How to Fight Business Competitors with a Unique Selling Proposition

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Many online store owners are concerned about the question: how to fight competitors in their niche? How to keep a client on your resource? How to stimulate them to place and redeem an order? Make a unique selling proposition (USP).

How to Fight Business Competitors with a Unique Selling Proposition

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This is not a new, but very effective message. If you present an ordinary product differently, it will be sold in a completely different way. The main task of the USP is to convince the audience high school coaches email list that this product or service can only be purchased from you. Let's say you are the owner of an online store of goods for pets. Try to convince your potential customers that on your resource they will be able to find everything their pets may need, that only you offer a full range of goods for animals: a large selection of food, clothing, accessories, fillers for trays, hygiene products, etc.

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After viewing your advertisement, the customer should be left with the impression that your store will save them from having to visit multiple online stores to order products from different groups. Oddly enough, despite their activity on the Internet, visitors to trading platforms are very lazy, so they will prefer to place an order in one place. They are guided by the principle of "Find yours and be calm!", which they apply not only in real life, but also in relation to online purchases.

Naturally, you can't give empty promises and give your potential clients false hope. Everything should be confirmed in reality. For example, if your USP says that the order will be delivered in no more than 40 minutes and the client will receive a hot pizza, then monitor the work of your employees so that they don't go beyond the specified time.

How to develop a unique selling proposition?

First of all, think: "What is the benefit of my business?" In this case, an outside perspective will help: look at your online store through the eyes of the client. In principle, it is advisable to use this technique regularly to see an objective picture of the state of affairs of the company and evaluate the results of the work: perhaps there will be a need to adjust some points.

Try to understand the following:

What customer problems does your business aim to solve?

Why should a client solve his problems with your help?

Will he want to contact you again?

By answering these questions, you will be able to see your main advantages and understand how to fight competitors in your niche. These advantages will form the basis of the USP, which should consist of one sentence.

A unique selling proposition must meet certain criteria and be:

short and to the point:

unambiguous and understandable;

honest (promise only things that can be done);

in accordance with the client's interests.

In addition, we recommend that you familiarize yourself with the USP of your competitors so that your offer is truly unique and memorable. For example, if your main competitors only accept orders on weekdays from 8:00 to 20:00, then you can do this 7 days a week. Such a work schedule can become a solution to the problem of how to fight competitors, and the basis of a good USP.

It is quite unwise to use messages like “we have the lowest prices”, “we have been on the market longer than anyone else” or “our company is the largest” as a USP.

Let's say you want to tell customers that your prices are much lower than your competitors' - explain the reason for such a reduction. For example, you buy goods from the manufacturer or you need more time for delivery. If a person is ready to wait, then he will be satisfied with the offer and will be satisfied with your honesty towards customers.

The most popular USPs:

"Delivery within a day."

"Renewing the coating of bathtubs without removing the old layer."

"Goods for babies from birth to 3 years."

"Household appliance repair in 90 minutes."

These examples show that the USP contains specific information about the order fulfillment deadlines, age restrictions, and conditions for performing the work.