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If I had a pound for every time I'd heard the question "What are the USPs?" I'd have...well, OK, about twenty quid.
The clue to the Unique Selling Proposition or USP is in its name. It's unique. You can have as many propositions as you like in a campaign, but the dominant proposition will do most of the work and it has to hit prospects squarely between the eyes.
Big business is better at this than SMEs. If a sole trader had commissioned the original Kit Kat ad campaign we would have missed out on Have a break, have a Kit Kat. Instead we would have had something like this:
Kit Kat offers compelling impulse confectionery purchase opportunities. We make a portable, easily unwrapped chocolate bar that is suitable for use during a coffee break, after work or during movie viewings.
The point here is that Kit Kat offers all of those things, but the impulse to buy comes from a dominant idea – make your next break better. Note also that the real campaign is directed at the consumer's desires, whereas the sole trader version is happy to describe at length what the business offers - see marketing features and benefits for more ranting about that.
Key marketing questions also explores in more detail some of what you need to know before deciding on a USP. |
