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UNIQUE SELLING PROPOSITION

–what makes you different from yourcompetitors(http://www.1000ventures.com/business_guide/marketing_ad

vertising_usp.html). The term was inventedby Rosser Reeves of Ted Bates & Company. Today the term is used in

other fields or just casually to refer toany aspect of an object thatdifferentiates it from similar objects.(http://en.wikipedia.org/wiki/Unique_selling_proposition)



• UNIQUE – it clearly sets you apart

from your competition, positioningyou the more logical choice.

• SELLING – it persuades another toexchange money for a product orservice.

• PROPOSITION – it is a proposal oroffer suggested for acceptance.



Major Benefits of USP

• Improve the positioning and marketability of any company & product because USP differentiates your business in the eyes of

your current and potential customers or clients.

• Helps to improve your internal performance by letting the team of thebusiness focus on delivering the promisebecause the USP is a force that drivesyour business and sales success.



How To Develop

Unique Selling Proposition (USP)?

• Step 1: Use your biggest benefits

• Step 2: Be unique

• Step 3: Solve an industry “painpoint” or “performance gap”



• Step 4: Be specific and offer proof

• Step 5: Condense into one clear andconcise sentence

• Step 6: Integrate your USP into allmarketing materials

• Step 7: Deliver on your USP’spromise



Winning USP Examples

1. Example#1: Package Shipping Industry

• Pain: I have to get this package deliveredquick!

• USP: “When it absolutely, positively has tobe there overnight.” (Federal Express)

2. Example #2: Food Industry

• Pain: The kids are starving, but Mom andDad are too tired to cook!

• USP: “Pizza delivered in 30 minutes or it’sfree!” (Dominos Pizza)





5. Example#5: Cold Medicine Industry• Pain: You are sick, feel terrible, and can’t

sleep.• USP: “The nighttime, coughing, achy,

sniffing, stuffy head, fever, so you can restmedicine.”

6. Example #6: Jewelry Industry• Pain: The market hates paying huge 300%

mark-ups for jewelry.

• USP: “Don’t pay 300% markups to atraditional jeweler for inferior diamonds! Weguarantee that your loose diamond willappraise for at least 200% of the purchaseprice, or we’ll buy it back.”



Elements of USP

1. Outward focus

2. Targets a specific group or niche

3. Easily understood and retained4. Offers an obvious benefit

5. Avoids jargon (slang)

6. Integrates easily with yourmarketing materials



TAGLINE

– is a slogan which succinctly,memorably, and descriptively sums up acompany or product.(http://www.wisegeek.com/what-is-a-tagline.htm)



5 Steps for Developing a Tagline

• Decide what you want tocommunicate with your tagline.

• Ask these questions:

1. Who are your customers?2. What benefits do you give your customers?

3. What feelings do you want to evoke in yourcustomers?

4. What action are you trying to generate from

your customers?

5. How are you different from yourcompetition?



• Prepare to brainstorm.

• Brainstorm.

• Consolidate your list.

• Choose the one best tagline.



Tips on Constructing Taglines

• Examine other people’s taglines to see whatmakes them work.

• Your tagline must be simple, concise, clear,understandable and convey your marketingmessage.

• Make sure your tagline can be understood by aninternational audience.

• Include words or phrases that connect with yourlogo or the visual you are using.

• Use active verbs.• Once you create a tagline to support yourmarketing message, stick with it.

• Use a dictionary and thesaurus to find words touse.



Tagline Examples

• Jollibee: Langhap sarap.• Sprite: Obey your thirst.• Nokia: Connecting people.• Smart: Me na me.• Nike: Just do it.• Spiderman: With great power comes great

responsibility.• Transformers: More than meets the eye.• The Mirror Has Two Faces: There are two things a

woman knows: what she's looking for and whatshe'll settle for.• Windstruck: If only I can feel you even as the wind.• A Walk To Remember: She didn't belong. She was

misunderstood. And she would change him

forever.



Elements of a Slogan

1. Be precise (exact; accurate) in what you aresaying.

2. Make sure the words make sense.

3. Have relevant (related; proper; significant) content.

4. Be exceptionally easy to read.

5. Have a product name that is easy to remember.



USP or TAGLINE?

• Each advertisement mustsay to the reader: “Buythis product and you willget this specific benefit.”

• The proposition (proposal;

offer) must be one that thecompetition either cannot,or does not, offer.

• Proposition must be unique and strong.

• There’s no requirement fora USP to be pithy (brief or condensed ) or memorable.

• USP speaks to the buyer inthe language of the buyerabout what matters to thebuyer.

• Taglines are used inadvertisements to catchthe attention of theviewers.

• Taglines are summary of

the USP.• Great taglines shouldincorporate or touch uponthe USP but there aremany taglines that don’t.

• Taglines could (andprobably should ) be ashort, catchy summary of the USP.



Questions?

Clarifications?

Reactions?



References

• http://www.interactivemarketinginc.com/unique-selling-proposition.html

• http:www.grokdotcom.com/2009/03/30/uvp-or-tagline/

• http://74.125.153.132/search?q=cache:EKAKn_4YyFAJ:www.rocw.raifoundation.org/masscommunication/MACM/advertisinginsights/lecture-notes/lecture-22.pdf+elements+of+a+great+unique+selling+proposition&cd=4&hl=tl&ct=clnk&gl=ph

• http://1000advices.com/guru/selling_offer_cannot_refuse_dl.html

• http://www.1wizards.net/marketing001.shtml• http://www.catchyslogans.org/



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