Do you have a USP? A USP is a Unique Selling Position, and it has been used effectively in the marketing world for years. 

Think about this – how many people are selling the exact same products or services, through the exact same company as you? Hundreds - and maybe even thousands. You’ve got to set yourself apart from them.  Differentiating yourself from the competition is the main function of a USP.

To understand the concept of a USP, look no further than the 8 Minute Abs video.  In the highly competitive arena of exercise and weight loss videos, the producers of 8 Minute Abs were able to stand out from the competition.  At the time the video debuted on the market, the competition was selling videos which required 30 minutes to an hour.  Some were promoting a full series of tapes or even “programs” to enlist in.  And, of course, some were selling exercise equipment.  The UPS of 8 Minute Abs is obvious – time saving exercise.  Most people can work 8 minutes into their schedules.  Most people want slim waistlines.  And most people can afford the price of a single video, which was less expensive than most of the other options on the market.  The makers of this video have a unique selling position that clearly defines their product and their niche in the market.  Not surprisingly, 8 Minute Abs has been hugely successful over the years, which is largely attributed to their Unique Selling Position.

The built-in bonus of a UPS is that is provides a definitive direction for you as you carry out your business.   Marketing and customer service can revolve around the idea of your USP.

USP is most commonly discussed among those who sell their own products or services, but having a USP is vitally important for the affiliate as well.

Want to create your own USP?  Try these steps.

1.  Start by really considering what you are selling.  Have you tried the product or service yourself? Most affiliates don’t. This alone can set you apart from the majority. Order the product.  You might even be able to use your affiliate discount.  Try it out and get to know everything about it. Knowledge is the key to developing a USP. Once you feel that you know everything that there is to know about the product or service, you are ready to develop your USP and start making sales.

2.  Know who your competition is and what how they are marketing their products or services. Are they using Pay-Per-Click? Are they doing nothing?   How are they positioning themselves in the marketplace?  Most importantly, is there a void in the marketplace which you can fill?  If so, you are well on your way to defining your own USP.  By getting a clear picture of your competition and the marketplace in general, you will be better equipped to set yourself apart and develop your own affiliate USP.

3.  Never use the ad copy, banners, or buttons that are provided by the merchant company. All the other affiliates are using those creatives, and you don’t want to be compared. The first word in USP is ‘unique’ and this means that everything needs to be unique. You need your own creatives – your own banners, your own buttons, your own ad copy, and even your own website with your own domain. It takes money to acquire these things, but you can be sure that if you go about things the right way, you will quickly earn back your investment.

4.  Talk to the merchant if possible. Ask about branding and co-branding. Many merchants offer co-branding and branding options to their top sellers.  Perhaps you can form a creative partnership with the merchant, setting yourself apart and giving you an advantage in the marketplace.
 
5.  The best thing you can do is listen to your customers.  As you get feedback, you will have a much clearer understanding of what your customers want, and how the product or service you are promoting should meet that expectation.  So if you haven’t already, post a questionnaire on your site and ask for feedback in your newsletters. 

Once you have a clearly defined Unique Selling Position, you will undoubtedly be on your way to better sales.

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