Unique selling proposition: Tips to define your value proposition

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If you are in the marketing world, you surely know what we mean when we talk about Unique Selling Proposition or USP . And despite being a term coined more than 80 years ago, it is still a very powerful tool for your digital strategy .

But why is it so important to have a clear Unique Selling Proposition? Because it is your letter of introduction and what will allow you to stand out from your competition.



Let's test this: Can you tell me what makes your company or product ameriplan email list different from the rest in just one sentence?

If your answer is so irresistible that it makes you want to buy or contact you right then and there, stop reading and go do some Sudoku puzzles. But, if you don't know where to start or you feel like something is missing, stay a little longer and let's take a look at that Unique Selling Proposition that will boost your sales.



Definition of Unique Selling Proposition (USP)
As we mentioned in the previous section, Unique Selling Proposition (also known as Unique Selling Point ) is not a new term. It was coined by the American Rosser Reeves in 1940, after realizing that the alternative to price wars within the same sector is differentiation .

That is, if you manage to convey to your audience why your product or service is unique and different from the rest, you have a good chance of being the chosen option.

Well, that's the mission of a Unique Selling Proposition: to express your value proposition in a clear and concise manner.



Requirements of a good Unique Selling Proposition
Your value proposition or Unique Selling Proposition can be based on different aspects, such as the quality of your products, the ideology of your company or even the price (as long as you are interested in positioning yourself as a low-cost brand ).

But, apart from finding what makes your brand special, for a Unique Selling Proposition to be effective it must meet certain requirements:



Focus on the benefits customers get from your products or services.
That includes an emotional factor that serves to connect with your audience.
Keep it as short as possible so that the audience remembers it.
That it corresponds to the real value of what you offer.
Make it recognizable and easily associated with your brand .


This process may take time, but we guarantee that once you have defined your Unique Selling Proposition, your company will have a huge competitive advantage.