Copywriters often use phrases like “most important” and “most important” in place and out of place. Just for effect. "Most important rule text". "The most important thing in commercial offer" etc.

Today we will talk about creating a unique selling proposition. And, we promise you, you will soon understand that a well-written USP is the most important thing in business. No kidding. Generally the most important thing. So important that everything else is just pathetic reflections.

What is a USP and why is it needed?

Unique trade offer(offer, USP, USP) is the main distinctive sign business. Anyone. It doesn't matter if you're selling small-scale writing services or building entire neighborhoods with new homes.

The word "USP" refers to such a competitive difference that others do not have. What sets you apart from your competitors. This is the only correct definition USP.

USP provides the client with a certain benefit. Or solves his problem. The types of benefits can vary, but a unique selling proposition with no clear benefit to the customer is garbage.

Various. Benefit.

Two words on which everything rests.

Your Unique Selling Proposition should differentiate you so radically that, given all the inputs being equal, if a customer has to choose between you and a competitor, because you have a decent USP, they will choose you.

Do you understand how serious?

The main problem of USP in Russian business

The trouble is that Russian business criminally blind. From simple freelancers to huge companies, everyone wants to be the best. And not everyone can be the best. Must be different- that's the whole point.

From here the main problem- refusal to create a USP in favor of the stupidest desire to be the first and the best.

To show. how weak and ill-conceived the creation of unique selling propositions can be, we will take our colleagues - copywriters. Look at their portfolio:

• Ideal lyrics
• Best Author
• Atomic copywriting
• word master
• Etc …

This kind of nonsense is all over the place. People just don't understand that it's not a USP. This is great example moreover. Instead of becoming different, everyone climbs the same mountain. To the top. In the end - puff.

Who is on the bright side then?

• The first in legal texts in Runet
• Since 2010, I have been writing only commercial offers.
• Any text - 3 hours after payment
• TOP copywriting for the price of ordinary texts
• Free consultation on Landing Page improvement for each client
• Free images for the article from paid photo stocks

Yes, not so loud, but very effective. The clients of these authors already see the difference and their benefits, and therefore are ready to pay.

Do you think business is any different? Yes, nothing like that, even huge companies do not really know how to compose a unique selling proposition:

• Wide range of
• Big discounts
• Free service
• Low prices
• High quality
• Industry leaders
• Etc …

Moreover, many people sincerely consider such a “gentleman's” set to be sufficient to seduce a client.

And where is the fundamental difference here? Where is the signal "I'm different"? He is not. There are which every first company flaunts.

What is most interesting, each of the advantages can be developed into a good USP. For example, like this:

• Wide range of. 1300 models skiing– the largest warehouse in Russia
• Big discounts - every Thursday 65% ​​off your second purchase
• Free service - after buying a smartphone, we install any programs for you for free within an hour
• Low prices - we sell any pastries for 1 ruble after 18-00
• High quality - if even one part breaks, we will give you a new simulator
• Leaders in our industry - three years in a row we win the title of "The Best Taxi in Syktyvkar"

Alas, only a few use the idea of ​​expanding template chatter to a full-fledged USP. After all, it’s always easier to stamp standard phrases, so that later you’ll be surprised - “Why don’t they buy?”.

In order for your business to take off, you need a strong USP. No trick. This is exactly what we will learn to compose today. We promise you will soon look at your possibilities with completely new eyes.

The concept of compiling a USP

There are thousands of types of unique selling propositions. Offers can be very different:

Is the Zippo Lighter Lifetime Warranty a USP? Undoubtedly!

All for 49 rubles? Too.

Soap that doesn't dry out your skin? Oh sure.

A tour of the 10 best beer bars in Germany? And this is also a fully working USP.

Remember when we said that when creating a unique offer, you can't be guided by the fact that you have to look your best? To reiterate, you don't have to strive to be the best.

You must be different. To find such a distinctive benefit for the client that would attract him to you, and not to a competitor.

When writing a USP, it is important to remember one very simple thing: a specific benefit for the client should go through your entire offer. Not praising you or your business, not delight, but the direct benefit of a potential buyer.

But the benefits themselves can be a great many:

This will help me

Get a high social status

Become more beautiful (stronger, more active, etc.)

Learn new things

With this I

save money

I'll make money

Thanks to this I

save time

I will get interesting impressions

Get extra comfort

Feel free to look for some obvious ways to gain a competitive advantage. Anything can go into business, the main thing is that it is interesting to the client.

Now that the theory is out of the way, it's time to start the practice of creating a strong offer.

Rules for compiling USP

A lot of rubbish has been written on the net about how to compose a USP, but when you start to figure it out, you fall into a stupor. Too clever and confusing. Yes, creating a sales proposal is not an easy task, but it is quite possible. Even for those who are not good at brainstorming.

In order to cope, we will cut the elephant into pieces. Learn in stages. This will make it easier and clearer. We started.

Stage one - awareness of yourself and competitors

The first step is to answer as fully as possible the list of questions below. You can even print them and then write the answers in front of each. Don't be lazy, it's milestone. So, the list of important questions.

