How to Promote your USPs effectively to a target audience
If you’ve ever seen the award-winning US comedy Seinfeld, you’ll know comedian Jerry Seinfeld delivers about 30 seconds of stand-up before each episode begins.
For each skit, he speaks about various subjects and in one of his routines, Jerry looks at drugs, finding that over-the-counter treatments can mark themselves very differently.
He highlights how, for example, if you have headache, you can purchase medicine that is either fast-acting or long-lasting … And that this raises a strange but funny question: when do you want to feel better, now or later?
It’s funny because this happens in real life. If you try to think about it, customers are placed in a kind of insane situation where they have to make a slightly ludicrous, unreasonable choice (either consciously or subconsciously).
But seriously, the joke also shows how important brand positioning is. Many people go for one option and others make another choice, so we’re talking about something that directly impacts our buying decisions.
Ultimately, how a business communicates its unique selling proposals [USPs] will affect whether it’s successful or not, so do you know the USPs for your business?
Before you say yes in a flash, take a moment. Will you know them? Note, your personal opinion doesn’t matter too much; it’s the consumer perception of your bid that matters.
Very few people make money on a hunch ‘s back, and success depends on doing some top-notch detective work.
Everything is assured in industry, but large, strong corporations go to great lengths to try to eliminate as much guesswork as possible from their marketing.
Look, that’s the thing:
Whatever you sell, you have a target audience with specific needs that make sense to them. They even think about what’s important to them in a certain way.
Hard research and analysis will show what makes your customers tick and help you create a specific customer persona.
Which gives you a good spot. From there, producing entertaining, convincing copy is much simpler as you can spit common language back on customers and reel them in instantly.
Instead than using some old terms to interact, the best choice is to use the kind of vocabulary that’s familiar to them. This helps you create super-incisive messaging and allows your marketing collateral to reduce noise.
Creating content with data and information would make conversions much simpler, but more … It’ll help you build a strong brand. And because developing a brand means creating sustainability, it’s worth pursuing, right?
Let’s go back to that headache situation and consider the market for a moment.
A package of painkillers from a well-known brand may cost up to 10 times as much as those produced by a more unfamiliar company, but they basically contain the same active ingredients and, being all the same, both products will achieve exactly the same result.
That’s crazy. You ‘d think a huge price difference would offset consumers, but such positioning actually tends to have the opposite effect-people often pay more for stuff when it’s produced by a brand they know, like and trust.
As absurd as it sounds, this consumer behavior is based on human nature and can be found in almost every single market that exists.
So, how do you build so much leverage brand? Again, it boils down to detail. Along with tablet-making technology, pharmaceutical companies also look at many other aspects of their products, such as:
- The tablet color and shape
- Words about packaging
- The medicine ‘s demographic target
- When to publicize tablets
- Pictures on packaging
- The box’s directions
Basically, leading pharmaceutical firms will do extensive market research, leaving nothing to chance.
And this degree of precision helps them to position their product with unflinching confidence.
You know what else?
With painkillers, extensive research has shown that people often report less pain after taking branded medicine, even though this may not be the case.
Hello the placebo effect, people. Yup, some brands may even have physical effects on customers.
That’s real power now.
So, think about your USPs when you next wonder why your message doesn’t hit home. How much you’ve done homework? You ‘d be surprised how some detective work makes communicating the value of what you sell much easier.