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POSITIONING YOUR PRODUCT.

How can you get customers focused on your product and position so that you stand out from the competition? Grabbing customers' attention requires a unique selling proposition.

A unique selling proposition is that distinct and appealing idea that sets your product apart, It's the reason why a customer should go to you instead of your competition. Keep these five tips in mind when developing a unique selling proposition for your product:

1. Be clear and concise. A unique selling proposition condenses your positioning strategy into a brief, catchy phrase. Rather than overloading customers with myriad details, be specific and to the point, covering all the necessary bases in as few words as possible.

2. Appeal to the people you're trying to reach. Focus on one niche or need; you cannot appeal to everyone. Determine your audience and tailor your message to it.

3. Set your product or service apart from others. Your unique selling proposition should reflect what your organization is about. If your product or service is not different or better than that of your competition, then why should prospects respond to your appeals? Help customers understand the one compelling reason why your product is the best one for them.

4. Address a felt need. Tell customers how your product can benefit them. What need does your product fill? Stress those benefits in your unique selling proposition.

5. Be specific. Develop your unique selling proposition around that one thing your customers really want. It needs to be specific as well as measurable and also convey a benefit of interest to them. Don't tell customers that you have the best selection; tell them that you have 25 versions in stock, each in five colors. Be sure that you can deliver on the promise your unique selling proposition offers. The success of your message depends on your credibility.
COPYRIGHT 2001 American Society of Association Executives
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Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Association Management
Article Type:Brief Article
Geographic Code:1USA
Date:Aug 1, 2001
Words:307
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