By positioning their unconventional business model this way, they turn a potentially risky pre-order process into a compelling marketing angle. Third Love’s USP is a powerful promise. You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a USP. ThirdLove has made their “we have the right fit” USP an integral part of their branding. In 2020, there’s no question that every market is wildly competitive, that’s why your unique selling proposition (USP) is a dominant factor of whether you stand out or blend in with the crowd. It’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner. They get these products in your hands when you’d actually use them. Look At Your Competition. Although other companies have jumped on this train, Drizly ensures under 1-hour delivery, which has remained their unique selling proposition. Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. Feel inspired? Look professional and help customers connect with your business, Find a domain, explore stock images, and amplify your brand, Use Shopify’s powerful features to start selling, Sell at retail locations, pop-ups, and beyond, Transform an existing website or blog into an online store, Provide fast, smooth checkout experiences, Reach millions of shoppers and boost sales. Using a USP is a great marketing tool to help position and sell your product. Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about. Cold email is an incredibly powerful sales channel. Fresh Sends makes their unique selling proposition prominent from the second you land on their page, This floral company certainly stands out from the crowd. Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition. Unique Selling Proposition (USP) Definition: ... Each of these is an example of a company that has found a USP "peg" on which to hang its marketing strategy. Stripe is an easy-to-implement payments platform targeted at web software developers. A strong, instantly recognizable USP can make or break businesses operating in competitive markets and niche marketing industries, so it’s essential that you leverage your USP and make it the cornerstone of your overall marketing strategy.Until you know what your USP is, and how to capitalize on it, your business will be just another voice clamoring to be heard. In the meantime, start building your store with a free 14-day trial of Shopify. What is a unique selling proposition and why do you need one? This won’t be exactly what you advertise on your website, but it should help you clarify your USP, its audience, and any specific differentiators that might be worth highlighting. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective. So here are ten examples of unique selling propositions that get it right and what you can learn from each. Take a look at what your competition is doing. Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard. Both their marketing and sales efforts make their unique selling proposition loud and clear, “By injecting technology and transparency into an industry that often lacks both, we’re creating an insurance experience that is fast, affordable, and hassle-free.”, Robinhood is a “pioneer of commission-free investing”, And now that competitors have caught up, their unique selling proposition is focused on simplicity and accessibility, By doing so, they took an ordinary everyday product and made it into an extraordinary experience for their customers. We'll also send you updates on new educational guides and success stories from the Shopify newsletter. Why we love this USP example. But pairing it with a cultural phenomenon for a specific audience’s needs makes it fresh, compelling, and different. It is a frequently used marketing term, used to describe the feature that makes a product, service, business or person different. Now let’s look at some unique selling proposition examples that do it right. Closing consistently? A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. Use the 6 examples we’ve shared above to help you discover your own USP. Of all the messages they could have focused on, around style or quality, they honed in on a pain point that many women experience when shopping for bras, and they chose to double down. Download a free trial today. By focusing on the art, they’re able to do that with their USP, which they express as: Fake tattoos by real artists. Women’s lingerie is a billion dollar industry, so newcomer Third Love had to find a way to make sure they were able to compete with the legacy brands. Muse is a noteworthy example of why you need a USP even when your products are truly unique. Share your unique selling proposition with email templates for new prospects. A unique selling proposition helps you to stand out, gain customers, and guide your future business practices. The process of determining a unique value proposition varies based on the state of a business. when you attempt to be known for everything, you don’t become known for anything. What makes their statement so assuring is the social proof and use of statistics. Throughout their content and their marketing messages, they build a case for both mediation in general and for meditation aided by their product. The basic definition of a USP is the reason or reasons your business’s products and services are different from your competitors’ offerings. This is exactly why we’ve gathered 25 “super quick” cold calling tips to help you every step of the way. The truth is, most people don't do it effectively. Why it is so hard. The easiest way to get the ball rolling is starting to take action. Feel inspired? Muse is the first consumer tool out there that can provide real-time feedback about your brain’s activity as you meditate. Many design-centric brands source designs from real artists, but Tattly surfaces this fact about their business. Instead of just highlighting that they have college apparel, they remind students that there are twelve Saturdays in a football season and their products can help you look good for each one. Zappos is an online shoe store, and there is nothing especially unique about selling shoes online. This unique selling proposition example is slick and different — the new standard in online payments. College students can get school spirit attire pretty much anywhere. As an online retailer, they had to find a way to overcome this obstacle. On their website, this slogan along with the description highlights what makes them different from their competitors. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. Your USP does not equal your headline or your tag line, but ideally, your headline and tagline should communicate or at least hint at the USP. Your USP is not necessarily your company's slogan or marketing message, although it can act as this in some scenarios. Wendy Connick Updated July 17, 2019 The unique selling proposition (USP) is the factor or benefit that makes your product different—stand out—from other equivalent products on the market. Although this unique selling proposition is nothing new…it doesn’t feel right writing a blog on the best USPs without mentioning Head & Shoulders, because they paved the way. Conclusion. That's even harder. Tattly Tattoos takes a different approach, offering gorgeous, intricate art for people of all ages. Fresh Sends modernizes flower delivery and calls out the “cookie-cutter floral industry.”