The Benefits of Your Product or Service
Adapted from content excerpted from the American Express® OPEN Small Business Network
You don't market a product, and you don't market a
service. You market benefits. Describe them here. Think in terms of
the distinctive features of your product or service that set you
apart from your competition. This is also known as your Unique
Selling Proposition, or USP. It could be the design of your
product, your knowledge of the market, a new technology, a special
service, a singular talent, or something else. For example, the USP
of a Sony television is the superior picture of the Trinitron tube.
Burger King's USP is that its burgers are flame broiled.
Think about these points when you're developing your USP:
- You might want to consider your weaknesses as well as your
strengths. Once you know what they are, you can use marketing to
maximize your strengths and minimize your weaknesses.
- Also consider your competitors' strengths and weaknesses - so you can minimize their strengths and take advantage of their weaknesses.
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