• What are we doing?
• Our strengths
• Our weaknesses
• Do we have any differences from competitors?
• Can effort create difference?
• What interesting USPs do competitors have?
• Is it possible to do something more interesting based on their USP?

Ideally, you should get enough big list which you will then rely on. It is worth remembering that there are two types of proposals: effortless and effortless.

USP without effort is what you already own. For example, you really have the largest selection of skiing in Russia. Or you win the title of "Best Manufacturer of the Year" is not the first time.

USP with effort is something you can do to create a strong competitive advantage and create a unique offering. For example, promise that you will deliver a taxi in 5 minutes or the trip will be free. And this despite the fact that now the average waiting time is 7 minutes.

USP with effort is always more difficult to perform, but the effect of it is usually greater: a person sees his direct benefit and is ready to test you.

Yes, you will have to sacrifice something (money, time, profit growth), but on the other hand, you will also raise the bar of advantage above others. Consequently, in the long run you will get new customers, since your competitors will not be able or will not want to raise this bar even higher.

Stage two - understanding the needs of customers

Again a leaf. Surveys again, but now about clients:

• Who is our main client? Describe your target audience
• What does our ideal client want?
• What customer needs do we really solve?
• And what could, but we do not solve?
• How can we win new customers?

Put yourself in your client's shoes. Why does he choose you? Do they expect something specific from you: guarantees, more convenience, reliability, savings, or something else?

What is valuable and not valuable for your customers? Maybe they are ready to pay any money to raise their status? Or are they frugal and buy the cheapest possible? Clearly draw yourself a portrait of a mass target audience. You can even conduct surveys to understand the real needs of the client.

Why do many customers go to competitors? What are the last ones? Do you have the resources to offer your clients the same or more?

Understanding the needs of the client essential condition creation of a working USP. You will be able to correctly understand the buyer and his desires - you will be able to offer something really interesting.

Stage three - creation of USP

Now take both leaves and find all the intersecting points. For example, in the first task (self-awareness), we found out that you can give each customer of furniture for the hallway a dining table. And so far no one is doing this.

In the second task (client needs), you realized that your target audience is young families and people with below average income who would not mind getting something for free.

Bottom line: you may well make an offer: Each client is given a solid table for the kitchen as a gift

If you take enough time to prepare for writing a unique selling proposition, then there can be dozens of such intersecting points. You just have to turn on the creative and create maximum offers based on them.

Created? Wonderful. Now is the time to choose the best USP.

To do this, you can conduct surveys among employees, customers, post surveys on social networks, and so on. After the tests are done, you should see the influencer. As a rule, it is noticeable immediately.

Can you have multiple USPs?

Yes, it may well be. And yet, some main proposal will have to be chosen, and the rest will be amplifiers of the proposal. And remember that the unique selling proposition cannot be changed every three months. This is for years, and therefore immediately resemble the choice seriously.

Carefully track the offers of competitors. Firstly, this is a huge scope for creativity and ideas. Secondly, it will help you not to repeat other people's sentences.

Your USP should be as specific as possible. No common phrases. If “A cup of coffee for every gas station visitor”, then this is exactly a cup of coffee, and not “nice bonuses”. If “everything costs 49 rubles”, then this is exactly 49 rubles, and not “maximum low prices».

Your USP should be as simple as possible - all customers should immediately understand it and immediately see a clear benefit.

Do not contradict the interests of CA. If clients visit your salon because it is fashionable and prestigious, then there is no need to lure you with low prices. Kill status.

Don't lump everything together. No need to try to paint the USP on 20 sheets. Everything should be very simple: 1-3 phrases. If you really can't wait to describe in detail all the benefits, then there are separate texts for this. In the USP, you single out only the main thing, the squeeze, and if you wanted to, you painted it somewhere separately.

We hope that after reading this article, it will be easier for you to create a truly strong unique selling proposition. All the inputs for this are there - you just need to sit down and do it.

We promise that after your USP crystallizes into something concrete and profitable, you will immediately notice a positive change. Tested thousands of times and proven by the laws of business.

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The absence of a USP is a great grief for business. Look at these sites:

In addition to design, they practically do not differ from each other - everywhere low prices, high quality and fast installation. It's a pity for people who want to order stretch ceilings - it will take more than one hour to wade through the jungle of clone sites to find a worthwhile option.

Therefore, there must be something that distinguishes the business from total mass- unique selling proposition. It is it that will make competitors afraid of you like fire, and potential customers more often make a choice in your favor.

By the way, prices with it can be slightly higher than those of other companies: if you offer the buyer a product that will solve his problems, he will be ready to pay more for it.

There are only three "buts" - USP works if it:

• unique- competitors do not offer this;
• specific- the user immediately understands what it is about;
• valuable- the potential client sees his benefit.

In 2014, we gave a general scenario by which a USP can be created. Today we will share new formulas and examples from practice to make it even easier to come up with or highlight a sentence.

Where to begin?

We analyze the target audience. What is good for an avid fisherman is not suitable for a young woman on maternity leave. Therefore, the development of a USP should begin with getting to know the target audience - what worries your potential customers, what are their problems and interests?

