Many companies strive to make their products stand out from competitors and boost conversion rates by ensuring uniqueness. This article explores why it’s essential to create a unique selling proposition (USP) and how to do it effectively on your own or with the help of Yandex services. ### What is a USP? A **Unique Selling Proposition** (USP) is a concise description of a product’s or service’s advantages that sets it apart from competitors and grabs the attention of the target audience. For example, in contextual advertising, it helps to increase conversions and, over time, shapes the company’s image.
When developing a USP, the following criteria can be applied:
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Laser mice with adaptive settings for shooters. Beautiful garden swing at an affordable price. Neck Relaxation Roller Made from Natural Materials. Over 20 years of expertise in orthopedic pillows that ensure sweet sleep. Often, USPs get confused with offers and slogans since both are unique, short, and targeted. However, they differ in their purpose. An offer typically refers to a specific promotion or service tied to an order, like free delivery. A slogan on the other hand, may not necessarily reflect the company’s positioning or advantages. For instance, in sneaker ads, “Move towards the goal!” is an example of a slogan without inherent benefits.
Let’s consider a company selling shower gels through marketplaces. They chose
They used the slogan “Feel different” and offered a 30% discount for purchasing two gels at once, clearly representing their offer. Their USP could be: “We use natural ingredients and do not test products on animals—only lab tests.”
Types and Examples of Successful USPs
USPs can be crafted in various ways, especially when competing in a crowded marketplace with similar products. Companies can find their uniqueness in areas beyond product features, such as production methods, service quality, or logistics. Marketers often behind every successful business is a powerful activity categorize USPs based on specific areas:
- By Quality: Ideal for brands focused on high standards or premium segments. Example: “Handmade rings in an elegant style from a master.”
- By Service: Highlights exceptional customer service. Example: “Creative kit with a curator—watch video lessons and receive feedback from a professional artist.”
- By Product Range: Demonstrates the variety and utility of products. Example: “A set of products to cover all your cleaning needs.”
- By Price: Works well for companies targeting the mass market. Example: “Garden swing made from affordable materials at a low price.”
- By Innovation: Ideal for tech-forward brands. Example: “Laptops for development, design, and gaming.”
- By Eco-Friendliness: Emphasizes environmental values. Example: “We produce down jackets from 90% recycled materials.”
Goals of USP in Marketing
A USP serves several purposes in marketing:
- Sales Growth: Companies aiming to increase conversions set themselves apart with their USP. Highlighting unique features like material quality or exceptional service can boost sales, but it’s essential to pair the USP with effective promotion and customer reviews.
- Advertising Optimization: Incorporating the USP into ad slogans or product listings on marketplaces can improve marketing metrics like customer acquisition cost (CAC), conversion rate (CR), and return on marketing investment (ROMI).
How to Formulate a USP
You can create a well-crafted USP in four steps:
- Gather Product Information: Analyze the product or service’s strengths and weaknesses. For example, a garden swing company might highlight sale leads the swing’s durability and design.
- Create a Target Audience Profile: Study potential customer segments using CRM data or interviews. For instance, families over 35 with summer homes may prefer high-quality garden swings that include protective covers for bad weather.
- Study Your Competitors: Identify competitors’ strengths and weaknesses by analyzing online reviews or examining their offers. For example, if a competitor offers video assembly instructions, you could stand out by offering free delivery.
- Formulate and Test Hypotheses: Use your research to create several USP versions and test them through tools like Yandex Direct. For example, a garden swing manufacturer might test USPs like:
- “Reliable garden swing supporting up to 400 kg.”
- “Garden swing with mosquito protection and sunshade.” A/B testing these USPs will help determine which is most effective.
Common Mistakes in Creating a USP
To make your USP effective, avoid these common mistakes:
- Generic Wording: Stay away from vague phrases like “A quality product at an affordable price.” Be specific about what makes your product unique.
- Overcrowding with Benefits: Focus on one main advantage to avoid confusing the audience.
- Copying Competitors: Simply rewording a competitor’s USP won’t make yours stand out. Highlight a genuinely unique aspect of your product.
- Ignoring Product Features: Ensure the USP aligns with the actual product. Overpromising can lead to negative reviews and lost sales.
Brief Summary: Crafting a Winning USP
A compelling USP is short, reflects a unique advantage, and addresses the target audience’s needs. It boosts conversions and marketing efficiency. When formulating one, consider product quality, logistics, service, price, innovation, or environmental contribution. By analyzing your audience and competitors, and using Yandex tools, businesses can develop multiple USPs to test and refine for success.
