If You Have a USP, it May be Contagious!

by Michelle Keegan, Constant Contact Email Marketing Diva®

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.

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