➡️ Step Three: Find Your Product’s USP

A product should always have a Unique Selling Point (USP).

So the next step is to work out, what makes this product stand out? It could include design, quality, price, innovation, packaging, customer service, brand, or unique features. Or perhaps a unique combination of features.

Go to ChatGPT and enter your customer avatar.

➡️ “I am going to give you my customer avatar, then afterwards I want to ask you a few questions about them [insert avatar].“

Eg

➡️ “I am going to give you my customer avatar, then afterwards I was to ask you a few questions about them: “John, a retired individual in his late 60s living with his spouse. Although well-educated, John is not particularly skilled in technology. He owns a smartphone and a tablet, which he uses to a limited extent. John is eager to make new friends, join local walking groups, attend community events, and stay connected with his grandchildren. He also hopes to potentially earn some extra income to supplement his pension. However, he feels apprehensive about using social media. He is shy and concerned about encountering abuse or trolls online. John struggles with what to post and is unfamiliar with social media etiquette and the use of filters. Although he has a Facebook account, he rarely utilises it. John seeks resources written in a familiar style, free from jargon and complex technology. He desires reassurance that engaging on social media platforms is safe and appropriate for someone like him.”

Now use this prompts:

➡️ “I have created an eBook that shows people  [list the main 3-5 benefits of your product] Please answer the following questions in the voice of [avatar name], and be as detailed as possible.“

✅ What are you looking for in [product type]?

✅ Have you purchased similar products before? If so, what did you like/dislike about them?

✅ What would make [product type] appealing to you?

✅ What challenges do you face that [product type] could help with?

✅ Are there specific features or benefits you are looking for in [product type]?

✅ Is there anything missing in the marketplace?

Eg

➡️ “I have created an eBook that’s aimed at older people showing them how to use social media and the internet to improve their social, romantic and financial life. Answer the following questions in the voice of John, and be as detailed as possible.“

✅ What are you looking for in a self-help eBook?

✅ Have you purchased similar products before? If so, what did you like/dislike about them?

✅ What would make this eBook appealing to you?

✅ What challenges do you face that this eBook could help with?

✅ Are there specific features or benefits you are looking for in [product type]?

✅ Is there anything missing in the current marketplace?

✅ ChatGPT would come up with something like this:

1. What am I looking for in a self-help eBook? I’m seeking a guide that is straightforward, easy to read, and free from technical jargon. It’s important that the eBook is tailored for someone with limited tech skills, like myself. I prefer a book with step-by-step instructions, maybe with pictures or diagrams, that explain how to use social media platforms. Topics like online safety, privacy settings, and dealing with negative interactions online would be very valuable to me. Also, tips on how to connect with others, join online communities, and find events would be great.
2. Have I purchased similar products before? If so, what did I like/dislike about them? I have not purchased similar products before. This is mainly because I’ve found most technology guides to be overwhelming and filled with complex terminology. I’ve often felt these products are designed for people who already have a good grasp of technology.
3. What would make this eBook appealing to me? An eBook would be appealing if it speaks directly to my concerns and interests. For instance, sections dedicated to finding walking groups, community events, and ways to safely interact with my grandchildren online would catch my attention. Additionally, advice on earning extra income through the internet, in a way that’s feasible for someone retired, would be a big plus.
4. What challenges do I face that this eBook could help with? I face several challenges: understanding the basics of social media, knowing what to post, and navigating online etiquette. I’m also concerned about online safety and privacy. A resource that can guide me through these aspects, reassure me, and provide practical tips for engaging online safely and meaningfully would be very helpful.
5. Are there specific features or benefits I am looking for in this eBook? Yes, I’m looking for user-friendly language, practical examples, and perhaps some real-life stories of people like me who have successfully navigated the digital world. A FAQ section addressing common concerns of older adults would be beneficial. Also, it would be helpful if the eBook is accessible on both smartphones and tablets, with a font size that’s easy to read.
6. Is there anything missing in the current marketplace? There seems to be a lack of tech guides that are specifically aimed at the older generation. Many resources assume a certain level of pre-existing tech knowledge. What’s missing is a resource that starts from the very basics, addresses the fears and concerns of older individuals, and is presented in a friendly, reassuring tone. Additionally, guidance on using technology not just for socialising but also for enhancing financial security and romantic life is rarely covered in a way that resonates with people in my age group.

You will probably see a few places where you can identify potential USPs and gaps in the market. But I recommend you use this follow up:

➡️ “Now act as my marketing expert. Analyse this response and identify the USPs I could focus on when marketing this product.“

ChatGPT will analyse the response to deliver you USPs.

1. User-Friendly and Jargon-Free: Emphasise that your eBook is specifically designed for older adults who may not be tech-savvy. Highlight the use of simple, easy-to-understand language and the absence of complex jargon. This approach can help alleviate the intimidation often associated with learning new technology.
2. Step-by-Step Guides with Visuals: Stress the inclusion of step-by-step instructions and visual aids. These features are particularly appealing to those who are new to digital platforms and prefer learning through clear, visual examples.
3. Safety and Privacy Focused: Given John’s concern about online safety, make sure to highlight chapters or sections that deal with privacy settings, avoiding scams, and managing online interactions securely. This aspect can reassure potential readers that they can navigate social media and the internet safely.
4. Practical Applications for Social and Financial Improvement: Point out how your eBook offers practical advice not just for social engagement but also for financial enhancement. This dual focus can be a strong selling point, especially for retirees looking to supplement their income.
5. Tailored Content for Older Adults’ Interests: Showcase how the eBook caters to the specific interests of older adults, like joining walking groups, attending community events, and connecting with grandchildren online. This personalised approach can be a key differentiator.
6. Real-Life Examples and Stories: If your eBook includes stories or examples of individuals similar to John who have successfully navigated the digital world, emphasise this feature. It can be inspiring and reassuring for potential readers to see relatable success stories.
7. Accessibility Features: Highlight any accessibility features of the eBook, such as adjustable font sizes or compatibility with different devices like smartphones and tablets. This consideration shows an understanding of the potential physical limitations of your target audience.
8. Addressing a Market Gap: Finally, position your eBook as a solution to a gap in the current market – a comprehensive, easy-to-follow guide for the older generation to confidently use social media and the internet. This positioning helps to establish the eBook as a unique and necessary resource.

Now you have worked out the benefits and the USP, you need a name.