Only you (your company,
product or service) can or do
claim this benefit.
Hormel Square Hot Dogs?
Selling means: The unique claim you make must
be compelling enough so that your competitors’
customers stop buying from them and start
buying from you.
Proposition means: If you buy my X, you will get
Hormel says, “If you buy our square hot dog, it
won’t roll off the bun.”
A Unique Selling Proposition (USP) is a
compelling (selling) statement only you can (or
do currently) make, which promises, “If you buy
my X, you will get Y (desirable benefit).”
Competitors: #, $$,
Target audience: Who?
What benefit do you have that
your logical competitor(s) don’t
What benefit do they have that you don’t have?
Marketing messages and media: What and
Marketing strategy (cont’d.)
SWOT – related to competitors in the
Strengths – Build on them.
Weaknesses – Be honest with yourself. Address
and eliminate weaknesses vs. your competition.
Opportunities – Where can you make inroads?
Threats – Competition, legal, regulatory?
How do you present your USP in a way that
attention in a crowded, noisy
AIDA – The familiar formula
How do you turn attention into
interest, desire and action?
What voice do you use, in
language and graphics?
Which media are best for promoting your product to
your target audience, within the constraints of your
Print – Ads, brochures, direct mail, flyers
Broadcast – TV spots, YouTube, radio, webcast
Web – Web site, blog, paid
Facebook, LinkedIn, Twitte
other Web thingies
Outdoor - Billboards
Putting it all together