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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: re: re: re: re: re: re: re: re: Unique selling propositions are not strategic | Views: 786 | | Dec 23, 2004 3:44 pm | | re: re: re: re: re: re: re: re: re: Unique selling propositions are not strategic | # | 
Barry Densa | | Talking as a copywriter, again...
The USP can mean that the product or service is being presented and perceived from a new and different angle. For example, chewing gum is chewing gum. But the USP (with the accent on unique) can be that it whitens teeth, or freshens breath, doubles as scotch tape, seals envelopes, stick it on your nose as a reminder to pay your bills on time, or, made by elves in the north pole...
The USP (with accent on selling proposition) can be the "unique" way it is being marketed, i.e., "Free box of XXX chewing gum with the purchase of YYY..." or "XXX chewing gum can only be purchased from the finest jewelry stores" so on and so forth.
Is the USP a gimmick -- sure.
But it's a gimmick that is marketing and sales genius when when used properly and creatively.
Happy Holiday all!
--Barry
> John Nelson, The Sales Expert wrote:
> Great point Chen. When everybody has Unique Selling Propositions is anybody really unique? Nope, it ends up being just another marketing gimmick to grab attention which brings me to the huge difference between a marketing selling. I am a big believer in marketing but without an effective selling process in place a lot of marketing dollars can be wasted. For many companies investing in marketing experts to craft their marketing message (and USP)is fruitless because they don't have salespeople that are capable of qualifying the prospect further and then closing the deal. USPs are cliche and overused in todays business world, (just like mission statements--when was the last time a company actually did anything other than put it on the wall) especially by salespeople. It is actions that tell a person's and company's USP and not all the words in the world will change that fact. The bottom line is, if you have to tell somebody how different you are, does your prospect really perceive you as any different than all the other people telling him how different they are?
>
>Holiday cheers and happy selling!
>
>John
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>
>> Chen Sun wrote:
>> Well, this USP is running a full gamut of what it is. From a critical component to a sellable product to an attention-grabber for a copywrite.
>>
>>Also, Barry and John, excellent responses. Though USP can be correctly used as an attention grabber, you haven’t said why an attention grabber needs to be unique or why such attention grabber as an USP needs to be (other than its own definition) an unique characteristic of the products. Hence, a USP is further reduced to just one of many attention grabbing mechanisms.
>>
>>As stated, in its essence, USP is simply a cost reduction mechanism in advertising.
>>
>>Chen Sun
>>www.WebAndNet.com
>>a Web Inventions eNterprise, WINning Solutions TM
>>
>>
> Private Reply to Barry Densa | | |
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