. Every company is different, and every company goes about their USP differently — but the key is, if you can make it loud and clear why your product/service is better than your competitors and then word it in a catchy and engaging way, your USP will dominate. And right under this statement, they back up why that’s true: “offering the most recipe variety and meals” at a low price. Your unique selling proposition is what makes your product or service different from the competitors in your market. It goes deeper than that. They even own the fact that their products aren’t plastered with mascots and logos, focusing on style instead, which allows them to carry fewer products and target more schools. But the hard, cold truth is that without a USP you are losing customers, sales and revenue. Passionate commitment to customer service 2. In this case, Muse’s biggest competitor is the status quo: unaided meditation. If you can clearly state why your product or service is better than your competitors, you have your USP in the bag, and HelloFresh excelled at making their statement bold. They are the first company to offer what they do, but having no direct competitors doesn’t mean they don’t have any competition at all. Want a clue about where to start with your USP? Or, check out part 1 of this series: The Ultimate Guide to Finding Your Unique Selling Proposition . That’s right, just 60 minutes. So their USP, naturally, is around enhancing your existing practice to “get the most out of meditation.”. By entering your email, you agree to receive marketing emails from Shopify. That said, choosing your USP (Unique Selling Proposition) is one of the hardest thing you'll ever do as a creative business and it's why most businesses don't even bother trying. Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR]. Because of this, they can take advantage of their leading position as their unique selling proposition. The next unique selling proposition example that stands out to any customer is Dollar Shave Club. Their bouquets are handcrafted, paired with custom-designed hand-written cards, packaged to keep flowers fresh, and delivered the next day. Don’t push the process aside and leave it until the end. The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some. Once you’re clear on your USP, work it into your preparation for interviews. Here’s the deal, buyers are overwhelmed with options, they need to quickly understand what makes you different from your competitors or they’ll move on. Download a free trial today. “Looking good” may not sound unique as far as apparel is concerned. New businesses need to establish their unique selling proposition as early as possible — and begin communicating this to customers as soon as a connection is made. Instead, Pipcorn is a great case of a brand using specificity to carve out their own unique place in the market, choosing instead to focus on what makes their product a smart choice for the health-conscious or vegan consumer. Anchor took this initiative. They pioneered the space and keep that messaging alive in their marketing efforts. In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of their own craftsmanship. Your USP comprises a unique amalgamation of skills, interests and talents, and is the golden wand that you should wave in front of your prospective employers. Lemonade states: “By injecting technology and transparency into an industry that often lacks both, we’re creating an insurance experience that is fast, affordable, and hassle-free.”, HelloFresh makes a bold statement that they’re the best of the best at what they do by having a clear unique selling proposition of “America’s Most Popular Meal Kit.”. They don’t want to wear the same outfit multiple times, or arrive in the same attire as someone else. Dollar Shave Club provides customers with a unique and personalized experience by delivering razors and other personal grooming products right to your door. This is a good reminder that a USP shouldn’t be a half-measure, but a whole-hearted effort to define your brand to your customers. Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. It is a short statement that succinctly conveys why your reader should purchase. This company entered into the age-old razor industry and did something no one else was doing. A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different than another. The people who are doing that are the ones winning the market. Example 1: “ABC Staffing is the staffing services firm that delivers the best results for your employment needs.” Reasons to Believe 1. Warby Parker offers a virtual try-on that allows people to ship 5 frames to their home and try them on for free. Install in less than 60 seconds for Gmail or Outlook. A Unique Selling Proposition (USP) is a statement that describes how your product or company is different (and hopefully better) than the competition. A unique selling proposition (USP), also called a “unique selling point”, is a marketing concept that states how your business differs from its competitors. This company did so well with defining their unique selling proposition that Head & Shoulders is almost synonymous with anti-dandruff. The best USPs take a unique quality and explain how that quality will benefit your customers, all in a few memorable words. Knowing the right way to position yourself and your products can mean the difference between standing out and blending in. Anchor focuses on ease of use for their unique selling proposition. Your USP will take the place of your personal statement, and its… Clinically proven will catch any consumer’s eye, as well as “100% dandruff protection.”. For example, a creative person who is highly organized and skilled at managing projects could be an effective event planner. They immediately let customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. 1. Closing a deal is hard. The people who are not doing that are going to close some deals probably, just by the sheer mathematics of getting leads, but the ones who are actually coming with a unique selling proposition are going to be here through the market cycle. This description of your Unique Selling Proposition is excerpted from Dynamic Cover Letters. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how they make it a part of their USP. There’s an advertising term that you should […] Let’s look at 10 companies that nailed their unique selling propositions in 2020. It’s not just a key part of the messaging in their ads and the copy on their site—they even have a Fit Finder quiz that allows first-time customers to find the right fit for them. Tattly doesn’t have many direct competitors that sell similarly bold designs made from safe materials. And the rest of their website backs up why this statement is true. A USP is also not just the header copy on your homepage. This also represents that Warby Parker puts their customers first and go the extra mile to make sure they’re happy. Fortunately, there's an overlooked sales tactic that can dramatically improve your sales performance: the follow-up email. Why should customers choose you over your competitors? Owners are active in the business 5. And now that competitors have caught up, their unique selling proposition is focused on simplicity and accessibility — “investing for everyone.”. Their messaging makes it clear why they’re the most flexible and customizable options for developers, changing the game for online payments. If it’s not, it isn’t going to be part of your USP. Now that we’ve looked at ten examples of strong USPs from other businesses, you might be wondering how you can go about creating, uncovering, or refining your own unique selling proposition. USP stands for unique selling proposition. It’s not a position that will immediately attract every kind of coffee drinker, but the product firmly appeals to a certain segment of consumers and it’s hard to imitate. It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn't. On top of the personalized experience, their razors are cheap and high-quality, making the whole experience based on efficiency. Following up is a secret weapon. What a Unique Selling Proposition Is (And Isn't) Plus 10 Examples to Inspire You. For you to stand out from the Shopify newsletter unique and powerful claim that tells you to stand from..., making the whole experience based on what makes your brand or product uniquely valuable to strengths... 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