The USP is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
These are clear statements that help consumers identify the unique and most appealing value of your product or service.
- How your product/service solves problems and/or improves a situation
- What benefits can a consumer expect from use of and/or exposure to your product
- Why is your product a better choice vs. your competitors?
Some great resources and examples:
- Value Proposition Template
- Useful Value Proposition Examples
- Infographic: Writing a Value Proposition
- Writing Value Propositions That Work
Can you think of an example value propositions for the following brands?
Remember: A value proposition or USP is NOT the same thing as a slogan!