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class="interlanguage-link interwiki-az mw-list-item"><a href="https://az.wikipedia.org/wiki/Unikal_sat%C4%B1%C5%9F_t%C9%99klifi" title="Unikal satış təklifi – Azerbaijani" lang="az" hreflang="az" data-title="Unikal satış təklifi" data-language-autonym="Azərbaycanca" data-language-local-name="Azerbaijani" class="interlanguage-link-target"><span>Azərbaycanca</span></a></li><li class="interlanguage-link interwiki-bn mw-list-item"><a href="https://bn.wikipedia.org/wiki/%E0%A6%85%E0%A6%A8%E0%A6%A8%E0%A7%8D%E0%A6%AF_%E0%A6%AC%E0%A6%BF%E0%A6%95%E0%A7%8D%E0%A6%B0%E0%A6%AF%E0%A6%BC_%E0%A6%AA%E0%A7%8D%E0%A6%B0%E0%A6%B8%E0%A7%8D%E0%A6%A4%E0%A6%BE%E0%A6%AC" title="অনন্য বিক্রয় প্রস্তাব – Bangla" lang="bn" hreflang="bn" data-title="অনন্য বিক্রয় প্রস্তাব" data-language-autonym="বাংলা" data-language-local-name="Bangla" class="interlanguage-link-target"><span>বাংলা</span></a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%98%D0%B7%D0%BA%D0%BB%D1%8E%D1%87%D0%B8%D1%82%D0%B5%D0%BB%D0%BD%D0%BE_%D0%BF%D1%80%D0%B5%D0%B4%D0%BB%D0%BE%D0%B6%D0%B5%D0%BD%D0%B8%D0%B5_%D0%B7%D0%B0_%D0%BF%D1%80%D0%BE%D0%B4%D0%B0%D0%B6%D0%B1%D0%B0" title="Изключително предложение за продажба – Bulgarian" lang="bg" hreflang="bg" data-title="Изключително предложение за продажба" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target"><span>Български</span></a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/Proposta_de_venda_%C3%BAnica" title="Proposta de venda única – Catalan" lang="ca" hreflang="ca" data-title="Proposta de venda única" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Alleinstellungsmerkmal" title="Alleinstellungsmerkmal – German" lang="de" hreflang="de" data-title="Alleinstellungsmerkmal" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-eo mw-list-item"><a href="https://eo.wikipedia.org/wiki/Unika_vendo-propono" title="Unika vendo-propono – Esperanto" lang="eo" hreflang="eo" data-title="Unika vendo-propono" data-language-autonym="Esperanto" data-language-local-name="Esperanto" class="interlanguage-link-target"><span>Esperanto</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D9%BE%DB%8C%D8%B4%D9%86%D9%87%D8%A7%D8%AF_%DB%8C%DA%A9%D8%AA%D8%A7%DB%8C_%D8%A7%D8%B1%D8%B2%D8%B4_%D9%81%D8%B1%D9%88%D8%B4" title="پیشنهاد یکتای ارزش فروش – Persian" lang="fa" hreflang="fa" data-title="پیشنهاد یکتای ارزش فروش" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Promesse_(marketing)" title="Promesse (marketing) – French" lang="fr" hreflang="fr" data-title="Promesse (marketing)" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%ED%8C%90%EB%A7%A4_%EA%B0%80%EC%B9%98_%EC%A0%9C%EC%95%88" title="판매 가치 제안 – Korean" lang="ko" hreflang="ko" data-title="판매 가치 제안" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-hy mw-list-item"><a href="https://hy.wikipedia.org/wiki/%D4%B5%D5%A6%D5%A1%D5%AF%D5%AB_%D5%BE%D5%A1%D5%B3%D5%A1%D5%BC%D6%84%D5%AB_%D5%A1%D5%BC%D5%A1%D5%BB%D5%A1%D6%80%D5%AF" title="Եզակի վաճառքի առաջարկ – Armenian" lang="hy" hreflang="hy" data-title="Եզակի վաճառքի առաջարկ" data-language-autonym="Հայերեն" data-language-local-name="Armenian" class="interlanguage-link-target"><span>Հայերեն</span></a></li><li class="interlanguage-link interwiki-hi mw-list-item"><a href="https://hi.wikipedia.org/wiki/%E0%A4%85%E0%A4%A6%E0%A5%8D%E0%A4%B5%E0%A4%BF%E0%A4%A4%E0%A5%80%E0%A4%AF_%E0%A4%AC%E0%A4%BF%E0%A4%95%E0%A5%8D%E0%A4%B0%E0%A5%80_%E0%A4%AA%E0%A5%8D%E0%A4%B0%E0%A4%B8%E0%A5%8D%E0%A4%A4%E0%A4%BE%E0%A4%B5" title="अद्वितीय बिक्री प्रस्ताव – Hindi" lang="hi" hreflang="hi" data-title="अद्वितीय बिक्री प्रस्ताव" data-language-autonym="हिन्दी" data-language-local-name="Hindi" class="interlanguage-link-target"><span>हिन्दी</span></a></li><li class="interlanguage-link interwiki-hr mw-list-item"><a href="https://hr.wikipedia.org/wiki/Ogla%C5%A1iva%C4%8Dki_apel" title="Oglašivački apel – Croatian" lang="hr" hreflang="hr" data-title="Oglašivački apel" data-language-autonym="Hrvatski" data-language-local-name="Croatian" class="interlanguage-link-target"><span>Hrvatski</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Unique_selling_proposition" title="Unique selling proposition – Italian" lang="it" hreflang="it" data-title="Unique selling proposition" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-nl mw-list-item"><a href="https://nl.wikipedia.org/wiki/Unique_selling_proposition" title="Unique