Chapter 3

Understanding Your Unique Selling Proposition (USP)

  • Once you have a better idea of who you are talking to – the next step is to understand what you are offering them. Try to understand this on an overall company mission level and then zoom in to understand your current campaign offer.
  • Your USP summarizes what your company mission is and what distinguishes you from your competition. Why should a customer pick you over the other alternatives available in the marketplace? In a crowded marketplace with many products and services coexisting with very narrow differences – it’s the USP that will set you apart to get noticed by your target customers.
  • Here are some examples of remarkable USPs by famous brands describing how they are different using their slogan:
Avis Car Rental
“We are number two. We try harder”.
“Fresh, Hot Pizzas
delivered to your door within 30 minutes or it’s free”.
“When your package absolutely, positively has to get there overnight”.
British Airways
“The World’s Favorite Airline”.
“The milk chocolate melts in your mouth, not in your hand”.
“Think Different”.
  • Make a list of your entire product or service’s features. Know exactly why a customer should choose your product or service.
  • Once you have listed the features the fun begins. See how you can turn each feature into a compelling benefit. Back to the AirKings example, one of their core features is quick air heating. This is a feature. Describing it “as is” is hardly convincing. Help your prospects understand what they are gaining out of this feature. Consider the experience they are seeking. We know AirKing’s prospects are looking for an air conditioner company they can trust and can help make their lives more comfortable. How about this copy - “Airkings - when it’s unbearably hot, every second your house takes to cool down counts”. Sounds more like it, right?
  • Do this as a rule of thumb. Take each feature and turn it into a benefit. Make sure the benefit is crystal clear. Technical descriptions are usually boring, not convincing, and will hardly help you stand out and convince your prospective customers to choose you.
  • An interesting way to do this is to think about this is to think what would make you want to click on an ad or read it?
  • Once you have an idea of who you are talking to and what your USP is, you can dive into the next step – understanding Google AdWords.