The document discusses creating a unique selling proposition (USP) to differentiate a product or service from competitors. A USP identifies the real or perceived benefit that gives customers a reason to choose one brand over others. Developing an effective USP involves understanding customers' needs and how the product or service can better meet those needs compared to alternatives. The USP should be clearly stated, distinguish the brand, quantify benefits, and educate customers on what makes the offering unique.

1. Creating a Unique Selling
Proposition (USP)
By:Rohit premakar
12/pmb/004

2. Definition
• Real or perceived benefit of a good or service that
differentiates it from the competing brands and
gives its buyer a logical reason to prefer it over
other brands.
• USP is often a critical component of a promotional theme
around which an advertising campaign is built.

3. Creating a USP
• People don’t buy “things”; they buy a result,
solution, or benefit
• People don’t buy products, services,
companies, or people--they buy beliefs and
perceptions backed up by evidence

4. Creating a USP
• It begins by answering a few questions:
– Who is your target market or buyer?
– What do they want or need?
– Why do they want it?
– How and why can you give it to them better than
anyone else?

5. Creating a USP
• Elements for Creating a USP:
– Geography
– Pricing
– Selection
– Quality
– Service
– Delivery Time
– Expertise
– Size
– Longevity

6. Creating a USP
• Key elements of an effective:
– Clearly Stated Benefit
– Distinguishing From Competitors
– Quantities/Qualities
– Sets Criteria for Buyers
– Educates/Distinguishes
– Brief

7. Creating a USP
• Four-step USP
– We Do…
– You Get…
– Why…
– “OR…

8. How to uncover your USP and use it to power up
your sales
• Put yourself in your customer's shoes
• Know what motivates your customers' behavior and buying
decisions
• Uncover the real reasons customers buy your product instead of
a competitor's.

9. Thank you

10. Thank you