Unique selling proposition
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The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. 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.
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[edit] Definition
In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:
- 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."
- The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
- The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
[edit] Examples
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Some good current examples of products with a clear USP are:
- Head & Shoulders: "You get rid of dandruff"
Some unique propositions that were pioneers when they were introduced:
- 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"
But their "uniqueness" is debatable (for example Head & Shoulders is hardly unique in its claim) and it's not entirely clear what a 'proposition' actually is. If it is simply an assertion of a product benefit, by this standard, any assertion about a product could be called a USP.[citation needed]
The 'weak theory' of advertising however suggests that customers cannot be compelled to shift allegiance in quite the way suggested.[citation needed]
[edit] References
Reeves, Rosser (1961), Reality in Advertising, New York: Alfred A. Knopf, LCCN 61007118
[edit] See also
- Point of difference: POD
- Unique Perceived Benefit: UPB
