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Create Your USP - Unique Selling Proposition

Your USP is the most important statement of your affiliate business, and products promotion, without it, you’re facing difficulties to draw attention, get impression, lead your target customer to your most wanted response, since your business is generally the same as everyone else on the net.

What is USP?

USP – Unique Selling Proposition or Unique Selling Point is a marketing concept, which made unique proposition to convince customers to accept an offer impressively and willingly.

This term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company.

Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage”.

Elements of Unique Selling Proposition

USP has been used to describe one's “personal brand” in the marketing. Today, the term is used in other fields or just casually to refer to any aspect of a business that differentiates it from similar business.

The statement must make a proposition to the consumer, not just words, product puffers, or show-window advertising. The statement must say to each customer: “Buy this product, for this specific benefit”.

The proposition must be one your competitors cannot or do not offer. It must be unique, either in the brand or in a claim the rest of that particular advertising area does not make.

The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.


The positioning statement determines what place your brand, product or service should occupy in the consumer's mind compared to the competition, and determine the cognitive gap, locating “which functional benefit in a given category is most valued by consumers and least dominated by other competitors”.

Positioning is also commonly known as mindshare marketing, the aim is to stake a claim to the cognitive association in consumers' minds, connecting the brand's trademark with the benefit claim as “simply, consistently and frequently as possible”.

Creating a Product's USP

There are few crucial steps to create your product’s USP, and aim for better effects and results.

Know Your Product

You should be an expert and get to know every detail of your product you promote, especially all features and benefits for consumer. At this stage, customers feedback and product reviews are important sources of information.

You should also familiar with first-hand experience, and trust worthy information for the product, especially the selling point and benefits for particular customer. Since in most cases, customers are buying because of benefits of the product, and not the features.

It is the benefit that improves quality of living, solves a problem, fulfill a satisfaction, and so on.

Know Your Competition

This is a fast changing world, especially the internet. You should get to know the latest trend of your industry, with updated information, and most importantly, get to know your competitors situation and recent activities.

What are their products selling point? What benefits they promise? Are these benefits and features better or worse than yours? With all these information, can you provide different and better solution to stand out from the competition?

Creating Your Statement

Benefits are the crucial point to emphasize for your Unique Selling Point statement.

You should provide promises that really irresistible and compelling to your target customers.

For different types or customer group, use different and specific sales copy or statement for better result.

Examples of Products USP

Head & Shoulders – “You get rid of dandruff”

Anacin – “Fast, fast, incredibly fast relief.”

Domino's Pizza – “You get fresh, hot pizza delivered to your door in 30 minutes or less - or it's free.”

FedEx – “When your package absolutely, positively has to get there overnight.”

M&M's – “Melts in your mouth, not in your hand.”

Southwest Airlines – “We are the low-fare airline.”

Get to know your target customers and create your USP to increase the sales of your business.

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