The unique selling proposition (USP), or unique selling
point, is a
marketing concept first proposed as a theory to explain a pattern in
successful advertising campaigns of the early 1940s. The USP states that
such campaigns made unique propositions to the customer that convinced
them to switch brands. The term was developed by
television advertising pioneer
Rosser Reeves of Ted Bates & Company.
Theodore Levitt, a professor at
Harvard Business School, suggested that, "Differentiation is one of
the most important strategic and tactical activities in which companies
must constantly engage."[1]
The term has been used to describe one's "personal brand" in the
marketplace.[2]
Today, the term is used in other fields or just casually to refer to any
aspect of an object that differentiates it from similar objects.
Definition
In Reality in Advertising[3]
Reeves laments that the USP is widely misunderstood and defines it in
three parts, summarized here:
- Each advertisement must make a proposition to the consumer—not
just words, product
puffery, or show-window advertising. Each advertisement must say
to each reader: "Buy this product, for this specific benefit."
- The proposition must be one the competition cannot or does not
offer. It must be unique—either in the brand or in a claim the rest
of that particular advertising area does not make.
- The proposition must strong enough to move the masses, i.e.,
attract new customers.
Examples
Some good current examples of products with a clear USP are:
Unique propositions that were pioneers when introduced include:
-
Anacin "Fast, fast, incredibly fast relief." In 1952, Rosser
Reeves created a
TV commercial that capitalized on Anacin's "special ingredient,"
caffeine, by suggesting limitations of other aspirin and repeating,
three times, the differentiation proposition: fast.[4]
-
Domino's Pizza: "You get fresh, hot pizza delivered to your door
in 30 minutes or less—or it's free."
-
FedEx: "When your package absolutely, positively has to get
there overnight."
-
M&M's: "Melts in your mouth, not in your hand."
-
Metropolitan Life: "Get Met. It Pays."
-
Southwest Airlines: "We are the low-fare airline."[5]
The term USP has been largely replaced by the concept of a
positioning statement.
Positioning determines what place a brand (tangible good or service)
should occupy in the consumer's mind compared to the competition. A
position is often described as the meaningful difference between the
brand and its competitors.[original
research?]
References
External links
See also