USP:

USP is the acronym (i.e. the abbreviation formed from the initial letters of the phrase) for ‘Unique Selling Proposition.’

A unique selling proposition is something which makes your product /service stand out compared to your competitors’ product and lets it appear superior. For example FedEx’s USP which was used in it’s advertisement and which made it one of the market leaders in the logistics business was a guarantee that the package would be delivered over night.

To have a good, convincing USP is a vital part of a sales letter as you must give your potential customer a very good reason why he should buy your product and not your competitor’s.

It can be the price, the package, the smell, unique features – literally anything that makes your product/service unique. Offer something that your competitors cannot or will not deliver!

Example for a sales page. The USP in this offer is that you can buy a Screen-Capture Program with similar features and quality to other high priced products for a much cheaper price.

[ Unique comes from Latin unicus = single, sole, from unus = one;

Sell comes from Old English sellan = to give (in exchange for money);

Proposition   comes from Latin propositio = setting out on words;pro- = before, forward; ponere = to put, place]

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