Question

Topic: Taglines/Names

The Right Usp For This Company

Posted by paulus_ina on 11/25/2012 at 11:55 PM ET 250 Points

I would like to make a USP for my company , dealing in Industrial coating business.

We have done our job by asking our customer , competitor and the employees as well.

The result is our product is well accepted in the market and they are satisfied buying and using it , the price is affordable , plenty of colors to choose from , and the quality is good compared with the top notch brands .

The shortcoming is our delivery time is SLOW and not much giving rewards ( voucher, points and discount ) to outlet owners.

How can we say the USP is 90 words ...we plan to communicate this USP in our advertising ( banner, brochure and signboard advertising and promotion).

Your ideas are highly appreciated .

Thanks very much
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RESPONSES

  • Posted by Moriarty on 11/26/2012 at 3:38 AM Member
    Paulus

    Your USP needs to be so powerful it makes you shudder to offer it. It should also be rock hard.

    The biggest problem is finding yourself something original. Your statement "The result is our product is well accepted in the market and they are satisfied buying and using it , the price is affordable , plenty of colors to choose from , and the quality is good compared with the top notch brands ." is the sort of thing that anybody says, and usually do.

    You need to make your statement different. TOTALLY different, and that takes no small amount of courage. Because to do the ordinary doesn't. Only then, it isn't a USP, is it?

    Keeping it to 90 words is rather lengthy. You could use half that if you use your words carefully. Whatever you do, please do not use 90 words on your banner or signboard advertising - that needs to be immediate and direct. 90 words is not.

    However your shortcoming is slowness - this is something to go on, but still vague. It isn't as if you can claim high demand for its being slow to deliver, is it?

    We need specifics if we are to do anything concrete.
  • Posted by NovaHammer on 11/26/2012 at 5:52 AM Member
    Ducks or doughnuts?
  • Posted by paulus_ina on 11/26/2012 at 7:36 AM Author
    Thank you 90 words is what we can comm . Can I get a sample if done half than 90 words.

    What about Heritage of Reliabilty-since 1992 , A Tradition of Reliabilty , Maintaining a Heritage of Reliability .

    Others are wellcome.
  • Posted by Moriarty on 11/26/2012 at 7:42 AM Accepted
    Tell me what "Heritage of Reliabilty-since 1992 , A Tradition of Reliabilty , Maintaining a Heritage of Reliability ." is supposed to mean?

    In a closely fought market, this will vanish. Every company has a tradition and heritage of quality, reliability and honesty.

    If you are commissioned to a 90 word statement, it should cost your company

    ***several thousand dollars***

    Anything under that is not a USP and it will be a waste of money for them. It will be little more than a limp tagline. My USPs cost a lot more than that - they do bring results and come with a guarantee.

    Remember Dulux Australia. Now that is a USP.

    Moriarty
  • Posted by paulus_ina on 11/26/2012 at 8:05 AM Author

    That would like a general statement and everybody can have that word internally not externally . But Iam just thinking of SAYING it for the first time in the market.

    What do you think ?
  • Posted by Jay Hamilton-Roth on 11/26/2012 at 8:16 AM Member
    The key question is "why do people choose to buy from YOU?" It's clearly not delivery time. Price may be a factor, but no doubt there are others with similar (or lower prices).
  • Posted by Moriarty on 11/26/2012 at 8:19 AM Accepted
    Yes, that is fine.

    Two thoughts: will it be worth saying (= is it a USP or a limp tagline?)

    Secondly, is it really new? I mean really? Rosser Reeves came up with his idea of the USP in the ...

    *************************1940s*************************

    Yet most marketing companies haven't a clue about it.

    Believe me when I say that everything in marketing has been said before somewhere. That isn't important, believe it or not.

    What is important is saying the right thing to the right people. Just because it is new doesn't guarantee anybody's interest.

    As I say, it is time to get clever or accept the fiver you get for these kinds of jobs on Fiverr.

