There are so many goods and services
in the Nigerian market today creating room for varieties. Many businesses
involved in the production of goods and services are short of monopoly as most
of them are into production of similar goods and services which satisfy the
same needs of the consumer. Advertising competition has become fiercer than
ever, all in the bid to make target audience opt for a particular brand over
the other.
In achieving increased sales or
services beyond that of the competitors’, many organisations take up different
advertising strategies. However, as a business owner or organisation, what you
need is differentiation; this is a very wise strategy to adopt within a competitive
market system in order to get attention.
Many consumers mistake the identity of brands because they all seem
alike. What you need do therefore, to make your brand to stand out and be the
choice of your consumers’ satisfaction is to bring out your Selling Point
(Unique Selling Proposition)
Your selling point is the benefits that
the consumers strongly, uniquely, and positively associate with your brand, it makes
you stand out from your competitor. It simply tells the consumer,
proving for a fact that your product is indeed unique, bringing out clearly the
features of the product that cannot be found in a competitor’s product and
thus convincing them to choose your services.
However, before you decide to create a
Selling Point (USP), you have to settle down and critically analyse, because your
selling point is what would give your business or product an edge. First, check
out what competitors’ are up to, what are their unique selling propositions
too? Check out their advertising messages and what makes them stand out from
others like you. Also identify the similarities between you and the
competition. You formulate your selling point by understanding who your
consumers are. In doing this, you have to
Understand who your consumers
are:
This
involves knowing who are the target audience, what kind of people they are and
what taste, quality or quantity of goods or services appeal to them? You should
try to know what sharpens the consumers’ appetite, what turns them off from
other products in order to avoid making the same mistake. When you know this,
you would be able to create the right words that would reach out to them and
are able to identify with it. Therefore, your selling point should be customer
oriented.
Know your consumer’s mindset:
Since your
goal is customer satisfaction, therefore you have to research on what are
really the needs of the consumer and what they really want? Why would they
ignore the competition and come to you? This might be your customer relations,
quality of service, durability or proximity of your service to them.
Discover why they choose your products over
the others
You have
to understand why such consumers prefer your own product to the competitors’, for
you never can tell, until you ask.They may prefer the looks, colour, taste,
quantity of such products. Know what they see in your business and product that
retains their loyalty. Then develop your selling point based on that.
Proposition to
the consumer
If
you already have a selling point or believe you have brand features that would
appeal to your target audience, be sure to make realistic propositions, avoid
presenting yourself bigger than what you really are. This may do more damage to
the brand’s image when consumer expectations are cut short.
Now that you have a selling point, below
are the benefits of having a Unique Selling Point
Increment in sales
Having a
Unique Selling Point helps you increase your sales because more consumers are
drawn by what you promise to convey to them that others cannot. Satisfied
consumers indirectly advertise the benefits of the service to others around
them and such people are probably going to try them out.
Consumer loyalty
When
consumers get what you promise them and are satisfied, they stick to such
brands because they are professed as reliable and trusted. The company’s
ability to maintain a transparent communication with consumer helps build
trust.
It helps you stand out
When the selling
point is clearly spelt out in your advertisements, you are distinguished from
every other product and with proper positioning; your selling points could
overshadow the competitors’.
Increases credibility
The packaged
advertisement based on your selling point helps reveal your business as more believable
because such should make a very strong appeal to the consumer that others may
find hard or impossible to do.
Positive
reinforcements
Advertising
is meant to produce a positive image in the mind of the consumer towards a
particular brand. With a selling point clearly communicated in few words to the
consumer and constant exposure to such messages, the more it is engraved in
their hearts. When next such goods or services are required, the first thing
that comes to mind is your selling point, reminding them that you are the best
option.
In a very
competitive society like Nigeria, a unique selling point is what you need to
move your business to the next level. In the absence of a distinguished
identity, it would be difficult to neither maintain customers’ interests nor
draw new ones to you. Therefore, understand what your business, products or
services are effectively capable of doing. Package your advertisement
accordingly, coin out slogans, hammering away on such benefits and see how your
establishment grows to greater heights, leaving behind others with similar
services. At Poise Media Nigeria, we are here to help you understand what the market is about, help you better understand who and what your audience are, presenting holistic view on how to create, design, develop and package advertising that appeals to your consumers through your Selling Point, so why don’t you send us an email at info@poisemedianigeria.com today and be the difference.
Amadin Erinmwingbovo
Business Development Manager
PoiseMedia Communications Ltd
