Q1-04 What is your USP?

What is your USP?

Did you know that the person who made this called it a Harley?


Would you?

You might know how to ride a motorcycle, you might know how to identify what makes it is better than another, you might know which one is the fastest, has the most power, or can go from 0-60 the fastest, But can you make one??

In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:

1) 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."

2) 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.

3) The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product. (See more at Wikipedia)

Click here to read more on how to develop your USP today!