Unique Selling Proposition (USP) (A&BM 18Nov2020)

Unique Selling Proposition (USP)

 

Unique Selling Proposition (USP) is an offer an advertiser makes to his target customers which is unique in relation to competing offers and promises to deliver a certain distinctive benefit or satisfaction. Unique selling proposition is a creative approach and style which was originated at the Ted Bates Advertising Agency in the early 1940s. Its originator, author and copy-writer was Rosser Reeves. He developed this central idea of Unique Selling Proposition (USP). This concept has been adopted by many agencies all over the world. It is the combination of three words-(i) Unique, (ii) Selling, and (iii) Proposition. In order to make the concept clear, the meaning of these three words is given below:

 

(i) Unique : The word unique describes an attribute or feature which the product or brand only possesses or no claim of the attribute or feature is currently being made by any other competing brand.

 

(ii) Selling : Selling refers to sales value. The claim whatever it is-must be strong enough, important enough, believable enough to convince consumers that is it absolutely in their interest to purchase the product or brand in question.

 

(iii) Proposition : Proposition is a promise made by the advertiser that the product, if purchased, will satisfy the needs of the consumers. The proposition should be strong enough to move the mass of millions, i.e., pull in new and old customers to your product or brand.