Unique Selling Proposition & Tagline

UNIQUE SELLING PROPOSITION and TAGLINE Prepared by: GREGAR DONAVEN E. VALDEHUEZA, MBA Lourdes College Instructor

UNIQUE SELLING PROPOSITION
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)

UNIQUE – it clearly sets you apart from your competition, positioning you the more logical choice.
SELLING – it persuades another to exchange money for a product or service.
PROPOSITION – it is a proposal or offer suggested for acceptance.

Major Benefits of USP
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.
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.

How To Develop Unique Selling Proposition (USP)?
Step 1: Use your biggest benefits
Step 2: Be unique
Step 3: Solve an industry “pain point” or “performance gap”

Step 4: Be specific and offer proof
Step 5: Condense into one clear and concise sentence
Step 6: Integrate your USP into all marketing materials
Step 7: Deliver on your USP’s promise

Winning USP Examples
Example#1: Package Shipping Industry
Pain: I have to get this package delivered quick!
USP: “When it absolutely, positively has to be there overnight.” (Federal Express)
Example #2: Food Industry
Pain: The kids are starving, but Mom and Dad are too tired to cook!
USP: “Pizza delivered in 30 minutes or it’s free!” (Dominos Pizza)

Example#3: Real Estate Industry
Pain: People want to sell their house fast without losing money on the deal.
USP: “Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value.”
Example #4: Dental Industry
Pain: Many people don’t like to go to the dentist because of the pain and long wait.
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.”

Example#5: Cold Medicine Industry
Pain: You are sick, feel terrible, and can’t sleep.
USP: “The nighttime, coughing, achy, sniffing, stuffy head, fever, so you can rest medicine.”
Example #6: Jewelry Industry
Pain: The market hates paying huge 300% mark-ups for jewelry.
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.”

Elements of USP
Outward focus
Targets a specific group or niche
Easily understood and retained
Offers an obvious benefit
Avoids jargon ( slang )
Integrates easily with your marketing materials

TAGLINE
is a slogan which succinctly, memorably, and descriptively sums up a company or product. (http://www.wisegeek.com/what-is-a-tagline.htm)

5 Steps for Developing a Tagline
Decide what you want to communicate with your tagline.
Ask these questions:
Who are your customers?
What benefits do you give your customers?
What feelings do you want to evoke in your customers?
What action are you trying to generate from your customers?
How are you different from your competition?

Prepare to brainstorm.
Brainstorm.
Consolidate your list.
Choose the one best tagline.

Tips on Constructing Taglines
Examine other people’s taglines to see what makes them work.
Your tagline must be simple, concise, clear, understandable and convey your marketing message .
Make sure your tagline can be understood by an international audience .
Include words or phrases that connect with your logo or the visual you are using .
Use active verbs .
Once you create a tagline to support your marketing message, stick with it .
Use a dictionary and thesaurus to find words to use.

Tagline Examples
Jollibee: Langhap sarap.
Sprite: Obey your thirst.
Nokia: Connecting people.
Smart: Me na me.
Nike: Just do it.
Spiderman: With great power comes great responsibility.
Transformers: More than meets the eye.
The Mirror Has Two Faces: There are two things a woman knows: what she's looking for and what she'll settle for.
Windstruck: If only I can feel you even as the wind.
A Walk To Remember: She didn't belong. She was misunderstood. And she would change him forever.

Elements of a Slogan
Be precise (exact; accurate) in what you are saying.
Make sure the words make sense.
Have relevant (related; proper; significant) content.
Be exceptionally easy to read.
Have a product name that is easy to remember.

USP or TAGLINE?
Each advertisement must say to the reader: “Buy this product and you will get this specific benefit.”
The proposition (proposal; offer) must be one that the competition either cannot , or does not , offer.
Proposition must be unique and strong .
There’s no requirement for a USP to be pithy ( brief or condensed ) or memorable.
USP speaks to the buyer in the language of the buyer about what matters to the buyer.
Taglines are used in advertisements to catch the attention of the viewers.
Taglines are summary of the USP.
Great taglines should incorporate or touch upon the USP but there are many taglines that don’t.
Taglines could (and probably should ) be a short, catchy summary of the USP.

Questions?
Clarifications?
Reactions?

References
http://www.interactivemarketinginc.com/unique-selling-proposition.html
http:www.grokdotcom.com/2009/03/30/uvp-or-tagline/
http://74.125.153.132/search?q=cache:EKAKn_4YyFAJ:www.rocw.raifoundation.org/masscommunication/MACM/advertisinginsights/lecture-notes/lecture-22.pdf+elements+of+a+great+unique+selling+proposition&cd=4&hl=tl&ct=clnk&gl=ph
http://1000advices.com/guru/selling_offer_cannot_refuse_dl.html
http://www.1wizards.net/marketing001.shtml
http://www.catchyslogans.org/

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Unique Selling Proposition & Tagline

by Gregar Donaven Valdehueza on Aug 19, 2009

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