Unique Selling Point (USP)
|The USP refers to the unique and distinctive features of a service or product. It brings them to the attention of a specific audience to reflect benefits as quality, functionality or price with the aim of positively influencing the feelings of a client towards the product. This value determines whether a product or service will be successful.Nowadays one expects from a good USP that:
it positiones in the situation of the client;
understands why a customer buys a product;
reflects what makes the customer opts for this product, and not for a similar product.
For example, the USP of a well-situated ferry service: save on personnel and fuel costs of transport companies. With this USP the entrepeneur understands the road transport companies and their needs.
Two well-known examples:
Head & Shoulders: “You get rid of dandruff”
M&M’s: “Melts in your mouth, not in your hand.”