USP (unique selling proposition, USP) - unique trade offer, one of the key concepts of marketing.

USP - a concept developed by Rosser Reeves, one of the founders advertising agency Ted Bates, who argues that advertising should offer the consumer a rationale for purchasing a product that is clearly different from that of competitors.

Purpose of USP formulation. In accordance with R. Reeves' USP concept, all successful advertising campaigns were based on the uniqueness of the offer for the client. In addition, the concept of USP is important for every employee of the company, who must clearly understand what they are working for, where their efforts are directed, how the company's business is developing.

The concept of a unique selling proposition (USP) is based on three main principles:

• each advertisement must offer a certain benefit to the consumer;
• this benefit must be unique to the advertised product;
• this benefit must be significant enough to force the consumer to turn to this product.

USP in marketing. In marketing, the USP strategy is considered one of the main rationalistic strategies for communicating with potential buyers, a strategy for advertising goods.

The definition of USP indicates that R. Reeves emphasized a creative marketing strategy that cannot be outdated.

1. USP is determined not only by what is inherent in the product itself;
2. USP is determined by what and how it is said about this product in advertising.

In order to skillfully use the USP strategy in modern conditions, it is important for marketers to understand what claims about a product are perceived as unique, and to be able to predict the characteristics of the perception of such advertising.

The task of the marketer, in relation to USP, is necessary:

• conformity assessment marketing offer consumer perceptions of integrated quality goods.
• anticipate unwanted reactions of potential consumers and try to neutralize them;
• evaluate the uniqueness of the competitors' offer and use a counter-offer in communication or disclose other uniqueness;

R. Reeves opposed the proposed concept of USP to traditional "showcase" advertising, in which, behind the abundance of beautifully formulated phrases about the product, there is absolutely no basis, nothing that could separate and elevate the advertised brand from a number of similar and goods with similar consumer properties.

I will try to give my own interpretation of the ideas of R. Reeves: uniqueness is not the same as saying that one product is better than another. A marketer who develops a product strategy based on USP must be able to talk about the product in such a way as to surprise the consumer so that he looks at it in a new way - in a way that he is not used to looking at products in the same category. The marketer must find out whether the consumer perceives this feature as important and useful. A marketer, formulating a strategy, must ensure recognition, memorability and trust in the formulated distinctive properties of the offer.

American advertising researcher Alfred Politz, founder of Alfred Politz Research, formulated: " Advertising campaign, emphasizing the microscopic difference of the product, which the consumer is not able to grasp, accelerates the failure of the product. "In other words, if the usefulness of a unique property is not obvious, then the main advertising efforts should be directed to explaining its importance, otherwise the failure of marketing communication and the product itself is inevitable.

Number of impressions: 49554

Offers like “the most interesting courses”, “the most useful webinars” have not caught on buyers for a long time. To attract your target audience on the Internet, you need to show what exactly you are better than the rest and why a person should contact you. Let's figure it out how to create a unique selling proposition that will hit the client in the heart!

What is a UTP?

American advertiser Rosser Reeves, author of the M&Ms slogan - "Melting in your mouth, not in your hands" - was sure that advertising should do only one thing - to sell. He formulated this idea in the book Reality in Advertising, which became a bestseller among marketers around the world. In it, he first outlined the concept of USP in order to forever rid buyers of meaningless words like “the best”, “best”, “outstanding”.

A unique selling proposition or USP is what customers will love about you, choosing you among many other companies. According to Reeves, a USP is an advertising message that articulates your main difference from your competitors and the main reason for buying a product from you. It is used in banners contextual advertising, in mailing list or on product cards, as well as in the description of the store on the site.

A well-written USP makes it easy to sell, because the client immediately sees why the offer is right for him. A good USP avoids price competition and increases repeat purchases.

However, do not forget that if irons from your online store are constantly returned with breakdowns, then no USP will keep dissatisfied customers.

Algorithm for creating USP?

So you've decided to create a unique selling proposition to sell your products online. Where to begin?

Step 1. Analyze your strengths

For clarity, make a table and mark in it all the competitive characteristics that your company has: extensive experience, price, qualified employees, etc. Write as many points as you can - indicate specific dates, numbers. Now cross out everything that your competitors have to offer. As a result, you will get a squeeze of unique benefits that only your company and your product can boast. Put them at the heart of your USP.

Analysis competitive environment will allow you to find your unique advantages - that's what you need to sell to potential customers.