Example: Let's say you need to come up with a USP for an online home goods store. Most often, women are engaged in the purchase of household chemicals, dishes, decor and other things. Ordering all this online will be those who have no time - which means that your main audience is working women aged 25 to 45 years. What might be of interest to them? Surely you will like it if you deliver goods quickly and free of charge. Therefore, a good USP is "Free delivery in Irkutsk within 2 hours."



Pretty good suggestion. But it can be strengthened - write how quickly the order will be delivered or indicate that delivery is around the clock.

Underwater rocks

Remember: the target audience is not just gender, age, income level and other parameters. You need to realize what and to whom you are selling, what problems you are helping people solve: ideally, you should have a clear portrait of the buyer in your head.

We think about the features of the business. Perhaps the finished USP is under your nose, you just need to notice it. To do this, honestly answer a few simple questions:

• What are your products made from?
• How exactly are the products produced?
• What equipment do you use?
• What kind unique properties at the goods?
• How do you interact with clients?
• How is the work on the order structured?

There is a chance that you will see an important advantage that will allow you to rebuild from your competitors. By the way, sometimes you can make a USP from a disadvantage: “Homemade cakes with short term storage - only natural ingredients.

Example: Suppose you are engaged in laser cutting of metal. Terms, prices and delivery conditions are the same as those of other companies. But on the other hand, you use a modern fiber-optic laser - it allows you to achieve maximum accuracy, up to 0.1 mm. Isn't this a USP? "Laser cutting accuracy up to 0.1 mm - we use the Ruchservomotor LaserCut 3015 fiber optic installation."



And this sentence can be strengthened - add how accurate the result is.

Underwater rocks

No one knows the specifics of a business better than its owner - so think and honestly answer the question why you are cooler. A marketer or copywriter will help you get the chip out of the benefits.

We look at competitors. Spend detailed and objective analysis- compare your business and the offers of the main competitors. Here is a sample list of parameters for comparison:

• prices;
• the presence of a loyalty program;
• delivery speed;
• courtesy of the staff;
• ease of ordering;
• regularity of shares;
• guarantee period;
• the possibility of deferred payment.

You will get a clear picture - it will become clear in what parameters you are losing, and in what parameters you are superior to your competitors. Winning criteria can be taken as the basis of the site's USP.

Example: Imagine that you are the owner of a tire shop. Delivery takes from 1 to 7 days, because you sell some items from the catalog under the order. There is no loyalty program yet, prices are the same as competitors. But everyone has a guarantee of 1-3 years, and you are ready to give an indefinite one - "Sale of tires with an indefinite warranty: free replacement in case of accidental damage."

Good deal, don't you agree? The only thing you can work on its design is to try to fit the title in 1 line, remove exclamation marks.

Underwater rocks

It is important not to want “like the competition, only better” - if another company has a similar USP, what will prevent it from making it cooler than yours? For example, offer delivery in 30 minutes instead of 1 hour. Be objective and try to find something of your own.

We ask clients. If you have already had orders, ask why people chose your company. Sometimes clients can give valuable clues.

By the way, it is worth conducting such surveys from time to time: this will help improve the service and have a positive impact on the company's reputation.

Example: Let's say you opened a beauty salon a week ago. You can ask employees to ask customers why they chose you. If clients say that you have a convenient working time, make it your thing. Let the salon be open from 12:00 to 22:00, and not from 09:00 to 19:00 like everyone else nearby. USP: "A beauty salon with a convenient work schedule: we are waiting for you daily from 12:00 to 22:00."



A very good USP - few beauty salons can offer this.

Underwater rocks

It's hard to follow this advice if you haven't had any orders at all. But nothing is impossible - go through the thematic forums, social media, talk to potential customers. Your goal is to find out what attracts buyers.

After all this laborious work, you will have at least strong advantages in your hands, as a maximum - an almost finished USP.

Aiming for the bull's-eye: 5 formulas for creating a USP

Even good advantage easy to spoil if the idea is formulated incorrectly. Compare two offers: “Free delivery in Irkutsk in 2 hours” and “We are guaranteed to deliver your order within 2 hours. Delivery throughout Irkutsk. The meaning is one, but the first is read and perceived much easier.

To formulate a clear and beautiful USP, you can safely use one of the templates:

You don't have to follow the patterns exactly. You can safely change any formula or come up with something completely new - it all depends on the specifics of the business. It is important to remember about the benefit of the client: the main task- show what exactly he will receive, and not what kind of white and fluffy company you have.

We look at the USP through the eyes of the client: 6 fatal mistakes

False statement. They misrepresented the facts or used criteria that should be the default. For example, USP “Professional doctors with experience of 3 years or more” is not suitable for dentistry - this is already expected from the clinic.

How to fix: look at the offer as a potential client. What do you expect from professional doctors? Certainly the correct and painless treatment. Try to bring this thought into the USP. "Painless dental treatment with a guarantee of 3 years - professionals work for us" - already better, isn't it?

Lack of benefit. Used dubious advantages. An online bed linen store should not boast of an assortment: "Online bed linen store "Sweet Dream" - we have 1,000 products." There will always be a company that has even more products.

