What is a usp (unique selling point)? How to find a usp, how to use it in marketing, and examples of success
Posted: Wed Dec 04, 2024 7:04 am
At Amazon, it is customary to write a press release first when planning a new project . This is a very rational method to think about the "selling point" for advertising at the very start.
Are you familiar with the term USP (Unique Selling Point)? It is the unique selling point of a company, product, service, brand, etc. In modern terms, it is a "unique value" that competitors do not have, and in the case of a press release, it is the highlight.
If you are selling something, it is essential to emphasize your company's selling points. However, surprisingly, there are many cases where products are developed or sold without thailand b2b leads being clear on this point. Perhaps even if they are aware of it, they are too general or scattered, and the characteristics are blurred.
What is the selling point of your product or service? Who do you want to deliver it to?
A USP is very important. A 2020 report by the US-based Research In Action GmbH stated that " having a clear USP accounts for 35% of a successful marketing strategy."
In this article, we will introduce the meaning of USP that B2B marketers should know, examples of excellent USPs, and how to create a USP.
What is a USP (Unique Selling Point)?
USP (Unique Selling Point) is a value (customer benefit) that only a company, product or service has and cannot be provided by other companies. The origin of the word is "Unique Selling Proposition" in English. It is sometimes translated into Japanese as "Unique Selling Proposition" or "Unique Selling Position" , but they have the same meaning.
Unique: Original, one of a kind
Selling:
Proposition: Proposal
USP is the "concept" of the unique value that a company can provide to customers, and the catchphrases and slogans used in advertisements, commercials, and on the web are its "means of communication." Clarifying the USP of a company and each product will increase the effectiveness of marketing.
Background of the idea and development
USP is a law proposed by Rosser Reeves (hereinafter referred to as Reeves) of the American TV advertising company Ted Bates & Company in the 1940s.
Based on his 30 years of experience in advertising and promotion, Reeves discovered the importance and principles of proposing a company's unique selling point, and proposed the concept of USP (Unique Selling Point).
In terms of being a unique proposal, it is very similar to the "value proposition" proposed by McKinsey & Company in later years, and can be said to be almost synonymous. However, the perspective and method of use are different (this will be explained later in the section "Common Misconceptions: What is the Difference Between USP (Unique Selling Point) and Value Proposition?").
By the way, Mr. Reeves is known for having worked as a newspaper reporter before joining Ted Bates & Company, which was then a small company, and for having fully demonstrated his talent as a copywriter, growing the company into the fourth largest agency in the world. He is an incredible person who was also inducted into the US Advertising Hall of Fame.
His book, "USP: Unique Selling Proposition - The Unchanging Law that Directly Links to Sales," was a huge hit and has been read in 28 countries around the world for over 50 years.
Are you familiar with the term USP (Unique Selling Point)? It is the unique selling point of a company, product, service, brand, etc. In modern terms, it is a "unique value" that competitors do not have, and in the case of a press release, it is the highlight.
If you are selling something, it is essential to emphasize your company's selling points. However, surprisingly, there are many cases where products are developed or sold without thailand b2b leads being clear on this point. Perhaps even if they are aware of it, they are too general or scattered, and the characteristics are blurred.
What is the selling point of your product or service? Who do you want to deliver it to?
A USP is very important. A 2020 report by the US-based Research In Action GmbH stated that " having a clear USP accounts for 35% of a successful marketing strategy."
In this article, we will introduce the meaning of USP that B2B marketers should know, examples of excellent USPs, and how to create a USP.
What is a USP (Unique Selling Point)?
USP (Unique Selling Point) is a value (customer benefit) that only a company, product or service has and cannot be provided by other companies. The origin of the word is "Unique Selling Proposition" in English. It is sometimes translated into Japanese as "Unique Selling Proposition" or "Unique Selling Position" , but they have the same meaning.
Unique: Original, one of a kind
Selling:
Proposition: Proposal
USP is the "concept" of the unique value that a company can provide to customers, and the catchphrases and slogans used in advertisements, commercials, and on the web are its "means of communication." Clarifying the USP of a company and each product will increase the effectiveness of marketing.
Background of the idea and development
USP is a law proposed by Rosser Reeves (hereinafter referred to as Reeves) of the American TV advertising company Ted Bates & Company in the 1940s.
Based on his 30 years of experience in advertising and promotion, Reeves discovered the importance and principles of proposing a company's unique selling point, and proposed the concept of USP (Unique Selling Point).
In terms of being a unique proposal, it is very similar to the "value proposition" proposed by McKinsey & Company in later years, and can be said to be almost synonymous. However, the perspective and method of use are different (this will be explained later in the section "Common Misconceptions: What is the Difference Between USP (Unique Selling Point) and Value Proposition?").
By the way, Mr. Reeves is known for having worked as a newspaper reporter before joining Ted Bates & Company, which was then a small company, and for having fully demonstrated his talent as a copywriter, growing the company into the fourth largest agency in the world. He is an incredible person who was also inducted into the US Advertising Hall of Fame.
His book, "USP: Unique Selling Proposition - The Unchanging Law that Directly Links to Sales," was a huge hit and has been read in 28 countries around the world for over 50 years.