Developing a unique selling proposition

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Developing A Unique Selling Proposition (USP)

Entrepreneurs should build their advertising campaigns around a unique selling proposition, or USP. The USP highlights a key customer benefit of a product or service that sets it apart from its competition. To be effective, a USP must be unique, something the competition does not (or cannot) provide and the USP must be strong enough to encourage the customer to buy.

A successful USP answers the critical question every customer asks: "What's in it for me?" Sometimes, the most powerful USPs are the intangible or psychological benefits a product or service offers customers: e.g., safety, security, acceptance, or status.

The best way to identify a meaningful USP is to describe the primary benefit your product or service offers customers and then to list secondary benefits it provides. Building an ad around a USP spells out for customers the specific benefit they will get if they buy that product or service. Therefore, the USP becomes the heart of the advertising message. 

  1. Identify one of your favorite products
  2. What is the company's Unique Selling Proposition?
  3. Why is developing the USP of potential value?

Reference no: EM131662102

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