But if the assortment is really unique, it can be emphasized: for example, 10,000 planters handmade from artisans from all over the world. Just be careful - make sure that competitors do not offer this, and will not be able to offer it in the near future.

How to fix: find another advantage. Let's say you sell cotton bedding. So highlight it - "Bedding for people with sensitive skin: hypoallergenic organic cotton sets."

Stamping. We chose a blurred wording - “fast delivery”, “true professionals”, “highly qualified specialists”, “low prices”, etc. The list is endless. Similar phrases are found on hundreds of sites and people are so used to them that they simply do not perceive.

How to fix: add specifics - "Bouquets with delivery in 60 minutes", "Porcelain stoneware from 450 rubles. for 1 m² - we are the official dealer of 5 brands. Prove the advantage with facts and deeds, and if it doesn’t work out, choose another USP.

Wrong accent. They told only about one group of goods, while there are ten of them.

For example: "Quick-drying nail polishes: refresh your manicure in 60 seconds." It’s bad if, in addition to varnishes, you sell lipsticks, shadows and mascaras, they risk going unnoticed. If it is nail polishes that make you 80% of the profit, then it is permissible to focus on them. When selling all cosmetics is interesting, you need to change the USP.

How to fix: formulate a USP for the online store as a whole. If there are too many product groups, focus on the service: "Decorative cosmetics with home delivery: we work around the clock."

Bust with volume. We tried and wrote a USP the size of a paragraph: “Tables from an array from 3,895 rubles: prices are low, because we produce furniture from our own materials - there is a sawmill and a carpentry shop in the north Irkutsk region. Find cheaper - we will make a discount and return the difference in cost.

How to fix: cut ruthlessly. For USP, one sentence is enough - "Tables from an array from 3,895 rubles: we will refund the difference if you find it cheaper." The rest of the information should be put in the paragraph below - after all, it is important to explain why you have such affordable prices.

Repetition for competitors. We saved time on analyzing competitors and got a clone - an identical or very similar offer. Too bad, because all the work is done in vain.

How to fix: alas, ideally, you need to start all over again - analyze the target audience, think about the features of the business and compare your online store with similar ones. If time is running out, try to expand on a failed USP: replace “Online shoe store with delivery” with “Online shoe store with delivery” free shipping within 2 hours."

No errors were found in the UTP? It's too early to rejoice - the offer may turn out to be ineffective, even if it seems very attractive to you.

How to know if USP will work

Answer a couple of questions to check the viability of the offer:

• Does the offer look realistic? For example, the statement " Language school"Contact" - learn English in 1 hour. But this USP can already be trusted: "Language school "Contact" - English for holidays abroad in 5 hours."
• The USP answers the question why, out of all the similar offers, you should choose this one? If yes - everything is in order.

You can also test the USP on clients - make a newsletter with different options and choose the one that most people responded to. We sometimes use this option - by the way, are you subscribed to our newsletter? If not, you're missing out on a lot of value.

Take the time to create a unique selling proposition - once spending several hours searching for the ideal, you will forever receive the key to the hearts of potential customers. If you need help, please contact us - we will create an effective offer.

When you meet some USPs, it breaks out: "Oops!".

Typical, no benefits, lackluster, too generic.

But it is the unique selling proposition that is the heart of any business. What the whole marketing strategy revolves around, which helps to profitably rebuild from competitors and occupy its part of the market.

Let's think of the USP as the core surrounded by hot marketing magma. It moves, mixing, positioning, characteristics of the target audience, competitive information, the benefits of a product or service, as well as the company's business objectives.

If the core is weak, then the magma spreads, smearing the outlines of the company throughout the sales market. And sooner or later the boundaries of business are erased, and then completely disappear.

Here is such a metaphor. And it’s easier to say this: a strong USP = a strong company.

John Carlton, in one of his speeches, says that in search of "the same UTP" It may take more than one sleepless night. But the result should be something special that puts your business in the buyer's mind.

To help you in this difficult task, we have collected 8 scenarios, using which you will create your competitive offer without much loss of time and nerve cells.

Scenario #1: Unique Feature

If there are a lot of analogues of your business on the market, then try to find some unique difference. Either find or create.

How the marketers of TM "Twix" acted in this situation: they divided an ordinary chocolate-wafer bar into two sticks. And on this they built the entire communication strategy.

Scenario #2

It is very difficult to come up with something original in a classic business. Then it's worth looking for what your competitors are missing.

For example, Claude Hopkins pointed out that toothpaste not only cleans teeth, but also removes unpleasant plaque (film). And so the slogan was born. "Gets Rid of Film on Teeth".

And when developing a USP for a beer brand, he noticed that at the factory bottles are not just washed, but doused with a powerful stream of steam. Mr. Hopkins has taken this workflow (which is used, in fact, by all beer makers) into a concept - "Our Bottles Are Washed With Live Steam!"

Of course, here you need to immerse yourself in all areas of business: from production to the work of secretaries and delivery services.

By the way, you probably remember classic example with delivery "Domino-pizza". It sounds like this: “Delivery in 30 minutes. If we're late - pizza as a gift".

This scenario has a small military stratagem: the business owner often blurs his eyes, and an experienced copywriter with the makings of a detective Maigret is able to pull out White light hot and fresh USP.

