…if you’re a copywriter or marketer.
I touched on this point briefly in my comments on Jack Trout’s book “Differentiate Or Die” and it involves the starting point for creating a Unique Selling Proposition (“USP”).
As with any marketing problem, the starting point should always be…
…the customer.
Or more specifically what they want. Their “hot buttons”, if you will.
Good advice for any marketer or copywriter is “Find out what the customer wants and then give it to them”. That way you’re almost sure of success and reduce the risk.
And yet…
…all too often we get caught up in our products and lose sight of the customer.
As I mentioned, if the Trout book has one weakness, it’s not paying sufficient attention to the customer.
So when crafting a USP, always start with your customer and what they want.
And from a strategic marketing perspective the USP will need to appeal to a large enough audience to enable you to reach your objectives.
No point in having a killer USP that will appeal only to a market that’s too small to make your business worthwhile.