YouTube video But what is an ESP

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When preparing your unique selling points, it is therefore absolutely essential that you consider your customers, who they are and what they are looking for. Company and product specific sales pitches In connection with the above, a distinction is made between your product's and your company's USPs. Where the product-specific ones address why I, as a customer, should buy your goods, the company-specific ones deal to a greater extent, why it is you in particular that I should do business with. It is important to distinguish between the two different levels, as each of them must have an impact on how you communicate, but also how your customers receive the message.

Often when talking about USP, you must also WhatsApp Number List mention the partner ESP. Once you have defined your USP and how you differentiate yourself from your competitors, you can dive a layer deeper - this is where ESP comes into play. ESP is an abbreviation of, and means, Emotional Selling Propositions. Just like USP, it is also understood in Danish as sales arguments, where this time it is simply sales arguments that focus on the emotional benefits of your product or service. One or more ESPs tell the customer something about the feelings your product creates for them, and the extra "customer experience" they get with a purchase.




An example of an ESP could be that a company prides itself on the fact that their products are not only the cheapest (USP), but also the most sustainable on the market, and that the consumer is guaranteed a feeling of contributing positively to the joint climate account. Identifying and communicating your USP and ESP is part of positioning yourself and your company on the market, which is essential to stand out from the crowd and create visibility.