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THE UNIQUE SELLING PROPOSITION                                   

Advertising serves many purposes. It can promote name recognition, sell products and services and help your branding efforts. For a new business the ability to advertise effectively can have a direct impact on the company's future. For a business with a well-established name however, the task of analyzing the impact of their advertising is often put aside until there is an immediate danger to the bottom line.

It can be daunting when a new competitor appears on the scene offering the same types of products and services as you, often at lower prices. One way to keep on top of the competition is to develop and advertise your Unique Selling Proposition.

The concept of a Unique Selling Proposition was developed in the 1950's by Rosser Reeves. He used the idea to great advantage in the early years of television advertising and although the times have changed, there's a lot of value to understanding and using the concept in your marketing efforts.

A Unique Selling Proposition (USP) is traditionally based on these ideas:

- Your advertising makes a proposition to the customer which includes a    specific benefit, not just a list of features.
- This proposition is unique -- either the competition cannot claim it, or thus    far  they have not claimed it.
- It includes a clear and compelling call to action on the part of the customer.
- It can be created for a single product or service, or encompass the entirety of    your business philosophy.
- It can include a phrase that becomes associated with your business and    tells your potential customer why they should chose your business.

Take a look at your current or potential advertising. It there a clear USP that can be associated with your business?

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THE MULTIPLE SELLING PROPOSITION 

A recent trend along these lines involves developing Multiple Selling Propositions. MSPs take the viewpoint that different messages appeal to different segments of your audience and that a savvy business person can tailor their advertising to address a number of these segments using a variety of media or design.

The point is to make yourself stand out from the competition. That means getting to know what they are offering and identifying what makes your business different from theirs, using the most appropriate means for
your situation.

The next step is to communicate these differences to your desired audience in a memorable way.

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THE RIGHT USP/MSP FOR YOU            

Too often a business owner assumes that the customer will see the benefits of his products and services without having to be told. But people are busy. Help your audience get the point, and quickly.

One company might offer 'Conrad's Ice-Melting Particles'. Another might say 'Buy Howard's Ice-Melting Particles and get rid of your ice in less than 5 minutes!'

The second company has given you a clear message of benefit, with a strong call to action. This isn't a very subtle approach, but it gets the point across. There are many ways to phrase the benefits you offer so that they appeal to your audience.

If you are an established business, determining your USP means a bit of taking stock. Note the most and least profitable areas of your business, your expectations for future business, and problem areas that need to be addressed. Then think of the customers you would like to reach and the features and benefits that would most appeal to them. Use this information to create your USP.

New businesses can benefit from an awareness of their branding situation, then put the focus on their Unique Selling Proposition as they start developing their advertising strategy.

A strong layout, a clear message and interesting graphics are all part of the visual aspect of using your USP/MSP to best advantage. Use your USP to create a memorable and favorable impression of your business in the mind of your customer.

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ONE SIZE DOES NOT FIT ALL              

It's worth pointing out that if you can create a USP, so can your competition, and they may even try to steal your thunder. There is no single USP that is going to work all of the time in all circumstances.

However if you have a clear idea about the nature of your brand and have taken the time to understand what your business needs to communicate in terms of USP concepts, it will be easier to adapt to the changing market and continue with a focused campaign.

Be true to yourself and your business, have strength in your convictions, and stay light on your feet when it comes to your advertising message. Think about your customers and what will appeal to them, and do what you can to demonstrate how your unique features will benefit them.