Scenario #3: The John Carlton Formula

The formula is ideal for a service business. It doesn't even need to come up with anything revolutionary or creative. Substitute your data - and get a working USP.

“With ________ (service, product) we help _________ (ca) solve ______ (problem) with ____ (benefit).”

Options:

• With the Slimming course, we will help women put on their favorite bikini by the summer.
• The Self Copywriter training will help businessmen save hundreds of dollars on freelance services.
• The Mary Poppins service will help mothers to go to the gym, movies and shopping while the baby is under the supervision of an experienced nanny.

The examples are not perfect, but they demonstrate the very principle of working with the Carlton formula. The main thing is that we explain to the target audience what benefits our product or service brings.

Scenario #4: Innovativeness

If the product solves the buyer's problems in a completely new way, then this must be stated in the USP. And "…do not be shy"- as Ivan Dorn sings in his hit.

What could it be:

• innovative formula;
• new product;
• new packaging;
• a new format of interaction with the buyer;
• revolutionary way of delivery;
• etc...

• Innovation! The first Nivea Q10 3 in 1 Roll-On Gel for wrinkles, dark circles and puffiness.
• Vicks - We've combined healing ingredients and the mild flavor of Lemon Tea to help relieve 6 cold symptoms.

Scenario #5: USP with a problem

You can turn the problem of your audience into a unique selling proposition. Those. go not from the description of the service, but from the solution challenging task potential buyer.

• Has a tooth? Ointment "Nebolin" will relieve pain in 5 minutes.
• Bad mood? Invite a friend over for coffee at McDonald's.
• Confused about finding cheap flights? Check out our offers of 183 airlines.

TV commercial example:

— Got a cold? Flu? With Aflubin tablets, a tangible improvement in health comes much faster. (Translated from Ukrainian).

Scenario number 6. USP with a bow

So we call any advantage that is associated with gifts, bonuses, discounts, guarantees and other consumer "goodies".

• Samsung phones are guaranteed for 5 years. Order a dessert, get coffee as a gift.
• Buy 2 pizzas, the third one is free.
• Make an order for 1000 rubles, and our taxi will take you home for free.

This is a successful scenario for a unique offering, but it is unlikely that such a USP will work with the same efficiency for a long time. Use this formula for seasonal promotions.

Scenario number 7. USP with muscles

Here you need to play with the muscles of your business, show all your friends and envious people the strengths of the company, product, service.

What could it be:

• low price;
• huge assortment;
• free service;
• goods of cool brands;
• support for a bright personality;
• hundreds of awards and diplomas;
• offices throughout the country.

In general, all the characteristics to which you can add the word "most".

It is not enough just to declare one's "self" for the USP. We need facts, figures, evidence.

Offers like “the most interesting courses”, “the most useful webinars” have not caught on buyers for a long time. To attract your target audience on the Internet, you need to show what exactly you are better than others and why a person should contact you. Let's figure it out how to create a unique selling proposition that will hit the client in the heart!

What is a UTP?

American advertiser Rosser Reeves, author of the M&Ms slogan - "Melting in your mouth, not in your hands" - was sure that advertising should do only one thing - to sell. He formulated this idea in the book Reality in Advertising, which became a bestseller among marketers around the world. In it, he first outlined the concept of USP in order to forever rid buyers of meaningless words like “the best”, “best”, “outstanding”.

A unique selling proposition or USP is what customers will love about you, choosing you among many other companies. According to Reeves, a USP is an advertising message that articulates your main difference from competitors and main reason to buy goods from you. It is used on banners, in contextual advertising, in mailing lists or on product cards, as well as in the description of the store on the site.

A well-written USP makes it easy to sell, because the client immediately sees why the offer is right for him. A good USP avoids price competition and increases repeat purchases.

However, do not forget that if irons from your online store are constantly returned with breakdowns, then no USP will keep dissatisfied customers.

Algorithm for creating USP?

So you've decided to create a unique selling proposition to sell your products online. Where to begin?

Step 1. Analyze your strengths

For clarity, make a table and mark in it all the competitive characteristics that your company has: great experience work, price, qualified employees, etc. Write as many points as you can - indicate specific dates, numbers. Now cross out everything that your competitors have to offer. As a result, you will get a squeeze of unique benefits that only your company and your product can boast. Put them at the heart of your USP.

Analysis of the competitive environment will allow you to find your unique advantages- that's what they need to sell to potential customers.

You will get more full view about your business by simply answering these questions:

• What are we doing?
• What are our strengths?
• What are our weak points?
• How are we different from other companies?
• What do competitors say about themselves?
• Where are our growth areas, what else can be improved?

It is important to answer the questions as objectively as possible. Happened? Move on!

Step 2: Determine who you are working for

Imagine that you are going to a birthday party. close friend and decided to give him a sweater. How will you choose? you pick up right size, remember his favorite color, do not forget that he loves thin woolen fabrics and thigh length. Knowing a person well, you will surely give him a really desired gift. Now imagine that you are congratulating a colleague with whom you work in different offices. It will be difficult to make a choice, because you are not familiar with his addictions.

