The Unique Selling Proposition (USP): Why Every Business Needs One

by | Oct 26, 2020 | 0 comments

Your Unique Selling Proposition (USP) is what makes your business special in the marketplace.

Neon marketing sign
“The way you like it” . This restaurant’s USP

Coined by one of the original ‘Mad Men’ of Madison Avenue, Rosser Reeves, a business’s Unique Selling Proposition is one of the most important attributes of any business, large and small.

The USP is the unique benefit(s) that enables your business to stand-out from its competitors. Reeves wrote that three rules dictate advertising:

  • Each ad must make a proposition to the consumer. That is, “buy the product for a specific benefit for you”.
  • A proposition that your competitor cannot or does not offer. It must be unique.
  • The proposition must be strong enough to move the consumer to become a new or potential customer.

A clear and precise USP help consumers understand the difference between your brand and others. Examples of USP’s,,,

  • Anacin: “Fast, fast, fast relief”. Says that this is the fastest working pain killer on the market.
  • FedEx: “When it absolutely, positively has to be there overnight”.  FedEx was the first company to guarantee overnight delivery, worldwide.
  • Southwest Airlines: “We are THE low-fare airline”.  It was all about low fares for individuals and not corporate clients.

A USP is extremely important in a very cluttered marketplace. Unless you can pinpoint what makes your business unique you cannot target your marketing. For example, Charles Revson, founder of Revlon, said he sold “hope not makeup.” Wal-Mart sells “low price”.  Every brand needs to develop a USP and ‘peg-it’ to one of the four ‘P’s” of marketing. PRODUCT characteristics, PRICE structure, PLACEMENT strategy, or PROMOTIONAL strategy. Pegging to one or more of the “P’s” gives your brand a market position that differentiates.

In essence, a USP is your brand and what it represents. A great USP allows your brand to stand for something very specific. To be recognized for a specific attribute. 4M Performance stands for high-quality business information unavailable from other sources and delivered to its members without the inconvenience of ads, pop-ups, or any solicitations.

words have power
USPs are all about the power of words

4M Performance takes the fear out of the future…

Yoda quote
4M Performance

We provide our members reliable insights that you can instantly implement for your business success. These include how-to’s, tips, and takeaways based upon the 4Ms of business acceleration: Management, Marketing, Money, Momentum. It’s the information you need to help boost your business to the next level.

Please let us know what other types of articles or resources will assist you in your business. We want you to survive and thrive through these uncertain times. We’re here for you!

4M Performance
Categories: Management

By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

Check Out These Related Posts

The Need to Redefine Work and Technology

The Need to Redefine Work and Technology

  The way we work, and more importantly, our view of work has changed over time. In the early 2000s’ conversations on work centered on automation and robotics, then came the gig economy and contract employment exemplified by solopreneurship, and crowdfunding....

read more
The Pitch Deck Deconstructed

The Pitch Deck Deconstructed

When pitching for anything, the goal is to convince others to support your project. To accomplish this the pitch deck must 'work' the audience - here's what you need to do. Having been on the receiving end of hundreds of pitches I can attest that there is a good and a...

read more



Submit a Comment