The key to effective selling in this situation is what advertising and marketing professionals call a “unique selling proposition” (USP). If you can`t identify exactly what makes your business unique in a world of homogeneous competitors, you won`t be able to successfully align your sales efforts. The apparel and fashion industry is very competitive and it is far from easy to find a unique selling proposition in this market, but that does not mean that it has to be complicated. This is excellently illustrated by osmium. The aspect of uniqueness is largely explicit: the more unique the product or service, the greater the resulting competitive advantage. This also means that USP should not be generic: “Cleans particularly well” is a claim that, if not supported by visible “potency capsules” or similar unique selling points, can be claimed by any detergent. To familiarize yourself with Starbucks` unique selling proposition, you can ask this question: “What does Starbucks stand for and what are they known for?” The answer is simple: they represent high-end coffee drinks, and they are known for it. So what will your business represent? What will you be known for? Or what makes your current business unique? Please share in the comments. To be considered an effective USP in terms of marketing, a unique sales proposition must meet three conditions: Make no mistake! Although Starbucks offers items other than coffee drinks, they are only known for producing high-quality coffee drinks.
Starbucks is another successful business that is a great case study on differentiators. They went from a small coffee shop in Washington to one of America`s best-known brands, transforming this country from a nation of Folgers drinkers into a nation of coffee connoisseurs. A unique selling proposition (USP) is the only thing that makes your business better than the competition. This is a specific and clear advantage that sets your business apart from other companies in your market. The product would become too complicated for small organizations and might be too simple for large companies. Credit where credit is due – without the guys at Fizzle, I might have spent the rest of my life without Saddleback Leather. The USP (and website in general) of this company perfectly illustrates how it meets the specific needs of customers and highlights a truly unique quality of its products. Locating your USP requires a difficult soul search and creativity.
One way to start is to analyze how other companies are using their USPs to their advantage. This requires careful analysis of other companies` advertisements and marketing messages. Analyzing what they say they sell, not just the features of their products or services, can help you learn a lot about how companies differ from their competitors. Should your unique selling point be the Goldstein or his age? Remember, if you want to stand out, that is, if you want to have a “unique selling proposition”, your business has to represent something, because that`s what you`ll be known for. It is impossible to bear everything. A unique selling point is what your business stands for. This is what sets your business apart and explains to customers why they should choose you. Zappos has a unique selling point that is quite simple: having the best return policy ever. A return policy that eliminates the fear of buying online and buying shoes that may not fit.
A brand base could be thought of as a group of people who collectively identify with the product and share similar views and ideas about the brand. They are not only consumers of the product, but also play an important role in advertising. Description: A product is successful when it becomes cult. Today`s companies not only sell their products to consumers, but an idea, a vision as a good USP should appeal to a specific target group. In addition, a USP must not only be unique, but also deliver what it promises in order to prove that it is trustworthy.  When developing a single selling proposition, a company should pay particular attention to market concentration and competition, consider its strengths and weaknesses, and find ways to differentiate the brand or product from its own. The organization must be able to clearly express these differences so that its offer shines a better light than that of the competition.