Know the Unique Selling Proposition in Product Marketing

The business world must be very close to competition between competitors. When you are marketing a product, you definitely want to stand out and be sure to be the number one choice for customers.

How to be different and more attractive than your competitors? What strategies should you use to promote in order to win over competitors? Is it necessary to follow a strategy that is currently popular so that your business does not lag behind others?

To overcome this, you must have knowledge of the unique selling proposition (USP). A brand can exist more with the USP. You will also not be afraid to compete with competitors if you have a USP.

What is a Unique Selling Proposition?

Unique Selling Proposition (USP) is a special characteristic that is only owned by a product or company. The form of the USP can be in the form of values, ways of offering products, as well as guarantees or policies that can make customers more interested in buying.

The role of the USP will be the difference between your business and competitors. You have to prepare a USP that is not offered by competitors in running your business. Your business will stand out more by choosing the right USP and of course it can also benefit the company.

Tips for Determining the USP

In general, your brand or company may already have its own USP. However, for those who are still unable to determine the USP for your product, here are some tips to consider.

• Think about product benefits by figuring out what benefits each product feature brings to the customer.
• Focus on customers by getting to know and knowing what customers need. Understand how your product can play a role with their needs.
• USP relationship with the product to make the solution of a business service a USP. For example, a pizza brand that dares to promise its delivery service only takes 30 minutes to get to the customer's house.

How to Develop a Unique Selling Proposition in Business

If you already know the concept of making a USP, you can develop it gradually. Broadly speaking, there are several basic steps that can be adapted to develop the USP of a product.

1. Adapting the Value Proposition Canvas

These tools allow you to get to know a product more deeply. The trick can be started by making graphs for customers (wants and needs), products (quality offered), and substitutes (competitors). The graph will show the effectiveness of the product to beat your business competitors.

2. Adapting the Unique Value Proposition

This method will help you to see the value of the product. The product will still have the same value even though the price is higher than competitors. You will still have a market for these products based on the value they have.

3. Find the Differentiator

When customers are considering buying your product, they are sure to make comparisons. They will consider the price and speed to get the product compared to competitors or better quality of service.

By finding points of difference, you will be one step closer to perfecting the USP for a product. You need to think critically and find answers to evaluate everything about the product, such as product image, packaging, and customer testimonials.

4. Research on Competitors

Competitors are one of the components faced in business. For that, you need to know what and how is the USP of competitors by doing research. Research will help you find a different USP from your competitors.

Begin your competitor research by selecting the top five competitive businesses in your market. These competitors can be anyone, from small businesses to multinational companies. After that, make a list of the following questions to find out the competitor's positioning.

• What is the best quality that their product has?
• Who are the targets of the products they market?
• What USP do they use?
• What is their advertising strategy?
• How about testimonials about their products given by customers?

Reflect on the position of your product in comparison to the competition. Think of a solution that can be done to increase the assessment of the product to be more competitive than competitors.

5. Pay attention to the USP of Big Brands

You can look for inspiration for USPs from big brands that many people have managed to remember. As one example, look at your favorite coffee shop, of course there is quality that is maintained from the signature menu even though many new menu variants have been made.

Instead of creating new variations of drinks, coffee shops usually maintain the best quality of their main menu. This illustrates the selling value (selling proposition) so that the brand remains known with the main characteristics sought by customers.

In other words, USP is not only about an innovation. Maintaining product quality can also be the USP of a product. To maintain quality, consistency, competence, and reliability, gain insight into the importance of elements in a brand that can maintain brand identity through the Strategic Brand Management program.