When you come across some USPs, it comes out: "Oops!".

Typical, no benefits, lackluster, too general.

But the unique selling proposition is the heart of any business. This is what the entire marketing strategy revolves around, which helps you differentiate yourself from competitors and occupy your part of the market.

Let's think of the USP as a core surrounded by hot marketing magma. It moves and mixes positioning, target audience characteristics, competitive information, product or service benefits, and the company's business objectives.

If the core is weak, then the magma spreads, smearing the outlines of the company throughout the sales market. And sooner or later, the boundaries of business are erased, and then disappear altogether.

Here's a metaphor. It’s easier to say this: a strong USP = a strong company.

John Carleton in one of his speeches says that in search of “that same USP” It may take you more than one sleepless night. But the result should be something special that will make your business take its place in the buyer's mind.

To help you in this difficult task, we have collected 8 scenarios, using which you will create your own competitive offer without much loss of time and nerve cells.

Scenario #1: Unique characteristic

If there are a great many analogues of your business on the market, then try to find some unique difference. Either find or create.

What the Twix TM marketers did in this situation: they divided an ordinary chocolate-wafer bar into two sticks. And the entire communication strategy was built on this.

Scenario No. 2. What remains outside the attention of competitors

It is very difficult to come up with something original in a classic business. Then it’s worth looking for what your competitors are missing.

For example, Claude Hopkins once noticed that toothpaste not only cleans teeth, but also removes unpleasant plaque (film). This is how the slogan was born "Gets Rid of Film on Teeth".

And when developing the USP for a beer brand, he noticed that at the factory the bottles are not just washed, but are doused with a powerful jet of steam. Mr. Hopkins brought this workflow (which, in fact, all beer producers use) into the concept - "Our Bottles Are Washed With Live Steam!"

Of course, here you need to immerse yourself in all areas of the business: from production to the work of secretaries and delivery services.

By the way, you probably remember the classic example of Domino’s pizza delivery. It sounds like this: “Delivery in 30 minutes. If we’re late, we’ll give you pizza as a gift.”.

There is a small stratagem in this scenario: the business owner often gets blinded, but an experienced copywriter with the makings of a Maigret detective is able to pull out a hot and fresh USP into the world.

Scenario No. 3. John Carlton Formula

The formula is ideal for service businesses. You don’t even need to come up with anything revolutionary or creative here. Submit your details and get a working USP.

“With the help of ________ (service, product) we help ________ (ca) solve ______ (problem) with ____ (benefit).”

Options:

• With the “Weight Loss” course we will help women put on their favorite bikini by summer.
• The “Be Your Own Copywriter” training will help businessmen save hundreds of dollars on freelance services.
• The “Mary Poppins” service will help mothers calmly go to the gym, cinema and shopping while the baby is under the supervision of an experienced nanny.

The examples are not perfect, but they demonstrate the very principle of working with the Carlton formula. The main thing is that we explain to the target audience what benefits our product or service brings.

Scenario No. 4. Innovation

If the product solves the buyer’s problems in a completely new way, then this must be stated in the USP. AND "…do not be shy"- as Ivan Dorn sings in his hit.

What could it be:

• innovative formula;
• new product;
• new packaging;
• a new format of interaction with the buyer;
• revolutionary delivery method;
• and so on...

• Innovation! The first 3 in 1 roll-on gel Nivea Q10 for wrinkles, dark circles and swelling.
• Vicks - We combine healing ingredients and the smooth taste of lemon tea to relieve 6 cold symptoms.

Scenario No. 5. USP with a problem

You can include your audience’s problem in your unique selling proposition. Those. go not from a description of the service, but from solving a complex problem for a potential buyer.

• Is your tooth aching? Nebolin ointment will relieve pain in 5 minutes.
• Bad mood? Invite a friend for coffee at McDonald's.
• Confused about finding cheap air tickets? Check out our offers from 183 airlines.

Example of a TV commercial:

— Got a cold? Flu? With Aflubin tablets, a noticeable improvement in health occurs much faster. (Translation from Ukrainian).