    M
  • Posted by paulus_ina on 11/26/2012 at 8:34 AM Author
    60 % they say -SATISFIED
    70 % flexible
    50% to complement their stores
    65% they like our sales manager
    40 % good quality product
    80 % offer wide range of colors

    How do you make a USPs with this answer?
  • Posted by Moriarty on 11/26/2012 at 8:51 AM Member
    That, I am afraid is really tough. Because nothing of that is really unique. Everybody does that to some degree or other. Your customer will shrug his shoulders and go to their usual store and buy their usual colour of paint. Just as they always did.

    You need something far more subtle - - - that ONLY YOU CAN OFFER. Anywhere on the planet, or at second best in your area.

    Anything else is a limp tagline.

    M
  • Posted by Moriarty on 11/26/2012 at 8:51 AM Member
    Oh, and finding a good USP is really tough, by the way. You are going to have to work really, really hard on this one.

    M
  • Posted by Gary Bloomer on 11/26/2012 at 9:58 AM Accepted
    Without further investment of time, information, and effort on your part it's going to be difficult for anyone here to create a USP for you. Really, this is the kind of project you need to post in the "Hire an Expert" section.

    Because the niche of industrial coatings is fairly wide, and if you're only supplying specific sectors, you might want to look at the goals, dreams, and desires of the companies in the main areas you serve. This means focusing less (much less) on lead times (which is something you can adapt to, thereby automatically solving the problem), and far more on what's important to your buyers.

    Avoid the temptation to put a 90 word statement on a billboard. No one will read it and you'll be wasting money. In terms of a statement length 90 words is WAAAAAAY too long.

    Your positioning statement needs to be powerful, benefit rich, life changing, affirmative, short, memorable, and easy to understand. It must telegraph a solid, believable promise of a positive result and it must answer the simple, unspoken question: "Why should I do business with you?"
  • Posted by paulus_ina on 11/26/2012 at 4:50 PM Author
    Right .....FREE Paint for Each Order
  • Posted by paulus_ina on 11/26/2012 at 4:58 PM Author
    5 Year Limited Guarantee!
  • Posted by Moriarty on 11/26/2012 at 5:59 PM Member
    no to free paint. It devalues you. Work only on things that make your paint more expensive. Quality, quality of service, quality of backup, quality of information. Quality all the way through builds trust and it builds real ability to charge more. You are in the toughest commodity market bar petroleum. It is not going to be easy.

    Five year limited guarantee? Five year unlimited guarantee more like ... How about you do a Dulux - have a 5 year guarantee where if the problem is due to the paint (= professionally applied etc, etc) they replace the paint.

    Oh, and they supply a painter too to do the job.

    That is the sort of USP you need. It needs to feel as if you are walking across hot coals.

    Mine is.

    It has to be.

    M xx

  • Posted by paulus_ina on 11/26/2012 at 7:00 PM Author
    Mr. M,

    Pls give the web of Dulux Australia...I live In Jakarta , Indonesia... 3 hours by flight to Australia

    5 year unlimited Guarantee .

    What do you think ?
  • Posted by Moriarty on 11/26/2012 at 7:30 PM Accepted
    Actually it's Mrs M ...

    https://www.dulux.com.au/

    https://www.dulux.co.uk/

    They are the ones who have this sort of guarantee.

    I know of Djakarta, I used to live in Bangkok when I was a kid. I know the rigours of the climate you live in!

    Have you done any tests that would back up your guarantees? Paints are difficult things, I was - am - a professional painter. I know how to get paint to stick on in cold wet climates such as in Maritime Europe.

    Moriarty
  • Posted by paulus_ina on 11/26/2012 at 7:48 PM Author
    Thank you . Mrs M. Glad to know you know Jakarta ..Not Djakarta ( This is an old word -has been changed 37 years ago ).

    In case you are in Jakarta- just call and see our factory .
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