You will gain a better understanding of your business if you simply answer these questions:

• What are we doing?
• What are our strengths?
• What are our weak points?
• How are we different from other companies?
• What do competitors say about themselves?
• Where are our growth areas, what else can be improved?

It is important to answer the questions as objectively as possible. Happened? Move on!

Step 2: Determine who you are working for

Imagine that you are going to a close friend's birthday party and decide to give him a sweater. How will you choose? You will choose the right size, remember his favorite color, do not forget that he loves thin woolen fabrics and thigh length. Knowing a person well, you will surely give him a really desired gift. Now imagine that you are congratulating a colleague with whom you work in different offices. It will be difficult to make a choice, because you are not familiar with his addictions.

A sincere understanding of who your client is will allow you to offer him exactly what he needs. Therefore, personalize the potential client as much as possible. To get started, answer these questions:

• Is this a man or a woman?
• What is the age of your buyer?
• What is he interested in?
• What pleases him?
• What worries?

Complete the list of questions with topics that are relevant to your business so that you have a holistic character in front of you.

Open courses in English? Then it is important for you to know how long the potential client has been studying the language and what is his level of Byron language proficiency.

You should end up with a description like this:

Our client is a housewife, mother of two who loves to cook and previously held a leadership position in big company. She rests 2 times a year abroad, drives a luxury foreign car, is fond of yoga, and is allergic to cats.

The avatar will help to describe the client from three sides: based on the situation, focusing on the psychotype and belonging to the generation. So instead of a soulless target audience, a real person with peculiarities of perception, character and life circumstances will appear.

Now you know exactly who you are offering your product to.

Residents of ACCEL, the founders of the school of relations "Happiness is" Ivan and Maria Lyashenko have collected a detailed feedback from their listeners and were able to create an accurate portrait of a potential client. So they managed to attract new students and make training materials more useful for a narrow audience.

Here is what the entrepreneurs themselves say about this: “We have significantly increased the share of educational content, reduced and made the selling part more understandable, justified pricing policy. We explain in detail why we offer this product and how it will help the needs of webinar attendees.”

Step 3: Tell us how you're willing to help

Swap places with your buyer. What do you pay attention to when choosing: price, guarantees, reliability, appearance? Would you personally buy what you are trying to sell?

Surely some of your potential customers for some reason go to competitors. Try to understand what they have, but you don't. Try to emphasize the strengths in your USP, work on "failing" places.

According to Vladimir Turman, an expert on the commercialization of innovations, in the USP it is worth talking about why you, as the owner, decided to start a business. He writes about this in his article “How to increase demand for your products without going to war with competitors”. It is likely that your problem, which you solved by starting a business, is also relevant for other people. The found solution should be emphasized in the USP.

Step 4: Formulate a USP

Now that you've studied your audience, their needs, and your competitors, it's time to formulate a USP.

To compose a not very creative, but working text, you can use the formula of copywriter John Carlton. Substitute the data of your company instead of spaces - and the USP is ready:

With _______ (service, product) we help ______ (target audience) solve ____ (problem) with __ (benefit).

For example: With online adult volleyball training, we will help all women over 18 learn how to play for the beach season.

The text of the USP can be approached more creatively. The main rule - write to the point. Common phrases, literary prettiness, approximate and generalized figures leave potential customers indifferent. Do you provide a 26% discount? Talk about exact numbers, not about "huge discounts" and "great deals."

Here are a few more important points worth paying attention to:

• Write simply as for a friend. Your offer should be clear from the first time. Leave abstruse phrases and specific terms for scientific papers. The customer must understand what he is buying and why.
• Focus on your strengths. Mention in the USP something for which customers should want to come to you, and not to competitors. If your educational center employs doctors of sciences, you should not tell how convenient navigation on the site is for you - this way you will shift the focus of attention from the important to the secondary.
• Write short. Your goal is to interest a potential client in a minute. USP - a short message, from one to three sentences.

Use our cheat sheet in order not to forget anything:

• Who can benefit from this product/service?
• What will a person get by becoming your client?
• Why are you better than your competitors and why can't you buy an analogue of your product?

Mistakes in compiling USP

You can't lie about your unique selling proposition. If you promised a 50% discount and gave only 25%, the customer will feel cheated. You will lose your reputation, and with it your customers.

