Do you want happy customers? That may seem like a silly question, but in order to get them you need to remember that people buy benefits not features. This is why it’s essential to develop a Unique Selling Benefit (USB) that will instill brand loyalty and keep your customers coming back for more! 
This may seem like a very basic bit of marketing advice but actually, people forget it all the time. However, rather than dismissing the concept of USB as mere marketing jargon, developing this simple yet effective concept can have a hugely positive effect on your ROI.
The limits of a Unique Selling Point
Unique Selling Point (USP) is probably a better known phrase which relates to a simple point of reference as to what makes what you are selling different from what is available from the competition. For example, you could be a crisp manufacturer who puts a blue sachet of salt inside your crisps. Or you could be a footwear manufacturer who only sells black shoes. Or perhaps you produce ready-sweetened tea? These USPs are all well and good but none of them will be of any great interest to potential customers because unless they are specifically looking for a bag of crisps with a blue salt sachet, why should this point of difference excite them in comparison to other brands?
The value of a Unique Selling Benefit
It’s far better to go a step further and create a Unique Selling Benefit (USB). So rather than just offering something different, make sure that this difference also provides a benefit to the customer. For example, in the case of the bag of salt it could be the opportunity for the consumer to control their salt intake as they enjoy their snack, or even just the fun of adding the salt to crisps and mixing it around. Or it could be that the shoes are made in black because your company has a particular skill in producing the highest quality artisan black leather. With the pre-sweetened tea, it could be that you were keen to develop a way for people to regulate their sweetener intake and save time when making a cuppa. All these examples show benefits of time, health, comfort and quality. However, unless you as a company clearly spell out what the benefits are, people won’t realise that you can solve a problem for them and therefore they will be less inclined to buy from you. The secret is to uncover the hidden benefit of your product and shout about it loud and clear!
Marketing advice tailored to your business
The Ideal Marketing Company work with a wide range of companies to deliver the marketing solutions they need, exactly when they need them. If you would like expert help to find your USB or with any part of your marketing strategy email info@idealmarketingcompany.com or call us on 01858 374 170.
MD & Head of Digital Marketing
Jessica has worked in digital marketing for over 10 years and has watched it evolve from an experimental marketing option to an essential tool for most businesses. She is driven to help businesses achieve their objectives using the best digital marketing resources available and recognises that each business is different. Jessica devours the latest news about digital marketing and is constantly learning in order to stay ahead of the trends for clients.
