Unique selling point
Also called: USP, unique value proposition(UVP), unique buying reason(UBR), unique selling proposition or distinctiveness
A unique selling point (USP) describes the unique characteristics of a product or service. It distinguishes a product or service from alternative products or services in the same industry.
What makes a unique selling point important?
Without a USP you have nothing to differentiate yourself from your competitors, you therefore have nothing to advertise. The distinctive value of your product can help you convince your target audience that you are the best choice in your market and will encourage repeat purchases.
Examples include:
- The cheapest provider in the market
- The highest quality
- The best service
- Most manpower
- Most favorable terms
- Personal guidance (e.g., for an information product)
- Shortest delivery time
- Fastest service
- Always nearby
All the features of a product and benefits to the customer collectively make up the proposition. The place a company chooses relative to competitors is called positioning.
