The premise is that on the basis of clear
Posted: Mon Jan 06, 2025 4:16 am
Core differentiation, when expressing it dramatically, we still need to learn USP . However, if USP is separated from the core differentiation, it is pseudo-differentiation and can easily become a self-congratulatory product copywriting. What consumers get from advertisements is not what companies rigidly assign to advertisements, but what is discovered in the potential consumers’ cognition (what potential consumers intend but do not express) - differentiation is based on the differentiation of consumers’ cognition of category characteristics. In other words: differentiation is first of all the category standing out, and then the uniqueness and uniqueness of the brand. Without this, it becomes a self-congratulatory copywriting .
How to avoid self- satisfaction? First of all, we need to distinguish the relationship between differentiation, profit points, and selling points. The three are a logical closed loop that progresses layer by layer. The core is to get through from the difference point to the profit point. The unique point of difference comes from consumers ' recognition of category korea whatsapp number data characteristics (i.e. brand positioning), and the point of interest is the functional value, experience value, and emotional value brought about on this basis. That is, the point of difference comes from consumers' recognition of category characteristics, and the point of interest is the function, value, and experience satisfaction brought about by the recognition of category characteristics.
This is why we emphasize that you should not easily rely on USP (unique selling point) without clarifying the relationship between the difference points and the benefit points - it is easy to go astray. The essence of differentiation is to occupy the primary characteristics of the category Benefits are just an extension of characteristics, and USP is a tool for dramatic expression. Brand No. 1 : How to use USP and write advertising slogans 2. Distinguish between differences and benefits The point of difference is what makes you different from others , and it is the real distinction between you and your competitors, while the point of benefit is the benefit you bring to consumers because of your point of difference.
How to avoid self- satisfaction? First of all, we need to distinguish the relationship between differentiation, profit points, and selling points. The three are a logical closed loop that progresses layer by layer. The core is to get through from the difference point to the profit point. The unique point of difference comes from consumers ' recognition of category korea whatsapp number data characteristics (i.e. brand positioning), and the point of interest is the functional value, experience value, and emotional value brought about on this basis. That is, the point of difference comes from consumers' recognition of category characteristics, and the point of interest is the function, value, and experience satisfaction brought about by the recognition of category characteristics.
This is why we emphasize that you should not easily rely on USP (unique selling point) without clarifying the relationship between the difference points and the benefit points - it is easy to go astray. The essence of differentiation is to occupy the primary characteristics of the category Benefits are just an extension of characteristics, and USP is a tool for dramatic expression. Brand No. 1 : How to use USP and write advertising slogans 2. Distinguish between differences and benefits The point of difference is what makes you different from others , and it is the real distinction between you and your competitors, while the point of benefit is the benefit you bring to consumers because of your point of difference.