Srini Saripalli

USP stands for a Unique Selling Proposition or a Unique Selling Point. It is a marketing concept that evolved in the early 1940's, as a theory on how to explain a pattern noticed among various business campaigns at the time. The concept of these campaigns is that the company makes a unique proposition to potential customers that convince them to switch brands. Companies continue to use Unique Selling Propositions to win over new customers or past customers, and the copywriting usually involves very basic messages with strong psychological impact.

A Unique Selling Proposition makes a proposition, whether direct or indirect, to the customer inducing them to buy a product, so that they will experience a specific benefit. The proposition must be "unique" however, as in something that competitors are not yet offering. The proposition must be impacting, enough so that customers will feel inclined to take action--namely switch over to the new product.

What are some of the most famous and effective Unique Selling Propositions that have been introduced in business? There is the Olay campaign that says "You get younger-looking skin," which is very concise and to the point. Loreal's campaign of "Because you are worth it," took the USP out of the context of product and into issues of self-esteem.

There are also some legendary Unique Selling Propositions that have catapulted businesses into mainstream American culture. How about Domino's Pizza and its USP of "Hot pizza delivered to your door in 30 minutes or less…or it's free!" This created not only a proposition but also a challenge that the customer anticipated. Pizza delivered in record time or an absolutely free pizza--both desirable things!

FedEx's USP of "Your package absolutely, positively has to get there overnight!" was similarly designed to appeal to customers who want fast service. How about M&Ms? With candy, it was not the speed that was important but the delicious quality that would be savored by the customer. This is why the "Melts in your mouth, not in your hand," proved to be very effective. Finally, consider Red Bull and their USP of "You get stimulation of body and mind", focusing on the rejuvenating aspects of their product.

Unique Selling Propositions should focus on what products can do for the customer. Often times claims are slightly exaggerated or made intentionally to downplay other companies that offer similar or superior services. The important thing is to sell your unique proposition to the audience. The audience will believe most anything you say--and will be delighted to know that your company can back up that claim.