Understanding the Unique Selling Proposition (USP)

James Glover - May 6, 2013

Smart Monday/Positioning

Once a Day Marketing™ featured video blog: Unique Selling Proposition (USP)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Monday and we are reviewing one of the most important marketingprinciples ever identified: Unique Selling Proposition or USP.

Rosser Reeves explained USP back in 1960 and there are three basic components. First, you must make a proposition to your customers that when they buy your product they will get a specific benefit. Second, your product must be truly unique and your competition does not offer the same product or service. Third, the proposition must be strong enough to motivate your customers to buy your product. Just because you can offer it doesn’t mean they will necessarily want to buy it.

If you can determine your USP you are going to have a distinct advantage over your competition. If not, branding and marketing your product or service will be a challenge. Take the time to review your USP.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. You may also contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com

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