Scenario No. 6. USP with a bow

This is what we call any advantage that is associated with gifts, bonuses, discounts, guarantees and other consumer goodies.

• Samsung phones have a 5-year warranty. Order dessert and get coffee as a gift.
• Buy 2 pizzas, the third one is free.
• Place an order for 1000 rubles, and our taxi will take you home for free.

This is a successful scenario for a unique offer, but it is unlikely that such a USP will work with the same effectiveness over time. Use this formula for seasonal promotions.

Scenario No. 7. USP with muscles

Here you need to flex the muscles of your business, show all your friends and envious people the strongest sides of your company, product, service.

What could it be:

• low price;
• huge assortment;
• free service;
• products from cool brands;
• support for a bright personality;
• hundreds of awards and diplomas;
• offices throughout the country.

In general, all the characteristics to which you can add the word “most”.

Just declaring your “self” is not enough for USP. We need facts, figures, evidence.

The first step in developing a unique selling proposition is to select product characteristics or criteria that influence the customer's decision making.

This step is the most important (although it is often simply skipped), since the fate of the USP depends on the selected characteristics: will it really show the benefits of your product or will it level you “with the rest.”

Therefore, our task at the first stage is to analyze our products or services and determine the 10 most important characteristics of each of them for customers. The best way to do this is to select the TOP 10 customers who bring the most profit to your company and ask which product features matter most to them and what criteria/factors influence their purchasing decision.

If you are introducing a new product to the market and there are no customers yet, you can brainstorm and determine the most important characteristics yourself. Or survey those who are most likely to become buyers of your product. After real clients appear, you can repeat the analysis and select characteristics based on real data.

All answers received from respondents must be recorded in a separate file.

2. Filter and rank the data

After customer feedback has been received or brainstorming has been done, our task is to select 10 characteristics and rank them in order of importance.

It's easy to do. Among the responses received, we select the options that are repeated more often than others. The characteristic with the greatest number of repetitions will head the list, the rest are placed below it according to the same principle.

Copywriters often use phrases like “the most important” and “the most important thing” both appropriately and inappropriately. Just for effect. "The most important rule of the text." “The most important thing in a commercial proposal” and so on.

Today we will talk about creating a unique selling proposition. And, we promise you, you will soon understand that a well-written USP is the most important thing in business. No kidding. Actually the most important thing. So important that everything else is just a pitiful reflection.

What is a USP and why is it needed?

A unique selling proposition (offer, USP, USP) is the main distinguishing mark of a business. Anyone. It doesn’t matter whether you sell modest writing services or develop entire neighborhoods with new homes.

The word “USP” refers to a competitive difference that others do not have. What sets you apart from your competitors. This is the only correct definition of USP.

The USP provides the client with a certain benefit. Or solves his problem. The types of benefits vary, but a unique selling proposition without a clear benefit to the customer is garbage.

Different. Benefit.

Two words on which everything rests.

Your unique selling proposition should differentiate you so radically that, all things being equal, if the client had to choose between you and a competitor, due to your having a worthy USP, he will choose you.

Do you understand how serious it is?

The main problem of USP in Russian business

The trouble is that Russian business is criminally blind. From simple freelancers to huge companies, everyone wants to be the best. And you can’t be the best for everyone. Must be different- that's the whole point.

Hence the main problem - the refusal to create a USP in favor of the stupid desire to be the first and the best.

To show. no matter how weak and ill-conceived the creation of unique selling propositions can be, we will take our colleagues - copywriters. Take a look at their portfolio:

• Ideal texts
• Best Author
• Atomic copywriting
• Master of words
• And so on …

This kind of nonsense is all over the place. People just don't understand that this is not a USP. This is a great example of this. Instead of becoming different, everyone climbs the same mountain. To the top. The end result is nothing.

Who is on the bright side then?

• First on legal texts in RuNet
• Since 2010 I write only commercial proposals
• Any text – 3 hours after payment
• TOP copywriting at the price of regular texts
• Free consultation on Landing Page improvement for each client
• Free pictures for the article from paid photo stocks

Yes, not so loud, but very effective. The clients of these authors already see the difference and their benefits, and therefore are ready to pay.