A sincere understanding of who your client is will allow you to offer him exactly what he needs. Therefore, personalize the potential client as much as possible. To get started, answer these questions:

• Is this a man or a woman?
• What is the age of your buyer?
• What is he interested in?
• What pleases him?
• What worries?

Complete the list of questions with topics that are relevant to your business so that you have a holistic character in front of you.

Open courses in English? Then it is important for you to know how long the potential client has been studying the language and what is his level of Byron language proficiency.

You should end up with a description like this:

Our client is a housewife, mother of two who loves to cook and previously held a management position in a large company. She rests 2 times a year abroad, drives a luxury foreign car, is fond of yoga, and is allergic to cats.

The avatar will help describe the client with three parties: based on the situation, focusing on the psychotype and belonging to the generation. So instead of a soulless target audience will appear real man with the peculiarities of perception, character and life circumstances.

Now you know exactly who you are offering your product to.

Residents of ACCEL, the founders of the school of relations "Happiness is" Ivan and Maria Lyashenko have collected a detailed feedback from their listeners and were able to create an accurate portrait of a potential client. So they managed to attract new students and make training materials more useful for a narrow audience.

Here is what the entrepreneurs themselves say about this: “We have significantly increased the share of educational content, reduced and made the selling part more understandable, and justified the pricing policy. We explain in detail why we offer this product and how it will help the needs of webinar attendees.”

Step 3: Tell us how you're willing to help

Swap places with your buyer. What do you pay attention to when choosing: price, guarantees, reliability, appearance? Would you personally buy what you are trying to sell?

Surely some of your potential customers for some reason go to competitors. Try to understand what they have, but you don't. Try to emphasize the strengths in your USP, work on "failing" places.

According to Vladimir Turman, an expert on the commercialization of innovations, in the USP it is worth talking about why you, as the owner, decided to start a business. He writes about this in his article “How to increase demand for your products without going to war with competitors”. It is likely that your problem, which you solved by starting a business, is also relevant for other people. The found solution should be emphasized in the USP.

Step 4: Formulate a USP

Now that you've studied your audience, their needs, and your competitors, it's time to formulate a USP.

To compose a not very creative, but working text, you can use the formula of copywriter John Carlton. Substitute the data of your company instead of spaces - and the USP is ready:

With _______ (service, product) we help ______ (target audience) solve ____ (problem) with __ (benefit).

For example: With online adult volleyball training, we will help all women over 18 learn how to play for the beach season.

The text of the USP can be approached more creatively. The main rule - write to the point. Common phrases, literary prettiness, approximate and generalized figures leave potential customers indifferent. Do you provide a 26% discount? Talk about exact numbers, and not about “huge discounts” and “great deals”.

Here are a few more important points worth paying attention to:

• Write simply as for a friend. Your offer should be clear from the first time. Leave abstruse phrases and specific terms for scientific works. The customer must understand what he is buying and why.
• Focus on your strengths. Mention in the USP something for which customers should want to come to you, and not to competitors. If in your educational center Doctors of Science work, you should not tell how convenient your navigation on the site is - in this way you will knock down the focus of attention from the important to the secondary.
• Write short. Your goal is to interest a potential client in a minute. USP - short message, from one to three sentences.

Use our cheat sheet in order not to forget anything:

• Who can benefit from this product/service?
• What will a person get by becoming your client?
• Why are you better than your competitors and why can't you buy an analogue of your product?

Mistakes in compiling USP

You can't lie about your unique selling proposition. If you promised a 50% discount and gave only 25%, the customer will feel cheated. You will lose your reputation, and with it your customers.

In addition, you should not include in the USP those benefits that the client receives by default, for example, the ability to return funds within 14 days (this is guaranteed by the Consumer Protection Law). Needless to say, that you have "professional masters of their craft." If this were not the case, would you be able to provide services?

Arguments must be validated real facts. It is not enough to say that your service has no analogues in the market - tell us what is unique in your business, give more specifics.

Conclusion: How to test the effectiveness of your USP

So, you have studied your advantages, competitors, presented the target audience and prepared the basis of your sales - the USP text. Now check its viability - make sure:

• Your unique selling proposition cannot be used by competitors. They don't provide the same services, don't use the same materials, or can't compete on price. Only with you the client will be able to get these benefits.
• Your USP can be formulated in reverse. For example, an entrepreneur who sells women's shoes large sizes”, it is quite possible to imagine that there is a company that sells small shoes. Only such a USP is competitive. And here is an example of a bad USP: “In our club, only good music". It's hard to imagine that someone can offer customers bad music.
• Your USP does not look absurd. It is unlikely that customers will believe that in the X online school you can learn English in 1 hour.
• You have tested your USP on clients. Send by mail different variants suggestions and choose the one that gets the most responses.
• Make sure that your USP is the answer to the question: “Why, among all similar offers, do I choose this one?”.

Drafting a USP is a painstaking analytical work that will take time. But once you invest time in it, you will end up with long-term access to the hearts of your target audience.

