Hello, and welcome to another episode of Marketing Strategy 101. This week, we’ll be talking about the unique selling proposition.
A unique selling proposition is the specific benefit of your product or service that differentiates it from everyone else. It could be a new technology, better customer service, an extended warranty, Secret Sauce, etc. Most importantly, it needs to be something your competitors don’t have and can’t claim.
After all, if there’s nothing different or better or cheaper or nicer about you, why would anyone date — I mean, buy — your offering when others were available?
Let’s look at Warby Parker. Their brand benefits are quality, affordable glasses you can buy over the Internet. When you buy one, they give another to someone in need. Pretty cool, right? Their overall unique selling proposition is the combination of those qualities.
Someone else might have quality, someone else might be affordable, someone else might even sell over the Internet, but meshing these characteristics together with a higher purpose uniquely positions them in the market. And that’s the first step in any successful marketing.
Well, that’s all for today. We’ll see you next time for the next episode of Marketing Strategy 101.