Unique Selling Point (USP)
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The USPĀ 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