The rational benefit of the Unique Selling Point gave way
to the Emotional Selling Point when psychologists pointed
out that humans were ruled by their emotions – but now
psychologists have changed their minds!

Humans are a lot more complex and unpredictable than
they realised. Any message can pass by them totally
unregistered unless there’s something psychologists now
refer to as a Point of Engagement, invoking a number of
senses and triggering multiple areas of the brain.

Similarly, as each product is ultimately an experience
(think about it – it’s true),
it requires an Engaging Selling Point, something invoking
a sense of involvement and eliciting action from
the consumer.

Unlike the USP and the ESP, the Engaging Selling Point (or EnSP)
can be utilised on all levels of marketing, right through to motivating
a company’s employees.

As such, Believe can help you in all these areas too,
formulating, producing and organising every element of your
marketing strategy from the research stages right
through to organising your mailings: if you want, we’ll even
provide and implement a comprehensively structured
Marketing Plan, complete with financials.