Identify Your USP
Phil Stone, the author of Develop a Winning
Marketing Plan, advises that you should ask yourself the
following five questions:
❶ Will my perspective customers
perceive this as an advantage?
❷ Is it
significantly different from what my
competitors are offering?
❸ Why my prospective customers actually believe in this USP?
❹ How will my customers
benefit from this USP?
❺ Will this USP motivate customers sufficiently to actually make a
Communicate a Specific
Benefit to the Customer
As many products are identical in offering the
benefit, you must identify the main advantage your product offers
competition. In order to make your
advertising message attractive, you must find an important benefit
unique to your product or service in one of three ways.
Build your USP around product features
associated with the product, ranging from what it does to the quality of
your support services.
Build your USP around an
emotional appeal, such as
humor, or fear.
The USP may be communicated by association with a
breakthrough or personality.