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Is ESP ready to replace the USP ?

We are very familiar with USP, which needs no further explanation. Of late, my thoughts are moving towards ESP. From the time I realized that, even though we are logical in our thinking, most of our purchase decisions are made on the basis of emotions, which are then justified by logic. I am sure, you have faced such thoughts too. So, it would be safe to say – USPs are great but ESPs may be even better. Let us explore below, if indeed it is so. 

Misconceptions about USP
We have taught, since day 1, to sell a product (or service) we need to be differentiated from the competitors and then communicate this difference to the prospect. Branding also has a concept of Points of Differentiation. USP raises the differentiation the next higher level, by pointing out what is special (read that as Unique) in my product (or service), so that it stands out at the time of final decision making.

People and Companies are becoming overly attached to being unique, in the name of  competition (moving from local to international and to global). My personal feeling is that we don’t need to be unique in the world (from the product or service point of view). Even with Internet 3.0, we do not have the perfect information.

Selling is made to look so simple, by simplifying that prospective customers will just look at a few alternative suppliers, so just focus on being unique (through some meaningful and valuable differences) as compared to competitors. What you need to understand and focus on, is the unique way in which your product resonates with the needs and wants (stated and unstated), including the emotional aspects of the same.

This is where ESP can be an exciting way to connect with the prospect. 

People buy based on Emotions
People buy based on Emotions and then justify Logically. Research into the way people think and decide shows that the buying decision, after it is triggered, is still powered by the emotional response to an offer or proposition. 

ESP gives an opportunity to create an emotional connect, to get an emotional reaction (or response) that further triggers thoughts like "I want this. I am going to buy it".

Developing Your ESP
If emotions play such an important part in the decision making, do you know what emotions your  customers have before, during and after they buy ? Is the driving force that of fear or re-assurance ? Is it embarrassment or a search for relief ? Or is it a feeling of shame, when  they  are seeking  recognition ? Is he / she feeling  miserable inside and so seeking to be happy ?  Bored and so wants some thrills ?

I am sure you see the power of looking at the emotions your customers have or want to have, which you can very easily connect with if you have a ESP ?

You have a choice :
·        You can emphasise the end emotion after purchase - L'Oreal tagline  (Because you're worth it) emphasises pride and recognition of your own self–worth, or  "Finger lickin' good" from KFC or "I’m enjoying it” from McD.
·        You can contrast the positive and the negative (like the ying and yang) in a slogan for a chocolate (Naughty but nice).  

L'Oreal's (Because you're worth it) works only when supported by mass advertising campaign, which creates instant association but only after massive repetition, which slowly drip into the unconscious mind to create the "Yes I am" reaction.

Conclusion
I like the idea of an ESP to help emphasise the benefit payback but you can't abandon logical benefits supported by credible features. If people decide emotionally, they still need to justify rationally to themselves and to others.

If you have created an ESP or tried to create one, do share on this blog, what has be your experience and learning. I, for one, am guilty of focusing and being fixated on USP instead of a ESP. 

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