lack thereof) can be the driving force behind the success and failure in business. What is your USP and do you have a USP? Understanding Marketing Strategy Versus Marketing Tactics, Marketing Insights, Marketing Plans, Marketing Tools & Tactics, Strategic Marketing, Get Ready for Primetime Marketing – Part One, Aviation Marketing, Marketing Plans, Strategic Marketing, How To Budget For Your Aviation Marketing, Plug and Fly: Greener, Cleaner Skies Ahead, Coronavirus Offers Opportunity for Private Air Charter, Westchester Airport is Quieter Than It’s Been In Decades, Gulf Aviation Retains Aviation Marketing Consulting, Flight School Selects Aviation Marketing Consulting. Posted by. The campaign repositioned milk, which had been maligned as an unhealthy, antibiotic filled food to avoid, to just the opposite – as a nutritional drink appropriate at anytime. Every successful radio station has a USP – a unique selling proposition. What is your USP and how can you position your business to highlight your USP? USP stands for Unique Selling Proposition and it is the backbone of all effective sales and marketing. When we talk about marketing and sales there are always lots of acronyms. Not only would this be impossible and force them into bankruptcy, but they also wouldn’t stand out from the competition. What is your USP (Unique Selling Proposition)? Even President Obama’s campaign slogan of “Got Hope” mimics the original campaign. The goal is to identify just one good reason they should buy from you, rather than a slew of reasons. If you see a particular feature or problem frequently mentioned for a given product, write it down. What is your USP? And try out as many competing products as you can to get a feel for how they work. A Unique Selling Proposition Is The Foundation To Effective Marketing. Learn how your comment data is processed. It’s time to look more closely at your product. Career . Are there areas where your product is stronger than most or all of the competing products? Look at independent review organizations for your industry to see what these analysts have to say. Quite a lot, usually. Once you’ve picked your USP, it’s time to share it with your prospects. The campaign stuck in the customer’s minds and milk consumption rose dramatically. Your USP is what makes you different from everyone else, and it is, therefore, exactly what you need to know to use in your marketing. Home / Posts / What is your USP? Barry Siskind. What is your USP? Is that a delivery service? I'm Simon Jordan, and welcome back to my marketing hints and tips. If you use Powerpoint slides in your presentation, add a tagline about your USP and include it on at least the first and last slides. Focus on one thing and do it better than anyone else does. What is Your USP? Differentiation.In a market crowded with staffing companies vying for attention, what can you do that will separate and distinguish your company from the competition? Helping these companies attract Grade A sales people is frequently one of the most challenging tasks we undertake. Ideally, your choice should also be a feature or quality that will be both memorable and difficult for someone else to copy. Are you a locally sourced product online store? So what is your firm’s USP? Unlock the secret to standing out from the competition, attracting new customers and providing the best experience possible. It is an old idea-and powerful. Once you have decided on your USP, create a competitive positioning statement that articulates your USP and refer to it when developing your marketing campaign and tactics. The Proud. Here are some questions to help jumpstart your thinking on developing an effective USP for your business: First, list as many possibilities as you can and then winnow the list down to the most distinctive and promising options that provide the greatest value for your customers. The stronger your USP, the faster your business will grow. At Oakstone, we specialise in helping US/EMEA software companies expand across Europe. Previous Next. I'm Simon Jordan, and welcome back to my marketing hints and tips. However, when carefully nurtured, a USP will provide your company a significant competitive advantage in the marketplace. The Marines. So what is that? Community Manager. Aviation Noise Experts Confirm Lower Noise Levels and No Significant Change in Flight Paths of Aircraft Using Westchester County Airport White Plains, NY – January 15, 2020. It tells people why they should use your products or services over everyone else. Existing customers are a terrific source of information. Posted November 1, 2019. I would not hesitate to recommend Aviation Marketing Consulting to anyone seeking marketing services and expertise. What is your USP? In Aviation Marketing, Marketing Insights, Strategic Marketing, Unique Selling Proposition (USP) 0. You can begin to answer the question, what is your USP. Once we have conducted our research identifying the right people, which is relatively straightforward, we speak to and qualify a … December 3, 2020 by admin. We found their fees to be very reasonable when considering the “bang for the buck” that we ultimately received for their services. So tonite, on my way home, I reached out to a former friend and colleague who is … Do you even think it’s important to have a USP? What is your USP - is this an important consideration for you? Know and understand your unique selling points and how they benefit the user. No. These are the elements of a compelling Unique Selling Proposition. Keep in mind that your USP essentially implies a promise or a pledge you are making to your customers. It’s also a pleasure working with a marketing agency who understands the aviation industry; they were able to help us from day one, without much of a learning curve. What is Your USP? Then that might be something you need to look at… You Might Also Like... How To Use Your Competitor's USP Against Them. Marketing tactics and budget are indeed important considerations, but not the most important. Armed with a clear idea of your unique selling points. 2020. As an example, one product may use small-batch processing where its competitors do not. An excellent example of an effective USP is the famous “Got Milk” campaign that ran a few years ago. It will give you an excellent feel for what the marketplace thinks to pattern these products.