[Advice] USP for products used in widely divergent markets

Hey guys, just posted this on a forum thread over at GKIC

Caleb wrote:

"We have a product that is sold to wildly different markets for completely different purposes.

As a fertilizer for nuts, alfalfa, corn, beans, sugarcane and other crops, I came up with:

7770 is an environmentally safe, natural organic soil conditioner that nourishes and replenishes the soil by promoting natural urea-generating microbes which increases yield, reduces the need for pesticides and eliminates the need to use urea and / or other man-made commercial fertilizers - GUARANTEED OR IT’S FREE!!

The product under another name is used for breaking down oil-spill contamination for the petroleum industry which is a totally different target market.

I do need to make up a new and separate USP for the new product since I see no way to combine the information for the two products in such a way as it will still be coherent, RIGHT?

Help!!"

Hey Brian, if I am understanding correctly, it makes more sense to have 2 separate USP’s. Since it appears to be 2 different products.

The most important thing to remember with a USP is that it must be something unique that no one else can claim.



“7770 is an environmentally safe, natural organic soil conditioner that nourishes and replenishes the soil by promoting natural urea-generating microbes which increases yield, reduces the need for pesticides and eliminates the need to use urea and / or other man-made commercial fertilizers - GUARANTEED OR IT’S FREE!!"

So if anything written in that can be said by someone else, than it isn’t really a USP. It can take some time to develop a good one. It looks like a good guarantee though.

Hope that helps,

- JR

JRGriggs.com || RedWallMarketing.com