Unique Selling Proposition (USP)

Quick Definition: A marketing term originating from Rosser Reeves (of Ted Bates & Company fame) that explains the pattern of successful advertising by clearly communicating the product’s unique value propositions (i.e. benefits) to the customer. In PU, this concept applies to each PUA’s USP that only he possesses, which is of value to a target.


Full Definition:

USP has since extended from marketing into other fields of study. It essentially explains why the product or sercive being presented is different from others of its kind. It also entails that the target happens to have a specific need for the USP, and is thus more attracted and interested in the product or person because of this.

A PUA who is a salsa dancer, for example, has a USP and, while that is attractive to most women, it is especially attractive to the girl who wants to take up salsa classes.

Usage:

What is your USP, that no one else has?


Related Terms: Inner Game, Congruence, Passive Value, Attraction, IOI, Identity

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