selling proposition – Dutch" lang="nl" hreflang="nl" data-title="Unique selling proposition" data-language-autonym="Nederlands" data-language-local-name="Dutch" class="interlanguage-link-target"><span>Nederlands</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Unikatowa_cecha_oferty" title="Unikatowa cecha oferty – Polish" lang="pl" hreflang="pl" data-title="Unikatowa cecha oferty" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%A3%D0%BD%D0%B8%D0%BA%D0%B0%D0%BB%D1%8C%D0%BD%D0%BE%D0%B5_%D1%82%D0%BE%D1%80%D0%B3%D0%BE%D0%B2%D0%BE%D0%B5_%D0%BF%D1%80%D0%B5%D0%B4%D0%BB%D0%BE%D0%B6%D0%B5%D0%BD%D0%B8%D0%B5" title="Уникальное торговое предложение – Russian" lang="ru" hreflang="ru" data-title="Уникальное торговое предложение" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Unik_konkurrensf%C3%B6rdel" title="Unik konkurrensfördel – Swedish" lang="sv" hreflang="sv" data-title="Unik konkurrensfördel" data-language-autonym="Svenska" data-language-local-name="Swedish" 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title="Selling point">Selling point</a>)</span></div></div> <div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Individual claim that differentiates a product or service</div> <p>In <a href="/wiki/Marketing" title="Marketing">marketing</a>, the <b>unique selling proposition</b> (<b>USP</b>), also called the <b>unique selling point</b> or the <b>unique value proposition</b> (<b>UVP</b>) in the <a href="/wiki/Business_Model_Canvas" title="Business Model Canvas">business model canvas</a>, is the <a href="/wiki/Marketing_strategy" title="Marketing strategy">marketing strategy</a> of informing <a href="/wiki/Customer" title="Customer">customers</a> about how one's own <a href="/wiki/Brand" title="Brand">brand</a> or <a href="/wiki/Product_(business)" title="Product (business)">product</a> is superior to its <a href="/wiki/Competition" title="Competition">competitors</a> (in addition to its other <a href="/wiki/Value_proposition" title="Value proposition">values</a>).<sup id="cite_ref-Hindle_Page_197_1-0" class="reference"><a href="#cite_note-Hindle_Page_197-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>This strategy was used in successful <a href="/wiki/Advertising_campaign" title="Advertising campaign">advertising campaigns</a> of the early 1940s. The term was coined by <a href="/wiki/Rosser_Reeves" title="Rosser Reeves">Rosser Reeves</a>, a <a href="/wiki/Television_advertising" class="mw-redirect" title="Television advertising">television advertising</a> pioneer of <a href="/wiki/Ted_Bates_(advertising_firm)" class="mw-redirect" title="Ted Bates (advertising firm)">Ted Bates & Company</a>. <a href="/wiki/Theodore_Levitt" title="Theodore Levitt">Theodore Levitt</a>, a professor at <a href="/wiki/Harvard_Business_School" title="Harvard Business School">Harvard Business School</a>, suggested that, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage."<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> The term has been extended to cover one's "<a href="/wiki/Personal_branding" title="Personal branding">personal brand</a>".<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Definition">Definition</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Unique_selling_proposition&action=edit&section=1" title="Edit section: Definition"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.<sup id="cite_ref-:0_4-0" class="reference"><a href="#cite_note-:0-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> In summary: </p> <ol><li>Each advertisement must make a proposition to the consumer—not just words, product <a href="/wiki/Puffery" title="Puffery">puffery</a>, or show-window advertising. Each advertisement must say to each reader: "Buy this product, for <i>this specific benefit</i>."</li> <li>The proposition must be one the competition cannot or does not offer. It must be unique—either in the brand or a claim, the rest of that particular advertising area does not make.</li> <li>The proposition must be strong enough to move the masses, i.e., attract new customers as well as maintain current customers.