What is Your Unique Selling Proposition (USP)?

The following is a guest post by Anitha Cadambi. Corona beer, unique selling point, USP

As a young, critical consumer, I often appear dumbfounded while at a grocery store.

In almost every grocery store, there are twenty different kinds of toothpaste. Which one do I pick?

Naturally, I want the better tasting one, maybe the better looking one (After all, I am a woman and appealing packaging often trumps quality, at face value).

So how do I make this decision and more importantly why do I pick product A over the 19 others staring at me?

…. This leads me to one question: What is your Unique Selling Proposition (USP)?

Now, you may think this is a rather redundant question to ask yourself. Obviously you have thought about this.

After all, you have a 20 page business plan and your USP is buried somewhere in those pages.

But is it really?

4 Tips to Help Sell Your Product Or Service:

1. Think Charity: The case of “Toms” shoes

Spending $90 on a pair of shoes seems absurd. But what separates Toms from other shoe manufacturers is the charitable element associated to their shoes. For every pair of toms sold, one pair goes to someone in need.

Unique? Absolutely…. Not to mention the fact that their shoes are extremely fashionable.

Toms recently took their idea one step further. A new line of ballet flats for women incorporating the same charitable concept is launching soon.

I am hoping they based their study on the fact that women are more charitable than men (speaking only from personal experience) and more than willing to “buy a pair of shoes for the sake of charity!”

2. Think Exclusive: The case of “Sparkology” Dating Website

In today’s day and age, almost everyone has used a dating website once in their life. And for those of you who haven’t you have probably at least thought about it!

This leads me to Sparkology. A dating website based on an invite only concept and membership for men is limited to only those who graduated from top ranked Universities.

Unique? Absolutely….

3. Know your Audience: The case of “GeoGirl” Makeup

GeoGirl is a line of makeup that targets young teens. Only recently have companies begun to target this group of girls.

Prior to products like GeoGirl, young girls who wanted to use make-up had to buy adult make-up. GeoGirl was clever in the fact that picked their demographic (one that had not been target before) and created and marketed their product accordingly.

Knowing your audience and thinking exclusive compliment one another.

4. Know your Brand: The case of “Corona” Beer

I recently had the opportunity to meet with a very successful branding expert. He shared with me the story behind Corona beer. When Corona was introduced, the market already had a monopoly of beers. However, all of these beers were night beers – that is, beer you drank in the evening.

What did Corona decide to do? They branded themselves as a “daytime beer.” And not any ordinary day beer – but one that transports us to the beach and eliminates the rest of the world!

The point is: businesses need to evaluate their own brand because you are only as good as your brand.

What is your brand? How is it unique? Let us know in the comments!

Anitha CadambiAnitha Cadambi is a 2011 LL.M graduate from USC’s Gould School of Law who recently passed the New York Bar Exam. She has an LL.B from the University of Pune, India. She can be reached at anithacadambi@gmail.com.

Twitter: @AnithaCadambi
LinkedIn.

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Photo credit: Flickr/ivva

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