Your Unique Selling Proposition (USP) Nailed
USP stands for Unique Selling Proposition or Unique Selling Point – either way, the key is it’s the thing you offer that makes you unique to your customers. It’s that thing they can’t get anywhere else; where no substitutions will do.
Understanding USP; the concept
The term USP is widely accredited to Rosser Reeves, 1954 – a ‘father of advertising’ and the man that coined the phrase “melts in your mouth, not in your hands”. So let’s be clear; “Unique Selling Proposition” is a concept that is intrinsically tied up with advertising.
Most people worry about the “Unique” part. Reeves was worried about the “Selling” part – and so are we. Reeves said, “You must make the product interesting, not just make the ad different”. With us, you’ll do both!
Defining your USP; your unique selling proposition
Defining your USP actually needs an outside perspective and not just any outside perspective. It needs the perspective of an expert marketer who can help you see and define your unique point of difference.
It’s not entirely about what you do or don’t do – it’s about the market’s perception.
Look at it this way, M&Ms are not the only chocolate that doesn’t melt in your hands (there’s Minstrels, Pebbles and others). Coca Cola is not the only cola drink, but lots of people won’t willingly substitute.
So, your USP is not a strapline; it’s the fundamental basis behind every offer, for every product and every service – and it needs tailoring to your specific market. In the same way that L’Oreal can sell products to men and women, from teens through to the elderly – every time you market you need to consider the proposition.
That’s what we do differently; we ask you questions, we review your competition and implement all our psychological nous and marketing experience to discover your niche – that ‘sweet spot’ where you have the golden advantage. That way we know your messages to market are going to work… and so do you. Get in touch.