What’s your USP (Unique Selling Proposition)? If consumers can’t tell if you’re different from your competition, they have no good reason to choose you over your competition.
What’s a USP?
The USP or Unique Selling Proposition is the concept that products can only be successfully win consumers by showing how they were different from the competition, and giving the consumer a clear choice. It was originally developed when “product proliferation” presented increasingly crowded grocery store shelves, and more and more companies to compete with.
But developing a unique selling proposition is only the first step. If the customers who might be interested in your USP never hear it, you still have a marketing problem. So the next step in marketing was “target marketing.” Database marketing, direct mail, and advertising in industry or interest specific magazines were all used, and then overused. Today the idea is the same, but the tools are different. Today’s hot choices are content marketing, search engine marketing, and social media marketing. But the marketing technique that is proven to deliver “the right information to the right people at the right time” is messages on hold.
Tell customers at the right time
Your USP is most powerful when you deliver it to customers who are ready to buy. Reinforcing your USP to customers who call for product information or to make a purchase gives your customers more reason to make the purchase, or buy more. That’s why messages on hold can be so effective. Your best customers and prospects hear your messages on hold in the time they now spend on hold. When you make sure that your messages on hold script use your USP in the script, you know its being heard by the right people.
If your customers can’t tell how your product is different from the competition’s, why should they buy from you? That’s the job of your “Unique Selling Proposition”.
How do you tell your customers?
Your customers do their research in many ways…word of mouth, social media, websites, reviews…but many still need more, so they pick up the phone and call you. When they do, why not maximize the value of the opportunity? Since most business phone calls are placed on hold (yes, even yours!) keep callers focused on what makes you special: reinforce the advantages you offer with Informer Messages on hold. Informer Messages are the advertising tool created by experienced marketers who understand your market and your customers. They’ll develop custom designed messages that help you accomplish more on every phone call. Find out more by calling us: In New York call (212) 355-6980. In Connecticut call (203) 655-3920. And Nationwide call (800) 862-8896. Ask for your free Discovery Session to focus on your Unique Selling Proposition, and how to use it to your advantage. Or email to schedule your consultation by clicking here.