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What is a USP? A Unique Selling Proposition

Rosser Reeves was an advertising executive who believed that an advertisement or commercial should show off the value of a product, not the cleverness of the ad’s copywriter. He crafted his ads around what he called the Unique Selling Proposition, or USP. This is the one reason the product needed to be bought or was better than its competitors.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.2
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Strategy

Other videos in this section include:
🎬 What is Market Research? https://youtu.be/a9wa1-_2R9E
🎬 What is a Marketing Strategy? https://youtu.be/cpPjuKfswOo
🎬 What is Market Segmentation? https://youtu.be/7FtiPAlBdto
🎬 What is a Customer Persona? https://youtu.be/DJWftQwPtAk
🎬 What is Multi Level Marketing (MLM)? https://youtu.be/u7rRVM_eTo4

Rosser Reeves coined the term Unique Selling Proposition in the 1950s. Harvard professor of marketing Theodore Levitt, underlined the importance of the USP:
‘Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.’

A Unique Selling Proposition sets out clearly how your product or service is different from (and better than) its competitors.

This differs from the idea of positioning, which creates a perception of your product or brand in the minds of potential customers. This does not have to represent either specific features or benefits, or anything that is truly unique. It is often about the balance of quality and value, along with a set of life-style or social associations.

A strong USP helps your product or brand stand out. With a distinct USP, which your customers value highly, you can worry less about what your competition is doing. Your USP will be the cornerstone of your marketing strategy.

How to Create a USP
Stage 1: Market Intelligence
1. Find your ideal customer. What motivates their behaviors and choices?
2. Research your competition
3. Find out why your customers buy your product
Stage 2: Differentiation
4. Explain how your product or service solves your ideal customer’s problems or meets their needs or desires
5. List differentiators from competing products or services
6. Explain why your product or service is the ideal choice for your ideal customer
Stage 3: Crafting the USP
7. Express what you have learned as an elevator pitch. Here is a handy format:
[Your Product] offers [capability] for
[ideal customer] to [value proposition].
Unlike [competing product] it [key differentiator]
So, for example
Management Courses offers structured management training for new managers to enhance their management knowledge and skills. Unlike paid video training, it is completely free
8. Use the key differentiator to craft a snappy statement of your USP. For example: Free Management Training Courses

1. Articulate the USP for a product or service your organization provides. Use the format I suggest and then create a tagline. (3 MC CPD Points)
2. Repeat exercise 1 for a product or service you use a lot. (3 MC CPD Points)

00:00 – Rosser Reeves & the Unique Selling Proposition (USP)
00:39 – Rosser Reeves & Theodore Levitt
00:53 – ‘Differentiation’
01:12 – Definition of a USP
01:36 – Difference between a USP & Positioning
02:11 – The value of a strong USP
02:48 – Are USPs still important?
04:08 – How to Create a USP
04:54 – Differentiation
05:36 – Crafting a USP

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 8 MC CPD points

#Marketing #ManagementCourses #USP


What is Software as a Service, SaaS? …and PaaS …and IaaS
Sollution Selling: Neil Rackham’s SPIN Selling
What is the Triple Bottom Line?
What is the Sales Funnel?
NLP Time Line Therapy: What are Time Lines?
Social Awareness: What is it and How to Build it
Self Motivation: What is it and How to Build it
Self Regulation: What is it and How to Build It
Self Awareness: What is it and How to Build it
Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Philip Kotler: The Father of Modern Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is 360-Degree Feedback? And a 4-step Process.
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
What is the Starfish Model for Giving Feedback?
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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