</li></ol> <div class="mw-heading mw-heading2"><h2 id="Importance">Importance</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Unique_selling_proposition&action=edit&section=2" title="Edit section: Importance"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Devising_the_creative_strategy" class="mw-redirect" title="Devising the creative strategy">Devising the creative strategy</a></div> <p>The USP concept is one of the eight broad approaches to <a href="/wiki/Creative_executive" title="Creative executive"> creative executions</a> in <a href="/wiki/Advertising" title="Advertising">advertising</a>.<sup id="cite_ref-Laskey_7-0" class="reference"><a href="#cite_note-Laskey-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> The USP approach can be effective where high levels of <a href="/wiki/Technological_innovation" title="Technological innovation">technological innovation</a> characterise a <a href="/wiki/Product_(business)" title="Product (business)"> product</a> category.<sup id="cite_ref-Laskey_7-1" class="reference"><a href="#cite_note-Laskey-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> A clear USP helps consumers to understand differences - even non-existent differences<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> - between brand offerings in a category, and may also help consumers to form a positive attitude towards a brand and may ultimately contribute to increased levels of <a href="/wiki/Brand_awareness" title="Brand awareness">brand recall</a>.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> </p><p>In order to determine an appropriate USP for any given brand, <a href="/wiki/Marketers" class="mw-redirect" title="Marketers">marketers</a> must undertake extensive research of the category as well as of consumers.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> It is important to be able to locate a space in the market, ensure that the feature is something that is unique, and also something that is valued by potential customers.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> Sellers also need to try selling a brand to themselves; this is so they know they are passionate about a product and confident it can succeed.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> The seller needs a key point to use when trying to sell their product or service,<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> and coming up with it prior to selling will benefit.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> Having a <a href="/wiki/Point_of_difference" title="Point of difference">point of difference</a> to stand out is a major benefit in markets; customers will be drawn to a <a href="/wiki/Business" title="Business">business</a> if it offers something no one else has.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> Whether differences are subtle or blatant, they can be the driving force that ensures the end-consumer makes the desired decision in choosing one product over the competition.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> </p><p>In markets which contain many similar products, using a USP is one <a href="/wiki/Advertising_campaign" title="Advertising campaign">campaign</a> method of differentiating the product from the competition. Products or services without differentiation risk the consumer seeing them as <a href="/wiki/Commodity" title="Commodity"> commodities</a> and <a href="/wiki/Fungibility" title="Fungibility">fungible</a>, thus lowering price potential. Thus having a unique selling point is essential to have a successful business that can handle current competition, as well as possible future comers in similar markets.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> </p><p>The <a href="/wiki/Desktop_personal_computer" class="mw-redirect" title="Desktop personal computer">desktop personal-computer</a> market provides one example with many manufacturers and the potential for new manufacturers at any time. <a href="/wiki/Apple_Inc." title="Apple Inc."> Apple</a> used the slogan "Beauty outside, Beast inside"<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> for its <a href="/wiki/Mac_Pro" title="Mac Pro">Mac Pro</a> campaign to differentiate its product as "beautiful" compared with any other desktop computer. Buyers of this product were willing to pay a premium price, compared with technically similar desktop computers.