{"id":230490,"date":"2020-10-26T14:40:30","date_gmt":"2020-10-26T21:40:30","guid":{"rendered":"https:\/\/4mperformance.com\/?p=230490"},"modified":"2021-12-02T07:48:38","modified_gmt":"2021-12-02T14:48:38","slug":"the-unique-selling-proposition","status":"publish","type":"post","link":"https:\/\/4mperformance.com\/the-unique-selling-proposition\/","title":{"rendered":"The Unique Selling Proposition (USP): Why Every Business Needs One"},"content":{"rendered":"\n<p>Your Unique Selling Proposition (USP) is what makes your business special in the marketplace.<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-230491\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/Canva-Neon-Signage-scaled.jpg\" alt=\"Neon marketing sign\" class=\"wp-image-230491\" width=\"323\" height=\"431\"\/><figcaption>&#8220;The way you like it&#8221; . This restaurant&#8217;s USP<\/figcaption><\/figure><\/div>\n\n\n\n<p><strong>Coined by one of the original &#8216;Mad Men&#8217; of Madison Avenue, <a href=\"https:\/\/bnbranding.com\/brandinsightblog\/tag\/rosser-reeves\/\" target=\"_blank\" rel=\"noopener noreferrer\">Rosser Reeves,<\/a> a business&#8217;s Unique Selling Proposition is one of the most important attributes of any business, large and small.<\/strong><\/p>\n\n\n\n<p>The USP is the unique benefit(s) that enables your business to stand-out from its competitors. Reeves wrote that three rules dictate advertising:<\/p>\n\n\n\n<ul class=\"is-style-default\"><li>Each ad must make a proposition to the consumer. That is, &#8220;buy the product for a specific benefit for you&#8221;.<\/li><li>A proposition that your competitor cannot or does not offer. It must be unique.<\/li><li>The proposition must be strong enough to move the consumer to become a new or potential customer.<\/li><\/ul>\n\n\n\n<p>A clear and precise USP help consumers understand the difference between your brand and others. Examples of USP&#8217;s,,,<\/p>\n\n\n\n<ul class=\"is-style-default\"><li>Anacin: <em>&#8220;Fast, fast, fast relief&#8221;<\/em>. Says that this is the fastest working pain killer on the market.<\/li><li>FedEx: <em>&#8220;When it absolutely, positively has to be there overnight&#8221;<\/em>.&nbsp; FedEx was the first company to guarantee overnight delivery, worldwide.<\/li><li>Southwest Airlines:<em> &#8220;We are THE low-fare airline&#8221;<\/em>.&nbsp; It was all about low fares for individuals and not corporate clients.<\/li><\/ul>\n\n\n\n<p>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 <em>&#8220;hope not makeup.&#8221;<\/em> Wal-Mart sells <strong>&#8220;low price&#8221;<\/strong>.&nbsp; Every brand needs to develop a USP and &#8216;peg-it&#8217; to one of the four &#8216;P&#8217;s&#8221; of marketing. <strong>PRODUCT<\/strong> characteristics, <strong>PRICE<\/strong> structure, <strong>PLACEMENT<\/strong> strategy, or <strong>PROMOTIONAL<\/strong> strategy. Pegging to one or more of the &#8220;P&#8217;s&#8221; gives your brand a market position that differentiates.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<div class=\"wp-block-image wp-image-230316\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/word-choice.jpg\" alt=\"words have power\" class=\"wp-image-230316\"\/><figcaption>USPs are all about the power of words<\/figcaption><\/figure><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">4M Performance takes the fear out of the future&#8230;<\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/do-or-do-not-2-1024x576.jpg\" alt=\"Yoda quote\" class=\"wp-image-230345\" width=\"488\" height=\"272\"\/><figcaption>4M Performance<\/figcaption><\/figure><\/div>\n\n\n\n<p>We provide our members reliable insights that you can instantly implement for your business success. These include how-to&#8217;s, tips, and takeaways based upon the 4Ms of business acceleration: <strong>Management, Marketing, Money, Momentum<\/strong>. It&#8217;s the information you need to help boost your business to the next level.<\/p>\n\n\n\n<p>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&#8217;re here for you!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"141\" height=\"200\" src=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2019\/12\/4MPLogo-Red-BlueWithText.png\" alt=\"4M Performance\" class=\"wp-image-2718\"\/><\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Your Unique Selling Proposition (USP) is what makes your business special in the marketplace. Coined by one of the original &#8216;Mad Men&#8217; of Madison Avenue, Rosser Reeves, a business&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[42],"tags":[58,113,59,251],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Unique Selling Proposition (USP): Why Every Business Needs One - 4M Performance<\/title>\n<meta name=\"description\" content=\"Every business needs a unique selling proposition. A unique trait that makes the brand stand out from its competition.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Unique Selling Proposition (USP): Why Every Business Needs One - 4M Performance\" \/>\n<meta property=\"og:description\" content=\"Every business needs a unique selling proposition. A unique trait that makes the brand stand out from its competition.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\" \/>\n<meta property=\"og:site_name\" content=\"4M Performance\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/4mperformance\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-26T21:40:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-02T14:48:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/Canva-Neon-Signage-scaled.jpg\" \/>\n<meta name=\"author\" content=\"Jim Lavorato\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@4mPerformance\" \/>\n<meta name=\"twitter:site\" content=\"@4mPerformance\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Lavorato\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\"},\"author\":{\"name\":\"Jim Lavorato\",\"@id\":\"https:\/\/4mperformance.com\/#\/schema\/person\/ef2cf83c02ed76c018b84ca678fe7e9b\"},\"headline\":\"The Unique Selling Proposition (USP): Why Every Business Needs One\",\"datePublished\":\"2020-10-26T21:40:30+00:00\",\"dateModified\":\"2021-12-02T14:48:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\"},\"wordCount\":360,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/4mperformance.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/Canva-Neon-Signage-scaled.jpg\",\"keywords\":[\"Branding\",\"business planning\",\"Marketing\",\"selling\"],\"articleSection\":[\"Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\",\"url\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/\",\"name\":\"The Unique Selling Proposition (USP): Why Every Business Needs One - 4M Performance\",\"isPartOf\":{\"@id\":\"https:\/\/4mperformance.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/4mperformance.com\/the-unique-selling-proposition\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/4mperformance.com\/wp-content\/uploads\/2020\/10\/Canva-Neon-Signage-scaled.jpg\",\"datePublished\":\"2020-10-26T21:40:30+00:00\",\"dateModified\":\"2021-12-02T14:48:38+00:00\",\"description\":\"Every business needs a unique selling proposition. 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