The correct way is to voice the problem and then offer a solution

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There is a concept of USP – unique value proposition. It is very successful if the USP concept can be transformed into the USP concept. This way, customers will see that you have similar values ​​to them. Attract with service The lack of unique features is not a problem if you offer free samples or test drives, 24/7 consultations or a long warranty. This will be a pleasant and useful addition to the product. Help customers solve their problems There are several examples of formulas for good USPs.


Need - Result - Guarantee (We will rid you of pests in your home in a month botim database or return your money); CA — Problem — Solution (We will help car owners choose a reliable insurer using an online service); Unique feature - Need (New formula of shampoo against graying hair); Product - Target Audience - Problem - Benefit (Ice cream for little sweet tooths in new packaging: clean hands and stain-free clothes).


Before writing a USP, you need to consider examples of typical mistakes. Looking down on a potential buyer Firstly, you can't declare your product "the best in the world" without good argumentation. This is arrogant, and the audience is tired of such statements. Instead, be specific: "High-quality clothing made from Italian fabrics." Sentence template Secondly, it is high time to avoid the decades-old, very standard, classical phrases that can be called templates for advertising. They have become boring to buyers and do not cause any desire to pay for anything.