Login
Copyright

Unique Selling Proposition (USP): Examples & Definition

Instructor: Shawn Grimsley
A unique selling proposition is an advertising concept developed in 1961 and is still used today. In this lesson, you'll learn what it is and be provided some examples. A short quiz follows the lesson.

Definition

Unique selling proposition (USP) is a concept developed by advertising executive Rosser Reeves in his 1961 book entitled Reality in Advertising. Reeves argued that a unique selling proposition consists of three elements:

  1. Each advertising message should make a proposition to potential customers that they will get a specific benefit if they purchase this specific product.
  2. The proposition must by unique because it either is not offered, or cannot be offered, by your competition.
  3. The proposition must be persuasive enough to cause a significant amount of consumers to purchase the product.

In simple terms, USP is a method of persuading potential customers that your product offers a specific and unique benefit they cannot otherwise obtain.

Examples

Perhaps the easiest industry that is able to capitalize upon unique selling propositions is the sports industry. A classic example of an athlete that is a brand unto himself is Michael Jordan. His play added unique value to the Chicago Bulls and he was able to leverage fan adoration into an endorsement empire ranging from basketball shoes to male undergarments.

Another example is the Olympics. The event is very unique for both athletes and spectators. It provides an experience for both groups that they really cannot achieve anywhere else.

Bespoke English shotgun gunsmiths can utilize USP when targeting wealthy sportsmen. These shotguns are custom built and tailored by hand for each specific sportsman, much like a custom tailored suit

Exotic sports or luxury cars (like a Bentley, a Lamborghini and a Roll Royce) offer a cache that is not easily replicated by competitors.

To unlock this lesson you must be a Study.com Member.
Create your account

Register for a free trial

Are you a student or a teacher?
I am a teacher
What is your educational goal?
 Back

Unlock Your Education

See for yourself why 10 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back

Earning College Credit

Did you know… We have over 95 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it free for 5 days!
Create An Account
Support