Искусство продавать: Уникальное Товарное Предложение и Оффер

The Art of Selling: Unique Selling Proposition and Offer

Today we will consider the key point in building a successful business on the Internet - the ability to create a Unique Product Proposition and Offer.

Unique Selling Proposition (USP) or Unique Selling Point (Unique Selling Proposition, Unique Selling Point) - answers the buyer's question "Why should I buy this?" or "What will I get from this?" or "How will this solve my problem?". The USP represents the value of the product to the customer. For example, this is a property of a product that cannot be obtained anywhere else on the market. It turns out that the USP is a constant property of the product, which is invariable from various factors.

An offer, on the other hand, is a non-permanent phenomenon and adapts to the market situation, seasonality, demand, etc. The offer complements the USP.

Offer examples:

  • Buy two items, get the second one with a 50% discount
  • Order a product today and get a 20% discount
  • We deliver pizza in 30 minutes or eat pizza for free

The art of sales can be reduced to the ability to pack a USP into an Offer and present it to the buyer on a silver platter.