Unique Selling Proposition & Tagline
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Unique Selling Proposition & Tagline

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Unique Selling Proposition & Tagline

Unique Selling Proposition & Tagline

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  • 1. UNIQUE SELLING PROPOSITION and TAGLINE Prepared by: GREGAR DONAVEN E. VALDEHUEZA, MBA Lourdes College Instructor
  • 2. 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)
  • 3.
    • 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.
  • 4. 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.
  • 5. 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”
  • 6.
    • 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
  • 7. 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)
  • 8.
    • 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.”
  • 9.
    • 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.”
  • 10. 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
  • 11. TAGLINE
      • is a slogan which succinctly, memorably, and descriptively sums up a company or product. (http://www.wisegeek.com/what-is-a-tagline.htm)
  • 12. 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?
  • 13.
    • Prepare to brainstorm.
    • Brainstorm.
    • Consolidate your list.
    • Choose the one best tagline.
  • 14. 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.
  • 15. 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.
  • 16. 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.
  • 17. 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.
  • 18.
    • Questions?
    • Clarifications?
    • Reactions?
  • 19. 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/
  • 20. - END -