How to Stop Getting Lost in the Crowd with Unique Selling Points?

A few years ago, I was working as a writer for an SAAS company. One thing I liked the most about that company is that they constantly strive to improve their product and make it stand out from their competitors. Basically, the owner keeps track of what their competitors are up to and strategizes how to offer better features. The company also offers more features at a premium price than others.

It is in that SAAS where I learned the importance of unique selling point - what you have that others don’t.

Anybody can create or copy products that are already available in the market. Everybody can switch on marketing lights to get their hands on a few customers. Still, only a few are the real heroes. That’s because those few improve their products over time and make them stand out with the help of unique selling points. Some brands have to build USPs while others already have it but need to spread the word-of-mouth; still others need both.

Today, we will talk about how to create or find USPs and stand out from the crowd.

How to Create/Find Your Brand’s Unique Selling Point

Unique selling points define your brand’s unique place in the market. It is an important part of building a customer base that has genuine reasons to love your business forever.

Follow these 7 ways to determine your brand’s USP and get the love it deserves.

1. Discover Unique Features

Do you have features that your competitors don’t?

If yes, it’s time to make a list of them. Once you note them down, all you have to do is promote your unique features in different ways. Create content and spread it across the internet via blogs, social media, ads, or anything you can get your hands on.

If no, now is the right time to create them as the internet world is filling fast with brands and their undeniable content.

Don’t worry! You will learn how to create USPs throughout this article.

2. Pricing

Price is the highest user driving factor. If you have nothing else, but you offer products at a cheaper rate than others, it won’t take much time to reach the top of the edge. Take a look at the price comparison sites. They are famous for a reason.

Users simply love to get things at bargain prices. Previously, they were bargaining at stores. Now they have tons of bargaining options online. Saving a few bucks on what you want to buy triggers the reward neurons of the brain. They enjoy it online like playing a game of comparing and finding the best deal at the cheapest rate possible.

I myself jump to Amazon to save money. Sometimes I compare product pricing on Google. No doubt, Amazon always wins the battle. But for smartphones, Flipkart comes first.

This is how brands play the battle of pricing to be a first choice of consumers.

If you don’t have a USP or want to build one against your competitors, go for the lowest rates if possible.

3. Security

Next comes security. It triggers the fear part of the brain. It is because of fear that users don’t trust to spend on newly introduced sites. Of course, they will buy the same thing on Amazon but if an unknown site sells the same thing even at a cheaper rate, they won’t trust it for the sake of a little hard-earned money. When buying online, users are not only paying a few dollars for the product, but they are also entrusting the sites with their credit/debit card information. It’s not easy to win users’ trust for handling such sensitive information.

After putting a low price tag on your products, you have to earn their trust.

How?

I was once scrolling on Instagram when I came across a sponsored video ad for losing weight through dance by BodyFx’s Figure 8 Program. I was pretty impressed with the moves they were performing and showing some impressive end results after a month or two of constant dancing. I clicked and saw the charges.

The site was totally new to me so I performed a Google search and found several good reviews on different sites. Customers published their results online. Once I was fully satisfied, I paid for it and when I failed to follow the program I even got my money back.

All in all, apart from an SSL certificate, your online reputation plays an equal role to build trust among users.

4. Money-Back Guarantee

Money-back guarantee is just another layer of security to win users’ trust. Daily, I watch ads online from sites offering a money-back guarantee if users don’t receive the expected end results. One such site I found is GetTransfer, an international transfer bookings and car rental service provider. As soon as I landed on their homepage, I read the money back guarantee tag. Offering car rental service is not a big deal but what amused me about GetTransfer is that they will even return the difference if you find a less expensive alternative.

Now that’s a surefire way to make users believe that you offer the cheapest service possible. If not, the price difference is yours.

What can be more convincing than this?

5. Emotional Connection

Trust me, emotions are the strongest USP of your brand.

Emotions are feelings. It is not the decision that takes users to the intended place, but the emotion behind that decision is the real culprit. For example, brands like Chicco and Sebamed offer baby products. But Johnson’s Baby is so good at emotional marketing, using ads showing mothers taking care of their babies. These ads easily generate emotional feelings among parents which trigger their decision for choosing brand.

Do you have something alike?

Look deeper into your products or services and dig out the emotions you are trying to fill. It can be anything like love, care, sadness, productivity, dreams, etc.

6. Excellent Customer Service

Do you know why people trust Amazon more than any other shopping site? Because its customer service executives offer quick solutions. I still remember the day when I purchased a book but didn’t receive it on the expected date. It was showing “delivered” in my Amazon account. I contacted customer service. They informed me that the package had been lost and they promised to contact the seller and have them ship another book within a day. This entire process took a few minutes to resolve.

Tell me, do I need to go somewhere else? Why would I?

7. Stick to a Phrase

Do you have a common phrase revealing the purpose of your brand? The name of the brand doesn’t leave a long lasting impression (unless it’s popular) but the phrase does.

Dove is a personal care brand. Its campaign to make women see beauty as a confidence factor, not a source of anxiety, took flight when they added this heartwarming slogan:

“You are More Beautiful than You Think”

Dove

The campaign’s videos and sketches went viral and women started liking Dove more than ever. Also, the slogan has an emotional appeal of confidence.

The moral is: create a tagline or slogan attached with emotions that trigger feelings.

Conclusion

Unique selling points put a stop to getting lost in the crowd. You have multiple ways to create or find it and display them with the help of marketing. Take the steps now to stand out from others. Come back here to share your USP and how you are leveraging it. Others would love to learn from you.