Developing and Managing Your Unique Selling Proposition
People buy products and services because of the benefits they derive or hope to derive from them. Whether you are a manufacturer, wholesale distributor, retailer or consumer, the focus or every purchase is the benefits derivable from the product or service offering. These benefits are presented in the seller's communications on how your product offerings perform better than those of competitors. The unique advantages a product has over those of competitors which is communicated to buyers and potential customers is simply called a Unique Selling Proposition (USP), sometimes referred to as Unique Selling Value (USV) or Unique Selling Point. Developing a USP begins with the product development process. Customer needs are identified and the product is developed to fill [...]