Unique selling proposition
Encyclopedia
The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a 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. 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.
Some unique propositions that were pioneers when they were introduced:
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.
The 'weak theory' of advertising however suggests that customers cannot be compelled to shift allegiance in quite the way suggested.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
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. The term was invented by Rosser Reeves
Rosser Reeves
Rosser Reeves was a hugely successful American advertising executive and pioneer of television advertising. He believed the purpose of advertising is to sell. He insisted that an advertisement or commercial should show off the value of a product, not the cleverness of a copywriter. His most...
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.
Definition
In Reality in Advertising 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 pufferyPufferyPuffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, which no "reasonable person" would take literally...
, 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.
Examples
Some good current examples of products with a clear USP are:- Head & ShouldersHead & ShouldersHead & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Head & Shoulders Classic Clean Shampoo is the top-selling shampoo in the United States by dollar sales.- History :...
: "You get rid of dandruff"
Some unique propositions that were pioneers when they were introduced:
- Domino's PizzaDomino's PizzaDomino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States of America. Founded in 1960, Domino's is the second-largest pizza chain in the United States and has over 9,000 corporate and franchised stores in 60 countries and all 50 U.S....
: "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'sM&M'sM&M's are dragée-like "colorful button-shaped candies" produced by Mars, Incorporated...
: "Melts in your mouth, not in your hand" - Wonder BreadWonder BreadWonder Bread is the name of three North American brands of white bread: One produced by George Weston Bakeries in Canada, another by Hostess Brands in the United States, and the third by Grupo Bimbo in Mexico.- United States :...
: "Wonder Bread Helps Build Strong Bodies 12 Ways"
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.
The 'weak theory' of advertising however suggests that customers cannot be compelled to shift allegiance in quite the way suggested.