A unique selling point (USP), also called a unique selling campaign, is basically something that differentiates you from your competition, that is presented in an advantageous way to your customer.
All other things being equal, USPs are essentially reasons a potential customer should place their order with you, rather than somebody else.
For example, with one of our advertiser campaign, he owned the patent to a particular feature of his product that he claimed made it more secure than a standard product installed by his competitors.
As selling product online, you can be sure that you showed customers this feature, and what it meant to them in terms of increased security; and you emphasized that this was unique to your product, since the technology was patented. In short, it was a unique selling point, a reason to buy from you, instead of anybody else.
It’s useful to develop a set of unique selling points before you actually create the product, because (a) you can then build them into the product in advance, and (b) you’re thinking in advance about the angles you can use in your sales material.
With a little imagination we’re sure you could come up with several USPs.
If you’ve evaluated the competition, you’ll have some ideas for building some features into your product that are uniquely different from your competitors, that can be translated into benefits for the customer.
When it comes to information products, it’s actually quite easy to build in USPs, because you can add material that will be unique to your own product.
For example, a particular technique or piece of knowledge may not be unique in itself, but you can almost always present it in such a way that it becomes unique – perhaps by sharing an experience of how you used the information, or more deeper insights that aren’t as widely known.
Insights, examples and experiences can easily become unique, if they haven’t been shared elsewhere.
There’s one important point to understand about unique selling points.
They should be easily translatable into actual benefits for the customer. So if your product is “28% faster than the nearest competitor”, what does that mean for the customer? What’s in it for them? If it means they will get to work faster, then it’s saving them time – which is the actual benefit of being 28% faster.
After we have shown this technique in our newsletter, we get lots of positive feedbacks from our advertisers. Their campaigns perform very well. Starting to run the campaign now!