Marketing - Marketing Strategy
Streetwise Tips

Streetwise Tips on Marketing Strategy

Since a USP is not your strategy, don’t try to hit all of the key features of your products or even feel compelled to mention the most important. Instead try focusing on one benefit that is highly memorable. A good example is David Ogilvy’s classic “At 60 miles an hour, the loudest noise in a Rolls-Royce is the sound of its clock.” Clearly the strategy of Rolls-Royce is not to make the clock as loud as possible. Nor is the low level of interior noise the most important feature of a Rolls-Royce.

It’s not easy
It’s not as easy as it may first look to come up with a unique selling proposition that is really powerful. This is one reason why major corporations spend tons of money on ad agencies in an often endless search for the “perfect” USP. Don’t get frustrated if you don’t come up with a great USP before you start your business. Chances are, your competitor doesn’t have a very good one either.

But don’t forget about a USP, or put off finding one forever, even if your competition is in the same boat as you. A good USP can be a powerful competitive edge. If you’re stumped sitting at your desk trying to come up with a creative USP, try discussing it with your family or friends. Or just start jotting down all of your thoughts. Some of them may seem silly at first but may lead to something better in time.

Don’t get bored with it
Since you live, eat, and breathe your company every day of the year, you might quickly tire of a good USP. But don’t drop it. Remember, your current customers, and more importantly, your potential customers, will not see your message every day and will not tire of it as easily as you might.

Do it yourself
Yes, you could hire an advertising agency to come up with a USP. But I suggest that you do it yourself. For one, ad agencies are sometimes guilty of focusing a little too much on making USPs too cute, too clever, or too entertaining, and not on making them effective. And, more importantly, if you create your own USP, you will probably have more pride in it, be more committed to its meaning, and more apt to use it over a longer period of time. It will be a message you are more likely to use as a powerful marketing tool in presenting your business within the marketplace.

Don’t misuse it
Don’t get straightjacketed by your USP, no matter how good it is. It should seldom be used as a headline in print ads or as the starting phrase in a radio or television spot. Instead you should consider placing it at the bottom of print ads or using it as the wrap-up line in radio or TV ads.