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> Apple differentiates itself with a focus on aesthetics and cutting-edge technologies. </p><p>On the other hand, <a href="/wiki/Walmart" title="Walmart">Wal-Mart</a> differentiates itself through its campaign “save money, live better"<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> by having a focus on being the cheapest department store and reminding customers that it's not how much one spends on a product that matters. This USP rests on strong, direct and concise messaging that gives consumers a clear picture of exactly what value they will receive for choosing a given brand or product.<sup id="cite_ref-:0_4-1" class="reference"><a href="#cite_note-:0-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p><a href="/wiki/Marketing_strategies" class="mw-redirect" title="Marketing strategies">Marketing strategies</a> are very important for different companies to establish their identity and increase <a href="/wiki/Market_share" title="Market share">market share</a>.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (March 2020)">citation needed</span></a></i>]</sup> </p><p>A good USP should target a specific audience. Furthermore, a USP should not only be unique, but also keep its promises in order to prove trustworthy.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Examples">Examples</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Unique_selling_proposition&action=edit&section=3" title="Edit section: Examples"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The following are examples of Unique Selling Propositions. What is commonly considered a <a href="/wiki/Slogan" title="Slogan">slogan</a> is enhanced with a differentiating benefit of the product or service.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Typically, the uniqueness is delivered by a unique process, ingredient, or system that produces the benefit described.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (September 2023)">citation needed</span></a></i>]</sup> </p> <ul><li><a href="/wiki/Anacin" title="Anacin">Anacin</a> "Fast, incredibly fast relief." In 1952, Rosser Reeves created a TV commercial that capitalized on Anacin's "special ingredient", <a href="/wiki/Caffeine" title="Caffeine">caffeine</a>, by suggesting limitations of other aspirin and repeating, three times, the differentiation proposition: <i>fast</i>.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup></li> <li><a href="/wiki/M%26M%27s" title="M&M's">M&M's</a>: "Melts in your mouth, not in your hand."<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> M&Ms use a patented hard sugar coating that keeps chocolate from melting in one's hands.</li> <li><a href="/wiki/Head_%26_Shoulders" title="Head & Shoulders">Head & Shoulders</a>: "Clinically proven to reduce dandruff."<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Zinc_pyrithione" title="Zinc pyrithione">Pyrithione Zinc</a> was found, after 10 years of research, to be an ingredient that was actually effective in eliminating dandruff where other products were not effective. Adding the name "Shoulders" to the product name also indicated that the product eliminated the tell-tale white marks on clothing caused by dandruff flakes falling from the hair.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (September 2023)">citation needed</span></a></i>]</sup></li> <li><a href="/wiki/Domino%27s_Pizza" class="mw-redirect" title="Domino's Pizza">Domino's Pizza</a>: "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free." 1973-1993 "You Got 30 Minutes" 2007-<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Domino's uses what it calls the "make line" and other systems to make pizzas quickly.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (September 2023)">citation needed</span></a></i>]</sup></li> <li><a href="/wiki/FedEx" title="FedEx">FedEx</a>: "When it absolutely, positively has to be there overnight." 1978–1983. FedEx was the first company to specialize in overnight air freight and first to implement package tracking.<sup id="cite_ref-:1_20-0" class="reference"><a href="#cite_note-:1-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> This pioneering advantage was made possible by a new system outlined in the founder's 1965 <a href="/wiki/Yale_University" title="Yale University">Yale</a> paper.<sup id="cite_ref-:1_20-1" class="reference"><a href="#cite_note-:1-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup></li> <li><a href="/wiki/Metropolitan_Life" class="mw-redirect" title="Metropolitan Life">Metropolitan Life</a>: "Get Met. It Pays."