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Defying the rules (choose something unique, something better), the car rental company Avis turned a negative characteristic (they were number two in the industry, behind Hertz) into an advantage. The result: In just four years, Avis went from 11% market share to 35%. How can you consolidate your USP? Sure, these examples we've cited are the work of global companies (well, their amazing marketing team), but you don't have to be a megalomaniac to be a genius: you too can find your USP. Here we tell you how to do it. Step 1 – Answer some basic questions Begin to ask yourself some fundamental questions about the essence of your activity. What services and products do you sell? If you open a restaurant, you offer food, or better yet, a culinary experience. What is your main goal with respect to your customers? In our example, your mission is for your customers to enjoy an exquisite meal.
Define and match needs with unique proposals The following questions you should ask yourself: who do you want to sell to? What are your needs? What “problems” do they have that can be solved with your product or service? And how can your offer achieve that? Summarize the characteristics by which your solution is different and stands out from your competitors. Identifying the needs of your target audience and your solution is not an easy task. Imagine that Phone Number List you are one of your clients and summarize your needs. Then take a critical look at your offer: what features really meet those needs, set you apart from your competitors, and are important enough to your target audience? These strengths are known in marketing as "points of difference." The highlights of this list will form the basis of your USP. In your restaurant, for example, you consider that it is vital to cook with organic products.
Company is in a business district so at lunchtime you have many diners who work in offices. His problem is lack of time. They not only want to eat a delicious and healthy dish, but also want the service to be very fast. If you serve meals quickly and the competitors in the area are clearly slower, you have already found your USP. How can you find out the needs of your target group and the unique advantages of your offer? If you already have a lot of clients, talk to them. And if you've just opened your business, look at your competitors. Study what they sell and how they sell it. Instead of analyzing the characteristics of their offer, focus on how they describe it. Identify which USP they are promoting and choose a different one: your goal is to innovate, not to imitate. formulate your unique selling proposition Step.
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发表于 2023-4-15 11:53:33
