Build marketing around the USP

[Mitu100@]

Strong brand instead of USP?
Of course, it is also possible to outdo the competition with a strong brand without offering the customer any greater benefit than competitors. A good example of this is cigarette brands, which basically all offer the same thing. Nevertheless, there are brands that are more popular than others.

However, generating a competitive advantage solely through a strong brand is in most cases rather unrealistic for smaller companies, because it requires a level of awareness that SMEs simply do not have. This is precisely why your USP is so important in marketing . Because if you do not have a unique selling point or do not benin telegram screening present it properly, there is no reason for customers to choose your company over others.

To stay ahead of the competition, you must not only satisfy the customer, but also delight them with your performance. - Philip Kotler

The USP also offers you a solid basis for all your marketing campaigns - why? Well, simply because you can build any self-promotion or product promotion around your unique selling point - I'll go into that in more detail in a moment. It can also make sense to use the unique selling point as the core of your external presentation and, for example, to use it in your company slogan. An example here would be a butcher whose slogan is: "More regionality - more quality" and thus to be in the foreground.



that it offers the advantage over supermarkets in that its meat is not transported halfway across the country, but is delivered fresh by farmers in the surrounding area.

It is of course extremely important at this point that your unique selling proposition is credible and that you can deliver on the benefits you are presenting. There is absolutely no point in advertising a unique selling point that you cannot actually offer. The butcher above would certainly not advertise his business model (high quality, regional meat) with the slogan "The cheapest and best meat in town" because he - understandably - cannot keep this promise. This also makes the USP in marketing a means of addressing target groups because it already limits the target group. For example, with his slogan for regional and high-quality meat, the butcher is not addressing the group of people who only look at the price when buying meat, but rather the target group of conscious meat eaters.