© 1999 Organic Marketing
USP, or Unique
Selling Proposition, was developed and practiced
by the Ted Bates Agency, a prominent Madison Avenue advertising
firm, in the 1940's and 50's. In the 90's, the successor to
Ted Bates is the New York agency, Backer Spielvogel Bates, whose
CEO is Kenneth Rogers. According to Rogers, your USP should:
USP placed us at the top of
it was a defensible position!
prominent practitioner of the USP discipline is Jay Abraham,
reputedly America's highest paid consultant ($3,000 per hour).
According to Abraham, your USP answers the question, "What's
in it for your prospective customer?"
"Your prospect only cares about the benefits that will accrue
to them if they favor your product over your competition.
They care little about how great your company is, or how long
you've been in business. You have to give them a compelling
reason to buy."
as compelling or persuasive as possible requires that you
know your product's USP; that is, what sets it apart from
your competition. To determine that, we suggest you follow
the Fred Rohé Marketing Solutions
USP Identification Procedure by answering the following
answering those questions sequentially, the answer to question
5 will be your USP. It may be a single differentiating factor,
or it may be a combination. Either way, it must have the characteristics
identified above by Rogers and Abraham, and it must be:
are the key features of my product?
are the key features of the competitive products?
of my product's key features are truly different?
- If there's
more than one, is one the most significant?
does that most important unique feature, or combination
of features, translate into a real benefit?
our USP Identification Procedure
should be a clarifying process. If it isn't, it may be because
you need an outsider's perspective - you're just too close.
Give us a call if you want some help.
it comes to making an Internet profit -- why
keep shooting from the hip, when Natural
has developed a smart, systematic approach
to integrating the 15+ different types
of Internet marketing channels to best fit your needs?
Let us create a MAP