Unique Selling Proposition & Tagline


Published on

Unique Selling Proposition & Tagline

Published in: Business, Education
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Unique Selling Proposition & Tagline

  2. 2. UNIQUE SELLING PROPOSITION <ul><ul><li>what makes you different from your competitors (http://www.1000ventures.com/business_guide/marketing_advertising_usp.html) . The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. (http://en.wikipedia.org/wiki/Unique_selling_proposition) </li></ul></ul>
  3. 3. <ul><li>UNIQUE – it clearly sets you apart from your competition, positioning you the more logical choice. </li></ul><ul><li>SELLING – it persuades another to exchange money for a product or service. </li></ul><ul><li>PROPOSITION – it is a proposal or offer suggested for acceptance. </li></ul>
  4. 4. Major Benefits of USP <ul><li>Improve the positioning and marketability of any company & product because USP differentiates your business in the eyes of your current and potential customers or clients. </li></ul><ul><li>Helps to improve your internal performance by letting the team of the business focus on delivering the promise because the USP is a force that drives your business and sales success. </li></ul>
  5. 5. How To Develop Unique Selling Proposition (USP)? <ul><li>Step 1: Use your biggest benefits </li></ul><ul><li>Step 2: Be unique </li></ul><ul><li>Step 3: Solve an industry “pain point” or “performance gap” </li></ul>
  6. 6. <ul><li>Step 4: Be specific and offer proof </li></ul><ul><li>Step 5: Condense into one clear and concise sentence </li></ul><ul><li>Step 6: Integrate your USP into all marketing materials </li></ul><ul><li>Step 7: Deliver on your USP’s promise </li></ul>
  7. 7. Winning USP Examples <ul><li>Example#1: Package Shipping Industry </li></ul><ul><ul><li>Pain: I have to get this package delivered quick! </li></ul></ul><ul><ul><li>USP: “When it absolutely, positively has to be there overnight.” (Federal Express) </li></ul></ul><ul><li>Example #2: Food Industry </li></ul><ul><ul><li>Pain: The kids are starving, but Mom and Dad are too tired to cook! </li></ul></ul><ul><ul><li>USP: “Pizza delivered in 30 minutes or it’s free!” (Dominos Pizza) </li></ul></ul>
  8. 8. <ul><li>Example#3: Real Estate Industry </li></ul><ul><ul><li>Pain: People want to sell their house fast without losing money on the deal. </li></ul></ul><ul><ul><li>USP: “Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value.” </li></ul></ul><ul><li>Example #4: Dental Industry </li></ul><ul><ul><li>Pain: Many people don’t like to go to the dentist because of the pain and long wait. </li></ul></ul><ul><ul><li>USP: “We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes or you will receive a free exam.” </li></ul></ul>
  9. 9. <ul><li>Example#5: Cold Medicine Industry </li></ul><ul><ul><li>Pain: You are sick, feel terrible, and can’t sleep. </li></ul></ul><ul><ul><li>USP: “The nighttime, coughing, achy, sniffing, stuffy head, fever, so you can rest medicine.” </li></ul></ul><ul><li>Example #6: Jewelry Industry </li></ul><ul><ul><li>Pain: The market hates paying huge 300% mark-ups for jewelry. </li></ul></ul><ul><ul><li>USP: “Don’t pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we’ll buy it back.” </li></ul></ul>
  10. 10. Elements of USP <ul><li>Outward focus </li></ul><ul><li>Targets a specific group or niche </li></ul><ul><li>Easily understood and retained </li></ul><ul><li>Offers an obvious benefit </li></ul><ul><li>Avoids jargon ( slang ) </li></ul><ul><li>Integrates easily with your marketing materials </li></ul>
  11. 11. TAGLINE <ul><ul><li>is a slogan which succinctly, memorably, and descriptively sums up a company or product. (http://www.wisegeek.com/what-is-a-tagline.htm) </li></ul></ul>
  12. 12. 5 Steps for Developing a Tagline <ul><li>Decide what you want to communicate with your tagline. </li></ul><ul><ul><ul><li>Ask these questions: </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Who are your customers? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What benefits do you give your customers? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What feelings do you want to evoke in your customers? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What action are you trying to generate from your customers? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>How are you different from your competition? </li></ul></ul></ul></ul></ul>
  13. 13. <ul><li>Prepare to brainstorm. </li></ul><ul><li>Brainstorm. </li></ul><ul><li>Consolidate your list. </li></ul><ul><li>Choose the one best tagline. </li></ul>
  14. 14. Tips on Constructing Taglines <ul><li>Examine other people’s taglines to see what makes them work. </li></ul><ul><li>Your tagline must be simple, concise, clear, understandable and convey your marketing message . </li></ul><ul><li>Make sure your tagline can be understood by an international audience . </li></ul><ul><li>Include words or phrases that connect with your logo or the visual you are using . </li></ul><ul><li>Use active verbs . </li></ul><ul><li>Once you create a tagline to support your marketing message, stick with it . </li></ul><ul><li>Use a dictionary and thesaurus to find words to use. </li></ul>
  15. 15. Tagline Examples <ul><li>Jollibee: Langhap sarap. </li></ul><ul><li>Sprite: Obey your thirst. </li></ul><ul><li>Nokia: Connecting people. </li></ul><ul><li>Smart: Me na me. </li></ul><ul><li>Nike: Just do it. </li></ul><ul><li>Spiderman: With great power comes great responsibility. </li></ul><ul><li>Transformers: More than meets the eye. </li></ul><ul><li>The Mirror Has Two Faces: There are two things a woman knows: what she's looking for and what she'll settle for. </li></ul><ul><li>Windstruck: If only I can feel you even as the wind. </li></ul><ul><li>A Walk To Remember: She didn't belong. She was misunderstood. And she would change him forever. </li></ul>
  16. 16. Elements of a Slogan <ul><li>Be precise (exact; accurate) in what you are saying. </li></ul><ul><li>Make sure the words make sense. </li></ul><ul><li>Have relevant (related; proper; significant) content. </li></ul><ul><li>Be exceptionally easy to read. </li></ul><ul><li>Have a product name that is easy to remember. </li></ul>
  17. 17. USP or TAGLINE? <ul><li>Each advertisement must say to the reader: “Buy this product and you will get this specific benefit.” </li></ul><ul><li>The proposition (proposal; offer) must be one that the competition either cannot , or does not , offer. </li></ul><ul><li>Proposition must be unique and strong . </li></ul><ul><li>There’s no requirement for a USP to be pithy ( brief or condensed ) or memorable. </li></ul><ul><li>USP speaks to the buyer in the language of the buyer about what matters to the buyer. </li></ul><ul><li>Taglines are used in advertisements to catch the attention of the viewers. </li></ul><ul><li>Taglines are summary of the USP. </li></ul><ul><li>Great taglines should incorporate or touch upon the USP but there are many taglines that don’t. </li></ul><ul><li>Taglines could (and probably should ) be a short, catchy summary of the USP. </li></ul>
  18. 18. <ul><li>Questions? </li></ul><ul><li>Clarifications? </li></ul><ul><li>Reactions? </li></ul>
  19. 19. References <ul><li>http://www.interactivemarketinginc.com/unique-selling-proposition.html </li></ul><ul><li>http:www.grokdotcom.com/2009/03/30/uvp-or-tagline/ </li></ul><ul><li> </li></ul><ul><li>http://1000advices.com/guru/selling_offer_cannot_refuse_dl.html </li></ul><ul><li>http://www.1wizards.net/marketing001.shtml </li></ul><ul><li>http://www.catchyslogans.org/ </li></ul>
  20. 20. - END - <ul><li> </li></ul>