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Unique Selling Proposition

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Definition:

A Unique Selling Proposition definition can be summarized in one short sentence; Why buy yours instead of the others?

In more detail, the Unique Selling Proposition (USP for short) is what sets your products and/or services apart from your competitors. The catch is that the proposition must offer your potential customers a specific benefit that they see as attractive.

Expressed as a single sentence that summarizes the essence of your business, the Unique Selling Proposition serves as the theme of your marketing.

A Unique Selling Proposition is an especially critical marketing tool for small businesses who are forced to compete with both other small businesses and larger retail chains.

To create a Unique Selling Proposition, ask yourself, "What is it that my product or service offers that my competitors' products or services don’t offer?"

Then ask yourself what specific benefit this provides your customers.

Now put it all together in one sentence memorable enough to use as an advertising slogan. Then use it - in your advertising, on your website, on your marketing materials - wherever it might get the attention of potential customers.

The Unique Selling Proposition concept was created by American advertising executive Rosser Reeves (1910 to 1984). He believed that the only purpose of advertising was to communicate a particular company's slogan for their product or service and that this slogan should remain unchanged.

Some Unique Selling Proposition Examples:

Hallmark: When you care enough to send the very best.

Subway: Subs with under 6 grams of fat.

Also Known As: Selling Proposition, USP.
Common Misspellings: Unique selling propostion, unique seling proposition, unique selling propositen.
Examples:
One of the famous Unique Selling Propositions that Rosser Reeves created was for M&Ms; "The milk chocolate melts in your mouth, not in your hand."

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