How to Increase Customer Trust and Sales with USP
Posted: Mon Dec 09, 2024 7:08 am
Copywriter Natalia Lavrentyeva spoke about the importance of a unique selling proposition in internet marketing, its types and the process of creation. We supplemented the article with examples from our own practice.
Companies that create a product for their consumers that has no analogues on the market receive more requests from the advertising page than those who do not stand out in any way. If you want to stand out from competitors and increase buyers' interest in your business, develop a unique selling proposition (USP).
The USP is developed based on customer needs and competitor taiyuan mobile phone numbers database analysis. You must understand what service or service that consumers need is not provided by anyone in your market. If you create the USP correctly, trust in the company will increase, and the number of closed deals will also increase.
USP in sales - competitor analysis
To understand what service no one else in your market provides, conduct a competitor analysis. The easiest way to do this is to create a table where the first column is the name of the service, the second is your company, and then competitors.
Schematically, the competitor analysis looks like this:
Eva Katz , Managing Partner of the advertising agency 5 o'click, founder of the school for promoting yourself and your business - Digital Bandito, author of the Publishing House MIF, journalist:
"We have been conducting the following practice in the agency for 7 years: at the very beginning we start a table for competitor analysis. It is built on the following principle:
In the first column you write down the client's product/services. This is the key condition - you will compare yourself with others.
In the remaining columns - your competitors.
Each column contains the main indicators by which you can evaluate your business. Price, special conditions, delivery, customer loyalty programs, etc. It depends on what exactly you do.
For example, if it is a real estate sale (our agency's favorite area), then we look at the cost indicators, the ability to view the property remotely, how quickly the client is sent options for consideration by email, etc.
And along with this, the conditions for the objects themselves. Location, infrastructure, neighbors, nearby highway, etc.
That is, it is important to evaluate all the indicators and see what our strength is compared to our competitors, and what our weakness is.
In our courses on business promotion Digital-Evolution — entrepreneurs and businessmen go through all stages of studying competitors in the very first lessons and only then we proceed to promotion. Information from the strategy fits into the overall marketing plan.
You look at the product through the eyes of a potential client when he or she is impartially looking for a profitable option. And if your competitors are stronger than you in something, you need to determine what you can focus on - in advertising, content marketing and other promotion methods.
I recommend making separate tables for prices and key services. And calling each competitor separately and assessing the level of communication, information delivery, organization of sites and processes. This very transparently and objectively shows your place in the niche and ways to move up the vector."
Study the offers on the websites, enter them into a table, and see how you can stand out. If you work in a highly competitive niche, it will be more difficult to create a unique offer. But in this article you will find several examples that you can implement in your business.
USP for refrigerator repair
The director of a refrigerator repair company in Krasnoyarsk contacted me with a problem: the conversion on the site is not bad, there are calls, but people call, ask the price and go on to call competitors - looking for where it is cheaper. There are few requests. In terms of price, private repairmen win, who do not have to pay salaries and taxes, due to this they offer a more favorable price.
To cope with the situation, we need to provide customers with a service that private repairmen cannot offer. I conducted a competitor analysis and found out that in Krasnoyarsk, not a single refrigerator repair company provides repairman services for a specific brand. We assumed that this should increase customer trust and made a landing page.
It turned out as planned. After the launch of the landing page, the client gave feedback: during calls and conversations with customers, it became noticeable that people were interested in cooperation with qualified craftsmen, trust in the company increased. There were more requests.
What to consider when developing a USP, principles
A unique selling proposition is what sets your company apart from competitors playing in the same market as you. When developing a USP, it is important to understand what your target audience really wants: if you invite a clown to supervise repair work, this will certainly be a USP, but does the client need it?
How Tefal's USP came about
When Tefal started promoting the first Teflon-coated frying pans, they focused on healthy eating. The unique proposition was that food does not stick and you can cook without oil.
Sales didn't go well at first, but then people suddenly started buying the frying pans. The company conducted a survey of the target audience and it turned out that housewives liked the fact that Tefal frying pans were easy to clean. This became the company's unique offer.
