OK, so in the last installment of Marketing Makeover, we identified our fictional company for grooming pet llamas, and gave it a name “The Lavish Llama.” Of course, llama grooming services are a dime a dozen. We need to figure out a way to stand out from the others, how to be unique. This is where our USP, or Unique Selling Proposition, comes into play.
A USP is simply a way that we can communicate to our customers one or two significant benefit that our company offers the rest. What if we converted our old van into a mobile grooming station, and then could take our service to the customer, rather than them bringing their llama to us?
That is definitely a benefit to the customer, not having to load their llama up into the little “llama carrier” and trundle it down to our place. It is easy, it is convenient, and they get top quality.
“Because having a well-groomed llama should be easy.” This tells them that a) their llama will be well-groomed (quality), and b) it will be easy for them to have this convenience.
Notice we make no mention of being cheap or anything about price. In fact, we are going to be rather expensive. But anyone who owns a pet llama is going to have the money to pay for convenience. They certainly don’t want to groom the llama for themselves, and putting it in the Mercedes gets hair all over the upholstery.
So now we have our USP, which will be a key ingredient in all of our marketing materials.
That’s all for today, folks. Tune in next time for the next installment . . .