Unique Selling Proposition
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.
It is a statement that succinctly outlines how your business, product or service is different from that of your competition. It identifies what makes your business the better choice, and why your target clients should choose you over the competition.
Your USP can be an effective tool that helps you focus your marketing goals, and verify that every piece of marketing collateral you create successfully sets you apart from the competition.
Your USP can also be an important part of your branding that makes your business memorable.
And here are some examples of USP:
'TOMS Shoes' are quirky, comfy, light and inexpensive. That alone maybe isn’t enough to make a company stand out in the shoe business. The most unique and compelling part of the 'TOMS Shoes' story is that they give a new pair of shoes to a child in need for every pair you purchase.
'The Mast Brothers' have an unhealthy obsession with crafting chocolate. They literally make every bar themselves, from the cacao bean all the way to packaging. The dedication itself makes for a great USP, but then there’s the rest of the story. Rick and Michael Mast have a personal style that stands out. It says “we’re from the 18th century, back when craftspeople were revered and took pride in working with their hands.” The Brothers travel by wooden sailboat to foreign lands to find the best cacao possible, and then ship the beans back by sailboat. Strange and over-the-top? Yes. An unforgettable story of dedication that no other chocolate company can match? Indeed.
“WHAT IS YOUR UNIQUE SELLING PROPOSITION? WHAT MAKES YOU DIFFERENT THAN YOUR COMPETITORS? WRAP YOUR ADVERTISING MESSAGE AROUND THAT USP AND COMMUNICATE IT IN A CLEAR AND CONCISE MANNER.”
LYNDA RESNICK
Запоминаем:
unique selling proposition (USP) - уникальное торговое предложение (УТП)
to enable - давать возможность
succinctly - кратко, сжато
target - целевой
marketing collateral - маркетинговое обеспечение
branding - брендинг
