If you would like to improve your marketing activities,
If you would like to make a difference between your service and that of your competitors, If you would like your customers to understand your service more,
This concept, USP, would be quite important to you as well.
What is USP on marketing field ?
If your were familiar with technologies, or manufacturing, you would think UPS ( Uninterruptible Power Supply ) perhaps, haha.
USP on marketing stands for [ Unique Selling Proposition ] .
Some companies (including me) sometimes confuse " features", " benefits ", and " USP ".
But these keywords are all pretty important, and are all different of course.
We need to understand the details and to make the best use of the concepts on our marketing.
First of all, I'm explaining the above three words roughly, as bellow.
#1: Features ;
It's good points (or bad points as well) of your product or your service.
It focuses on our own product or service more.
#2: Benefits ;
It's good points for your customers with your product or your service.
It focuses on our customer points of view more.
#3: USP ( Unique selling proposition ) ;
It's good points of your product or your service compared to your competitors.
It focuses on the comparison with our competitors more.
Even though the keywords appear to be pretty similar, it is really different what these keywords are focusing on.
Hence, we should use properly each keyword, and it depends on the situation.
Actually a lot of companies often focus on " Features " only, such as......
- Our product has been designed based on this new technology......
- Our product works very fast.... and has this function.....
- Our service offers you comfortable space.... etc.
The explanations are often self-centered, and it is very rare that your potential customers become interested unfortunately.
That's why, " Benefits " and " USP " are mostly more important than " Features ".
If your potential customer already recognized or realized their own needs concretely, you should focus on " USP " only, because the customer already could imagine the benefits.
The customer would like to grasp the reason why they choose your brand not your competitors.
If your potential customer has not recognized their own potential needs yet, you should share about " Benefits " of your product or service, to begin with.
And then, you can focus on the " USP " gradually.
I mentioned earlier on the above, " we should use properly each keyword, and it depends on the situation."
That exactly means that it depends on " your potential customer's situation ".
Also, of course, the contents of the Benefits and of the USP are different and depend on the customer.
For instance, you know, we are a Japanese manufacturer, and our products are middle scale of machines.
If our customer were a big company, our product would not be able to become their main equipment, thus we would need to concentrate on more detailed tasks of them.
Also, in this case, our competitor could be a big manufacturer, so we would need to change the USP too.
If our customer were a small company, our product would be expensive, thus we would need to show them the benefits more concretely and in more details.
Also, in this case, our competitor could be a smaller than us or a same scale of manufacturers, so we would need to change the USP of course.
It really depends on who is our customer and on their situation.
In my opinions,
we usually adopt the two kinds of a marketing process as follows.
< Case-1 >
Step-1 : To set who is our competitors
Step-2 : To examine and grasp our competitors' products or services
Step-3 : To check our features
Step-4 : To make the USP
Step-5 : To find and set our target potential customers based on the above USP
Step-6 : To make the Benefits
*the order of Step-2 and Step-3 is extremely important.
If you began the step-2 firstly, the USP would become more self-centered.
< Case-2 >
Step-1 : To set our target target potential customers
Step-2 : To examine and grasp who is our competitors
Step-3 : To examine and grasp the competitors' products or services
Step-4 : To check our features
Step-5 : To make the USP
Step-6 : To make the Benefits
*In this case as well, the order of Step-3 and Step-4 is quite important.
I hope that this concepts would be useful to your sales activities ( like suggestions to your clients) and to your marketing activities.
ーーーーーーーーーーーーーーーーーーーーーーーーーーーーー If your business is related to printing, newspaper, advertising, logistics, delivery, courier, distribution, or wrapping,
you are the most welcome to our website as well.
We are a Japanese manufacturer which was built over 60 years ago.
< Website >
Refer to Pressio website
If you are interested, please feel free to ask us via our website or WhatsApp as follows,
< Contact Us >
< WhatsApp >
+81 1558 9116
I look forward to receiving a lot of inquires from you, our future business partners and customers.
Have a beautiful day again today you all too.
For the better future of printing, logistics, newspaper, wrapping, DM, advertising and other industries.
Kenta Kanamori from Pressio
Comentarios