Do you want to create your online school, produce yourself or your expert? Register now for a free webinar and receive a PDF plan step by step creation your online school on this

USP! USP! USP! Sounds like a curse if you don't know what it is. And in fact very useful topic it's in business. For use in marketing, advertising and sales. Helps the company to stand out from the competition, I would even say to some extent to wipe their nose. But first things first, it seems simple at first glance. Everything is much more complicated than you think, and even more useful than you imagine.

Stop cursing

Americans will definitely think that USP is Russian curse, because we have a lot of such short and bad words. But I don't want you to think the same, so I'll answer your dumb question, what is UTP. In fact, it stands for Unique Selling Proposition.

The definition of this term looks like this - this is your unique difference from another company or other products for which a client can single you out and say: “Wow, this is an offer!”.

Such an emotion, of course, is difficult to achieve, but nothing is impossible.

Gentlemen, let's not delve into the theory for a long time. All you need to know about unique selling propositions is that they set companies apart for general background. And to quickly understand whether you have it or not, just answer one of the questions right now:

1. How are you different from other companies/products?
2. Why should I choose your company/product?

Usually at this moment there is a small, 5-second pause, after which, as a rule, options known to everyone follow:

• High quality;
• Good service;
• flexible terms,

And my favorite - individual approach. Just don't say that you answered the same?! I beg you! After all, it is fatal if your sales people, including you, respond to your customers in this way. Because that's how thousands of other companies around the world respond to them.

How to choose in this case? Who are the best on the market? That's right, purely only by where you liked it more according to some subjective feelings. This, of course, is also good. True, in this case it is impossible to talk about the systemic growth of the company.

We have decided that you urgently need to read this article further, since your answers, by default, should be in business. This is the same if the restaurant will write: “We have the most tasty food”, it seems that in all other establishments the waiters say: “Gentlemen, we don’t have very tasty food, but what music, what music!”. Badly! Badly! It's bad... Well, you already understood this without me.

WE ARE ALREADY MORE THAN 45,000 people.
TURN ON

The difference between USP and positioning and promotions

I have two for you important thoughts to dot all i.

1. USP is not ACTION
2. USP is not positioning

Let's take a closer look so that there is no confusion in the future. Since in the vastness of the Internet everyone gives examples of USP and does not understand that this is more of a positioning or action than our “hero of the occasion”.

Further, the action, this, of course, is also your difference, only it is temporary, not permanent. Therefore, it cannot be said that your unique difference is that you give a second item when buying. Any other company can do it in seconds. And even more so, when the promotion ends, you will be left with nothing.

In other words, the USP (as well as positioning) can always be used in, on the clothes of employees, on billboards and other media, and in any form of advertising message, and it does not lose its relevance. A share (offer) cannot always be used, since it has the principle of burnout and replacement with another.

Positioning is more global theme. This is not necessarily your difference, but rather your place in the market, which should not always distinguish you, but at the same time should characterize you. My favorite and most understandable example is a Volvo car, their positioning is “Safety”. Is this a difference? Of course not. This is their accent. But a unique difference for them can be a car, for example, with 8 wheels.

How to Create a Unique Selling Proposition

Now you probably have chaos in your head from thoughts like “How to create a unique selling proposition? How to come up with, how to make, how to arrange it?!”.

I will reassure you a little by the fact that the creation of a USP has certain principles. So I want to warn you about a few important nuances, which will help formulate an armor-piercing proposal:

1. You need to know your company and your product VERY well to make a really good offer. Therefore, compiling a USP with new employees is not very good idea. Although some of the new ones should be, so to speak, a fresh look.
2. You need to know yours VERY well, because ideally, the formation of a USP should, first of all, be based on the criteria for choosing a client, those that are truly important to them.

Here you have dealt with general theory. Now the development of a unique selling proposition will not be scary for you. To help you, below is an instruction for compiling and formulas of UTP.

1. Creative

The solution is partly the simplest and yet, in my opinion, not the most the best way. Due to the fact that your creative has settled in the minds of consumers and is perceived as “truth”, you need to invest more than one hundred thousand rubles in advertising. Rather, you need to calculate the total in millions. And do you need it?

Formula: [Creativity Feature] + [Product]

Example:
Chocolate that melts in your mouth, not in your hands.

2. Most

Choose what you have the very best in the company and trumpet it to the whole world. In any case, there will always be someone who will do better, but until they do, time will pass and perhaps more than one year.

Also be careful in direct spelling the word “MOST” cannot be used according to the law of the Russian Federation on advertising. But to get around this nuance, you can use tricks as in the examples.

Formula: [Most ____] + [Product]

Example:
The largest mug of coffee to go in the coffee shop ___ - 1 liter!
The largest guarantee for timing belts in the Moscow region* (according to 1000 respondents on the website ____.ru).

3. Without

You need to know your customers well. Blah blah blah… I know everyone is trumpeting this. But if you do not know the client, then you will not know what he is afraid of or what he is afraid of. This means that you cannot make the following formula, which is based on the client's fear.

Formula: [Product] + Without + [Customer Fear]

Example:
Dishwashing liquid without chemicals.
Lose weight without going to the gym.
Construction of roofs without prepayment.

4. C

The idea is the same as in the third point, only we say that our product has amazing value that they simply need. Again, we focus on what is important for the client.

