Usp meaning in marketing
What is usp in business
Rosser reeves usp.
The USP (Unique Selling Proposition) And Rosser Reeves
I’m sure you’ve heard that your business needs a Unique Selling Proposition (USP) because the idea is banded around by most marketing consultants and coaches.
Unfortunately the meaning of USP tends to change depending on who you listen to although the point about differentiating your business and your offer from competitors is consistent.
The Origins Of The USP
Do you know where the term originally comes from?
It was developed by advertising agency Ted Bates & Company and promoted in a book…
“Reality in Advertising,” by Rosser Reeves published on March 12th, 1961.
(Read my review of Reality In Advertising)
That’s right the concept of a USP is now 50 years old.
The Rosser Reeves Rules For An Effective USP
He identified three rules for a USP:
- Each advertisement must make a proposition to the consumer.
. - The proposition must be one that the competition either cannot, or does not, offer.
. - The proposition must