USP or Unique Selling Proposition . Those of us who live in marketing have heard it more than once and have accepted the importance of having a USP. But let’s be realistic. How important is it to have a USP? How important is it to have it when selling on Amazon?
We all like stories. In the business context, these are success stories. They are practical cases that make us admire some entrepreneurs, businessmen and marketing departments because they have an ingenuity beyond the ordinary.
Most companies and products don’t have a USP
But what is “normal”? Normal is not having a USP. Normal is doing the same thing as everyone else. Being cheaper is not having a USP because the second your competition drops their price you’ve also lost what you thought was your USP.
Why do I find it so difficult to have a medium and long term USP for a company? Most businesses and products are not very different, at least not in the long term. We can count on one or two companies and products that are today. Having said that, I can only think of the iPhone and its touchscreen, which at the time changed the mobile market and turned them into smartphones . Yes, that was a USP for Apple, but it was temporary. Today, and Apple fans will disagree, for me there is no USP because design is something that anyone oman whatsapp number data can imitate and putting you in a cage of Apple applications has nothing to do with improving usability for me.
What Matters for Your Amazon Business (Not the USP)
It’s thinking about dessert without giving the search intentions they want importance to the main dish. It’s the flat comparison that first comes to mind. Before obsessing over a USP, you have to think about this, especially if your product is on Amazon.
- Basic features : Are you on par with your competition or are they performing better than you? Things are failing that shouldn’t be. Dimensions, materials, performance, stability, etc.
- Pricing : Your price is appropriate for your positioning. Raising prices is not enough to achieve premium positioning. This is a phrase I heard yesterday at a meeting that really caught my attention because of how basic and obvious it is.
Packaging :
- Is the first impression you want for your resource data product the one you want? How does your product feel when you take it out of the box? This moment is key to reducing the rate of returns.
- Continuous improvement : Do you care about your customers’ voices? Check every new comment you receive carefully. Never stop improving your product. You should never be 100% happy with what you have.
My message is this: Do your homework first. If everything goes perfectly (which I doubt) and you have time to spare (another thing I doubt), you can worry about a USP that no one else has and that because you are such a genius no one else has thought of doing but you.