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Unique Selling Proposition (USP)

The unique selling proposition (USP) or unique selling point is a marketing term.

If you want people to buy your product or service, your USP says why your product or service is better than other products or services. It is your "Choose me!" statement.

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Much has been written about USP. Wikipedia quotes Rosser Reeves, who first introduced the term: 

  1. Each advertisement must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: "Buy this product, for this specific benefit."
  2. The proposition must be one the competition cannot or does not offer. It must be unique— either in the brand or in a claim the rest of that particular advertising area does not make.
  3. The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.


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