Chapter 3. Creating a Unique Selling Position
What You’ll Learn in This Chapter
• Learn how to give the customer what they want
• Learn how to differentiate your company from the competition
• Learn how to position your company in the digital marketplace
• Learn the Big 5 of eCommerce
Once you’ve chosen your target customer and the needs you plan to fill, the next step is to create a unique selling position, or USP, for your product or service. In order to zero in on an effective and useful USP, we need to look at three types of market criteria. They are
• WIIFM (What’s In It For Me)
• The Four Ps
• The Big Five
We’ll talk at the end of this chapter on how the integration of the customer niche and market niche criteria, if done properly, will ...
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