The 5 Elements of Marketing – Part 2 – Unique Selling Proposition

Unique Selling Proposition


Unique Selling Proposition

A Unique Selling Proposition (USP) describes the unique benefit or benefits the customer gets from the company’s products or services.  The USP must be meaningful to the customer.  The USP is designed to differentiate your company’s products and services from the competition and to have them stand out in terms of competitive positioning.  It provides the answer to the question of why a customer should buy from you.  It can be based on many things including product quality, service, location, etc.

As an example, my Unique Selling Proposition is that I have developed a process called the Apollo Profit Acceleration Technique and that it is the fastest way to identify and realize the profit potential of any company.  In short it is the fastest way to increase profits and it is unique to Apollo.  And it works!

This last point is most important, the USP must be real.  You need to be able to show it, do it, etc.  It needs to create real value for the customer.  It must have a high perceived value.

Your USP is a central pillar of your Marketing Strategy.  As a Marketing Consultant, I highly recommend you spend as much time as needed to get your USP right.

Bryan B Mason

Apollo Consulting Group, Providence RI