How to Create a Unique Selling Proposition and a Value Proposition for a Proper Exit Strategy

How to Create a Unique Selling Proposition and a Value Proposition for a Proper Exit Strategy

Unique Selling Proposition:

The Art of Finding Your Unique Selling
Proposition
Positioning is about making your offering
different from, and more valuable than,
your competitors' offerings--and placing
that idea in the minds of a target group of
customers. Positioning attracts customers
by creating a positive and unique identity
for your company and its offerings.
Positioning is vital for distinguishing your
offering from everybody else's.
In a world where there are more and
more products and services every day,
your customers are on advertising
overload all the time. So they pick
something to believe and hold that notion
until a message breaks through and
persuades them to change.
People can't hold warring ideas in their
heads. They can't believe that the Norton
Anthology is the best study guide for
English literature, then study from a set of
Cliffs Notes and believe they're doing the
best they can to pass their exams. They
can't believe that all paper towels are
pretty much alike, buy one that costs
more than most, and think that they are
wise shoppers. The point is, positioning is
your effort to claim a high ground in that
overloaded prospect's head and hold it
against competition.
There may be very little difference
between your product and your
competitors'--but if you can't find a way
to communicate uniqueness and connect
it to a need of your target, you might as
well quit fighting your competition and
sell out to them. There are many
different ways to stake out a position.
Just remember, your position reflects
your unique selling proposition, and it is
what makes your offering more valuable
to your customers than what's being
offered by your competition.
Perception of your Business
How will your business be perceived as
different from your competition in the
minds of your targeted customers? To
figure this out, you must look for your
best customer and then design a position
that matches his or her wants and needs
to an advantage that only you can offer.
Remember, you can't be all things to all
people, but you can be the vendor of
choice for a group of them.
Positioning Affects Every Aspect of Your
Communications--And Your Business
Positioning is the basis for all your
communications--your packaging and
product design, sales promotions,
advertising, and public relations.
Everything you do must reinforce that
position--otherwise you just undermine
your marketing efforts and sow confusion
instead of confidence. Positioning is
serious business. You must choose the
right position, for now and down the
road.
Do the work now to develop a clear
position for your business vis-à-vis your
competitors. You'll ensure that you get
the most from your advertising budget.
The truth is that with enough money, you
can buy success in advertising. Mediocre,
unfocused messages from a company
without a clear position will generate
sales surprisingly well if that company
buys enough time or space to pound the
message home. But think how much
farther that budget could take you if you
had a focused message, a unique selling
proposition, and a target audience for
your offering. Positioning--and the
creative approach that grows from it--
make the difference.
Developing the Positioning Statement
and the Tagline
To begin creating your own sense of
positioning for your business, answer the
following questions with short, articulate
answers that relate your offering to your
customers' needs.
1. What does your business do?
2. For whom?
3. What is your biggest benefit to them?
4. Prove your claim. To what do you
attribute that benefit?
5. How will your customers perceive this
benefit, relative to the competition?

How to Create a Unique
Selling Proposition and
a Value Proposition for
a Proper Exit Strategy

I met with investors 2 days ago and spent
1.5 hours explaining how some of their
consumer goods are just “copy-cat”
products of other brands. After this I
spent another hour explaining how to
create a REAL core value proposition so
that their products could have a proper
exit strategy.
It is important to develop products with
not just a Unique Selling Proposition, but
a Core Value Proposition as well. This is
what will help sell the company or have a
proper exit strategy. After having the
same conversation on the phone with
other investors looking for beverage and
consumer package goods deal I thought it
would be a good idea to have a Webinar
about the subject…