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What is USP?
USP stands for Unique Selling Proposition. It is the answer to the question, "Why should I give your business my money, instead of your competitor?" It is a UNIQUE reason why I should go there.
Before I begin writing a commercial, I like to learn what the client’s USP is – because understanding that provides the basis for the entire campaign. And it’s not always what the client thinks it is. Restaurant owners have told me their USP is quality ingredients (not like those substandard ingredients the folks next door use). Car dealers have said it’s their trained technicians (because NO OTHER car dealer in the WORLD has highly-trained technicians). And the owner of a hair salon once told me her USP was personal service (as opposed to the impersonal snobs down the street). These are NOT USPs! They are not unique - and even if they DO have the best service in the world, or the freshest ingredients, or the lowest prices...NO ONE believes it because we've all heard it too often. The USP is that one thing that makes a business stand out from the crowd, and if you're thinking about advertising - anywhere - it's something you'll need to figure out. If your competition can say they offer the same USP that you offer...it's not a USP. Take some time, think about it, ask some friends, family, or co-workers...understand what it is...and move forward! |
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This intel was contributed by Matt
Matt
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May, 2012
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