This makes it easier for them to develop their USP, in theory, but they still need to differentiate themselves from the inevitable comparisons between their products and their more familiar counterparts. Many design-centric brands source designs from real artists, but Tattly surfaces this fact about their business.
The artists behind their designs are as much a part of what they sell as the tattoos themselves, getting prominent profiles on their site organized under a section dedicated to Artists and their works. They could have left it as a mere line of copy on their site, but instead they chose to incorporate the artists behind their products into the design of their online store, reinforcing the idea that tattoos are a form of wearable art.
And while other brands might offer a sizing chart to help shoppers, Third Love prioritizes getting you the the right fit based on your individual needs. Of all the messages they could have focused on, around style or quality, they honed in on a pain point that many women experience when shopping for bras, and they chose to double down. A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause.
This product ethos means that they only sell products that live up to this standard and pit themselves against a rampant problem in their industry. Casting the industry norm as an antagonist is a positioning strategy often used by brands that are confident about their solution to the customer's problems.
College students can get school spirit attire pretty much anywhere. They have local options right on campus, and most big-box stores even carry local college gear. So how does Twelve Saturdays compete? Instead of just highlighting that they have college apparel, they remind students that there are twelve Saturdays in a football season and their products can help you look good for each one. Football games are big social events for college students, and many want to show up with a fresh look week after week.
Twelve Saturdays bet on the idea of offering students fashionable, school spirit attire that guarantees they look good and feel good all season. In fact, it probably seems obvious. Here's how you can write yours:. Once you have a vague idea of what your USP is, it might help to express it as a positioning statement so you can get it down on paper:.
Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition.
The moving supply company, for example, may create a USP that says simply, "Sturdy Boxes in 24 Hours," aimed toward their overwhelmed customers who are getting ready to move and quickly need boxes that won't collapse. Once you have a working USP, it's always a good idea to sleep on it, run it by others in your company, or even create a focus group to measure the impact it has.
It may take several tries, but once you hit the perfect USP, it can be an integral element of your marketing toolbox. Actively scan device characteristics for identification. Use precise geolocation data. Select personalised content. Create a personalised content profile. Measure ad performance. Select basic ads. If your prospective customers choose your products, how will their lives be improved? What makes your business so different that prospective customers should choose your products or services?
The answers to these questions should form the bedrock of your USP. FedEx is the perfect example of this principle. Another USP best practice you should think about in this stage is making your customers a promise.
FedEx, for example, guarantees it can get any package from anywhere to its destination overnight. Thinking of your USP in terms of an elevator pitch is a great way to condense what makes your business different, and how you can use it as the foundation of your marketing efforts. Note that everything in brackets can be changed to suit the specifics of your company, and that this framework can apply to both companies and individual products.
See how easy it is once you have all the pieces of the puzzle? If someone asks about your business, you can use this as a snappy, concise way to explain what your company does. Thinking of your business or products in this way allows you to focus on what really matters — your ideal customer — and identify any glaring problems with your USP. By applying everything above to the principles of writing killer ads. Preferably, it should be in the headline or first line of your ad.
Alternatively, if you include elsewhere in your ad copy , make sure it emphasizes the benefits of using your product or service. Safety was the primary benefit in this ad, but what about choice or specialized knowledge?
You could create other ads that emphasize the diversity of your inventory or the specialized knowledge of your staff across both lines of copy in your ad:. It was all included. Forget that AOL charged twice as much as everyone else, was famous for dropping the connection and had pitiful customer service.
See if you can guess what type of business it was. It was a company that provided kitchen equipment of all sorts. The common denominator was that this equipment was primarily used by those who wanted more natural foods. Canners, grain mills, bread machines and the like would be found at this company.
Do you see how the USP defines their uniqueness in a very specific way? They do help people live better, healthier lives. But the kicker is that they help their customers do this more efficiently. Grinding your own grain for flour, canning your own vegetables and baking your own bread takes a lot of extra time.
Most naturalists would be delighted to find products that help them do this in less time. They are generally a short sentence or two.
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