Since my focus is on helping you to differentiate your business, I am inevitably interested in the USP concept.
What does USP stand for?
In the UK according to Google it is usually Unique Selling Position, in the USA and the rest of the world it is Unique Selling Proposition.
The USP concept has been used, abused and reinvented many times but it is useful to go back to what Rosser Reeves says in his classic marketing book Reality In Advertising.
My position is clear.
You need to differentiate your business in some way that is meaningful to customers.
And you need to communicate that difference to your existing and potential customers so they understand what is special about your business and why they should buy from you.
The Irresistible Promise is step 2 of my six step profit formula. The Irresistible Promise Is An Update On The USP Once you’ve found your starving crowd, you need to make it an offer that is compelling. Mark Joyner calls it an Irresistible Offer. Theory of Constraints call it a Mafia Offer (an offer you […]
The book I have bought is called Dare To Be Different: How To Create Business Advantage Through Innovation And Unique Selling Propositions by Alessandro Forte. For someone interested in business strategy, differentiation and USPs, it sounded ideal. But it’s not what the book is about. Dare To Be Different – This Book is Certainly Different […]
Reality In Advertising by Rosser Reeves is the famous book credited with popularising the concept of the Unique Selling Proposition. It was first published in 1961 so can a book that is fifty years old have anything to teach us about advertising and marketing? You bet it does. Reality In Advertising starts with perhaps the […]
Your unique selling point (also known as unique selling proposition and often shortened to USP) answers the big question: Why should I buy from you rather than any of your competitors? I was reading a book about branding and marketing earlier today which said that the USP is dead. I don’t agree. The idea of […]
The phrase opportunity gap exploitation is one I’ve borrowed from Dan Kennedy and it refers to one of the ways to find your unique selling proposition or, if you want to get fancier, your differentiated value proposition. A great example is Dominos USP – fresh, hot pizza delivered in 30 minutes – guaranteed.
As I look at classic offers which have defined a business, a great way to start is with the offer / USP which built up Domino’s Pizza since it is so often quoted as a fine example. “Fresh hot pizza delivered to your door in 30 minutes or less… or it’s free.” There are so […]
I’m sure you’ve heard that your business needs a Unique Selling Proposition (USP) because the idea is banded around by most marketing consultants and coaches. Unfortunately the meaning of USP tends to change depending on who you listen to although the point about differentiating your business and your offer from competitors is consistent. The Origins […]