Formula: [Product] + c + [added value]

Example:
Cream with vitamin E complex.
Air conditioning with the ability to work in winter.

5. How/To

Personally, I don’t really like this option, it’s kind of rustic or something, but still in some areas it is quite appropriate (canteens, district stores). And I would rather this formula attributed to positioning rather than to unique offer She's too vague. But I'll tell you anyway.

Formula: [Product/company] + how/for + [positive emotions]

Example:
Food like at home.
Shop for the little ones.

6. Property

Relevant for those who have technical feature, which distinguishes you from others, which shows your scale or level. By the way, the first example influenced my decision to go to that particular clinic. After all, as a layman, I believed that the more powerful the X-ray machine, the clearer the picture would be. But he did not pay attention to the fact that the specialist who makes this x-ray is much more important.

Formula: [Product/Company] + From/From/To/To/From + [Property]

Example:
Clinic with a magnetic resonance tomograph “3 Tesla”.
All shovels are made of pure titanium.

7. The only one

If your product is the only one for a city, region, or even better for Russia, then it is also worth trumpeting it to the fullest. Again, the downside is that it's not permanent. Although, unless you are an official representative and you have exclusive rights to use your product.

Formula: [single] + [product/company] + [difference] + in [geography]

Example:
The only company providing a 5-year warranty for timing belts in Russia.
The only transforming chairs in Moscow.

8. Hidden Procedures

In any business, there are topics that everyone does by default and do not talk about it. You just need to show it and serve it with the right sauce. And what is needed for this? Remember? It is very good to know your product and your company. The people who work in it, the equipment, the processes, the tools, the raw materials, the supplier of raw materials and stuff like that.

Formula: [Product] + [hidden procedure]

Example:
Three degrees of glass tempering.
Non-combustible PVC tiles.

9. Warranty

Just tell the client that he will get the desired result, otherwise, you will return the money, redo it for free or make a gift. Especially often this USP can be seen among info-businessmen. Although you can use it in any other business, for example, in construction, you can give a guarantee for the fulfillment of deadlines.

Formula: [If _____] + [then ____]

Example:
If there is an increase in the estimate, then the additional costs will be at our expense.
If you don't like it, we'll refund all your money.

10. Professional

The development of this type of USP is the most difficult, although it is done according to a very simple scheme. You need to fully know and, most importantly, understand the client. And, personally, I think that this is the best formula. It can be said that it generalizes all previously studied and is based on the client's benefit, on his selection criteria.

Formula: [Product] + [Benefit]

Example:
Ferrari cars are assembled only by hand.
Pizza in 40 minutes or free.
Apartments with planning under the order.

How to check know-how

After creation, it seems that the best can not be imagined that this is the 8th wonder of the world. I am in no hurry to break your hopes, perhaps you are really right and have come up with something that will bring the entire market to its knees. This may well be, because, as practice shows, all brilliant ideas they come when you are busy with something that is not at all what you need.

And to be sure of this, go through the list of questions below and check your hypothesis for compliance with reality.

1. Can the same be said about your competitors?

   If you say that you produce a product in 24 hours when your competitors do it in the same time, then this is not a cool offer, it's just a statement of fact.

2. Is it important to the client / hurts the client?

   You can put pressure on creativity, but for me this is only for large companies, quite large ones. AT best case, you need to put pressure on the criteria of the client or on his emotions, and it does not matter whether it is positive or negative. If your message does not affect the client, then you need to change the situation.

3. Do you want to believe in your difference?

   If you can actually show clients how to make a million in 5 minutes, that's crazy. great offer. Only here it is not at all plausible. Therefore, it would be better to replace it for a period of “7 days”, which will be more credible.

4. How long will your USP be relevant?

   Utp is an “eternal” difference, and an action is temporary. Therefore, it is very important that it does not happen that you notify everyone that you are now not like everyone else, and after 2 days your competitor repeats this and a paradox occurs.

5. Does your proposal fit into 3-8 words?

   Conciseness, lightness - this is the key to success. The shorter your sentence, the better, the easier it fits in the minds of customers and it is easier for them to remember it, and therefore use it in relation to you.

6. Does your USP have a logical downside?

   If you say: “We have the most big houses”, then this is good, if only another company in the market can make a reverse offer “We have the smallest houses”. Otherwise, for example, in the premium segment, where everyone should have large houses by default, your offer will lose.

Briefly about the main

I would like to write that the time has passed when it was possible to do just “good” and people would go in crowds. But this is not so, those who show impressive results in their work will always differ. But here's one bad luck, if the company is not big and even more so new, then for the first time you definitely need to be different in order to break out of the rat race.

Now you have received a detailed answer and know how to create a unique selling proposition. At the same time, if you think that you can come up with a UTP once and retire, then you are deeply mistaken. Competitors do not sleep. The most arrogant copy your know-how, the less arrogant improve it. And in this, too, there is a certain strategy for creating one's own difference.

That’s all for me, the game has begun, I’m waiting for an answer in the comments to the question “How are you different from others?”

P.S. And to study this topic in other words and partly with other thoughts, then watch this video: