Editing Unique selling proposition (section)

==Definition==

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.<ref name=":0" /> The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.<ref>Based on Laskey, H. A., Day, E. and Crask, M.R., "Typology of Main Message Strategies," ''Journal of Advertising,'' vol. 18, no. 1, 1989, pp 36–41.</ref> USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.<ref>{{Citation|last1=Wang|first1=Liyong|title=Message Strategy Typologies: A Review, Integration, and Empirical Validation in China|date=2016|url=https://doi.org/10.1007/978-3-658-10558-7_16|work=Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative|pages=201–213|editor-last=Verlegh|editor-first=Peeter|series=European Advertising Academy|place=Wiesbaden|publisher=Springer Fachmedien|language=en|doi=10.1007/978-3-658-10558-7_16|isbn=978-3-658-10558-7|access-date=2020-11-13|last2=Praet|first2=Carolus L. C.|editor2-last=Voorveld|editor2-first=Hilde|editor3-last=Eisend|editor3-first=Martin|url-access=subscription}}</ref> In summary:

#Each advertisement must make a proposition to the consumer—not just words, product [[puffery]], or show-window advertising. Each advertisement must say to each reader: "Buy this product, for ''this specific benefit''."
#The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim, the rest of that particular advertising area does not make.
#The proposition must be strong enough to move the masses, i.e., attract new customers as well as maintain current customers.