What is a USP? USP stands for Unique Selling Proposition -
something that needs to come through clearly in your email
communications - because you want your prospects to
catch it.
Your USP is what makes your company, product or service the
best solution to a problem, the best way to fulfill a need or
desire or the best way to achieve a goal.
Your USP convinces your customers of the value of your
company and its products or services. It is what distinguishes
you from your competition. And when expressed throughout your
email campaigns, it is ultimately what makes your campaigns
successful.
Here are some hints and tips on making your USP positively
infectious!
Define your features and benefits
List as many features and benefits as you can think of - be
thorough. Why should people buy your product, use your
service or choose your company as opposed to your
competition? Do you have the lowest, price, the highest
quality, the best service, the uppermost level of expertise,
or the greatest success rates? Try asking your customers why
they bought from you.
Define your target audience
Who are your most important customers or clients, and why?
What motivates them? Who are your most important prospects,
and why? What is truly important to them?
Know your competition
What is your competition offering? What is their USP? How
are you different or better? Be sure to capitalize on their
weaknesses.
Write your USP
It can be as detailed as you like. Just watch out for
redundancies. When finished, ask yourself the following
questions:
- Does your USP address your target market's needs
and/or desires?
- Is it clear and concise?
- Is it compelling?
- Are you capable of delivering on the promise of your
USP?
Show it to others both inside and outside your company to
get their opinions.
Elements of your USP should be at the forefront of your
various email marketing campaigns. For example: In your
newsletter, you may want to position yourself as an expert
and a resource, or increase the credibility of your company
by highlighting its successes and momentum. In a product or
service promotion, you may emphasize your large selection or
range of service options. A summer sale email may feature
your low prices. A holiday or seasonal promotion may
highlight express shipping, easy exchange policies, superior
customer service, or gift-wrapping.
Careful, your USP could start an epidemic! I hope this
issue of Hints & Tips is a cure for what ails you
