UNIQUE

SELLING PROPOSITION

UNIT-II

How to create a message of

maximum value in the shortest
time possible
Is called
Creating a unique selling
proposition

UNIQUE SELLING
PROPOSITION

-People do not buy product or services,

Companies or people. They buy beliefs
and perceptions backed up by
evidence.

UNIQUE SELLING

PROPOSITION

It begins by answering a few

questions:
-Who is your target market or buyer?
-What do they want or need?
-Why do they want it?
-How and why can you give it to them
better than anyone else?

Definition
Marketing Guru Al Robinson says that it is a
Deeply seeded Identity Check to see how
well you understand your customer, your
business and the position of your business
within the market in which you are competing.
It is an attempt to understand your business so
well that, given the opportunity, you can tell
any listener exactly who you are and what you
do in such a way that they cant help but want
to know more about you and your business.

Key Elements of USP

-Geography
-Pricing
-Selection
-Quality
-Service
-Delivery Time
-Expertise
-Size
-Longevity

Key Elements of an effective USP

-Clearly stated benefit
-Distinguishing from Competitors
-Quantities/Qualities
-Sets Criteria for buyers
-Educates/Distinguishes
-Brief

Four Step USP

-We Do..
-You Get.
-Why.
-OR..

What USP is not

-Mission Statement
-Meaningless Slogan
-We are the biggest/best etc
-We care the most
-We have been in the business the
longest.

Examples of USP
-We deliver fresh hot pizza to your door in
thirty minutes or less, or the pizza is
free!!!!
-When it absolutely, positively has to be
there overnight.
-Always!, Low Prices and We Sell
For Less
-We're number two. We try harder.
- Propel your Dreams