Developing A Unique Selling Proposition Consistency Between Online And
Offline Marketing

Developing A Unique Selling Proposition Consistency Between Online And Offline Marketing



This month’s articles hammer home the​ importance of​ synergy and consistency between your online and offline marketing efforts. Within this context this month tip addresses what may well be the​ most important and overriding marketing consideration you​ can make,​ online or​ offline --- Developing your Unique Selling Proposition (USP).

When companies are trying to​ determine how to​ market a​ product,​ they focus on​ the​ Unique Selling Proposition,​ the​ one thing that makes that product different than any other. It's the​ one reason they think consumers will buy the​ product even though it​ may seem no different from many others just like it. it​ may be that the​ product has a​ lower price or​ more convenient packaging,​ or​ it​ may taste or​ smell better,​ or​ last longer. Would you​ buy from a​ company that does not promise some great value,​ benefit,​ or​ service but just a​ “buy from us" for no good reason sales pitch?

Your unique selling proposition is​ the​ mantra around which you​ will build your success so you​ need to​ be able to​ state it​ in​ a​ single statement. it​ will discipline you​ to​ focus on​ what your business is​ all about and bring your company to​ mind when someone is​ looking for the​ products or​ services you​ sell. it​ answers the​ question every consumer asks “What’s in​ it​ for me"?

Many businesses online and offline don’t provide an​ answer - and very few online businesses make sure that answer appears on​ their landing and home pages. if​ you​ can’t cut through the​ clutter,​ grab attention and communicate immediately that you​ offer value nobody else has,​ your visitors are gone to​ someone who can.

In order to​ create your USP ask yourself the​ following questions:

1. What are the​ unique aspects about my business,​ product,​ or​ service vs my competition?
2. Which of​ these aspects are most important to​ my customers?
3. Which aspects are difficult for my competition to​ imitate?
4. Which of​ these aspects can be easily communicated and understood?
5. Can you​ create a​ memorable message (USP) of​ these unique,​ meaningful qualities about your business or​ brand?
6. How will you​ communicate this message (USP) to​ buyers and end users,​ both online and offline?

Examples:
AVIS: "We Try Harder"
Burger King: "Have it​ your Way"
Kentucy Fried Chicken: "Finger Lickin Good"
Dominos Pizza: "Fresh,​ hot pizza delivered in​ 30 minutes or​ less,​ guaranteed"




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