How to use USP (Unique Selling Position) in marketing?
Posted: Wed Dec 04, 2024 6:55 am
A USP (Unique Selling Position) is a special strength that is unique to your company that makes customers understand "why they should buy this product."
For example, a USP like the one below will leave a lasting impression on people’s mind about your product.
FedEx : "If you absolutely, positively need it to arrive overnight."
Metropolitan Life: " Come see me. It'll cost you. "
Southwest Airlines: " We're THE low-fare airline. "
In today's era of rapid commoditization, it is becoming more important than ever to identify each product's USP and use it in marketing.
In this article, we will explain what a USP is, examples of how a USP is used, and the steps to utilize a USP in your marketing.
What is a USP (Unique Selling Position)?
USP (Unique Selling Position) is a concept proposed in the early 1940s by Rosser Reeves, a talented creator in the American television advertising industry.
Concept and background of development
A USP is something that only your company or product has, that no other company has, and that customers are looking for.
Summarize the elements of USP according to the USP diagram
A USP is a concept, and when used in marketing, the style of expression can vary from text to images, etc. Reeves often used a USP as a slogan to improve the advertising effectiveness and sales of many of his clients.
For example, famous examples include the commercial for the headache medication Anacin, which tripled sales, with the slogan "Fast, unbelievably fast relief," and the commercial for M&M's, "It doesn't melt in your hand, it melts in your mouth ."
(Source: YouTube )
In the 1980s, researchers at the global consulting student phone number list firm McKinsey & Company proposed the term " value proposition ," which is roughly synonymous with USP, and it is still used in management and marketing today.
Examples of marketing using USP (Unique Selling Position)
The SaaS industry is one of the industries where differentiation is difficult due to the rapid rate of commoditization. In particular, when it comes to high-end tools, all of them have high functionality, and users may have the impression that it doesn't matter which one they choose.
In such an environment, let's analyze how HubSpot uses its USP for marketing.
HubSpot CRM, Salesforce, Microsoft Dynamics
HubSpot's CRM platform consists of five products: Marketing Hub, Service Hub, Sales Hub, CMS Hub, and Operations Hub. Each product can be customized and used individually.
HubSpot CRM
HubSpot - CRM Platform
( Source: HubSpot )
HubSpot only started working on CRM in 2015, so it is a latecomer in this field, but it has the fourth largest market share in TrustRadius ' Market Share of Top CRM Software in 2021. The first and second places are Salesforce and Microsoft Dynamics.
3.2021 CRM Share (Trust Radius)
Let's take a quick look at how the top two tools compare to HubSpot's CRM.
Comparing the top 2 tools with HubSpot's CRM
(Reference: G2 , HubSpot )
To summarize briefly, it is as follows.
Salesforce: High functionality, multiple functions, rich ecosystem, customizability to meet the various needs of large companies, high price, one-month free trial period
Microsoft Dynamics: Highly functional, multi-functional, strong point of linking with Office used by companies around the world, relatively high price, free trial period is one month
HubSpot CRM: The paid version is less functional than the other two, but the price is reasonable. What's more, they offer a completely free CRM package. It's intuitive and easy to use.
What is HubSpot CRM’s USP?
To be honest, if we compare features alone, the other two tools are more advanced, feature-rich, and extensible. However, only HubSpot has the following USP elements that its competitors do not have and that customers want:
A completely free all-in-one marketing platform with a CRM at its core.
Intuitive and easy to use, making it easy for beginners to use
Paid plans are priced to suit small businesses with a tight budget
Use in Marketing
If you look at HubSpot's marketing, they emphasize their #1 "free CRM" a lot.
When you search for anything CRM on Google, you often see sponsored ads like this one:
"Start with the free HubSpot" "HubSpot CRM is free forever "
Many of the titles emphasize the free CRM.
Search engine ad examples for HubSpot Free CRM
Even on the official CRM page, there is not much of an atmosphere of strongly pushing for an upgrade to the paid version, instead, they are strongly promoting the free CRM, and taking the stance of "start using it for free and easily." The word "free" was used a total of 23 times on the explanation page.