​. Behavioral marketing/Neuromarketing, Marketing. Here are some famous examples: Remember when creating your USP – don’t try to be better… Instead, try to be different! As mentioned, the term Unique Selling Proposition has been around for years. In fact, the USP Reeves created for M&M Candy, “It melts in your mouth, not in you hand,” is still used today. Do you offer the faster or better or […] It should be compelling and relevant to your customers so as to entice them to try your product or service because it addresses their needs, fears, frustrations or desires. Wendy Connick. You’ve pulled together quite a lot of information by now. You may also see USP referred to as unique selling point or unique selling position statement. 1. Now I know there's some marketers out there say that USP is dead, and I say bull to that because the USP is very much alive. Organic? Zappos has a unique selling proposition that is quite simple: have the best return policy ever.A return policy that removes the fear of buying online and buying shoes that might not fit. Selling the wx24Pilot app is somewhat difficult as it is a new way of presenting aviation weather. only added to effectiveness of the original USP. What you do want is a unique selling position. As an example, one product may use small-batch processing where its competitors do not. Or, will you take a proactive, deliberate and thoughtful approach in developing your competitive positioning to ensure your successful marketing. Business owners often wrongly assume customers will understand what makes their business different or better from their competitors, and overlook developing a USP. U.S. Aviation Training Solutions, Inc. (USATS), a global provider of premier aviation training solutions, has retained Aviation Marketing Consulting, a leading marketing communications agency for the aviation industry, to implement a comprehensive marketing communications program for the company. 2. Read more about being competitive in your industry. These comments don’t just talk about the product’s good and bad points, but also service issues like delivery costs, bad tech support experiences, and billing complications. In what areas are your customers most satisfied with your products? What Is Your USP? This was a term coined by Rosser Reeves, the copywriter who eventually ran the Ted Bates advertising agency in New York. Affordable? Most good marketing campaigns will focus on communicating a firm’s Unique Selling Point (USP). Got Fleas? That is what Howard Schultz; the founder of Starbucks Coffee did. Are there specific issues our customers face when researching, purchasing or using our product or service? Your competitors may offer the similar products or services with the same essential benefit. If you're like most new business start-ups, you don't want to waste money on expensive marketing campaigns. We have worked successfully with Aviation Marketing Consulting for many years utilizing various marketing programs that they developed for us to promote our FBO, MRO, Flight School and Aircraft Charter. Leave a Reply Want to join the discussion? What is your Personal Unique Selling Proposition ? You know what products are out there and how well they stack up. Is that really something you want to leave up to an assumption? Hi! Communicate it. What is your USP? Updated July 17, 2019. One thing is certain IMO. It’s time to review the facts and come up with some conclusions. Here is one way in which you and can figure out your USP. Answer this question for the consumer, … In my 30+ years in helping aviation businesses develop successful marketing campaigns, the issue clients immediately want to discuss involves marketing tactics – what are the best marketing tools to reach more potential customers? You've got an upcoming hiking adventure, but you need some new supplies. It was used in successful advertising campaigns of the early 1940s. Continue reading And work your USP prominently into both your cold call pattern and your main sales pitch. If you haven’t used your product recently, try it now, and see how your own experience matches with what you’ve heard from your customers. What is Your USP? Add the same tagline to your email signature and social media marketing accounts (if you use them). Whether or not an artist chooses to try and get signed to a record label or promote themselves independently, having a unique selling point is important to their development, as. Leave a Reply Cancel reply. Do we make a promise to our customers that our company consistently delivers? Posted on January 21, 2014 by Brian Hahn - Marketing. What is Your USP (Unique Selling Proposition)? It requires thinking creatively about your business, and the differences that sets your business and its offerings apart from your competitors – in other words, what will be your competitive positioning in the marketplace? What products exist that can fill the same needs as your product? The final step of your brand’s positioning is not absolutely necessary, although you may find value in distilling your brand statement into a simple tagline that can be used in advertising and marketing to quickly communicate your USP’s competitive positioning. What selling points do these competitors promote? In mid-2019, Westchester County retained HMMH, a leading environmental and transportation consulting firm that […]. They brought innovative ideas, suggestions and solutions and produced early results and is why I extended their contract beyond the initial launch phase. Your sales message is at the heart of your marketing strategy and determines whether you win a distinct place in your customers’ hearts and minds. I love having a side project, and when I feel burned out or just plain annoyed, I know where I can get my solace. What is your USP? By Shopmatic 5 February 2020 No Comments. What is your USP? Unique Selling Proposition or personal branding or a value-added statement, the USP is a succinct, one … China Aviation Industry Strategy? His diligent focus on branding helped to make Starbucks a franchising homerun and created a company worth billions of dollars. By David Kidd, BPR. Keep the focus on the one superior advantage or promise, which provides the greatest value and most unique benefit for your “key” customers. Feel free to contribute! We speak to the emotional, as well as logical reasons our customers should do business with us? ). Specific needs developing your competitive positioning is to identify just one good reason they should buy from you, than! Has a USP – a unique selling points and how can you position your to! Tasks we undertake use, you do n't want to waste money on expensive marketing campaigns will focus communicating... What is your USP can also search for reviews of your unique selling and! 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