Here are some potential USPs for the listed products: - Toothpaste - Whitens teeth, fights cavities, freshens breath - Bread - Soft and fluffy texture, whole grains, preservative-free - A pair of high heeled shoes - Comfortable and supportive, stylish design - Hand and Nail Cream - Deeply moisturizes, prevents aging, soothes dryness - Eye shadow - Long-lasting color, blends easily, wide shade range - Underwear - Breathable fabric, flattering fit, prevents visible panty lines

1. Selling Products: Creating a
Unique Selling Point (UPS)
• AIM: To define the term Unique Selling
Point, in relation to advertising.
• Objectives:
– Definition of the term
– Analysis of its use in advertising
– Creation of a unique selling point

2. Unique Selling Point
• Creating a unique selling point for your product
is about making it attractive to potential
customers.
• Each advertisement must suggest to the
customer: "buy this product, and you will get this
specific benefit."
• Ideally, the suggestion will be unique -
something that competitors do not, or will not,
offer.
• It must be strong enough to pull new customers
to the product.

3. Unique Selling Point
Every product should have a Unique Selling
Point. This is something which sets your product or
service apart from your competitors' in the eyes and
minds of your target audience. If you don't have a
USP then:
• Your product will be just another 'also ran'
• Your audience will tend to compare your offering
with others purely on price
• You will have no clear competitive edge, and there
will be no outstanding reason for consumers to
consider buying from you.

4. Unique Selling Point
So, what makes a killer USP?
• It should single you out from the opposition in
just a few words
• It will often have the words "the only.." or "no-
one else can.."
• It will be a proposal that will appeal to your
consumers
• It is often reinforced by the slogan

5. Unique Selling Point
Can you identify the product from the USP
Sainsbury’s - “Try something new Today” - USP = Variation and Choice
MacDonalds - “I’m lovin’ it” - USP = Experience and Taste
Nike - “Just do it” - USP = Quality
Heiniken - “Refreshes the parts others cannot reach” - USP =Taste
Halifax - “Always giving you extra” - USP = Service
BMW - “The Ultimate driving machine” - USP = Quality
Olay - “love the skin your in” - USP = Protection and Care – Quality
Velvet Tissue - “love your bum” - USP = Quality
Red Bull - “Give you wings” - USP = Experience
Ronseal - “Does what it says on the tin” - USP = Simplicity
Post Office - “For the little things that make the big things happen” - USP =
Service
You see how all these communicate a USP?

6. Advert Denotation Connotation Message
behind the
advert?
Adidas
Trainers
Climbing
Trainers
Nike
Trainers

7. Advert for Adidas Trainers titled the
‘Shadow Ad’.

8. Advert for
Climbing
Trainers,
‘one’ in a
series of
three.
This advert
is entitled
‘Sprinkler’.

9. Advert for
Climbing
Trainers, ‘two’
in a series of
three.
This advert is
entitled ‘Vent’.

10. Advert for
Climbing
Trainers,
‘three’ in a
series of
three.
This advert
is entitled
‘Light’.

11. An advert
for Nike
Trainers,
entitled
‘Fast
Forward’.

12. TASK:
• Copy the list of products into your book.
• Next to each, write down what could be
the product’s USP.
– Toothpaste
– Bread
– A pair of high heeled shoes
– Hand and Nail Cream
– Eye shadow
– Underwear