Unique selling point/proposition USP
Unique selling point
The unique selling point or USP (also known as a unique selling proposition) is the key aspect of a product or service that sets it apart from the competition.
In his book Reality in Advertising, Rosser Reeves gives the definition of a unique selling proposition as it was understood at his company at the time (Ted Bates and Company):
- Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
- The proposition itself must be unique - something that competitors do not, or will not, offer.
- The proposition must be strong enough to pull new customers to the product.
Reeves was a pioneer of early television advertising and some of his slogans have survived to this day. For example, M&Ms "melt in your mouth, not in your hand". However, Reeves warned against basing a USP on what he calls "The Deceptive Differential" - a uniqueness that is too small or too technical for customers to observe the differences in actual practice.
Look at the following outline Prezi presentation on Corporate Image and USP:
In groups of 3 - 6, create a similar presentation on your school, or other organisation of your choice, identify its Unique Selling Points, mission, and image. Incorporate a range of images and media from podcasts to video. You can present this in a range of ways.
Prezi allows free use, but with limited functions - however students and teachers have access to private presentations through a free education account.
A basic tutorial can be found here.