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A/B Testing Idea #174 - Display specific Unique Selling Propositions (USPs) based on your target customer
Description
Studies have shown that most people associate positively with themselves and things that are either connected to them or that they can identify with.
This is why it is so important to ensure that you target your marketing, and therefore your USPs, to a specific customer base. Whilst your product might have lots of wonderful USPs that make it appealing for a wide range of people, you may fail to connect with any of them if you are too vague or wide-sweeping.
Identifying your ideal target customer and displaying those USPs that are specific to them will ensure that they can identify with your product and will therefore feel automatically more positively towards it, which will in turn increase the likelihood that they will want to make a purchase.
Principles
- Social Cognition (Pelham; Carvallo & Jones, 2003)
The Research
Social Cognition
Social Cognition explains the way that most people associate positively with themselves and therefore tend to prefer things that are connected to them.
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