In Chapters 3, “Creating a Unique Selling Position,” and 4, “Planning to Succeed,” we discussed the elements of a unique selling position (USP) for your business. Now is the time to integrate those elements into a useful and effective USP for your eCommerce website.
The elements we will use are
• Shopper motivations to buy
• Meeting human needs
• The four Ps of a USP
• The three Cs of eCommerce
• The big 5 of online shopping
The object of this worksheet is to look at each of these elements and decide which of them, and which parts of them, will help define your USP, and then integrate them into an effective USP.
Let’s start with a shopper’s motivation to buy. What shopper ...