Unique Selling Point

What is a Unique Selling Point (USP)?

A unique selling point or point or proposition (USP) refers to the unique benefit exhibited by a company, product, or brand that enables it to stand out from competitors. The unique selling point or proposition must be a feature that highlights product benefits that are meaningful to consumers. USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.

The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand and strong enough to drive sales and attract new customers and potential customers.

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