Traditionally, organisations seek a unique selling point (USP) – something only they can do to differentiate its product/service and create a competitive advantage.
However, a true USP is difficult to find. If you come up with a good USP, your competitors will try to copy it. Therefore, to make you stand out from your competitors, you might want to think about using emotive and social selling points to engage customers.
ESPs spark an emotion in your customer, making them believe they need your product to have a better quality of life.
For example, Toyota Prius enables its customers to reduce their carbon emissions whilst joining an elite club of owners including several Hollywood A-list celebrities, whilst Green & Black’s eco-friendly chocolate is the ultimate indulgence treat.
For your ESPs to be successful you must create messages that appeal to your customers’ desires and aspirations, making them believe that choosing your brand will make their dreams a reality.
SSPs demonstrate your commitment to the environment and the community. Through your corporate social responsibility and environmental policies, you can add and ethical angle to your messaging. And according to a recent Edelman survey, “eight out of ten consumers are willing to change their consumption habits to help make the world a better place to live”.
For example, The Body Shop ensures that none of its products or ingredients are tested on animals. Whilst Sainsbury’s and Tesco give their customers vouchers so the local schools can buy computers or sports equipment.
To create compelling SSPs, your messages must make your customers believe that by using your product/service, they are ‘doing the right thing’ and ‘making a difference’ by helping to protect the environment for future generations, or assisting their local communities to become better places to live.
If you need help incorporating ESPs and SSPs into your messaging, why not contact us? We’d be happy to give you a helping hand.
