Your Unique Value Proposition

A unique value proposition (also called unique selling proposition, USP or UVP) is simply the clearest possible stating of how you meet your customers' needs better than anyone else. It's the difference between someone understanding what you do and becoming your customer..

Definition

In his book Reality in Advertising, Rosser Reeves gives the precise definition as it was understood at his company:

1. Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."
2. The proposition itself must be unique - something that competitors do not, or will not, offer.
3. The proposition must be strong enough to pull new customers to the product.

Reeves also wrote that a USP does not necessarily have to be a verbal message. It can be communicated both verbally and visually. For example, a classic Clairol advertisement showing a picture of a model and just the headline, "Does she or doesn't she?" implied the USP, "If you use Clairol products, people won't even notice that you dyed your hair."

However, Reeves warns against forming a USP based on what he calls "The Deceptive Differential" - a uniqueness that is too small or too technical that customers cannot observe the differences in actual practice.

Examples

Some examples of products with a clear USP are:

• Head & Shoulders: "You get rid of dandruff"
• Olay: "You get younger-looking skin"
• Red Bull: "You get stimulation of body and mind"
• Ronseal: "You get exactly what it says on the tin"

Some unique propositions that were pioneers when they were introduced:

• Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less."
• FedEx: "Your package absolutely, positively has to get there overnight"
• M&M's: "The milk chocolate melts in your mouth, not in your hand"
• Wonder Bread: "It helps build strong bones 12 ways"