In addition, you should not include in the USP those benefits that the client receives by default, for example, the ability to return funds within 14 days (this is guaranteed by the Consumer Protection Law). Needless to say, that you have "professional masters of their craft." If this were not the case, would you be able to provide services?

Arguments must be supported by real facts. It is not enough to say that your service has no analogues on the market - tell us what is unique in your business, give more specifics.

Conclusion: How to test the effectiveness of your USP

So, you have studied your advantages, competitors, introduced the target audience and prepared the basis of your sales - the USP text. Now check its viability - make sure:

• Your unique selling proposition cannot be used by competitors. They don't provide the same services, don't use the same materials, or can't compete on price. Only with you the client will be able to get these benefits.
• Your USP can be formulated in reverse. For example, an entrepreneur who sells women's shoes large sizes”, it is quite possible to imagine that there is a company that sells small shoes. Only such a USP is competitive. And here is an example of a bad USP: “There is only good music in our club.” It's hard to imagine that someone can offer customers bad music.
• Your USP does not look absurd. It is unlikely that customers will believe that in the X online school you can learn English in 1 hour.
• You have tested your USP on clients. Submit different proposals by mail and choose the one that will collect the most responses.
• Make sure that your USP is the answer to the question: “Why, among all similar offers, do I choose this one?”.

Drafting a USP is a painstaking analytical work that will take time. But once you invest time in it, you will end up with long-term access to the hearts of your target audience.

Do you want to create your own online school, produce yourself or your expert? Register now for a free webinar and receive a PDF plan step by step creation your online school on this

Copywriters often use phrases like “most important” and “most important” in place and out of place. Just for effect. "Most important rule text". “The most important thing in a commercial offer” and so on.

Today we will talk about creating a unique selling proposition. And, we promise you, you will soon understand that a well-written USP is the most important thing in business. No kidding. Generally the most important thing. So important that everything else is just pathetic reflections.

What is a USP and why is it needed?

A unique selling proposition (offer, USP, USP) is the main distinguishing mark of a business. Anyone. It doesn't matter if you're selling small-scale writing services or building entire neighborhoods with new homes.

The word "USP" refers to such a competitive difference that others do not have. What sets you apart from your competitors. This is the only true definition of USP.

USP provides the client with a certain benefit. Or solves his problem. The types of benefits can vary, but a unique selling proposition with no clear benefit to the customer is garbage.

Different. Benefit.

Two words on which everything rests.

Your Unique Selling Proposition should differentiate you so radically that, given all the inputs being equal, if a customer has to choose between you and a competitor, because you have a decent USP, they will choose you.

Do you understand how serious?

The main problem of USP in Russian business

The trouble is that Russian business criminally blind. From simple freelancers to huge companies, everyone wants to be the best. And not everyone can be the best. Must be different- that's the whole point.

Hence the main problem is the refusal to create a USP in favor of the stupidest desire to be the first and the best.

To show. how weak and ill-conceived the creation of unique selling propositions can be, we will take our colleagues - copywriters. Look at their portfolio:

• Ideal lyrics
• Best Author
• Atomic copywriting
• word master
• Etc …

This kind of nonsense is all over the place. People just don't understand that it's not a USP. This is a great example of . Instead of becoming different, everyone climbs the same mountain. To the top. In the end - puff.

Who is on the bright side then?

• The first in legal texts in Runet
• Since 2010, I have been writing only commercial offers.
• Any text - 3 hours after payment
• TOP copywriting for the price of ordinary texts
• Free consultation on Landing Page improvement for each client
• Free images for the article from paid photo stocks

Yes, not so loud, but very effective. The clients of these authors already see the difference and their benefits, and therefore are ready to pay.

Do you think business is any different? Yes, nothing like that, even huge companies do not really know how to compose a unique selling proposition:

• Wide range of
• Big discounts
• Free maintenance
• Low prices
• High quality
• Industry leaders
• Etc …

Moreover, many people sincerely consider such a “gentleman's” set to be sufficient to seduce a client.

And where is the fundamental difference here? Where is the signal "I'm different"? He is not. There are which every first company flaunts.

What is most interesting, each of the advantages can be developed into a good USP. For example, like this:

• Wide range of. 1300 models of alpine skis - the largest warehouse in Russia
• Big discounts - every Thursday 65% ​​off your second purchase
• Free service - after buying a smartphone, we install any programs for you for free within an hour
• Low prices - we sell any pastries for 1 ruble after 18-00
• High quality - if even one part breaks, we will give you a new simulator
• Leaders in our industry - three years in a row we win the title of "The Best Taxi in Syktyvkar"

Alas, only a few use the idea of ​​expanding template chatter to a full-fledged USP. After all, it’s always easier to stamp standard phrases, so that later you’ll be surprised - “Why don’t they buy?”.

