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Strategy: Build Your Marketing Distinction

A Unique Selling Proposition

It is not enough to have a good product, service or idea. You must have a better product or reason for people to buy your product. We call this Marketing Distinction. A compelling reason to use your product and not the competitors. A strong USP (unique selling proposition).

If you think of solid companies, they often have a unique distinction in the marketplace that sets them a part from the competition, or makes them very memorable. Remember these companies:

  • Hertz. We are number 1.
  • Avis. We try harder.
  • Pepsi. The choice of a new generation.
  • Pizza Pizza. 30 minutes or it is free.
  • Nordstrom’s. No questions asked return guarantee.
  • Coors. Mountain fresh.

Marketing distinction is usually, a key reason folks want to use your service. It might be:

  • 24 hour customer service (and your competitor has 12 hours of service).
  • Unique delivery mechanism. Books getting downloaded or immediate access.
  • Specialized service. We only do brakes (nothing else).
  • Full service. We are the one stop for all your financial needs.
  • Quality. We are the best in the market.
  • Guarantees. 100% money back guarantee.
  • Consulting. We support your product, for 1 year.
  • Emotional association. Freedom. Sex. Love. Achievement.