Unique Selling Proposition
- Published on Monday, 09 December 2013 13:58
- Bob Cannon
- 1,036 Comments
Articulating your Unique Selling Proposition is the biggest problem facing all marketers. It doesn’t matter whether your product or service is brand new or something that has been around for a while, this is the missing critical piece to success. If your product or service is the same or similar to what is already in the market, why would you expect anyone to buy your offering.
First, it must be different (unique). If it is the same, there is no reason to spend the time, money and effort to market it. A different color, package or size probably isn’t going to be enough of a change to make your idea unique. The difference or uniqueness needs to be obvious.
Second, if it isn’t better or significantly less expensive to buy or use, there is no reason for anyone to buy it. Just because it is new, isn’t enough. It must provide a significant benefit to the user that existing products or technology cannot provide. To paraphrase a law of physics, a body using a product or service tends to continue to use that product or service. Change requires extra effort and your job is to create the energy to move a person to buy a different product.
Frequently, marketers never really develop a unique selling proposition because it means stepping away from the crowd and becoming truly unique. A truly unique selling proposition means you will have strong supporters, but you will also have strong opposition. The easy road is following the crowd. The road to success, however, comes when you and/or your product or service are truly unique.