In order for your business to take off, you need a strong USP. No trick. This is exactly what we will learn to compose today. We promise you will soon look at your possibilities with completely new eyes.

The concept of compiling a USP

There are thousands of types of unique selling propositions. Offers can be very different:

Is the Zippo Lighter Lifetime Warranty a USP? Undoubtedly!

All for 49 rubles? Too.

Soap that doesn't dry out your skin? Yes, sure.

A tour of the 10 best beer bars in Germany? And this is also a fully working USP.

Remember when we said that when creating a unique offer, you can't be guided by the fact that you have to look your best? To reiterate, you don't have to strive to be the best.

You must be different. To find such a distinctive benefit for the client that would attract him to you, and not to a competitor.

When writing a USP, it is important to remember one very simple thing: a specific benefit for the client must go through your entire offer. Not praising you or your business, not delight, but the direct benefit of a potential buyer.

But the benefits themselves can be a great many:

This will help me

Get a high social status

Become more beautiful (stronger, more active, etc.)

Learn new things

With this I

save money

I'll make money

Thanks to this I

save time

I will get interesting impressions

Get extra comfort

Feel free to look for some non-obvious ways to get competitive advantage. Anything can go into business, the main thing is that it is interesting to the client.

Now that the theory is out of the way, it's time to start the practice of creating a strong offer.

Rules for compiling USP

A lot of rubbish has been written on the net about how to compose a USP, but when you start to figure it out, you fall into a stupor. Too clever and confusing. Yes, creating a sales proposal is not an easy task, but it is quite possible. Even for those who are not good at brainstorming.

In order to cope, we will cut the elephant into pieces. Learn in stages. This will make it easier and clearer. We started.

Stage one - awareness of yourself and competitors

The first step is to answer as fully as possible the list of questions below. You can even print them and then write the answers in front of each. Don't be lazy, it's milestone. So, the list of important questions.

• What are we doing?
• Our Strengths
• Our weaknesses
• Do we have any differences from competitors?
• Can effort create difference?
• What interesting USPs do competitors have?
• Is it possible to do something more interesting based on their USP?

Ideally, you should have a fairly large list, which you will then rely on. It is worth remembering that there are two types of proposals: effortless and effortless.

USP without effort is what you already own. For example, you really have the largest selection of skiing in Russia. Or you win the title of "Best Manufacturer of the Year" is not the first time.

USP with effort is something you can do to create a strong competitive advantage and create a unique offering. For example, promise that you will deliver a taxi in 5 minutes or the trip will be free. And this despite the fact that now the average waiting time is 7 minutes.

USP with effort is always more difficult to perform, but the effect of it is usually greater: a person sees his direct benefit and is ready to test you.

Yes, you will have to sacrifice something (money, time, profit growth), but on the other hand, you will also raise the bar of advantage above others. Consequently, in the long run you will get new customers, since your competitors will not be able or will not want to raise this bar even higher.

Stage two - understanding the needs of customers

Again a leaf. Surveys again, but now about clients:

• Who is our main client? Describe your target audience
• What does our ideal client want?
• What customer needs do we really solve?
• And what could, but we do not solve?
• How can we win new customers?

Put yourself in your client's shoes. Why does he choose you? Do they expect something specific from you: guarantees, more convenience, reliability, savings, or something else?

What is valuable and not valuable for your customers? Maybe they are ready to pay any money to raise their status? Or are they frugal and buy the cheapest possible? Clearly draw yourself a portrait of a mass target audience. You can even conduct surveys to understand the real needs of the client.

Why do many customers go to competitors? What are the last ones? Do you have the resources to offer your clients the same or more?

Understanding the needs of the client is the most important condition for creating a working USP. You will be able to correctly understand the buyer and his desires - you will be able to offer something really interesting.

Stage three - creation of USP

Now take both leaves and find all the intersecting points. For example, in the first task (self-awareness), we found out that you can give each customer of furniture for the hallway a dining table. And so far no one is doing this.

In the second task (client needs), you realized that your target audience is young families and people with below average income who would not mind getting something for free.

