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Unique Selling Proposition

Own one claim the competition can't or won't make.

Part of: Sales & Marketing, Marketing, Branding & Positioning, Strategy

A unique selling proposition is a single, distinct claim you can own in the buyer's mind. Features are inventory; a USP is a position. These lessons show how to find one and why a feature list keeps you stuck in the pack.

Lessons on Unique Selling Proposition

Mad Men#6

Find the USP

Belle Jolie wanted the ad to brag about how many lipstick colors they had. Don sold "Mark Your Man" — and told the client their feature plan had already made them No. 4.

Book: Reality in AdvertisingRead →
FAQ

Common Questions

What is a unique selling proposition (USP)?
A USP is the one distinct, ownable reason a customer should choose you over every alternative — a claim your competitors can't easily copy or won't make.
What's the difference between a USP and positioning?
A USP is the specific claim you make; positioning is the slot that claim occupies in the buyer's mind relative to competitors. The USP is the message; positioning is the mental real estate.
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