The Unique Selling Proposition is an idea first discussed by Rosser Reeves in his 1970 book,"Reality in Advertising".
According to Reeves, there are three components in a successful USP:
1. Each ad must make a proposition to the consumer. Each advertisement must say to the reader: "Buy this product, and you will get this specific benefit."
So there must be a compelling benefit.
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique; either a uniqueness of brand or a claim not otherwise made in that particular field.
This also can work with your niche. "Specializing in St. Pauls Loft homes", "25% rebated back at close of escrow with our patented paperless transaction".
3. The proposition must be so strong that it can move the mass millions.
This means the unique proposition cannot be a trivial difference. It has to be something important, something the customer really cares about.
"By using paperless escrows you save space, save time and perhaps you even save a tree."
Once your USP gains it position in your customers mind, it is difficult for anyone else to make those claims.
This was inspired by Bob Bly, an expert and long respected copywriter. He says to ask yourself the following before launching a campaign:
1. Does the ad project a strong benefit?
2. Is the benefit unique?
3. Does it sell?
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