Unique selling point
Also called: USP, unique value proposition(UVP), unique buying reason(UBR), unique selling proposition or distinctiveness
A unique selling point (USP) describes the unique characteristics of a product or service. It distinguishes a product or service from alternative products or services in the same industry.
What makes a unique selling point important?
Without USP you have nothing to distinguish yourself from your competitors, you have nothing to advertise. The distinctive value of your product can help you convince your target group that you are the best choice in your market and will encourage repeat purchases.
Examples of USPs
- The cheapest provider in the market
- The highest quality
- The best service
- Most manpower
- Most favorable terms
- Personal guidance (e.g., for an information product)
- Shortest delivery time
- Fastest service
- Always nearby
All characteristics of a product and benefits to the customer collectively form the proposition. The place a company chooses in relation to competitors is called the positioning.
