One of the greatest challenges of being an Amazon FBA Seller is how you can differentiate yourself from the rest of your competition. Considering the thousands of other sellers on Amazon and other similar platforms, you need to act fast to get your prospects to notice you. You need to offer something different; something that makes you stand out. Let me begin by asking you one question.
What is your Unique Selling Proposition?
If you cannot answer that, then it’s only a matter of time before the competition steps in there to take away your market share.
What your USP will depend upon you. It’s something you need to figure out for yourself.
Twenty years ago or so, Jeff Bezos envisioned an online retail store that sells all kinds of things like books, CDs, DVDs, footwear, swimwear, apparel, jewelry, hobby items, hardware store items, computers, automobiles and even aerospace products.
Although Jeff Bezos was selling books initially, he always kept that vision. Today, Amazon is selling hundreds of millions of products. And that, however, is not their USP.
Amazon’s USP is customer service and innovation.
You, on the other hand, need to figure out yours, and then leverage it in your branding and advertising efforts. Here’s how.
- Put Yourself in Your Customers’ Shoes
Your customers are living breathing human beings. They have their needs, preferences, interests and passions that must be taken into consideration before you can start crafting your Unique Selling Proposition.
Regardless of what niche or industry you’re into, you need to gain some deep insight into your customers’ mind, by using this checklist to guide you:
- Understand your customers deepest desires and wants
- Think about the product or service you could offer that would solve their problems
- Identify the stimuli that would influence customers to buy
- Analyze the motivational factors that make a buyer choose you over another seller
Once you’ve gotten this down, you can go to the next step, and start defining your USP.
- Offer a Genuine Solution
One of the biggest illusions of buyer-seller relationships is it often appears that the vendor is merely selling products while the buyer pays and takes the item home. Deep beneath the surface, a much more complex process is taking place.
Buyer decisions always revolve around the question of whether or not a product or service can solve their problems. That’s why you need to know who your customers really are. Only then can you address the issue of making things better for them or improving their lives.
In-depth understanding of customer needs is what will serve as the foundation of your USP.
- Tell Your Story Through Your Slogan
Use your slogan to tell consumers who you are, what problems you were facing and how you got started in your business will help explain to your audience that you sympathize with them and understood their pains. In your story outline the steps you have taken in addressing every issue you’ve encountered.
Such a narrative needs to be brief and tie up neatly into your slogan, the point of which is to tell customers that you have the answer to their problems.
Take Amazon’s slogan for example: “work hard. Have fun. Make history.” It complements and very consistent with their USP of Customer Service and Innovation.
- Condense Your Story Into a Half-Minute Sales Pitch
You now have a well-crafted narrative about your brand. However, considering the narrow attention span of today’s consumers, that would be too long to use as an advertising piece. You need something concise yet compelling.
Remember that you have mere seconds to grab your audience’s attention, so present your sales pitch using an inverted pyramid model, where the most important details are placed at the top and the least important ones at the bottom.
Embodying your USP in a quick half-minute sales pitch forces you to focus on the things that truly matter to your customers.
- Launch a USP-Inspired Advertising Campaign
Using your mini sales pitch as a springboard, you can now launch a highly targeted ad campaign that highlights your USP. Make good use of the limited space and place your USP either in the title or lead sentence of your ad.
Resist the temptation of bragging how good your product or service is. That will only serve to irritate your audience, so save the sales talk for your landing page. Keep it simple and keep your ad focused on the benefits your prospects can derive from your service.
If the primary benefit of your ad is next-day delivery, then that should form the core of your message. Whatever it is, keep it short and sweet. In your PPC ads, just focus on one idea or solution. Otherwise, flooding your ad with too much information will only serve to confuse your audience, rendering your campaign ineffective.
Bonus Tip: Incorporate Your Unique Selling Proposition in Your Landing Pages
Begin by including the problems faced by your target audience. Include a line about how they haven’t found a solution till now.
Afterwards you can talk about the quality of your product and services. And the fact that you are the only one who delivers this kind of service in your area. Remember to use keywords that your customers actually used to find your product.
Last but not least, your content must have a call to action, urging your prospects to buy, signup or whatever the main action is that you want them to take on.
Every organization, brand and company can have their own Unique Selling Proposition. It is what separates successful businesses from mediocre ones. Take the time to carefully define your USP. It can be frustrating at time, but will eventually pay off if you persevere. But once you have this gem in your hands, you’ll see a huge difference in your business performance as the number of your customers begins to rise and the sales start pouring in.
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Let Seller Investigators help you save time and resources, and collect the money owed you by Amazon in a fast and expedient manner so you can begin the journey of driving your business towards success.