Joe's Blog

Find Your Unique Selling Position

Also known as "unique selling point," "unique selling product," or "unique selling price," the USP is defined by Entrepreneur Magazine as "The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition."

Many companies use the USP as their slogan or tagline, which is a smart marketing strategy that cleverly embeds why a consumer should consider their product or service in a neatly packaged statement. Some examples of notable USPs - 

DeBeers: A diamond is forever

M&Ms: Melts in your mouth, not in your hands

Avis: We're number two. We try harder.

Zanola: Solutions for your success

USPs can also be visual, as seen in the clever Mac vs. PC commercials, where a Mac is personified by a young, accessible pleasant guy who speaks understandably. The USP is thought through down to Mac's wardrobe, which is updated without being overly hipster-trendy. On the flip side, the PC, is a slightly rotund middle-aged guy, dressed in last decade's drab suit and tie, who either talks too far over the consumer's head or tries too hard to relate to a younger crowd.

Zanola can help you find your USP by helping you define your target market - age, household size, household composition, lifestyle, financial capability, current status (residence type, geographic location, preferences). These, put together with your community, synergy, and housing - all comprise your USP. Let us help you in the first steps to find your USP! Contact me at rballard@zanola.com or 314-918-7200.

By Rachel Ballard