10 Keys to a Strong USP
Posted on December 31, 2005 | 2 comments | Filed in UncategorizedMy good friend and platform builder Suzanne Falter Barnes in her blog Painless Self Promotion was blogging about the 10 ten quick characteristics of a good USP. I thought I’d share it with you!
1. It’s got to be short. No on will remember it otherwise. (Examples ‘Coke. The Real Thing. Or ‘Nike. Just do it.’)
2. It must be clear. At least in the context of your product.
3. It must express a benefit.
4. It must express a benefit that people care about emotionally. (Example: Federal Express. When it absolutely, positively has to be there overnight.)
5. It must be about one single product difference. The public will not remember two … or want to deal with two.
6. It must be about a product difference that sets you apart from the competition.
7. That difference doesn’t actually have to be unique to your product … as long as you’re the only one talking about it. (For instance, Palmolive didn’t soften your hands while you did dishes … dishwater did. But they were the only ones making this claim, so they could own it.)
8. It must be believable.
9. It must solve a problem that people really want solved.
10. It must be a memorable set of words.
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It’s got to be short. No on will remember it otherwise. (Examples ‘Coke. The Real Thing. Or ‘Nike. Just do it.’)