Unique Selling Proposition

Studies show that the most successful marketing campaigns always make unique propositions to the customer.

Your product should have one meaningful and distinctive reason - a unique selling proposition - why it is the best choice in the category over all the other products

This could be a special feature, an exclusive benefit or performance quality.

• The promotional campaign for your product must communicate its unique selling proposition to the potential customers.

• Identify your distinctive buyer segments and write a unique proposition for each.

‘Not every difference is a differentiator.’

To be effective in motivating people to buy, the distinguishing characteristic(s) must be important to the buyer, superior to similar products, communicable, affordable and profitable.

Amazon CreateSpace

USP Manifesto

According to Reeves a precise definition for unique selling proposition has three parts :

1.Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit."

2. The proposition must be one that the competition

either cannot, or does not, offer. It must be unique

either a uniqueness of the brand.

3. The proposition must be so strong that it can

move the mass millions, i.e., pull over new

customers to your product…!