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Is this a good USP (unique selling proposition)?

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Kloetenlui

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Jan 26, 2019
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Hi there,

I just read the book StoryBrand and I really liked it. It asks you to create a story around your brand and make the customer the hero in it. For the brandscript you need to define the biggest thread that prevents the hero from saving the day.

A little background info: We're trying to create a sustainable ecommerce shop. When I tried to buy sustainable stuff, I was overwhelmed by all the infos and in the end I wasn't really sure if my buying decision was a sustainable one. Is plastic really a bad choice if you use the product for a long time? Is wood better even when it gets thrown away? How can I recycle that? Why can't somebody make the process easy to understand? That's what we're trying to do.

So I thought if I feel confusion while trying to shop sustainable goods, others may find themselves in the same place. But is this the MAIN obstacle people face? Or should we focus on something else? If people click on our website they should be able to see at the first glance what problem we're able to solve for them.

It would read something along the lines: "SHOPPING SUSTAINABLE SHOULD BE EASY. WE HELP YOU MAKE THE WORLD A BETTER PLACE!"

Any feedback/ideas?
 

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Thomas Chauvet

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Hi there,

I just read the book StoryBrand and I really liked it. It asks you to create a story around your brand and make the customer the hero in it. For the brandscript you need to define the biggest thread that prevents the hero from saving the day.

A little background info: We're trying to create a sustainable ecommerce shop. When I tried to buy sustainable stuff, I was overwhelmed by all the infos and in the end I wasn't really sure if my buying decision was a sustainable one. Is plastic really a bad choice if you use the product for a long time? Is wood better even when it gets thrown away? How can I recycle that? Why can't somebody make the process easy to understand? That's what we're trying to do.

So I thought if I feel confusion while trying to shop sustainable goods, others may find themselves in the same place. But is this the MAIN obstacle people face? Or should we focus on something else? If people click on our website they should be able to see at the first glance what problem we're able to solve for them.

It would read something along the lines: "SHOPPING SUSTAINABLE SHOULD BE EASY. WE HELP YOU MAKE THE WORLD A BETTER PLACE!"

Any feedback/ideas?
I can tell that I feel the same way when trying to buy something eco-friendly. There is clearly a great lack of reliable information about this. I think it's a good idea/USP, although probably not the easiest one (which is a good thing!)

Envoyé de mon SM-G955F en utilisant Tapatalk
 

Ernman

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So I thought if I feel confusion while trying to shop sustainable goods, others may find themselves in the same place. But is this the MAIN obstacle people face? Or should we focus on something else? If people click on our website they should be able to see at the first glance what problem we're able to solve for them.
You've identified a need - that's the first step. You're correct, there is a lot of confusing and conflicting information surrounding eco-friendly products. A lot of that is caused by money chasers simply jumping on the bandwagon without real concern for the environment. "Here's my plastic whatever...don't throw it away and you're being eco-friendly!" MHO, eco-friendly is a relative consideration. Wood products may be more eco-friendly than a plastic version of the same thing...but what kind of wood was used, was it harvested in controlled fashion, or is it ancient hardwood that will take hundreds of years to replace and a forest was devastated during the taking? I also have some personal experience in the eco-friendly world. Your market place is a critical consideration and usually comes down to cost. A few are willing to pay more for eco-friendly, but I've found most still want the lowest price for commoditized products. I truly wish you good luck and look forward to your progress. I've not given up on an eco-friendly market but, like you, wrestling with how to pull it off.
 

timmy

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Hi there,

I just read the book StoryBrand and I really liked it. It asks you to create a story around your brand and make the customer the hero in it. For the brandscript you need to define the biggest thread that prevents the hero from saving the day.

A little background info: We're trying to create a sustainable ecommerce shop. When I tried to buy sustainable stuff, I was overwhelmed by all the infos and in the end I wasn't really sure if my buying decision was a sustainable one. Is plastic really a bad choice if you use the product for a long time? Is wood better even when it gets thrown away? How can I recycle that? Why can't somebody make the process easy to understand? That's what we're trying to do.

So I thought if I feel confusion while trying to shop sustainable goods, others may find themselves in the same place. But is this the MAIN obstacle people face? Or should we focus on something else? If people click on our website they should be able to see at the first glance what problem we're able to solve for them.

It would read something along the lines: "SHOPPING SUSTAINABLE SHOULD BE EASY. WE HELP YOU MAKE THE WORLD A BETTER PLACE!"

Any feedback/ideas?
Hi.... Great thread. People generally don't/won't get it. The ones under age 21 "will" so focus mostly there using high visual content on your lead pages. The circular economy will become a stepping stone to an alright ban ( possibly by 2025 ) on raw materials that cannot be recycled easily or have a negative effect on the global eco system. Use any and all eco alternatives where financially possible. State this gently perhaps at the checkout
" Thank you for helping humanity by insisting on eco friendly products. Your name has been forever placed on a global map ..... provide link.

Lots of luck.

Feel free to PM me if you seek further clarification on how my crazy brain works
 

Xeon

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Provide a mission for your customers towards a goal that your company shares, then offer your products as part of the necessary tools to reach that goal.

E.g: You're selling eco-friendly, biodegradable swimming floats.
For every swimming float you sell, you will donate 10% to cleaning the sea whatever (just an example).

BUT......donating xx% will not be your USP. That's just an obligatory bonus.
Your USP and story, which will be splashed across your website and which will form the core direction of your marketing, will be "We aim to clean up 20% of the Atlantic Ocean by 3 Jun 2025, 11:59 PM to provide a better home for all marine animals and give them a happier life". That sort of thing.

On your website / IG, there'll be visual storytelling of what you and your team are doing daily to reach this goal, to draw in all the environmentally-friendly folks (especially millennials) onto your journey, and the products you sell, will just be a part of the bigger mission.

"People want to be a part of something bigger than themselves".....

......so give it to them.

And to put this all in the StoryBrand book's context, the HERO will be your customer, and the Mentor / Guide will be your company.
 

NC Bidniss

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I think the two sentences don't relate well enough. The first sentence is about ease, the second is about sustainability. I think you should write them in such a way that that brings them together, like "Shopping sustainable is hard, and that makes it harder to keep the world clean. We make it easy to help you make the world a better place!" Not perfect, but you should get the idea.
 

Strm

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Definitely a problem! I try more and more to be eco friendly, buying less shit and prefering nature-friendly goods. Willing to pay more also. For example a bottle of dish washing liquid. Fairy or some other known brand (in Europe at least) costs maybe 2 euros, but I pay 4 for what is better for my health (no, I am not drinking it, but always possible to get some parts inside human body) and for the environment.

So much information out there, but finding the reliable one is hard and takes so much time. I have my sister who is totally vegan and environment-specialist or whatever, so she tells me whats good and whats crap, but most of the people have only internet to turn to. And we all know, internet is also full of crap :) So I believe there's a need to fill!

Good luck from Estonia!
 

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