How USP influences the choice of a company
The main criterion for choosing a company is the client's benefit. USP is the most advantageous offer for the consumer in the market he needs. It should be formulated so that the client immediately understands why it is worth contacting you and not competitors.
Companies that create a product for their consumers that has no analogues on the market receive more requests from the advertising page than those who do not stand out in any way. If you want to stand out from competitors and increase buyers' interest in your business, develop a unique selling proposition (USP).
The USP is developed based on customer needs and competitor taiyuan mobile phone numbers database analysis. You must understand what service or service that consumers need is not provided by anyone in your market. If you create the USP correctly, trust in the company will increase, and the number of closed deals will also increase.
USP in sales - competitor analysis
To understand what service no one else in your market provides, conduct a competitor analysis. The easiest way to do this is to create a table where the first column is the name of the service, the second is your company, and then competitors.
Schematically, the competitor analysis looks like this:
Eva Katz , Managing Partner of the advertising agency 5 o'click, founder of the school for promoting yourself and your business - Digital Bandito, author of the Publishing House MIF, journalist:
"We have been conducting the following practice in the agency for 7 years: at the very beginning we start a table for competitor analysis. It is built on the following principle:
In the first column you write down the client's product/services. This is the key condition - you will compare yourself with others.
In the remaining columns - your competitors.
Each column contains the main indicators by which you can evaluate your business. Price, special conditions, delivery, customer loyalty programs, etc. It depends on what exactly you do.
For example, if it is a real estate sale (our agency's favorite area), then we look at the cost indicators, the ability to view the property remotely, how quickly the client is sent options for consideration by email, etc.
And along with this, the conditions for the objects themselves. Location, infrastructure, neighbors, nearby highway, etc.
That is, it is important to evaluate all the indicators and see what our strength is compared to our competitors, and what our weakness is.
In our courses on business promotion Digital-Evolution — entrepreneurs and businessmen go through all stages of studying competitors in the very first lessons and only then we proceed to promotion. Information from the strategy fits into the overall marketing plan.
You look at the product through the eyes of a potential client when he or she is impartially looking for a profitable option. And if your competitors are stronger than you in something, you need to determine what you can focus on - in advertising, content marketing and other promotion methods.
I recommend making separate tables for prices and key services. And calling each competitor separately and assessing the level of communication, information delivery, organization of sites and processes. This very transparently and objectively shows your place in the niche and ways to move up the vector."
Study the offers on the websites, enter them into a table, and see how you can stand out. If you work in a highly competitive niche, it will be more difficult to create a unique offer. But in this article you will find several examples that you can implement in your business.
USP for refrigerator repair
The director of a refrigerator repair company in Krasnoyarsk contacted me with a problem: the conversion on the site is not bad, there are calls, but people call, ask the price and go on to call competitors - looking for where it is cheaper. There are few requests. In terms of price, private repairmen win, who do not have to pay salaries and taxes, due to this they offer a more favorable price.
To cope with the situation, we need to provide customers with a service that private repairmen cannot offer. I conducted a competitor analysis and found out that in Krasnoyarsk, not a single refrigerator repair company provides repairman services for a specific brand. We assumed that this should increase customer trust and made a landing page.
It turned out as planned. After the launch of the landing page, the client gave feedback: during calls and conversations with customers, it became noticeable that people were interested in cooperation with qualified craftsmen, trust in the company increased. There were more requests.
What to consider when developing a USP, principles
A unique selling proposition is what sets your company apart from competitors playing in the same market as you. When developing a USP, it is important to understand what your target audience really wants: if you invite a clown to supervise repair work, this will certainly be a USP, but does the client need it?
How Tefal's USP came about
When Tefal started promoting the first Teflon-coated frying pans, they focused on healthy eating. The unique proposition was that food does not stick and you can cook without oil.
Sales didn't go well at first, but then people suddenly started buying the frying pans. The company conducted a survey of the target audience and it turned out that housewives liked the fact that Tefal frying pans were easy to clean. This became the company's unique offer.
How USP influences the choice of a company
The main criterion for choosing a company is the client's benefit. USP is the most advantageous offer for the consumer in the market he needs. It should be formulated so that the client immediately understands why it is worth contacting you and not competitors.