Do you think it's any different in business? Nothing like that, even huge companies don’t really know how to create a unique selling proposition:

• A wide range of
• Big discounts
• Free service
• Low prices
• High quality
• Leaders in their industry
• And so on …

Moreover, many sincerely consider such a “gentlemanly” set to be sufficient to seduce a client.

And where is the fundamental difference here? Where is the “I’m different” signal here? He's gone. There are ones that every first company flaunts.

What’s most interesting is that each of the advantages can be developed into a good USP. For example, like this:

• A wide range of. 1300 models of alpine skis - the largest warehouse in Russia
• Big discounts - every Thursday 65% ​​discount on your second purchase
• Free service - after purchasing a smartphone, we will install any programs for you for free within an hour
• Low prices - we sell any baked goods for 1 ruble after 18-00
• High quality - if even one part breaks, we will give you a new exercise machine
• Leaders in their industry – we have won the title “Best Taxi of Syktyvkar” for three years in a row.

Alas, only a few people use the idea of ​​expanding template chatter into a full-fledged USP. It’s always easier to cliché standard phrases and then wonder: “Why don’t they buy?”

In order for your business to take off, you need a good USP. No catch. This is exactly what we will learn to compose today. We promise you will soon look at your capabilities with completely new eyes.

The concept of drawing up a USP

There are thousands of types of unique selling propositions. Offers can be very different:

Is the lifetime warranty on Zippo lighters their USP? Undoubtedly!

Everything for 49 rubles? Same.

Soap that doesn't dry out your skin? Yes, sure.

A tour of the 10 best beer bars in Germany? And this is also a completely working USP.

Remember when we said that when creating a unique proposal, you can’t focus on looking like the best? Let's say it again: you shouldn't strive to be the best.

You must be different. Find a distinctive benefit for the client that would attract him to you rather than to a competitor.

When writing a USP, it is important to remember one very simple thing: your entire offer must have a specific benefit for the client. Not praising you or your business, not delight, but the direct benefit of a potential buyer.

But there can be a great many benefits:

This will help me

Gain high social status

Become more beautiful (stronger, more active, etc.)

Learn new things

With this I

I'll save money

I'll make money

Thanks to this I

I'll save time

I will get interesting impressions

I will get additional comfort

Don't be shy about looking for some non-obvious ways to gain a competitive advantage. Anything can go into business, the main thing is that it is interesting to the client.

Now that the theory is over, it’s time to start practicing creating a strong offer.

Rules for drawing up USP

There is a lot of rubbish written on the Internet about how to create a USP, but when you start to figure it out, you fall into a stupor. Too tricky and confusing. Yes, creating a sales proposal is not easy, but it is quite possible. Even for those who are not good at brainstorming.

In order to cope, we will cut the elephant into pieces. Learn in stages. It will be easier and clearer this way. Let's start.

Stage one - awareness of yourself and competitors

The first step is to answer the list of questions below as completely as possible. You can even print them out and then write the answers next to each one. Don't be lazy, this is an important stage. So, a list of important questions.

• What are we doing?
• Our strengths
• Our weaknesses
• Do we have any differences from our competitors?
• Can difference be created with effort?
• What interesting USPs do your competitors have?
• Is it possible to create something more interesting based on their USP?

Ideally, you should have a fairly large list that you will then rely on. It is worth remembering that there are two types of proposals: without effort and with effort.

USP without effort- this is what you already own. For example, you really have the largest selection of alpine skiing in Russia. Or this is not the first time you have won the title of “Best Manufacturer of the Year”.

USP with effort is something you can do to create a strong competitive advantage and a unique offering. For example, promise that you will deliver a taxi in 5 minutes or the trip will be free. And this despite the fact that now the average waiting time is 7 minutes.

A USP with effort is always more difficult to implement, but its effect is usually greater: a person sees his direct benefit and is ready to test you.

Yes, you will have to sacrifice something (money, time, profit growth), but you will also raise the bar of advantage above others. Consequently, in the future you will receive new customers, since your competitors will not be able or will not want to raise this level even higher.

Stage two - awareness of customer needs

A leaf again. Surveys again, but now about clients:

• Who is our main client? Describe your target audience
• What does our ideal client want?
• What customer needs do we actually solve?
• What could we do, but we don’t solve it?
• How can we win new customers?

Put yourself in your client's shoes. Why does he choose you? Do they expect something specific from you: guarantees, more convenience, reliability, savings, or something else?

What is valuable and not valuable to your customers? Maybe they are ready to pay any money to improve their status? Or are they frugal and buy the cheapest thing they can? Clearly draw yourself a portrait of the mass target audience. You can even conduct surveys to understand the real needs of the client.

Why do many clients go to competitors? What do the latter take? Do you have the resources to offer your clients the same or more?

Understanding the needs of the client is the most important condition for creating a working USP. If you can correctly understand the buyer and his desires, you will be able to offer something truly interesting.

Stage three - creating a USP

Now take both leaves and find all the intersecting points. For example, in the first task (self-awareness), you found out that you could give each customer of hallway furniture a dining table. And no one is doing this yet.

In the second task (client needs), you realized that your target audience is young families and people with below-average incomes who would not mind getting something for free.

Bottom line: you can easily make an offer: Each client will receive a good-quality kitchen table as a gift

If you spend enough time preparing to write a unique selling proposition, there can be dozens of such intersecting points. All you have to do is turn on your creativity and create as many proposals based on them as possible.

Created? Wonderful. Now is the time to choose the best USP.

To do this, you can conduct surveys among employees, clients, post surveys on social networks, and so on. Once the tests are done, you should see the influencer. As a rule, it is noticeable immediately.

Can you have multiple USPs?

Yes, it may well be. And yet some main sentence will have to be chosen, and the rest will be amplifiers of the sentence. And remember that your unique selling proposition cannot be changed every three months. This will last for years, so make your choice seriously right away.

Carefully monitor your competitors' offers. Firstly, this is a huge scope for creativity and ideas. Secondly, it will help you not to repeat other people's sentences.

Your USP should be as specific as possible. No general phrases. If “A cup of coffee for every gas station visitor”, then this is exactly a cup of coffee, and not “pleasant bonuses”. If “everything is 49 rubles”, then this is exactly 49 rubles, and not “the lowest possible prices”.

Your USP should be as simple as possible - all clients should immediately understand it and immediately see a clear benefit.

Do not contradict the interests of the target audience. If clients visit your salon because it is fashionable and prestigious, then there is no need to lure them in with low prices. Kill the status.

Don't lump everything together. There is no need to try to write out the USP on 20 sheets. Everything should be very simple: 1-3 phrases. If you really can’t wait to describe all the advantages in detail, then there are separate texts for this. In the USP you highlight only the main thing, the essence, but if you want it, you write it down somewhere separately.

We hope this article will make it easier for you to create a truly strong unique selling proposition. All the introductory information for this is there – you just need to sit down and do it.

We promise that once your USP crystallizes into something concrete and profitable, you will immediately notice a positive change. Tested thousands of times and proven by business laws.

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Offers like “the most interesting courses” and “the most useful webinars” have not attracted customers for a long time. To attract your target audience on the Internet, you need to show why you are better than others and why a person should turn to you. Let's figure it out how to create a unique selling proposition, which will hit the client to the heart!

What is USP?

American advertiser Rosser Reeves, author of the M&Ms slogan - “Melt in your mouth, not in your hands” - was sure that advertising should do only one thing - sell. He formulated this idea in the book “Reality in Advertising,” which became a bestseller among marketers around the world. In it, he first outlined the concept of USP in order to forever rid buyers of meaningless words like “most,” “best,” “outstanding.”

A unique selling proposition or USP is what customers will love you for, choosing you over many other companies. According to Reeves, a USP is an advertising message that states your main difference from competitors and the main reason for purchasing a product from you. It is used on banners, in contextual advertising, in mailing lists or on product cards, as well as in the store description on the website.

A well-written USP makes it easy to sell, because the client immediately sees why the offer is right for him. A competent USP allows you to avoid price competition and increases the percentage of repeat purchases.

However, do not forget that if irons from your online store are constantly returned with breakdowns, then no USP will retain dissatisfied customers.

Algorithm for creating a USP?

So, you've decided to create a unique selling proposition to sell your products online. Where to begin?

Step 1. Analyze your strengths

For clarity, make a table and mark in it all the competitive characteristics that your company has: extensive experience, price, qualified employees, etc. Write as many points as you can - indicate specific deadlines, numbers. Now cross out everything that your competitors can offer. As a result, you will receive a squeeze of unique benefits that only your company and your product can boast of. Put them into the basis of your USP.

Analyzing the competitive environment will allow you to find your unique advantages - these are exactly what you need to sell to potential clients.

You'll gain a better understanding of your business if you simply answer these questions:

• What are we doing?
• What are our strengths?
• What are our weak points?
• How are we different from other companies?
• What do your competitors say about themselves?
• Where are our growth areas, what else can be improved?

It is important to answer the questions as objectively as possible. Happened? Go ahead!

Step 2: Determine who you are working for

Imagine that you are going to a close friend's birthday party and you decide to give him a sweater. How will you choose? You will choose the right size, remember his favorite color, and don’t forget that he loves thin woolen fabrics and thigh-length length. Knowing a person well, you will probably give him a truly desired gift. Now imagine that you are congratulating a colleague with whom you work in different offices. It will be difficult to make a choice because you are not familiar with his preferences.

A sincere understanding of who your client is will allow you to offer him exactly what he needs. Therefore, personalize your potential client as much as possible. To get started, answer these questions:

• Is it a man or a woman?
• What age is your buyer?
• What are your hobbies?
• What makes him happy?
• What's troubling?

Supplement your list of questions with topics that are relevant to your business to create a holistic persona.

Are you opening English language courses? Then it is important for you to know how long the potential client has been studying the language and what is his level of Byron language proficiency.

You should end up with a description something like this:

Our client is a housewife, a mother of two children, who loves to cook and previously held a leadership position in a large company. She vacations abroad twice a year, drives a luxury foreign car, enjoys yoga, and is allergic to cats.

The avatar will help to describe the client from three sides: based on the situation, focusing on the psychotype and by belonging to the generation. This way, instead of a soulless target audience, a real person with peculiarities of perception, character and life circumstances will appear.

Now you know exactly who you are offering your product to.

ACCEL residents, founders of the “Happiness Is” school of relationships, Ivan and Maria Lyashenko, collected detailed feedback from their listeners and were able to create an accurate portrait of a potential client. This is how they managed to attract new students and make educational materials more useful for a narrow audience.

Here is what the entrepreneurs themselves say about this: “We have significantly increased the share of educational content, reduced and made the selling part more understandable, and justified the pricing policy. We explain in detail why we offer this product and how it will help the needs of webinar participants.”

Step 3: Tell us how you are willing to help

Switch places with your buyer. What will you pay attention to when choosing: price, guarantees, reliability, appearance? Personally, would you buy what you are trying to sell?

Surely some of your potential clients for some reason go to your competitors. Try to understand what they have that you don’t. Try to highlight the strengths in your USP, work on the “failing” places.

According to Vladimir Thurman, an expert on commercialization of innovations, the USP should talk about why you, as the owner, decided to start a business. He writes about this in his article “How to increase demand for your products without going to war with competitors.” It is likely that the problem you solved by starting a business is also relevant to other people. The solution found should be emphasized in the USP.

Step 4: Formulate your USP

Now that you have studied your audience, their needs and your competitors, it’s time to formulate your USP.

To compose a not very creative, but working text, you can use the formula of copywriter John Carlton. Substitute your company's data instead of spaces - and your USP is ready:

With the help of _______ (service, product) we help ______ (target audience) solve ____ (problem) with __ (benefit).

For example: With online volleyball training for adults, we will help all women over 18 years of age learn to play for the beach season.

You can approach the USP text more creatively. The main rule is to write to the point. General phrases, literary flourishes, approximate and generalized figures leave potential clients indifferent. Do you offer a 26% discount? Talk about exact numbers, not about “huge discounts” and “great deals.”

Here are a few more important points to pay attention to:

• Write simply, as if for a friend. Your proposal should be clear the first time. Leave abstruse phrases and specific terms for scientific papers. The client must understand what he is buying and why.
• Focus on your strengths. Mention in your USP something for which customers should want to come to you and not to your competitors. If your educational center employs doctors of sciences, you should not tell them how easy your website navigation is - this will divert attention from the important to the unimportant.
• Keep it short. Your goal is to interest a potential client in a minute. USP is a short message of one to three sentences.

Use our cheat sheet so you don’t forget anything:

• Who might benefit from this product/service?
• What will a person get by becoming your client?
• Why are you better than your competitors and why can’t you buy an analogue of your product?

Mistakes when drawing up USP

You can't lie in your unique selling proposition. If you promised a 50% discount and only gave 25%, the client will feel deceived. You will lose your reputation, and with it your customers.

In addition, you should not include in the USP those benefits that the client receives by default, for example, the ability to return funds within 14 days (this is guaranteed by the law “On the Protection of Consumer Rights”). Needless to say, you have “professional masters of their craft.” If this were not the case, would you be able to provide services?

Arguments must be supported by real facts. It’s not enough to say that your service has no analogues on the market - tell us what exactly is unique about your business, give more specifics.

Conclusion: How to check the effectiveness of your USP

So, you have studied your advantages, your competitors, introduced your target audience and prepared the basis for your sales - the USP text. Now check its viability - make sure that:

• Your unique selling proposition will not be able to be used by competitors. They don't provide the same services, use the same materials, or can't compete on price. Only from you will the client be able to obtain these benefits.
• Your USP can be formulated in reverse. For example, an entrepreneur who sells “women's shoes in large sizes” may well imagine that there is a company that sells small shoes. Only such a USP is competitive. And here is an example of a bad USP: “In our club there is only good music.” It's hard to imagine that someone could offer bad music to customers.
• Your USP doesn't look absurd. Clients are unlikely to believe that you can learn English in online school X in 1 hour.
• You have tested your USP on clients. Email different proposals and choose the one that gets the most responses.
• Make sure that your USP is the answer to the question: “Why do I choose this one among all similar offers?”

Drawing up a USP is a painstaking analytical work that will take time. But once you invest time in it, you will end up with long-term access to the hearts of your target audience.

Do you want to create your own online school, produce yourself or your expert? Register now for a free webinar and receive a PDF plan for step-by-step creation of your online school using this

When starting a business in any field, it is important to find and formulate the benefits that the client will receive by contacting you (this will be the USP - a unique selling proposition). If you don't have one, you are no different from other companies. In this case, you will have to compete on price - dumping, losing profit.

Surprisingly, this simple and free promotion tool is not used by most businessmen. There is a chance to beat them at the start! To inspire you, we have selected 13 examples of USPs of Russian and foreign companies that were able to stand out from the crowd and succeed.

What about them? 5 best Western USPs

Avis car rental service

“We are No. 2. We work harder"

(“We’re number two. We try harder”).

A great example of how you can turn a disadvantage into an advantage. For many years, Avis operated in the shadow of its more successful competitor, Hertz, which positioned itself as No. 1 in the market.

FedEx delivery service

“When it absolutely has to be delivered tomorrow morning.”

(“When it absolutely, positively has to be there overnight”).

This slogan is no longer used by the company, but it is still cited as a valid USP. FedEx guarantees customers that their shipment will be delivered safely and on time.

This phrase combines two advantages: the promise of cargo safety and high delivery speed (overnight). Unfortunately, the company's management subsequently abandoned this slogan, replacing it with a less “strong” one that did not contain competitive advantages.

M&Ms

“Melts in your mouth, not in your hands”

(“The milk chocolate melts in your mouth, not in your hand”).

Original: Flickr

An example of how a quirky USP can attract customers. Thinking about how important it is not to get dirty when eating chocolate, M&Ms created candies in a special thick shell.

Conclusion - if this or that characteristic is important to your customers, feel free to use it as a competitive advantage. No matter how stupid or insignificant it may seem.

DeBeers Corporation

"Diamonds are forever"

(“A diamond is forever”).

This slogan has been used since 1948 to this day, and Advertising Age magazine recognized it as the best slogan of the twentieth century. The idea is that diamonds, over which time has no power, are the ideal symbol of eternal love (it’s not for nothing that they are featured on many wedding rings).

Pizzeria chain Domino's Pizza

“You will receive fresh hot pizza in 30 minutes or for free”

(“You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free”).

This is a rather long slogan, but it can serve as an example of a good USP, because... contains a guarantee. The conditions are described very clearly, clients understand what to expect from the company.

Unfortunately, Domino's stopped using this slogan because... Drivers trying to meet the allotted delivery time violated traffic rules and caused accidents with tragic results.

How are things going with USP in Russia?

We are in Directors Club, for example, we don’t just sell advertising. We guarantee receiving potential customers through the use of native advertising. This USP contains two killer arguments at once: a guarantee of the result and an explanation of how it will be achieved.

Taxi service

One Moscow company increased sales by 380% by hiring female drivers. Many ladies would prefer to get into a car driven by a woman; they would rather send their child to classes with her. In addition, women are less likely to smoke and break traffic rules, which turned out to be important for many clients.

Cargo carrier

Declaring “We always have sober movers”(and living up to this slogan), the company sharply increased the flow of customers. Those who were previously afraid to entrust fragile or valuable things to the drunk “Uncle Vasya” happily dialed the number of the responsible workers. This was in the early 90s, since then many companies have adopted this “trick,” but the pioneers managed to make a profit from their idea.

Bar

One of the drinking establishments in St. Petersburg increased the number of visitors at minimal cost. A screen was hung in the hall on which sports matches began to be broadcast, and For every goal scored by the Russian national team or Zenit, a free glass of vodka was poured for everyone present.

As a result, those who used to support their favorite team at home began to go to the bar and bring friends with them. The costs of purchasing vodka and the screen were recouped many times over.

Laundry

The laundry management found a seamstress who needed orders for custom tailoring. When returning clean clothes to the client, the administrator pointed out the existing shortcomings (a zipper diverged, a button came off, etc.) and offered to fix them free of charge.

The majority, of course, agreed. After repairs, items were returned in a bag containing a business card from the seamstress and a catalog of clothes that could be ordered from her. The cooperation turned out to be beneficial for both parties: clients passed information about bonus laundry services to each other, and the seamstress provided herself with orders.

Construction company

One of the teams that started in a competitive market without a budget came up with an excellent USP. An advertisement was posted on advertising platforms: “We’ll remove old wallpaper for free!”. 80% of clients who ordered this service subsequently invited builders to carry out renovations in their apartment. These people have already demonstrated their accuracy, precision and reliability - why waste time looking for someone else?

Examples of USPs from the B2B sphere

Printing house

A company from Nizhny Novgorod opened in its office museum of famous people's business cards. Businessmen played on public interest in the lives of the rich and famous. As soon as information about the exhibition was spread, the flow of orders increased 5 times!

The media became interested in the museum, began publishing reports about it, and the need for paid advertising disappeared.

Recruiting company

The management thought about how to stand out from numerous competitors. And offered a unique service - employee rental. Need a courier for a few months? No problem! Designer for a couple of weeks? Let's pick it up!

As a result, requests began pouring in from businessmen who did not want to waste time searching for freelancers or hiring/subsequently dismissing a specialist needed for a short period of time.

And another recruiting company

Let's talk about the client's hidden needs. A businessman engaged in personnel selection began to think that some male managers need a secretary not only to screen out unnecessary phone calls and serve coffee on time. He relied on finding girls of “easy virtue” for whom intimate relationships with the boss were not something out of the ordinary.