Unique Selling Proposition is a famous 20th century marketing concept. Its use in advertising and business planning is an integral part of modern entrepreneurship. Let's get to know this concept in more detail. The USP concept was put forward by the American Rosser Reeves. In his book Reality in Advertising, published in 1961, he described a rationalistic approach to sales. Advertising, according to this approach, should focus on certain unique properties of a product or service that bring clear, tangible benefits to the client.
The idea is best characterized by three main rules that must be observed in an advertising proposal (USP principles):
The advertising focuses on the benefits that are important to the client.
This benefit is unique: competitors either cannot provide it (for technical or image reasons), or have not yet done so.
The first two points should strongly affect the consciousness of the consumer, involve him in the purchase of a product or service.
It is for them that the uniqueness works: the new property of the product causes surprise and interest. Only then can the brain "turn on", which notes the beneficial properties of the product. It is also important that the products themselves may not differ too much from their analogues. Under the conditions of Chinese industrial expansion, it is almost impossible to do something new and keep it unique. In the service sector, new techniques and methods are also easily "picked up" by competitors. Therefore, the main thing is precisely the accent, and not the real distinctive features (they can be minimal).
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