Bottom line: you may well make an offer: Each client is given a solid table for the kitchen as a gift

If you take enough time to prepare for writing a unique selling proposition, then there can be dozens of such intersecting points. You just have to turn on the creative and create maximum offers based on them.

Created? Wonderful. Now is the time to choose the best USP.

To do this, you can conduct surveys among employees, customers, place surveys in in social networks etc. After the tests are done, you should see the influencer. As a rule, it is noticeable immediately.

Can you have multiple USPs?

Yes, it may well be. And yet, some main proposal will have to be chosen, and the rest will be amplifiers of the proposal. And remember that the unique selling proposition cannot be changed every three months. This is for years, and therefore immediately resemble the choice seriously.

Carefully track the offers of competitors. Firstly, this is a huge scope for creativity and ideas. Secondly, it will help you not to repeat other people's sentences.

Your USP should be as specific as possible. No common phrases. If “A cup of coffee for every gas station visitor”, then this is exactly a cup of coffee, and not “nice bonuses”. If “everything costs 49 rubles”, then this is exactly 49 rubles, and not “the lowest possible prices”.

Your USP should be as simple as possible - all customers should immediately understand it and immediately see a clear benefit.

Do not contradict the interests of CA. If clients visit your salon because it is fashionable and prestigious, then there is no need to lure low prices. Kill status.

Don't lump everything together. No need to try to paint the USP on 20 sheets. Everything should be very simple: 1-3 phrases. If you really can't wait to describe in detail all the benefits, then there are separate texts for this. In the USP, you single out only the main thing, the squeeze, and if you wanted to, you painted it somewhere separately.

We hope that after reading this article, it will be easier for you to create a truly strong unique selling proposition. All the inputs for this are there - you just need to sit down and do it.

We promise that after your USP crystallizes into something concrete and profitable, you will immediately notice a positive change. Tested thousands of times and proven by the laws of business.

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Hello dear readers. Today we will talk about a very important component of any business, which 90% always forget about. This is a USP (Unique Selling Proposition). This is the foundation of the basics, this is what any business project should start with, this is what distinguishes you from competitors, what pushes your business up or, on the contrary, drags you down. We will talk about what a USP is and how to form it for your business in this article.

This article will give you an idea of ​​how to accurately solve a client's problem, turn his desire into reality and persuade him to make a purchase from you.

What is a Unique Selling Proposition (USP)

A USP is a definition of the features of your business that are unique in their own way to your product or service. Moreover, these properties are distinctive features your product, and, of course, are not available from competitors. This is what fundamentally distinguishes you from competitors, shows your strengths and solves the problem of potential customers.

Why a business needs to start with the development of a USP

Let's take online shopping as an example (if this is closest to me). The vast majority of modern online stores, even at the beginning of their work, try to master everything at once. As a rule, their principle of work is to become famous for excellent quality, affordable prices, instant delivery of goods, polite couriers, a high level of service quality, as well as a long warranty period. But that's not all.

But often it turns out that trying to cover a lot of things, you can not cover anything.

I already brought him up. For example, you have an Audi car. Something is broken and your car needs to be repaired. You find 2 auto-services: a car service that repairs many brands of cars and a car service that specializes specifically in the Audi brand. In favor of which of the above options would you still make your choice?

Of course, the right decision will be the service station that specializes in the Audi brand.

But not everything is so simple, there are exceptions. The first company may also have vast experience in servicing your car and will cope with the task quickly and efficiently. But, if you conduct a survey, then the majority will obviously be for the service station, which specializes in a particular brand.

What conclusion can be drawn from this? When developing your USP, you need to cover only a piece of the market, but cover it 100%. For example, not to sell children's clothes, but clothes for newborns. Many examples can be cited. The main thing is to convey the essence. Start with a narrower niche, become a leader in it, and only then expand.

How to create your own USP

An algorithm consisting of only five steps will help you create your USP, which will become yours. calling card for every potential buyer.

Describe and rate your audience

Before starting a business, decide who your potential audience is. Try to think more narrowly and then you will hit right on target. For example, if you want to open a pet food store, consider only reaching out to cat owners or dog owners. You do not need to initially cover ALL animals. Believe me, if you have great service and a large assortment of dog food, then you will have enough customers in the face of dog breeders. Because of the diversity in the choice and focus on them, all dog breeders will be yours.

