| Why A USP Guarantees Marketing Success |
USP is a common term in strategic marketing, standing for Unique Selling Proposition.The USP is not just a cute catchy slogan used by advertisers and marketers. It's a clear and compelling promise that convinces customers to switch brands. How did the USP get started? The Unique Selling Proposition (also Unique Selling Point) is the marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. Today, a number of businesses and corporations currently use a USP as a basis for their marketing campaigns. You're likely to be familiar with many of the Unique Selling Propositions of major companies. Here are a few: OriginThis USP theory was first proposed to explain how successful advertising campaigns of the early 1940's worked. According to Wikipedia: "In the early 1940s, Ted Bates & Company carried out extensive market research on successful advertising campaigns. In particular they identified two desirable attributes: the penetration and the usage pull. The pattern they found among campaigns that produced a high usage pull was the basis for the theory of the USP. It may also be known as the unique selling point." Some great examples of products and services with a clear USP are:
Take a look at your unique selling proposition--not only for your business, but also for a department, a project or a division. The key test is if your customers respond favorably. Do a quick check on your USP:
Your USP is built around a compelling promise of an emotional benefit. And naturally, reflects your strategy and solutions that serve your customers. Test and tune-up your USP so you can get the market success your company deserves. |
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