HubSpot's official website highlighting the free CRM
(Source: HubSpot )
These videos are available on YouTube and on the official website. The title "What you can do with a free CRM" is enough to pique the interest of potential customers.
HubSpot - What you can do with a free CRM
The developers of HubSpot's free CRM state that it meets the criteria of a "simple promise" that can be widely applied. This promise to customers is the USP.
He also spoke about the benefits of offering a free CRM: "The easiest way to remove barriers to smarter prospecting was to make CRM available for free to everyone ." In this way, the USP of a completely free CRM is also a powerful tool to promote HubSpot's demand generation.
HubSpot Marketing Hub, Adobe Marketo Engage (formerly Marketo), Marketing Cloud Account Engagement (formerly Pardot)
Now let’s look at Marketing Hub’s USP: Marketing Hub is a marketing automation software built as part of the HubSpot CRM platform .
HubSpot Marketing Hub Pricing
(Source : HubSpot )
Competing tools include Adobe and Salesforce. Originally, HubSpot started out as a marketing software company, so this is its home market and its brand power is well established.
The features of the three tools are compared below:
Comparison of features of the three tools
(Reference: G2 )
Adobe Marketo Engage : Marketing software with powerful lead management functions. A solution that brings together the power of account-based marketing, including lead management, automated processing, content, and various analytics.
Marketing Cloud Account Engagement (formerly Pardot): Focuses on lead generation, lead nurturing, lead scoring, and collaboration with sales. It offers extensive lead management and analysis features and is highly customizable.
HubSpot Marketing Hub : An all-in-one marketing platform specializing in inbound tourism. Suitable for both BtoB and BtoC. Multifunctional yet low-cost. Free tools available.
What is Marketing Hub’s USP?
Among these, the USPs that HubSpot has that other companies don't and that make customers happy are as follows.
An all-in-one inbound marketing platform with all the features you need to run a successful inbound marketing strategy that drives traffic, converts leads, and shows ROI.
Free tools (no time limit)
How to utilize a USP?
On each service's individual page, we publish an article comparing each company with its competitors, as shown below.
For example, a USP like the one below will leave a lasting impression on people’s mind about your product.
FedEx : "If you absolutely, positively need it to arrive overnight."
Metropolitan Life: " Come see me. It'll cost you. "
Southwest Airlines: " We're THE low-fare airline. "
In today's era of rapid commoditization, it is becoming more important than ever to identify each product's USP and use it in marketing.
In this article, we will explain what a USP is, examples of how a USP is used, and the steps to utilize a USP in your marketing.
What is a USP (Unique Selling Position)?
USP (Unique Selling Position) is a concept proposed in the early 1940s by Rosser Reeves, a talented creator in the American television advertising industry.
Concept and background of development
A USP is something that only your company or product has, that no other company has, and that customers are looking for.
Summarize the elements of USP according to the USP diagram
A USP is a concept, and when used in marketing, the style of expression can vary from text to images, etc. Reeves often used a USP as a slogan to improve the advertising effectiveness and sales of many of his clients.
For example, famous examples include the commercial for the headache medication Anacin, which tripled sales, with the slogan "Fast, unbelievably fast relief," and the commercial for M&M's, "It doesn't melt in your hand, it melts in your mouth ."
(Source: YouTube )
In the 1980s, researchers at the global consulting student phone number list firm McKinsey & Company proposed the term " value proposition ," which is roughly synonymous with USP, and it is still used in management and marketing today.
Examples of marketing using USP (Unique Selling Position)
The SaaS industry is one of the industries where differentiation is difficult due to the rapid rate of commoditization. In particular, when it comes to high-end tools, all of them have high functionality, and users may have the impression that it doesn't matter which one they choose.
In such an environment, let's analyze how HubSpot uses its USP for marketing.
HubSpot CRM, Salesforce, Microsoft Dynamics
HubSpot's CRM platform consists of five products: Marketing Hub, Service Hub, Sales Hub, CMS Hub, and Operations Hub. Each product can be customized and used individually.
