The business world is defined by competition. Every enterprise strives to be noticed, remembered, and chosen by the customer over their competitors. One of the key strategic tools organisations use to differentiate themselves from their competition is the use of selling propositions.
What is a selling proposition?
A selling proposition, also known as a value proposition, is a statement that identifies the unique value a product or service provides compared to its competitors. A selling proposition should communicate the specific benefits customers will receive with your offering, how it solves their pain points or meets their needs, and what differentiates it from similar offerings from other sellers in the market. It serves as a key component in marketing strategies because it provides a foundation or the key messaging for all communication and promotional activities.
In marketing, a USP is used as a foundational element in creating and communicating the brand's identity. It informs all aspects of a marketing strategy, from advertising campaigns to social media messaging, and even to customer service policies. The USP becomes the central theme that drives all communication, aiming to continuously highlight and reinforce the unique value proposition of the product or service.
Unique selling propositions (USPs)
A USP is a specific attribute or set of attributes that sets a product or service apart from its competition. It is the distinct, persuasive reason that a consumer should choose a particular product or service over its rivals.
A USP can come from a variety of characteristics, but fundamentally, it identifies and highlights a unique feature, benefit, or advantage that a product or service has. This could be based on things like quality, design, cost-effectiveness, performance, or other unique attributes that the product or service can claim as its own.
Domino's Pizza is an excellent example of a company that successfully leveraged a USP in its marketing strategy. Domino's carved out its USP with the promise of "delivery in 30 minutes or less," emphasising its commitment to speedy and efficient service. This was not just a catchphrase, but a guarantee that distinctly set Domino's apart from other pizza delivery services at the time. It was a promise of value — not just in terms of the pizza itself, but in the overall service experience. Domino's consistently reinforced this USP in its advertising and operations, effectively creating a strong, unique brand identity in the minds of consumers.
Emotional selling propositions (ESPs)
ESPs use emotional triggers to make a product or service more appealing to a target market. Rather than focusing on the tangible attributes or unique qualities of the product or service as with a USP, an ESP taps into the emotions and aspirations of customers, forming deeper connections between them and your brand.
ESPs seek to stimulate feelings such as happiness, trust, desire, or even a sense of belonging. They appeal to the emotional needs and desires of consumers, with the aim of influencing their purchasing decisions on an emotional level. Research has shown that emotions play a hugely significant role in consumer behaviour and decision-making.
Good use of ESP can be seen in Nike's marketing strategy. Nike's ESP goes beyond just selling athletic gear. It sells motivation, inspiration, and the belief that anyone can 'Just Do It' and overcome their personal obstacles to achieve their goals. This strategy works because it doesn't just focus on the features of Nike's products; instead, it taps into the aspirations of its customers, making them feel empowered and part of a community that shares their values and dreams. This emotional connection fosters deep brand loyalty and motivates customers to choose Nike not just for its product quality, but for the emotions and identity associated with the brand.
Understanding the difference
The main distinction between USPs and ESPs lies in their method of engaging customers.
USPs are logical, appealing to a customer's sense of rationale and practicality. They are centred around factors such as quality, value, performance, and innovation. For instance, when FedEx first launched, its USP was its promise of "When it absolutely, positively has to be there overnight." This proposition highlighted FedEx's unique ability to guarantee overnight delivery, a practical and unique service at the time.
In contrast, ESPs are emotional, aiming to engage a customer's feelings and personal aspirations. They often appeal to emotions like trust, joy, belonging, or pride, creating a psychological link between the brand and its consumers. For instance, the Coca-Cola brand consistently uses an ESP in its marketing. The brand sells not just a beverage, but happiness, connection, and shared experiences. Their tagline, "Open Happiness," serves as an emotive call to action, reinforcing this emotional connection.
While USPs argue, "Our product is better, and here's why," ESPs assert, "Our product will make you feel good, and here's how." Both approaches have their place in marketing, but the shift towards more emotional engagement reflects the evolving understanding of consumer behaviour and its increasingly important in building customer relationships.
Here's a comparison between USPs) and ESPs:
Unique Selling Propositions (USPs):
Superior quality materials and craftsmanship
Advanced technological features
Fast and efficient delivery
Lower price compared to competitors
Extended warranty and customer support
Customisable options to meet individual needs
Industry-leading expertise and experience
Emotional Selling Propositions (ESPs):
Experience the joy of effortless and immersive entertainment
Feel the pride of owning a product that reflects your style and personality
Enjoy the peace of mind that comes with exceptional reliability and security
Indulge in the comfort and luxury of a premium product designed for your well-being
Connect with a community of like-minded individuals and belong to something special
Be inspired to unleash your creativity and achieve your full potential
Feel the confidence and empowerment that comes from using a trusted and innovative brand
In this comparison, the USPs focus on the functional aspects of the product or service, highlighting its features, advantages, and competitive differentiators. They appeal to customers' rational thinking and logical decision-making process.
