Your Unique Selling Proposition
What's a unique selling proposition (USP)? First the Wikipedia explanation: "The unique selling proposition (a.k.a. unique selling point, or USP) is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced those buyers to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects." A strong USP can mean the difference between being "just another company" and one that's unique and memorable in the minds of customers and prospects. To do this, a USP must accomplish three things. Each USP must make a strong appeal to the target audience. Not just words, not just product puffery, and not just window advertising. It must