Review of the master class “Writing a USP for formula lovers” at the I-Marketing meeting #15

Lecture I-Marketing #15 (August 18, 2015) was held as part of the meetings organized by the first independent professional community of all who are interested in Internet marketing “I-Marketing”. This time, as an invited expert, I made a presentation on the topic “Writing a USP (unique selling proposition) for formula lovers.”

Despite the fact that at first glance, this topic is already quite covered and it seems that everything that could be said about it. But the eternal stumbling block is practice. Most marketers and project managers still face many pitfalls when compiling a USP. As a result, the developed proposal does not show the proper level of efficiency, without having any impact on the level of sales. Therefore, the emphasis on the practice of writing USP as an effective tool to increase sales in a crisis and high competition aroused keen interest and full involvement of the audience.

The lecture all the time was held in the form of an active dialogue with the audience, during which the following questions were considered:

• is it possible to create a truly unique selling proposition;
• my business and competitors: how to compare correctly;
• simple ways to highlight competitive advantages;
• turning weaknesses into strengths;
• writing USP depending on the features of the sales cycle of your business;
• Niching: the efficiency of choosing ultra-narrow niches;
• the specifics of drawing up partnership agreements;
• provision of a complex of services or a unique service: when the method is not unique, the content is unique;
• provision of additional guarantees: advantages and disadvantages;
• it is not the service that is unique, but the approach is unique: integration of b2b and b2c sector methods.

At the same time, each of the points was supported by many examples from general business practice and my personal experience. It is also worth noting that the proposed method of formalizing the writing of the USP was of particular interest. The best formulas for both b2b and b2c sectors were considered. I will give examples of some of them:

Best for b2b:

Formula: “[Product] that [benefit]”

Example: Polypropylene pipes, the service life of which is 100 years without repair and replacement.

Formula: “[Benefit] from/through [benefits] of [product]”

Example: Reduce operating expenses by 2 times using a scorecard.

Best for b2c:

Formulas:

• Due to / thanks to <Property>, you <Benefit>
• You will get <Benefit> thanks to <Property>

Example: Save 25% on the cost of an apartment in September with a purchase under construction.

Using the proposed formulas, in the presence of data on business competitors, you can quickly write a unique selling proposition. This was practically proven at the end of the lecture, when USPs were developed for the participants in the direction of their professional activity (from the IT sphere to the provision of financial services) based on the material presented and brain storm techniques, which became a pleasant and useful bonus for the listeners)!