Find customer issues

Try to put yourself in your client's shoes. What problems might he have? When we opened the handbag store, we immediately realized that among women, the majority of customers would be women with small children. And we were not wrong. When delivering the goods, very often we were thanked for the delivery, because you can’t go shopping and leave a small child alone. We also understood that we would often need to deliver goods to the place of work, because not everyone has time to go shopping after work. We also brought goods up to 10 pieces to choose from, because we knew that the choice in this case is very important and this is one of the problems of a client who orders in an online store without seeing the item and without touching it with his own hands.

Highlight your most important qualities

This step involves finding and describing 3-5 characteristic qualities that will help the client choose you, and not a competitor. It is important to convey to the audience that all these bonuses can only be obtained by working with you! What advantages do you have, not your competitors?

Think like your consumer. What are the benefits highest value for your clients? How do they solve their problem? Also compare your offer with that of competitors. Whose benefits are more enticing?

What guarantees can you give

This is very important element USP. You must give people a guarantee for your services and products. But not just a guarantee, but a guarantee of the “I answer with my head” type. Examples:

“Our courier will deliver your order in no more than 25 minutes. Otherwise, you will get it for free!”

- "If our method of losing weight does not help you, we will return 2 times more money than you paid for it."

If you are not confident in your products and services yourself, then customers will not be confident.

We compose USP

Now collect everything that you got from the first 4 points and try to fit it all into 1-2 small sentences. Yes, it is possible that this will take a lot of thought for a long time, but it's worth it! After all, it is this offer, as a rule, is the first thing that catches the eye of a client who visits your site or sees your ad.

What is the key to a successful USP?

1. USP should be clear and concise;
2. Don't complicate it, it will make it harder for customers to understand;
3. Promise only what you can deliver;
4. Put yourself in the place of the client and evaluate everything from his side.

Just don't rush into it. Give the USP a few days. Believe me, it's worth it. Then it will be easier for you to make advertising, you will be more confident to move on.

If your goal is to create a successful and profitable business Don't try to chase every product and service in your niche. Narrow it down as much as possible. In addition, try to do everything qualitatively. This will allow you to earn good reputation, earn positive feedback from satisfied customers, and stand out from the competition.

Unique Selling Proposition Examples

Below we will analyze the USPs that are common and make an adjustment. The result will be more targeted and tempting.

"We have the lowest prices!"

Is this a UTP? Yes, prices are important, but anyone can write like that. By including a guarantee, you can get a much cooler USP. As the M-Video store did: “If you find a price lower than ours, we will sell at this price and give a discount on the next purchase.” That's what I understand by UTP. I myself used this 1 time, throwing off a link to a product in another online store and receiving a product in M-Video for this amount, as well as a coupon for a discount of 1000 rubles. for your next purchase.

"We have highest level quality!”

Also blah blah blah. “If our simulator did not help you, then we will refund you 2 of its cost.” Here's how you can not buy, reading such lines?

“Exclusive only with us!”

It’s more complicated here, but since you write this, then confirm with a guarantee. "If you find this product elsewhere, show us and get a gift with your purchase."

“We have the best service and support”

Well, what is it? Another thing: "If we do not deliver in 40 minutes, then you will receive the order for free." Or an example from Virgin Airlines: "If our operator does not answer within 10 seconds, you will receive a free flight." This is what I mean by SERVICE!

Conclusion

I think that this article turned out to be as detailed as possible and you can create a USP for your business based on it. If you have any questions, ask in the comments. But just don’t ask to create a USP for you or give an example specifically for your business. Is not fast process and I won't just sit around brainstorming. You are the founder of your business and it is YOU who should come up with the USP.

When starting a business in any area, it is important to find and formulate the benefits that the client will receive by contacting you (this will be the USP - a unique selling proposition). If not, you are no different from other companies. In this case, you will have to compete on price - dumping, losing profits.

Surprisingly, this simple and free promotion tool is not used by most businessmen. There is a chance to bypass them already at the start! To inspire you, we have selected 13 USP examples of Russian and foreign companies that have been able to stand out from the crowd and succeed.

And how are they? Top 5 Western USPs

Avis car rental service

“We are number 2. We work harder"

("We're number two. We try harder").

A great example of how you can turn a disadvantage into an advantage. For many years, Avis has been operating in the shadow of a more successful competitor - Hertz, which has positioned itself as No. 1 in the market.

FedEx delivery service

"When it should absolutely be delivered tomorrow morning"

("When it absolutely, positively has to be there overnight").

