What is an USP?

Thursday, September 25, 2008

What is an USP?

What is an USP? Unique Selling Proposition / Unique Selling Point. It is a caption which points out a product from the competitors.

Definition

Reeves 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.

Examples

Federal Express (FedEx) : "Federal Express: When it absolutely, positively has to be there overnight."

Dominos Pizza : "Pizza delivered in 30 minutes or it's free."

Nyquil : "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine."

Ritz Carlton Hotel chain : "Ladies and gentlemen serving ladies and gentlemen"

Burger King: "Have it your way at Burger King."

M&M: "Melts in your mouth, not in your hands."

LG : "Life’s Good"

Nokia : "Connecting People"

Infosys : "Powered by intellect, Driven by values"

I am not sure whether some of these are USP or not...

More USPs ??? Pls share as comments... :)


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