Fin-Tech

Explaining what you need to do when creating your company's unique selling point "USP"
Home Usp Explaining what you need to do when creating your company's unique selling point "USP"

Explaining what you need to do when creating your company's unique selling point "USP"

—

by

admin
Explaining what you need to do when creating your company's unique selling point "USP"

With so much competition, you can’t win if you do the same thing as everyone else.

In order to differentiate yourself from other companies, it is important to come up with a “USP”.

So, how should you create your “USP” and communicate it to your customers?

Basic concept of USP

First, let me explain what a USP is.


  1. First of all, what is USP?

USP is an abbreviation for “Unique Selling Proposition”, and in Japanese it means “unique selling proposition”. It could also be expressed as “unique proposal” or “unique strength.”

The concept of USP was proposed by American copywriter Rosser Reeves in the 1960s.

When customers want to purchase a product or service, they compare products from multiple companies and choose the one that looks best.

By accurately communicating their USP to consumers, companies can overcome customers’ hesitation and encourage them to choose their products and services.

USP is an idea that was created about 60 years ago, but it can be said that its importance has become stronger in the modern era where we are overflowing with information.


  1. What is the definition of USP? Things to keep in mind when making
Explaining what you need to do when creating your company's unique selling point "USP"

Mr. Reeves cites the following three things as the definition of USP.

Explaining what you need to do when creating your company's unique selling point "USP"

1.It must be a proposal to the customer.

2.The proposal must be unique.

3.The proposal must be strong.

Explaining what you need to do when creating your company's unique selling point "USP"

First, you must analyze your company’s strengths from the customer’s perspective and create a proposal.

We show customers “What are the benefits of using your company’s products and services?” and “Why should they choose this company?”

The proposal must be unique and cannot be imitated by other companies.

Something that other companies can easily do, or conversely, something that is imitated by another company, cannot be called a USP.

Explaining what you need to do when creating your company's unique selling point "USP"

The stronger the uniqueness, the better the USP.

For example, if the products your company makes and sells around the world cannot be made by any other company in the world, customers will have no choice but to choose your company.

First, try creating your USP by keeping the above in mind.


  1. How to create a USP

Let’s reanalyze your company’s products and services so that when someone asks you, “What is your company’s unique strength?” you can answer immediately. Then, try picking up the following things.

  • What are the characteristics of the product or service?
  • What are the strengths of your product or service?
  • Are there any benefits to customers from using it?

Let me give you an example.

Askul, an e-commerce site that sells office supplies for corporations, has a very strong USP.

When I looked at the site, I saw copy that said, “Delivery as soon as the same day!” “Free shipping for orders over 1,000 yen (tax included)” “We have a wide selection of products from stationery to medical supplies and tools!” Masu.

Based on this, let’s apply Askul to the above questions.

  • Features of products and services: An e-commerce site that sells a wide range of stationery, medical supplies, and tools with free shipping (for orders over 1,000 yen)
  • Strengths of products and services…Products arrive the next day (at the earliest the same day)
  • Benefits that customers get by using it…You can quickly procure missing supplies, you don’t have to go buy them yourself → Improved business efficiency, increased profits, improved reputation within the company, etc.

This is the most convenient service for people who have run out of copy paper but don’t have time to go buy it themselves, or for people whose work has been delayed due to malfunctions in work tools such as office equipment or tools. Probably.

Askul is a good example of a company that accurately captures customer needs, builds a business model, and effectively launches its USP.

Explaining what you need to do when creating your company's unique selling point "USP"

By identifying three things: “characteristics,” “strengths,” and “benefits,” you will be able to see your company’s USP.

Explaining what you need to do when creating your company's unique selling point "USP"

How to convey your USP

Simply creating a USP is meaningless. You can only demonstrate your power by communicating this to your customers.


  1. Elevate your USP into strong copy and product/service names
Explaining what you need to do when creating your company's unique selling point "USP"

Once you have identified your company’s USP, incorporate it into your copy. For example, Askul posts the words “Delivery as soon as the same day!” and “From stationery to medical supplies and tools” at the top of its homepage. Customers who are having trouble see this and decide to buy from Askul.

Explaining what you need to do when creating your company's unique selling point "USP"

Domino’s Pizza, which is often cited as a good example of a USP, says, “We deliver hot, fresh pizza in under 30 minutes.

If it takes more than 30 minutes, you will not be charged for the pizza,” the copy reads, making the benefits of “immediate delivery” and “free delivery if not delivered within 30 minutes” very easy to understand.

Explaining what you need to do when creating your company's unique selling point "USP"

It is also effective to incorporate your USP into your company name, product name, and service name.

Askul comes from the word “come tomorrow”.

By incorporating “Askul” into both the company name and the service name, we succeeded in firmly establishing an image among our customers that “If you order from Askul, you will receive what you need the next day.”

And it has gained support from many corporate managers and purchasing managers.


  1. Note! That catchphrase is not a USP

What you should keep in mind is that a mere

catchphrase

or something that other companies can imitate is not a USP.

  1. For example, things like “free shipping” and “% discount” are certainly strengths, but since they can be imitated by other companies, I have to say that they are a bit weak as a USP.

A successful USP strategy can only be achieved by focusing on “something that no other company can imitate” and “benefits that only our company can provide to customers” and delivering a strong message.

Explaining what you need to do when creating your company's unique selling point "USP"

summary

◆USP is a word that means “unique selling points” and “unique strengths.”

◆The definition of USP is three points: “It is a proposal to the customer,” “The proposal must be unique,” and “The proposal must be powerful.”

◆ USP can be derived by examining the “features,” “strengths,” and “benefits” of a product or service.

◆By sublimating your USP into your catchphrase and product/service name, you can capture the hearts of your customers.