This document discusses developing a unique selling point (USP) for a business. A USP defines a business's unique position in the marketplace and allows it to stand out from competitors by catering to an ideal customer group. It is important for businesses to have a USP to assist customers in distinguishing their offering from other options. The document provides tips for developing a USP, such as understanding customer values, appealing to an ideal customer, incorporating personality, and ensuring the USP is memorable, deliverable, and unique. Regular evaluation of marketing activities against the USP is also recommended.

1. What makes you interesting?
1

2. hanger

3. Philips screwdriver

4. Venice

5. bike

6. leather

7. Gortex

8. IKEA

9. TKMAX

10. apple

11. The earth

12. Norfolk

13. Norwich

14. Norwich University of the Arts

15. BA Textile Design

16. Unique Selling Point

17. Unique Selling Point
A unique selling point defines your unique
position in the marketplace.

18. Unique Selling Point
A strong unique selling Point lets you stand
apart from competitors and actively focus’s
your energy on creating things that cater to
your ideal group of customers.

19. Unique Selling Point
Why You Need a Unique Selling Point
Your prospective ‘customers’ have difficulty
deciding which option is the one that deserves
their time, money and trust.

20. Unique Selling Point
This selection can be a daunting process for
‘customers’ that don’t have the experience to
know what separates one competitor from
another.
It is your job to assist them by making your
unique selling point obvious, different and
memorable enough that they can see
exactly what your business has to offer that
the other people do not.

21. Unique Selling Point
differentiation
In order to be remembered in a crowded
marketplace, it helps if your business (you) have
a trait that is worth remembering.
While a superior product and outstanding
service are the foundation for growing a
successful company you could
consider differentiation as a competitive
advantage in order to stand out.

22. Ways to Develop a Unique Selling
Point
Unabashedly Appeal to an Ideal Customer
Finding your ideal customer is difficult. When
you’ve finally identified the perfect person to
sell to, it makes sense to appeal to them
through every aspect of your business.

23. Ways to Develop a Unique Selling
Point
Unabashedly Appeal to an Ideal Customer
Would you ostracizing non-customers to spur on brand
loyalty?
Abercrombie & Fitch’s CEO Mike Jeffries identifies their ideal
customers as “cool, good-looking people,” and has said the
brand refuses to market to anyone outside of that
subgroup.
crazy or tactical?

24. Ways to Develop a Unique Selling
Point
Get Personal
Can a strong personality be incorporated into a
company’s unique selling proposition?
A strong personality can go a long way—as long as
it aligns with what is being sold.
Consider the value of a recognizable personality.

25. USP
Understand the characteristics that customers value
What do customers value about you, your product or services,
and about those of your competitors.
Move beyond the basics that are common to all suppliers in
the industry, and look at the criteria that customers use to
decide which product or service to buy.
Talk to salespeople, customer service teams and, most
importantly, to customers themselves.

26. USP
Make a list of what you know about your target
audience.
Make a list of all the needs that your product or
service could meet – these attributes are all
potential USPs for your business.

27. USP
Check these USPs against trends and competitors.
Now remove the USPs that are already being well met by competitors.
Don't forget that your USP is a unique selling proposition so you
are looking for a gap in the/a market.
Match each USP against what you (and your business) are good at.
Think about how you want to be seen.
Don't advertise yourself as always being available if you don't want to
work a 60+ hour week!

28. USP
Double check that you have the right USP.
Does it convey one strong benefit?
Is it memorable?
Is it clear who the brand is targeting from the USP?
Can you deliver what it promises? Is it unique - or could a competitor
claim the same thing?
Use this positioning to develop your business and your marketing
strategy.

29. USP
Evaluate your activities using your USP as a
benchmark. https://en.wikipedia.org/wiki/Benchmarking
benchmark - A standard or point of reference
against which things may be compared.
Monitor trends and new competitors that could
affect how customers see your USP.

30. USP
• You..... What makes you interesting?
stand out
who else?
• Specifics....... What you do.
• Good at...................
• Aspire to.................

31. USP
To consider – further thinking/doing
For each USP you have identified, create a list of
words and visuals to bring the idea to life.
Conduct short interviews with about ten people
in your target market to choose the strongest
USP for your business.