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.”

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.”

Watch the next short video for an example of a USP