Many companies try to make their products unique in order to stand out from competitors and increase conversion rates. In this article, we will learn why you should create a USP and how to create it correctly, both on your own and with the help of Yandex services. What is a USP A unique selling proposition (USP) is a brief description of the benefits of a product or service that distinguishes the brand from competitors and attracts the attention of the target audience. For example, in contextual advertising. It helps to increase conversion rates and, in the long run, shape the image of the company. When developing a USP, you can use the criteria from the table below.
It is worth thinking about the needs of the target audience and addressing
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Their interests Laser mouse with adaptive settings for shooters Beautiful garden swing at an affordable price Short. You do not need to list all the benefits at once. If the phrase is simple, it will be easier for the audience to understand its meaning and make a purchase decision. Neck relaxer made of natural materials With more than 20 years of experience and expertise, we have been able to develop unique orthopedic pillows for a sweet sleep USPs are often confused with offers and slogans – they are also unique, short and designed for a specific group of people. However, there is a difference between them: The offer refers to a specific promotion or an additional service to an order. For example, free shipping. Offers within an offer are usually limited to a certain period of time – a week, a month.
Types and examples of successful USPs USPs can be composed in different ways
If a business creates a unique product that has no similar products on the market, then the benefits are immediately visible. This means that positioning is likely not to be a problem. But more often, companies choose a niche where there are many competitors with similar products. For example, they sell car parts or computer accessories, household goods and healthy sleep products through contextual advertising. Therefore, it is more difficult to create a USP. To make the process easier, you can look for uniqueness not only in the characteristics of the product itself, but also in other areas of the business.
Then it is suitable: “Creative Kit with Curator –
Watch video tutorials and get feedback from professional artists.” Categorize by variety. It will help to present all the what-is-a-referral-program-and-how-is-it-useful-for-businesses company’s products and draw attention to the ways to use them: “One set will meet all your cleaning needs” or “Every order includes a free mini version of concealer, primer and highlighter suitable for your skin type”. For price. It will help you find the advantages of a company focused on the mass market: “The garden swing is made of affordable materials and is inexpensive” or “If you don’t like the yoga mat, we will refund your money.
Focus on the target audience
The USP targets a specific audience. This means that it helps to attract more people with specific characteristics. For example, those who want to give an expensive gift to their loved ones will be interested in handmade jewelry. A competitively priced garden swing is designed for those who want to bring comfort to their villa with minimal investment. Advertising optimization. The advertising slogan on the market or the USP in the product card can have a positive impact on marketing indicators – reduce CAC, increase CR and ROMI (customer acquisition cost, conversion and return on marketing investment).
You need to create a survey with up to 20 questions in it
and upload it to the website. For example, clarify knowledge about the brand, understand consumer trends or business preferences. Relevant singapore number users from more than 55,000 YAN websites (Yandex Advertising Network) will answer questions. This way you can get to know the profile of your target audience. For example, a family over 35 years old who recently bought a summer house will be interested in a garden swing. With an income above the average, with children and pets. They choose a convenient product and can pay extra – if the swing comes with a cover to protect it from bad weather.
Thus, you can discover competitors in the garden swing
The swing kit includes detailed assembly video instructions and a QR code and offers free express delivery. Step 4. Formulate hypotheses and test them When the marketer is familiar with the company’s and competitors’ products and customers, he can draft the first version of the USP and test it in advertising. For example, a ready-made example of contextual advertising and cards on the marketplace for a garden swing manufacturer via Yandex Direct: Quality – “Reliable garden swing that can withstand weights up to 400 kg” Functionality – “Garden swing with mosquito repellent and awning” Design – “Modern garden swing in Scandinavian style” Simplicity – “Garden swing that is easily assembled in one hour” In the advertising, it is also worth considering the characteristics of the target audience. For example, the area of the city where she lives, or the slang she uses in her communication.
You can track the results via Yandex Metrica
To do this, you need to connect a counter that will show through which ads users entered the company page or the card on the marketplace, and on which screen they left the site. Learn more about how UTM tags work. Formulas and tips for developing USP To facilitate the creation of USP, you can use ready-made formulas: “X because of Y.” With the help of such templates, you will be able to create a USP based on differentiation from competitors. For example: “Healthy jam, for which we have collected natural juices.” “Benefits that will appeal to the target audience.” This formula helps to meet the needs of the audience.
It is better to highlight the specific features of the product:
Jam, consisting of 80% natural juice. ” No need to rely on the product. When formulating a USP, sometimes they focus only on the benefits that the audience is looking for. But if the product does not match them, customers will understand this when buying it. The company may receive negative reviews and lead to a drop in sales. To avoid mistakes, you need to start with the product or service. After analysis, select the benefits that are suitable for different target audience groups. Compile 4-5 USP options for each option and test them in advertising.
