What is a Unique Selling Proposition aka USP?
USP’s have traditionally been at the heart and soul of marketing. However the challenge to be 'unique', in the literal definition of the word, can be the source of enormous frustration and wasted effort.
The answer, in terms of business strategy, is to shift focus slightly and think about your ‘differentiation’ or 'value proposition'. That is, why are people going to buy from you when there are 10 other companies (as an example) doing virtually the same thing?
The answer to that question then becomes the core of the message you take to the market. This can then be captured either as a USP, an ESP (emotional selling proposition), or TSP (tribal selling proposition).
Just ask yourself when you define your USP - can I (customer) get that from someone else?
E.g. Lets say Pete has an "Air Conditioning" installation service. His USP is "Professional installation & great customer service". Could I get that somewhere else? Yes - John from South Coast Aircon also has great service and is professional! So it's not the best USP...
Rather Pet should say something like this "2 year warranty with all professional air conditioning installations". Do you think people would choose Pete now over John? Ofcourse - not only is he professional and great with his customers, they also get a 2 year warranty!!! They have nothing to loose and everything to gain!
A few of the most known USP's are:
Nike ... "just do it"
Dove ... "for real women"
Apple ... "think different"
McDonnalds ... "cheap fast food"
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