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    Fundamentals of Market: Lesson 1: Unique Selling Proposition and Value Proposition

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    apollo
    This document provides information on unique selling propositions (USPs) and value propositions. It discusses how to develop a USP that clearly sets a business apart from competitors by addressing a customer pain point. It also outlines a 7-step process for constructing an effective USP and emphasizes the importance of being able to deliver on the USP's promise. The document then defines a value proposition and shares a 5-step approach for developing one that focuses on the customer and demonstrates how a product or service will solve their problems and create value.

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    Fundamentals of Market: Lesson 1: Unique Selling Proposition and Value Proposition

    Uploaded by

    apollo
    45 views25 pages
    This document provides information on unique selling propositions (USPs) and value propositions. It discusses how to develop a USP that clearly sets a business apart from competitors by addressing a customer pain point. It also outlines a 7-step process for constructing an effective USP and emphasizes the importance of being able to deliver on the USP's promise. The document then defines a value proposition and shares a 5-step approach for developing one that focuses on the customer and demonstrates how a product or service will solve their problems and create value.

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    This document provides information on unique selling propositions (USPs) and value propositions. It discusses how to develop a USP that clearly sets a business apart from competitors by addressing a customer pain point. It also outlines a 7-step process for constructing an effective USP and emphasizes the importance of being able to deliver on the USP's promise. The document then defines a value proposition and shares a 5-step approach for developing one that focuses on the customer and demonstrates how a product or service will solve their problems and create value.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views25 pages

    Fundamentals of Market: Lesson 1: Unique Selling Proposition and Value Proposition

    Uploaded by

    apollo
    This document provides information on unique selling propositions (USPs) and value propositions. It discusses how to develop a USP that clearly sets a business apart from competitors by addressing a customer pain point. It also outlines a 7-step process for constructing an effective USP and emphasizes the importance of being able to deliver on the USP's promise. The document then defines a value proposition and shares a 5-step approach for developing one that focuses on the customer and demonstrates how a product or service will solve their problems and create value.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 25

    MODULE 4

    FUNDAMENTALS OF MARKET
    Lesson 1: Unique Selling
    Proposition and Value
    Proposition
    Unique Selling Proposition

    a method to market your product or service


    in a way that is different than other
    competitor’s marketing strategies
    Unique - 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
    Example #1 - Package Shipping Industry

    Pain - I have to get this package delivered


    quick!
    USP - "When it absolutely, positively has to
    be there overnight."
    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."
    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"
    7-step process in constructing your Unique
    Selling Proposition

    Step 1: Use Your Biggest Benefits


    - Clearly describe the 3 biggest
    benefits of owning your product or service.

    Step 2: Be Unique
    - your USP separates you from the
    competition, sets up a "buying criteria"
    • PRODUCT: "A unique baseball swing that
    will instantly force you to hit like a pro."

    • OFFER: "You can learn this simple


    technique that makes you hit like a pro in
    just 10 minutes of batting practice."

    • GUARANTEE: "If you don't hit like a pro


    baseball player the first time you use this
    new swing, we'll refund your money."
    Step 3: Solve An Industry "Pain Point" Or
    “Performance Gap”
    - Identify which needs are going
    unfulfilled within either your industry or
    your local market.

    Step 4: Be Specific and Offer Proof


    - Consumers are skeptical of
    advertising claims companies make.
    Step 5: Condense into One Clear And
    Concise Sentence
    - The most powerful USPs are so
    perfectly written, you cannot change or
    move even a single word.

    Step 6: Integrate Your USP Into ALL


    Marketing Materials
    - Variations of your USP will be
    included in the ALL your marketing materials
    Step 7: Deliver on Your USP's
    Promise
    – Be bold when developing your USP but
    be careful to ensure that you can
    deliver.
    Value Proposition
    An analysis or statement of the
    combination of good and services
    offered by a company to its customer in
    exchange for payment.
    Step 1: Know your customer

    • Who is he or she? What does s/he do and


    need?
    • What problems does s/he need to solve?
    • What improvements does s/he look for?
    • What does s/he value?
    Step 2: Know your product, service
    or idea
    • How does the product, service or idea
    solve the problem or offer improvement?
    • What value and hard results does it offer
    the customer?
    Step 3: Know your competitors

    • How does your product or idea create


    more value than competing ones?
    Step 4: Distill the customer-
    oriented proposition
    • "Why should I buy this specific product or
    idea?"
    Step 5: Pull it all together
    turn around your customers' answer' from
    step 4 into a value proposition statement.
    Best Value Proposition Example

    • One tap and a car comes directly to you


    • Your driver knows exactly where to go
    • Payment is completely cashless

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