Retriever New Business

USP’s – Do We Need Them?

Posted by June 24, 2015
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Marketing acronyms/buzzwords are becoming a bit of a laughing stock and there was even a game of ‘Buzzword Bingo’ at the Social Media World Forum a couple of weeks ago.

One that has (unfortunately) stood the test of time is USP – Unique Selling Point/proposition.

So many companies (new and existing) think it’s the be all and end all, and a customer won’t buy your product or use your company unless you have one.


It doesn’t matter what industry you’re in be it software, marketing or retail, the hygiene factors (and not USP’s) are:

  • Easy to work with
  • Hard working
  • Quality products
  • Competitive pricing

It’s OK not to have a USP

Don’t try and make one up for the sake of it, it won’t work. People/consumers can see through the bull****.

I’m not saying you won’t have a point of difference, or have that little bit of sparkle that means you’re in an advantageous position.

… What we’re trying to say is that if you have to think about what makes you different, then you’re probably not. Again that doesn’t have to be a negative. With so many crowded market places it’s unlikely that you will have a USP unless you’ve invented something or you have something that is proprietary.

In our eyes, and in the eyes of most marketers, customer feedback is of paramount importance and that’s where you will find out why they buy from you. That is often your little bit of sparkle or, your point of difference.

You can still be awesome without a having what most class as a unique selling point.

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