What’s your Unique Selling Proposition (USP)?

If you haven’t defined it yet, take a look at the definition of the term, written in Rosser Reeves in his 1960 book, Reality in Advertising:

"Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, 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., to pull over new customers to your product)."

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A Few Simple Words About Differentiation

When differentiating your brand, keep it simple. Zero in on the one most powerful differentiating idea and drive it home. Help the consumer to immediately see how simply you’ll solve their problem. Your concept must make sense, be something your competitors cannot claim, and be easy to grasp without complex analysis. Find a fit with your customers’ perceptions.





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4 Steps to Constructing a Unique Selling Proposition (USP)

1. Identify The Differentiating Idea – Identify what separates you from your competitors; it doesn’t have to be product related. Figure out your difference and then turn it into a benefit for your customer.
2. Use It In Context – Understand the perceptions of both your product and your competitor’s product. Consumer perceptions are what matter and you need to know what they are. Your messaging has to make sense in the context of those perceptions.
3. Offer Your Credentials – You should be able to demonstrate a difference, providing proof of your claims. Your differentiating idea must be convincing and believable.
4. Tell Us Your Difference – Communicate your difference in everything you do, from business cards to packaging, and presentations to advertising. Perception is everything so get the word out.

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Being Different is Important! Differentiate.

When consumers choose among their options they base decisions on implicit or explicit differences. Science tells us that memory is enhanced when something can be intellectually appreciated. So, if you can take a product and tie it to strongly differentiated differences, you will help the consumer remember your product and give them a reason to choose it.



info@measuredmktg.com

312.929.4882