This slogan is no longer used by the company, but it is still cited as a proper USP. FedEx guarantees customers that their shipment will arrive intact and on time.

This phrase combines two advantages: the promise of the safety of the cargo and high speed delivery (one night). Unfortunately, the company's management subsequently abandoned this slogan, replacing it with a less “strong” one that does not contain competitive advantages.

M&Ms

"Melts in your mouth, not in your hands"

("The milk chocolate melts in your mouth, not in your hand").

Original: flickr

An example of how a whimsical USP can attract customers. Thinking about how important it is not to get dirty when eating chocolate, M&Ms created candy in a special dense shell.

Conclusion - if this or that characteristic is important for your customers, feel free to use it as a competitive advantage. No matter how stupid or insignificant it may seem.

DeBeers Corporation

"Diamonds Are Forever"

("A diamond is forever").

This slogan has been used since 1948 to this day, and was recognized by the Advertising Age magazine as the best slogan of the twentieth century. The idea is that timeless diamonds are the perfect symbol of eternal love (not without reason that they are emblazoned on many engagement rings).

Pizza chain Domino's Pizza

"You will get a fresh hot pizza in 30 minutes or for free"

("You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free").

This is a rather long slogan, but it can serve as an example of a good USP, because. contains a warranty. The conditions are described very clearly, customers understand what to expect from the company.

Unfortunately, Domino's stopped using this slogan because drivers who tried to meet the allotted delivery time violated the rules traffic and provoked accidents with a tragic outcome.

How are things going with USP in Russia?

We are in Directors Club For example, we don't just sell ads. We guarantee the acquisition of potential customers through the use of native advertising. This USP contains two killer arguments at once: a guarantee of the result and an explanation of how it will be achieved.

Taxi service

One Moscow company increased sales by 380% by hiring female drivers. Many ladies will prefer to get into a car driven by a woman, they will rather decide to send a child to classes with her. In addition, women are less likely to smoke and violate traffic rules, which turned out to be fundamental for many clients.

carrier

Declaring “We always have sober loaders”(and in keeping with that slogan), the company dramatically increased its customer flow. Those who used to be afraid to entrust fragile or valuable things to the drunk "uncle Vasya" gladly dialed the number of responsible workers. It was in the early 90s, since then this “trick” has been adopted by many companies, but the pioneers managed to profit from their idea.

Bar

One of the drinking establishments in St. Petersburg increased the number of visitors at minimal cost. A screen was hung in the hall, on which they began to broadcast sports matches, and for each goal scored by the Russian team or Zenit, a glass of vodka was poured free of charge to all those present.

As a result, those who used to root for their favorite team at home began to go to the bar and bring friends with them. The cost of buying vodka and a screen paid off many times over.

Laundry

Laundry management found a seamstress who needed orders for custom tailoring. Returning clean clothes to the client, the administrator pointed out to him the existing shortcomings (zipper breaks, a button comes off, etc.) and offered to fix them free of charge.

Most, of course, agreed. Items after repairs were returned in a bag containing the seamstress's business card and a catalog of clothes that can be ordered from her. The cooperation turned out to be beneficial for both parties: customers passed information about bonus laundry services to each other, and the seamstress provided herself with orders.

Construction company

One of the brigades that started on competitive market without a budget, came up with an excellent USP. Advertisements were posted on: “We will remove the old wallpaper for free!”. 80% of customers who ordered this service subsequently invited builders to repair their apartment. These people have already demonstrated their accuracy, accuracy and reliability - why waste time looking for someone else?

Examples of USPs from B2B

Printing house

Company from Nizhny Novgorod opened in my office business card museum famous people . Businessmen played on public interest in the lives of the rich and famous. As soon as information about the exposition was spread, the flow of orders increased 5 times!

The media became interested in the museum, they began to publish reports about it, and the need for paid advertising dropped.

recruiting company

The management thought about how to stand out from the background of numerous competitors. And suggested unique service - employee rent. Need a courier for a few months? No problem! Designer for a couple of weeks? Let's pick it up!

As a result, applications from businessmen who do not want to spend time searching for freelancers or designing / subsequent dismissal specialist needed for a short period of time.

And another recruiting company

Let's talk about the hidden needs of the client. A recruiting businessman thought that some male executives need a secretary for more than screening out unnecessary phone calls and serving coffee on time. He relied on the search for girls of "easy virtue", for whom an intimate relationship with the boss was not something out of the ordinary.