Today we will discuss a key point in building a successful online business - the ability to create a Unique Selling Proposition and an Offer.
A Unique Selling Proposition (USP) or Unique Selling Point answers the buyer's question "Why should I buy this?" or "What will I get from this?" or "How will this solve my problem?". The USP represents the value of the product to the buyer. For example, it is a product feature that cannot be found anywhere else on the market. Thus, the USP is a constant property of the product that remains unchanged regardless of different factors.
The Offer, on the other hand, is a temporary phenomenon and adapts to market conditions, seasonality, demand, etc. The Offer complements the USP.
Examples of offers:
- Buy two products, get the second at 50% off
- Order the product today and get a 20% discount
- We will deliver pizza in 30 minutes or you eat the pizza for free
The art of selling can be reduced to the ability to package the USP into an Offer and present it to the buyer on a silver platter.
Now let's understand the deep reasons why people buy:
- Relief from pain
- Safety
- Problem solving
- Recognition
- Status
- Happiness
The classic embodiment of a USP and Offer is a landing page.
Let's define the principles of building a landing page.
- Show how the product will make the person happy and solve their problem
- Conciseness of the page without fluff, everything to the point
- Attractive design
Key elements of a landing page:
- Catchy headline
- List of benefits, features, capabilities
- Product reviews (text, video)
- Show the product in a setting familiar to the buyer (several photos from different angles, video)
- Show how to use the product in practice step-by-step (1-2-3)
- Frequently Asked Questions (FAQ)
It is recommended to add:
- Discounts when buying multiple products (Offer in action)
- List of positive mentions in online publications
- Money-back guarantee
- What the product consists of
Examples of landing pages for Shopify stores:
