No USP? Don’t worry
We always ask our customers what unique selling point their product has. What can it do better, faster, simpler, cheaper or more efficiently than the competition. But sometimes the answer is, “We don’t really have have one. All the products on the market are pretty much the same.”
I recently came across this quote from Joel Raphaelson about parity products and thought I’d share it:
“In the past, just about every advertiser has assumed that in order to sell his goods he has to convince consumers that his product is superior to his competitor’s.
This may not be necessary. It may be sufficient to convince consumers that your product is postively good. If the consumer feels certain that your product is good and feels uncertain about your competitor’s, he will buy yours.
If you and your competitors all make excellent products, don’t try to imply that yours is better. Just say what’s good about your product - and do it a clearer, more honest, more informative job of saying it.”