On the other hand, ESPs tap into the emotional side of customers, connecting with their desires, aspirations, and values. They evoke positive emotions associated with the product experience, such as joy, pride, peace of mind, comfort, belonging, inspiration, and confidence.
Why ESPs can be more effective
While both USPs and ESPs should be in your marketing strategy, ESPs are often more effective. Here's why:
Increased customer loyalty: ESPs promote deeper customer loyalty. When consumers have emotional attachments to a brand, they are more likely to stay loyal and continue purchasing from that brand.
Better decision-making influence: Emotional appeals often have a more significant impact on purchasing decisions. It's a psychological fact that humans make many of their decisions based on emotion, and then justify them with logic.
Enhanced brand perception: ESPs enhance the perceived value of a product or service. By appealing to emotions, brands can elevate how their products are viewed, leading to customers being willing to pay more.
Powerful differentiator: In today's saturated market, product features can be easily replicated by competitors. However, the emotional experience a brand provides can serve as a unique differentiator that is hard to copy.
Emotional stories drive engagement: Stories that stimulate positive emotions can be very engaging. ESPs often use storytelling as a tool to engage the audience, making the brand more memorable.
Promotes word-of-mouth: Satisfied and emotionally connected customers are more likely to recommend the brand to others. This word-of-mouth promotion is highly effective and can lead to new customer acquisition.
Remember, although ESPs are powerful, the best marketing strategies often combine USPs and ESPs to appeal to both the emotional and rational sides of consumers. Take Nike as an example. While it successfully capitalises on its ESP of inspiring and empowering athletes of all levels, it also uses USPs with its innovative design and styling, and advanced performance technology.
Emotions you should evoke with ESPs
When identifying ESPs, it is beneficial to focus on stimulating positive emotions that align with your brand and connect with your target audience. Here are some positive emotions you could aim for:
Joy: Highlight how your product or service brings happiness, delight, or a sense of joy to customers' lives. Emphasise the positive experiences and the moments of pure enjoyment associated with your offering.
Security: Communicate how your product or service provides a sense of safety, reliability, or peace of mind. Address customers' concerns or fears and position your brand as a trustworthy and dependable solution.
Confidence: Showcase how your offering empowers customers, boosts their self-confidence, or helps them achieve success. Emphasise the transformative effects and the positive impact they can have.
Belonging: Highlight how your product or service creates a sense of community, connection, or inclusivity. Show customers that by choosing your brand, they become part of something bigger and will experience a sense of belonging.
Inspiration: Position your product or service as a source of inspiration, motivation, or personal growth. Communicate how it can ignite their passions, help them overcome challenges, or realise their full potential.
Comfort: Emphasise how your offering provides comfort, relaxation, or ease. Show customers that your product or service can alleviate stress, simplify their lives, or create a nurturing environment.
Pride: Highlight how your brand enables customers to feel a sense of accomplishment, prestige, or exclusivity. Showcase the unique features, premium quality, or distinctive attributes that make your offering something to be proud of.
Remember, the specific positive emotions to focus on will depend on your target audience, industry, and the nature of your product or service.
Tips for writing compelling ESPs
Here are three top tips to help you discover and create ESPs for your product or service:
1. Understand your target audience
To create effective ESPs, it's crucial to have a deep understanding of your target audience. Conduct thorough market research, and analyse customer demographics, preferences, pain points, and aspirations. Identify the emotions that resonate with them and the underlying needs your product or service can fulfil. This knowledge will form the foundation of your ESPs.
2. Tap into emotionally relevant benefits
Consider the emotional benefits your product or service offers beyond its functional features. How does it make your customers feel? Does it provide a sense of security, happiness, confidence, or belonging? Craft your ESPs by highlighting these emotional benefits and demonstrating how your offering can positively impact the lives of your customers.
3. Tell compelling stories
Stories have a powerful impact on emotions. Develop narratives that evoke the desired emotions and align with your brand values. Showcase how your product or service has positively transformed the lives of customers. Use real-life testimonials, case studies, or relatable scenarios to illustrate the emotional connection between your offering and the customer experience. These stories will evoke positive emotions, capture attention, and strengthen your ESPs.
Wrapping up
Both USPs and ESPs provide strategic approaches to differentiating a product or service in the eyes of consumers. While USPs focus on distinguishing a product or service based on its unique features or benefits, ESPs aim to forge a deeper, more personal connection with customers by appealing to their emotions.
The emerging preference for ESPs points to a deeper understanding of consumer psychology. ESPs, which foster a meaningful emotional connection between a brand and its customers, have proven to be more effective in driving customer engagement, loyalty, and ultimately, sales.
In an era where products and services are increasingly similar, it's the emotional resonance, the story that a brand tells and how it makes people feel, that sets it apart. As consumers seek not just utility but also emotional fulfilment from their purchases, ESPs have become an essential tool for brands to differentiate themselves and cultivate lasting relationships with their customers.