unique selling proposition

Beginner 📣 Marketing / Advertising

Definition

The distinct benefit or feature that sets a product apart from competitors, ideally something compelling and defensible. It's your answer to 'why should I buy from you instead of the other guys,' assuming you have a good answer.

Example Usage

Our USP is 'quality craftsmanship,' which is what every competitor also claims, making it neither unique nor particularly compelling.

Origin

Coined by advertising executive Rosser Reeves in his 1961 book 'Reality in Advertising'

Fun Fact

Reeves' original examples included M&Ms ('melts in your mouth, not in your hand') and Wonder Bread ('builds strong bodies 12 ways'), proving that specificity matters.

Source: Classic advertising theory

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