How to Find and Use Your Unique Selling Proposition

The Unique Selling Proposition (USP) is the marketing concept that was first proposed as a theory to explain 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. Read on to learn how to find and use your Unique Selling Proposition.

Difficulty: Moderately Challenging

Instructions

1. The possibilities for building a USP are unlimited. It's best, however, to adopt a USP that enthusiastically addresses an obvious void in the marketplace that you can honestly fill. And I do mean honestly fill...never, never promise something that you cannot deliver.

2. Whenever a customer needs the type of product or service you sell, your USP should bring your company immediately to mind. So when you find your USP you better be able to state it.

3. With pencil and paper, prepare a one-paragraph statement of your new USP. At first, you will have trouble expressing it firmly and distinctively. It may take two or three paragraphs or more. That's OK. Mercilessly edit away the generalities, and persistently focus on the crispest, clearest, most specific promise you could possibly hold out.

4. Then, rework it and slash away the excess verbiage or unclear statements until you have a clearly defined, clearly apparent USP a customer can immediately seize upon. What is it that sets you apart from all the others?

Tips & Warnings

• The simple test of determining whether you have constructed a good USP for your business is whether it sells for you.
• The competition must not be able to offer your proposition.
• The unique selling proposition must be strong.