SmallBusinessNewz

Want people to buy from your small business instead of your competition? Give them a good reason with a killer USP (Unique Selling Proposition)!

In “Reality in Advertising”, Rosser Reeves (inventor of the term USP) explains the three things any USP must have in order to be effective:

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.

In other words, you need to find something you do or offer that’s different from your competition. And it has to be something that benefits your prospects and is important to them. Do that and you make choosing you over the other guy a no-brainer.

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