Unique Selling Points

What makes your product or service different, and better, than your competitors'? Consider product, price, and distribution factors. Is your product or service of higher quality? Is your price lower than your competitors ', or do you offer convenient payment terms? Do you ship your product in recyclable packaging material, which is better for the environment? Make a list of your unique selling points. Then prioritize them in order of their value to potential customers.

If one of Red Mountain Spa's customer groups subscribes to health publications and is already participating in stress-reducing fitness programs such as yoga, for example, then Red Mountain should emphasize their strength in this area, in terms of both their relaxing location and the services they offer (as shown in Figure 2.2). Considering their target market is already familiar with spas, Red Mountain needs to set themselves apart not only from other vacation resorts, but also from other spas.

Figure 2.2. Red Mountain Spa's fitness page showcases their numerous classes ‚ more than 35 offered per week.

Sample unique selling points for Red Mountain Spa include the following:

• Location: Set in picturesque and serene red mountains of the American Southwest, 90 minutes from the Las Vegas airport

• All-inclusive resort: Meals, health and fitness classes, healing programs, special events, and resort facilities

• Number and diversity of fitness classes: More than 35 weekly programs including yoga and a gentle martial arts emphasis ‚ Yoga, YogaSpin, Pilates, Chi Ball Method, T'ai Chi