Rosser Reeves was the author of the phrase unique selling proposition, or USP, which is a unique message about your business versus the competition. Selling - The proposition must be so strong that it can move the mass millions, that is pulled over new customers to your product. Definition. It is a specific benefit that makes your business preferable to other businesses in your market. A unique selling proposition (USP), also called a “unique selling point”, is a marketing concept that states how your business differs from its competitors. A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. USP is a key thing that proves you’re better than your competitors. The USP is a marketing concept that was first proposed as a theory to understand a pattern in successful advertising campaigns in the early 1940s. A strong and compelling USP resonates with the target audience by selling benefits and is an accurate representation of how an organization does business. The most important part is that it is very clear to your customer. But the thing to remember is that your USP should separate your company from the others in a way that makes people say, "Hey, that's something I can get behind!" The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. I always suggest that before marching off and putting precious money into development, they should first do some competitive research and define their unique selling proposition (USP). A USP can be short and simple. A unique selling point (USP), also known as a unique selling proposition, is a unique property of a product, service or branded item, which is associated with an advantage over the competition. Definition. A unique selling proposition is, quite literally, as unique as each business. It identifies what makes your business the better choice, and why your target clients should choose you over the competition. A unique selling proposition defines what a business stands for in relation to its competitors. The unique selling proposition, or unique selling point (USP), is a marketing concept that refers to any factor or aspect of an object or service that differentiates it from competition and highlights its unique benefits to consumers. Unique selling proposition (USP) is a concept developed by advertising executive Rosser Reeves in his 1961 book entitled Reality in Advertising. Unique - The proposition must be one that the competition either cannot or does not offer. Unique Selling Proposition(USP), for its acronym in English, is what makes your business better than the competition. Unique Selling Proposition(USP) Definition. 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