Digital marketing, in many ways, is still very much like the ‘wild west’. New strategies for marketing are arising every day, and many markets are already over saturated. So, how does a new business make themselves stand out in their advertising? How do you generate revenue in a digital world these days?
Unique Selling Proposition (USP), is a marketing term used to describe how your product or service can be marketed in a way unique to the consumer. Every business has their own USP, and here is how you can find yours, as well as how to use it in your ads.
What Makes A Great USP?
A great USP needs to be compelling and factual, without coming across as too overbearing. Remember that your USP is the one (or more) thing that sets you apart from your direct competition. With this in mind, you will need to find what makes you… Well… You.
A great USP will be:
– Assertive and Well Researched. You need to have confidence in your product, as well as information to back it up. You need to clearly establish what makes your product unique, and exactly why it is unique to you.
– Targeted and Focused.
Every good product is one that solves a problem for the consumer. Buyer’s will very rarely buy things that they don’t see personal value in. So, with that in mind, what about your product is helpful? What niche does it fill? What problem does it solve? Essentially, you need to display what specific ‘itch’ your product scratches that competing products cannot.
– Encompassing for Your Brand.
A great USP will be built around a brand. A brand that consumers can recognize, trust, and return buy from. Every one of your products should be able to fit into the image that you want your brand to have, and sell.
– How To Use Your Unique USP:
The best way to use your USP in your ads is to carefully evaluate the three components above, and find them within your product. Here’s how that could look.
Use concise and well written text on all of your ads. Whether it be on social media, or through other means. Quickly answer any questions a consumer might have when viewing your product in the slogan, text, or ‘preview’ of the product.
Display what makes your product unique and interesting in the imagery or video. Never have a video ad that is too vague, and barely shows off what features your product has. Make sure the features highlighted are unique, and stand out!
Your brand logo and name should be clearly visible for all to see in the ad. It should ideally be able to direct buyers to your website, or social media. Buyers should know right off the bat the name and mission of the company they are buying from in the text, as well as the video/picture ad.
– Final Thoughts.
A great USP presence in your online ad campaign will always require a healthy bit of self reflection. It’s not enough to be unique in this digital age. You and your product need to be able to solve problems and create a brand in a way that no one else can. Every ad is a potential sale, and every potential sale is a job interview. Find what makes your product different, and highlight those things in everything you do!