Integrating Your List and Establishing the USP


Now it's time to take the list that you've created and integrate the elements into one cohesive unique selling position. Look at the elements you have chosen that represent what the USP of your product or service is and how you plan to offer it to prospective customers.

By integrating your chosen elements you will have a useful and effective USP for your eCommerce website.

Here's an example.

Let's say your Yahoo! store sells Native American jewelryin this case, authentic jewelry made by the Sioux nation.

  • The motivation of your target customer is the need to satisfy with merchandise.

  • The human need being met is the esteem need of recognition or vanity.

  • Positioning (selecting a jewelry niche market) and pricing (high end specialty jewelry) and perhaps promotion (a specific ethnic group such as the Sioux) are three of the four Ps.

  • Of the three Cs, content will be important, not only to describe the product but also the background of the tribe, the cultural uses of the jewelry, and how it is made.

  • As for the big 5, we've mentioned price (high-end and high-quality), a narrowly focused selection (not just Native American jewelry but Sioux jewelry), and security (the jewelry meets the Indian Arts and Crafts Act of 1990 as being authentic and a certificate is included for each piece) .

Here's another example. Suppose you have a Yahoo! store that offers a Serbian Travel Agency service.

  • The motivation of your target customer is the need to satisfy with a service, the need to know, and the need to connect with others of like interest.

  • There are no direct human needs being met here.

  • Positioning (selecting a travel destination niche market) and pricing (high-end, value-added travel packages and advice) and promotion (a specific ethnic group such as those traveling to Serbia) are three of the four Ps.

  • Of the three Cs, content will be very important, not only to describe the product, but also to give background information and reviews on places to stay and things to see and do. Community, the ability to interact with others of similar interest and rate their experiences with the service, will also be important.

  • As for the big 5, we've mentioned price (high-end, value-added travel packages), a narrowly focused selection (Serbian travel packages), convenience (Serbian information all in one place and advice on where to go and what do and see), and service (someone to call on for aid and advice when in Serbia).

These examples show how a well-integrated USP that is built in to your Yahoo! store will help your business compete, give shoppers a reason to buy from you, and act as a foundation for digital promotion strategy.




Launching Your Yahoo! Business
Launching Your Yahoo! Business
ISBN: 0789735334
EAN: 2147483647
Year: N/A
Pages: 149

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