Advertising serves many purposes. It can promote
name recognition, sell products and services, and help your branding
efforts. For a new business the ability to advertise effectively can
have a direct impact on the company's future. For
a business with a well-established name however, the task of analyzing
the impact of their advertising is often put aside until there is
an immediate danger to the bottom line.
It can be daunting when a new competitor appears
on the scene offering the same types of products and services
as you, often at lower prices. One way to keep on top of the
competition is to develop and advertise your Unique Selling Proposition.
The concept of a Unique Selling Proposition was
developed in the 1950's by Rosser Reeves. He used the idea to
great advantage in the early years of television advertising
and, although the times have changed, there's a lot of value to
understanding and using the concept in your marketing efforts.
A Unique Selling Proposition (USP) is traditionally
based on these ideas:
• Your advertising makes a proposition to the customer which
includes a specific benefit, not just a list
of features.
• This proposition is unique -- either the competition cannot
claim it, or thus far they have
not claimed it.
• It includes a clear and compelling call to action on the part
of the customer. More than just mentioning a benefit, a call to action prompts a prospective customer to take advantage of this unique feature
• It can be created for a single product or service, or encompass
the entirety of your business philosophy.
• It can include a phrase that becomes associated with your business
and tells your potential customer why they
should chose your business.
Take a look at your current or potential advertising.
It there a clear USP that can be associated with your business?
A recent trend along these lines involves developing Multiple
Selling Propositions. MSPs take into account the fact that different messages appeal
to different segments of your audience and that a savvy business person can
tailor their advertising to address a number of these segments.
The point is to make yourself stand
out from the competition. That means getting to know what they
are offering and identifying what makes your business different
from theirs, using the most appropriate means for
your situation.
The next step is to communicate these differences
to your desired audience in a memorable way.
Too often a business owner assumes that the customer
will see the benefits of his products and services without having
to be told. But people are busy. Help your audience get the point,
and quickly.
One company might offer 'Conrad's Ice-Melting
Particles'. Another might say 'Buy Howard's Ice-Melting Particles
and get rid of your ice in less than 5 minutes!'
The second company has given you a clear message
of benefit, with a strong call to action. This isn't a very subtle
approach, but it gets the point across. There are many ways to
phrase the benefits you offer so that they appeal to your audience.
If you are an established business, determining
your USP means a bit of taking stock. Note the most and least
profitable areas of your business, your expectations for future
business, and problem areas that need to be addressed. Then think
of the customers you would like to reach and the features and
benefits that would most appeal to them. Use this information
to create your USP and then to develop your advertising strategy.
A strong layout, a clear message and interesting
graphics are all part of the visual aspect of using your USP/MSP
to best advantage. Use your USP to create a memorable and favorable
impression of your business in the mind of your customer.
It's worth pointing out that if you can create
a USP, so can your competition, and they may even try to upstage you. You may need to further clarify to your audience what differentiates you from the competition.
If you have a clear idea about the nature
of your brand and
have taken the time to understand what your business needs to
communicate in terms of USP concepts, it will be easier to adapt
to the changing market and continue with a focused campaign.
Be true to yourself and your business, have strength
in your convictions, and stay light on your feet when it comes
to your advertising message. Think about your customers and what
will appeal to them, and do what you can to demonstrate how your
unique features will benefit them.
