What the heck's a USP? And do I need one?
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What the heck is a USP?
And do I need one?
Copyright 2014 Liz Craig All rights reserved.
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The Mighty USP Devised by Rosser Reeves, the original Mad Man
! Unique
! Selling
! Proposition
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Fast, fast, fast relief!
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Unique?
! Unique means:
Only you (your company, product or service) can or do claim this benefit.
Example:
Hormel Square Hot Dogs?
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Selling?
! Selling means: The unique claim you make must be compelling enough so that your competitors’ customers stop buying from them and start buying from you.
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Proposition?
! Proposition means: If you buy my X, you will get Y (benefit).
! Hormel says, “If you buy our square hot dog, it won’t roll off the bun.”
! USP?
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The proposition
! A Unique Selling Proposition (USP) is a compelling (selling) statement only you can (or do currently) make, which promises, “If you buy my X, you will get Y (desirable benefit).”
! What’s yours?
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Marketing strategy
! Competitors: #, $$, ?
! Target audience: Who?
! What benefit do you have that your logical competitor(s) don’t have?
! What benefit do they have that you don’t have?
! Marketing messages and media: What and where?
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Marketing strategy (cont’d.)
! SWOT – related to competitors in the marketplace:
! Strengths – Build on them.
! Weaknesses – Be honest with yourself. Address and eliminate weaknesses vs. your competition.
! Opportunities – Where can you make inroads?
! Threats – Competition, legal, regulatory?
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Creative strategy
! How do you present your USP in a way that grabs attention in a crowded, noisy marketplace?
! AIDA – The familiar formula
! How do you turn attention into interest, desire and action?
! What voice do you use, in language and graphics?
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Media
! Which media are best for promoting your product to your target audience, within the constraints of your budget?
! Print – Ads, brochures, direct mail, flyers
! Broadcast – TV spots, YouTube, radio, webcast
! Web – Web site, blog, paid ads, Facebook, LinkedIn, Twitter, other Web thingies
! Outdoor - Billboards
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Putting it all together
! USP development
! Marketing strategy
! Creative strategy
! Budget
! Media
! Timeline
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Questions?
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Contact info
! Liz Craig, Writer
! http://lizcraigwriter.com
! Twitter: @LizCraig1
! 913-236-7595
! Thank you!