Why Should I Buy Anything From You?
We rarely suffer from a paucity of choice. If we want something, there is, often as not, more than one supplier. Given the proliferation of options available to us, you have to ask yourself this:
With all the various options in the marketplace, why should I do business with you?
The answer to this is, or at least should be, what Rosser Reeves called your unique selling proposition. If you are Fed-Ex, the answer is I want it there overnight, guaranteed. If you are M&M’s candy, it is because I want the chocolate to melt in my mouth, not in my hands.
What do you do in such a way that it separates you from the competition?
Are you:
- Faster
- Cheaper
- Slower
- Handmade
- Made in the USA
- More expensive
- Made by Bavarians
- Green (eco-friendly)
- Available in any color
- Politically Incorrect
- Trustworthy
- Machine made
- Been around forever
- New on the scene, with new ideas
- Not Green (eco-friendly)
- Conservative
- Liberal
- More Convenient
- Not Convenient (When was the last time anyone sought advice from the wise old man at the bottom of the mountain?)
- Politically Correct
- Bald
- Innovative
- Staid & Steady
- The Root of all Evil
- All about community
What about you? What makes you different?
When it comes down to it there are only four differentiators:
1. Availability: Can it be done?
2. Compatibility: Can it be done for me?
3. Reliability: Can I depend on it when I need it?
4. Price: Is it the cheapest out there?
If you want a big margin and low volume stick to the top of the list. If you want a small margin and high volume stick to the bottom of the list.
You know I think “Melt in your Mouth not in your hands:” was finished as a campaign many years ago. Funny how it still sticks.
Another option: You offer your product in an endless variety of options. Hence we have monstrosities such as Diet Cherry-Flavoured Caffeine-Free Pepsi Max.
Done right, consumers spend so much effort evaluating your options they never get around to considering those of your competitor. Brilliant!
@Michelle-
A great USP will last long after you quit promoting it. It can make or break a business.
Some examples:
Fresh hot pizza in 30 minutes, or it’s free.
Absolutely, Positively Overnight
Builds bodies 12 ways
All of those are easily identifiable, although none of them have been used for years.