Those of us who have been working in President Email Lists for a long time have heard many times about the Unique Selling Proposition , Unique selling point or USP and its meaning. It is a concept that is old (it was defined for the first time in the 40s), it seems that it has fallen into disuse or at least it is not given the importance it should, so below we will try to reel off what is usp (unique selling proposition).But no matter how long it has been in use, it is still very useful. I’m going to show you why .
What is USP or Unique Selling Proposition, how to define it and its meaning?
The Wikipedia defines USP how well meaning: “the only benefit is revealed by a company, service, product or brand that allows you to highlight competition. The unique value proposition must be a functionality that highlights the benefits that are significant for customers . “For it to be a unique value proposition (unique selling point) it must meet three rules:
Each ad must make a proposal to the client. It should be as clear as saying, “Buy this product for this specific benefit.” It should be focused on benefit, not functionality .
This proposal must be one that the competition does not offer or cannot offer.
The proposal must be powerful enough to mobilize consumers. To buy the product or service or to perform a certain action. And of course, we must be able to fulfill it.
For me the best way to summarize it is:
“The USP or Unique Selling Proposition is the reason why they buy our product before the competition.”
My definition does not exactly correspond to the theory that it is usp (unique selling proposition or unique selling poin) t, but it does explain the concept clearly.
How do you define a USP, Unique Selling Proposition or Unique selling point ?
We need to find and communicate a unique benefit (that our competition does not deliver or cannot deliver), in a way powerful enough, to mobilize our audience towards purchase.
For this we must have information on:
The business model of our company, as a starting point to understand that the proposed single for sale (unique selling points) overall generic or we can offer.
If we want this USP advertising to really mobilize, we must go down to the value proposition for our audience and detect those arguments that really add value to them and that can be converted into USP DE Phone Number. To finally compare our proposals with those of the competition .
Once we have found that unique selling proposition, we must transform it into a message that meets the three conditions that it exposed at the beginning : what is a proposal, that the competition does not make it and that it is powerful enough to mobilize our audience.The powerful thing about the Unique Selling Proposition is that we can use it as a basis to define our positioning .
We can define the meaning of USP advertising (unique sales proposition) in many areas: for our company, its products, for each audience profile,… etc.
To finish I leave you two videos that explain the unique sales proposition very well and also give practical examples about usp ads and the unique selling point marketing:
Explanatory videos of Unique Selling Proposition
The image accompanying the article ( USP marketing ) is from ShutterStock