Third: identify your differentiator.
If you have a competitor who is already communicating a unique selling proposition to solve that toothache, then you are late. You will have to find an effective way to differentiate yourself, because it will not be enough to solve the toothache if there are already others who do it.
Some forms of differentiation could be:
solve it more quickly
solve it at a lower cost
solve it in a cooler way
also resolve other collateral pain
Determine what makes your product or service unique and different from others on the market.
Fourth: Test and refine your message.
You always have to find a way to make your message clear and compelling. It is not phone number in korea enough to solve a toothache, you have to be able to communicate it effectively and with a difference.
it is what is called working progress (it never stops). The message must be constantly refined to adapt to a constantly changing market.
As you see that your message “sticks” (generates a positive result) you can expand it to all your channels.
It is advisable to start testing it in controlled spaces such as your website, your landing pages, some AdWords campaigns, some social media posts, etc.
Over time, when the message becomes solid and strong, it can become a brand, slogan or a mantra for your company.
An example of a USP.
At Pragmática we have different USPs, as we work with different types of clients. One of our most frequent clients are consulting firms that sell consulting solutions to large companies in LATAM.
And for them, our USP is as follows:
“B2B companies with consultative sales models need to generate a pipeline to achieve their sales goals, but they have a hard time getting those leads. At Pragmática, we generate these types of leads with Account Based Marketing and Lead Based Marketing strategies and we do it with companies throughout LATAM, which sell high-ticket solutions to large organizations in different sectors.”
As you can see here we clearly define the elements of a USP: the customer's problem, the solution and the evidence.
If you feel that having a USP would be useful for your company, or if you are not getting the results you expect with your current USP, leave us a comment or contact us via WhatsApp and we will help you.
Remember that to be successful in sales, it is essential to find a key market with a clearly defined problem and provide a special solution that stands out from your competitors. The sooner you answer the question: why should they choose me?, the more chances you will have of winning.