HubSpot CRM
HubSpot - CRM Platform
( Source: HubSpot )
HubSpot only started working on CRM in 2015, so it is a latecomer in this field, but it has the fourth largest market share in TrustRadius ' Market Share of Top CRM Software in 2021. The first and second places are Salesforce and Microsoft Dynamics.
3.2021 CRM Share (Trust Radius)
Let's take a quick look at how the top two tools compare to HubSpot's CRM.
Comparing the top 2 tools with HubSpot's CRM
(Reference: G2 , HubSpot )
To summarize briefly, it is as follows.
Salesforce: High functionality, multiple functions, rich ecosystem, customizability to meet the various needs of large companies, high price, one-month free trial period
Microsoft Dynamics: Highly functional, multi-functional, strong point of linking with Office used by companies around the world, relatively high price, free trial period is one month
HubSpot CRM: The paid version is less functional than the other two, but the price is reasonable. What's more, they offer a completely free CRM package. It's intuitive and easy to use.
What is HubSpot CRM’s USP?
To be honest, if we compare features alone, the other two tools are more advanced, feature-rich, and extensible. However, only HubSpot has the following USP elements that its competitors do not have and that customers want:
A completely free all-in-one marketing platform with a CRM at its core.
Intuitive and easy to use, making it easy for beginners to use
Paid plans are priced to suit small businesses with a tight budget
Use in Marketing
If you look at HubSpot's marketing, they emphasize their #1 "free CRM" a lot.
When you search for anything CRM on Google, you often see sponsored ads like this one:
"Start with the free HubSpot" "HubSpot CRM is free forever "
Many of the titles emphasize the free CRM.
Search engine ad examples for HubSpot Free CRM
Even on the official CRM page, there is not much of an atmosphere of strongly pushing for an upgrade to the paid version, instead, they are strongly promoting the free CRM, and taking the stance of "start using it for free and easily." The word "free" was used a total of 23 times on the explanation page.
HubSpot's official website highlighting the free CRM
(Source: HubSpot )
These videos are available on YouTube and on the official website. The title "What you can do with a free CRM" is enough to pique the interest of potential customers.
HubSpot - What you can do with a free CRM
The developers of HubSpot's free CRM state that it meets the criteria of a "simple promise" that can be widely applied. This promise to customers is the USP.
He also spoke about the benefits of offering a free CRM: "The easiest way to remove barriers to smarter prospecting was to make CRM available for free to everyone ." In this way, the USP of a completely free CRM is also a powerful tool to promote HubSpot's demand generation.
HubSpot Marketing Hub, Adobe Marketo Engage (formerly Marketo), Marketing Cloud Account Engagement (formerly Pardot)
Now let’s look at Marketing Hub’s USP: Marketing Hub is a marketing automation software built as part of the HubSpot CRM platform .
HubSpot Marketing Hub Pricing
(Source : HubSpot )
Competing tools include Adobe and Salesforce. Originally, HubSpot started out as a marketing software company, so this is its home market and its brand power is well established.
The features of the three tools are compared below:
Comparison of features of the three tools
(Reference: G2 )
Adobe Marketo Engage : Marketing software with powerful lead management functions. A solution that brings together the power of account-based marketing, including lead management, automated processing, content, and various analytics.
Marketing Cloud Account Engagement (formerly Pardot): Focuses on lead generation, lead nurturing, lead scoring, and collaboration with sales. It offers extensive lead management and analysis features and is highly customizable.
HubSpot Marketing Hub : An all-in-one marketing platform specializing in inbound tourism. Suitable for both BtoB and BtoC. Multifunctional yet low-cost. Free tools available.
What is Marketing Hub’s USP?
Among these, the USPs that HubSpot has that other companies don't and that make customers happy are as follows.
An all-in-one inbound marketing platform with all the features you need to run a successful inbound marketing strategy that drives traffic, converts leads, and shows ROI.
Free tools (no time limit)
How to utilize a USP?
On each service's individual page, we publish an article comparing each company with its competitors, as shown below.