Carolina Consulting Ltd Unique Selling Proposition (USP)

Sept. 14, 2010 - PRLog -- Due to an overwhelming variety of products and services on the market, those that stand out in some manner are better noticed by consumers. There are various positive and negative ways of being different compared to competitors in the same market. It's what differentiates your product or service from those of your rivals, the one thing that singles you out from the competition.
The proposition must be one that the competition doesn't offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field.

Defining a USP means clearly outlining the benefits – not features – your customers will get from your product or from doing business with you. There’s a big difference between benefits and features.
Features are product characteristics, such as a phone has a touch screen, voice dialing, instant messaging, and so on.
Benefits are the financial rewards, such as saving time or money. They could also be emotional rewards like protection, peace of mind, and the security.

Benefits answer the customer’s most important question, “What’s in it for me?”

A Few Points to Help Recognize your USP:

o Assuming that most competing products satisfy the same physical needs, evaluate how different they are when it comes to satisfying emotional needs. The strength of the brand plays a very important role in this case.

o Features and benefits need not be the only differentiators. Analyze whether your distribution network is wider, or whether you deliver in a shorter time. Service is as big a USP as any.

o For products that are high tech and expensive, the availability of spare parts and a servicing network plays almost as big a role in the buying decision as the product itself.

o Only when you've run through this list, should you even consider looking at price. Price as a USP is good only as long as a cheaper variant doesn't come along.

Once points of difference have been clearly communicated to consumers, the company and its brand are set apart from its competitors.

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Carolina Consulting Ltd,
3 More Riverside 109A
London England SE1 2RE,
Phone: 0203-283-4535,
Email: info@carolinaconsultingltd.co.uk
http://www.carolinaconsultingltd.co.uk.

Carolina Consulting ltd is a UK based marketing company helping to increase market share worldwide.





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Carolina Consulting Ltd entered the London market in 2008. We are an innovative consulting company that opened its doors in response to the demands from clients for a more effective, personal and results driven marketing approach.