Rules for the development of a unique commercial offer (UTP)
The multitude of similar goods and services that flood the market leads to confusion of ordinary buyers, because it is not so easy to make a choice in favor of this or that product. Therefore, the primary task of sellers and manufacturers is the selection of their product among the universal monotony. For this, an extremely effective, but rather simple method is used – the development of a unique sales offer (hereinafter referred to as UTP). UTP as a marketing strategy was first proposed by R. Reeves in the book Reality in Advertising, where promotion was given the role of an “active sales person.” He believed that advertising a product should not entertain a person, it should primarily motivate him to make a purchase.
Creating a CTP is important for primary market positioning and contributes to increasing company awareness. In contrast to the “showcase” advertising, praising the product, the UTP first of all highlights its unique qualities. In the preparation of the proposal can be used the true unique qualities that distinguish the product from others, and false – not based on the real differences of the product. UTP can be considered the basis for creating the entire marketing strategy. But, in order to achieve efficiency, it is necessary to take into account the rules for developing a unique selling proposition (UTP).
Principles of USP
In accordance with the work of R. Reeves, UTP should satisfy the following principles:
Concreteness Advertising must contain a definite offer to buy this product.
Uniqueness. The offer must include a particular product or service.
Efficiency. The proposal should encourage consumers to buy goods.
The text of the UTP often consists of several sentences. Do not be mistaken for their simplicity – each proposal requires considerable time, elaboration of many options, analysis of the portrait of potential consumers. Creating literate and truly effective UTP attracts a large number of new consumers, which in turn has a positive effect on profits.
Note! The use of text in advertising campaigns makes them more effective.
Rules for creating USP
The first rule. Emphasize the unique qualities of a product or service. Among them may be an additional service (free delivery, the provision of related services, additional goods to purchase) or an exceptional customer focus – here the emphasis is on politeness, goodwill and quickness of the staff. Uniqueness can be emphasized by the designation of narrow specialization or the purpose of the product for a certain category of customers. For example, “shop of retro caskets” or “toys for girls”.
You can use the positioning as a leading manufacturer or seller, and the elitism of the product or service. The benefits of the acquisition also act as a unique feature, for example, “10 out of 10 women get a beautiful belly during the month.”
The exclusivity of the product can be emphasized guarantee the purchase of quality goods and its subsequent maintenance.
If none of the above-mentioned company is suitable, you can organize a survey of the target audience, large number of new out what they really need.
Note! Motivation should be focused on decision makers, not on consumers. This condition is clearly demonstrated in advertising products for children.
It is worth remembering that the USP is the face of the company, and therefore if there is no possibility to fulfill the promises given in it, it is better to exclude them from the text.
The second rule. The USP should emphasize the benefits of purchasing a product or service, and the buyer should understand it. In this case, the benefits from the purchase may include both material and any other benefits.
For example, “nail polish remover without acetone – does not corrode the nails, does not smell. A larger volume for the same money allows you to reach an audience of thrifty customers, people who care about the health of their nails and consumers who are prone to allergic reactions to chemicals.
The third rule. The provided benefits should have a certain significance, therefore advertising of goods or services that solve problems of current concern to the consumer, allows making the product more recognizable and well-known. The third rule is used for almost all products except complex equipment. In this case, the choice is made by comparative analysis of the characteristics.
The above rules will allow us to make the UTP as effective as possible.
Algorithm for creating USP
Stage 1. It includes the collection of information about the product / service. A list of all possible product advantages is compiled; the more items on this list, the better. To determine the uniqueness, you can use a table with two columns.