Once you’ve developed what you think is a good USP, how do you test it? There are two ways that make sense. Of course, if you think of more, let me know…..

Talk to People

Which people? With the people you previously interviewed.

How do you test it? Setup another interview and this time tell them what you’re thinking and ask for feedback.

Ads, Landing Pages, and Waiting Lists

You believe that product X will solve problems for people in your industry and those people will pay for the product.

Test it by creating a mailing list which will be a waiting list, a landing page that describes the benefits to someone using product X, and brings people to that landing page with paid ads (Adwords, Facebook, etc).

Make it all as real as possible. Think of the conversion process someone would go through if the product was real.

Ad > Landing Page?

Landing Page > Demo?

Demo > Capture Email?

You will at some point have to fess up that you’re running an experiment to see if the product is viable, but for the conversion process, pretend the product exists and run as real a conversion process as you can.

This is because a CTA that says “Learn More” will not convert as many people as one that says “See Demo”. More people click the CTA button when they have a better idea of what they’ll find on the other side.

You’ll also want to A/B test different ads, different landing pages, etc, to help you dial in your messaging, but when “enough” people respond to your ad, and add themselves to your waiting list, you need to develop that product and start selling it.

This article is part of a series

If the section above seems out of sequence, that because it is. This article is part of a series. For the full series, select the link below.

Creating Your Unique Selling Proposition (Brand Strategy)

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