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About purple cows and unique selling proposition

Posted: Sun Jan 19, 2025 6:47 am
by hasibaakterss3309
How can a business become visible online?
In the fight for customers, you need to constantly think about how to withstand competition in your niche. It is absolutely obvious that for this, any company must have competitive advantages that would distinguish it from others. It would seem that everything is simple: show a potential client the differences of the product and the benefits of using it, and he will place an order. But how to find these unique differences? And how to most effectively demonstrate their benefits? Today we will talk about the principles of building a unique selling proposition.

The only way to spread the word about an dominican republic company email list idea is to make it exceptional. As American marketing guru Seth Godin, who, by the way, was awarded the Momentum Award for his significant contribution to the development of the Internet industry and worked as vice president of marketing at Yahoo!, says, you need to be the purple cow in the herd.



The point here is to make the product offered exceptional, unusual and interesting. Moreover, Seth states that advertising alone, no matter what it is, is not enough for success. “TV ads, banners on websites, radio spots - none of that works anymore. People don’t have time to stop and pay attention to all that. They have everything. They don’t care about your noise.”

The maxim about the death of advertising seems rather dubious. However, significant immunity to the advertising that the guru, who was inducted into the Marketing Hall of Fame of the American Marketing Association, talks about has indeed been developed. But like persistent viruses, advertising does not die , but mutates and develops, acquiring new forms, and successfully penetrates the minds of consumers, encouraging them to buy.

However, advertising is not always enough; a distinctive consumer motive is needed, which is an alternative to image and "entertainment" advertising. This motive is formed on the basis of a unique selling proposition (USP), associated with the exclusive properties of the product and with a statement that no one has made on the market before.

The term USP was introduced in the mid-20th century by the American advertiser Rosser Reeves, one of the “pillars” of advertising theory and practice, the author of many famous advertising images and slogans, including M&M's, Colgate, Anancin, etc.

Reeves believed that advertising could have only one purpose - sales. Not loyalty, not recognition, not popularization and other terms so beloved by advertisers, but sales.