Unique selling point (USP)

A unique selling point (USP, also seen as unique selling proposition) is a factor that differentiates a product, brand or business from its competitors. For example, the lowest cost, the highest quality or the innovation of the product. A USP could be thought of as “what you have that competitors don’t.”

 A successful USP promises a clearly articulated benefit to consumers, offers them something that competitive products can’t or don’t offer, and is compelling enough to attract new customers.

Here are a few famous examples of USPs:

  • Avis’ “We’re only number two. We try harder” campaign.
  • Domino’s “30 minutes or it’s free” promise.
  • FedEx’s “When it absolutely, positively has to be there overnight.”
  • Southwest’s claim to be the lowest-priced airline.

Source: whatis.techtarget.com

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