Unique Selling Proposition

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What is a Unique Selling Proposition? Meaning.


Unique Selling Proposition is a marketing concept stating that an advertisement should offer the consumer a logical reason to buy a product; why he should buy from your firm and not from the competition. The unique benefits that your products or services offer to consumers.


There are three principles underlying the USP concept:

  1. Each advertisement or commercial must offer a special benefit to the consumer.

  2. The benefit must be unique to the advertised brand.

  3. The benefit must be strong enough to pull consumers to the brand.

A well-chosen USP builds on the Competitive Advantage of a company. Firms must identify what makes their products different from those of their competitors and emphasize these advantages in their marketing. The USP concept was pioneered in the book "Reality in Advertising" by Rosser Reeves (1961).


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Compare also: Positioning  |  Value Proposition
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