<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Met "Whole Life Policy" introduced in 1984 was a sales success for the company. The policy offered one-third more coverage, for the same price, and grew in cash value for a bigger "pay out" over time. In advertisements, Met compared buying the policy to buying a home.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup></li> <li><a href="/wiki/Southwest_Airlines" title="Southwest Airlines">Southwest Airlines</a>: "We are THE low-fare airline."<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Unique_selling_proposition&action=edit&section=4" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Advertising_management" title="Advertising management">Advertising management</a></li> <li><a href="/wiki/Advertising_campaign" title="Advertising campaign">Advertising campaign</a></li> <li><a href="/wiki/Integrated_marketing_communications" class="mw-redirect" title="Integrated marketing communications">Integrated marketing communications</a></li> <li><a href="/wiki/Killer_app" class="mw-redirect" title="Killer app">Killer app</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Marketing communications</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion (marketing)</a></li> <li><a href="/wiki/Promotional_mix" title="Promotional mix">Promotional mix</a></li> <li><a href="/wiki/Point_of_difference" title="Point of difference">Point of difference</a>: POD</li> <li><a href="/wiki/Competitive_advantage" title="Competitive advantage">Competitive advantage</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Unique_selling_proposition&action=edit&section=5" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-Hindle_Page_197-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-Hindle_Page_197_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFHindle2008" class="citation book cs1">Hindle, Tim (2008). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=-K_wp74bK3sC&pg=PA197"><i>Guide to Management Ideas and Gurus</i></a>. London: Profile Books. p. 197. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/9781846681080" title="Special:BookSources/9781846681080"><bdi>9781846681080</bdi></a><span class="reference-accessdate">. Retrieved <span class="nowrap">28 January</span> 2023</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Guide+to+Management+Ideas+and+Gurus&rft.place=London&rft.pages=197&rft.pub=Profile+Books&rft.date=2008&rft.isbn=9781846681080&rft.aulast=Hindle&rft.aufirst=Tim&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3D-K_wp74bK3sC%26pg%3DPA197&rfr_id=info%3Asid%2Fen.wikipedia.org%3AUnique+selling+proposition" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFLevitt1986" class="citation book cs1">Levitt, Theodore (1986). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=GE4PAQAAMAAJ"><i>The marketing imagination</i></a> (New, expanded ed.). 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Alexandria, Va.: ASCD. p. 11. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-1416612957" title="Special:BookSources/978-1416612957"><bdi>978-1416612957</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Simply+better+%3A+doing+what+matters+most+to+change+the+odds+for+student+success&rft.place=Alexandria%2C+Va.&rft.pages=11&rft.pub=ASCD&rft.date=2011&rft.isbn=978-1416612957&rft.aulast=Goodwin&rft.aufirst=Bryan&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DWfrtYZ1HcG8C%26q%3Dkelleher%2B%2522I%2Bcan%2Bteach%2Byou%2Bthe%2Bsecret%2Bto%2Brunning%2522%26pg%3DPA11&rfr_id=info%3Asid%2Fen.wikipedia.org%3AUnique+selling+proposition" class="Z3988"></span></span> </li> <li id="cite_note-24"><span class="mw-cite-backlink"><b><a href="#cite_ref-24">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.fastcompany.com/1404456/effective-internal-marketing-strategies-all-businesses">"Effective Internal Marketing Strategies for All Businesses"</a>. <i>Fast Company</i>. 2009-10-14<span class="reference-accessdate">. Retrieved <span class="nowrap">2016-05-11</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Fast+Company&rft.atitle=Effective+Internal+Marketing+Strategies+for+All+Businesses&rft.date=2009-10-14&rft_id=http%3A%2F%2Fwww.fastcompany.com%2F1404456%2Feffective-internal-marketing-strategies-all-businesses&rfr_id=info%3Asid%2Fen.wikipedia.org%3AUnique+selling+proposition" class="Z3988"></span></span> </li> <li id="cite_note-25"><span class="mw-cite-backlink"><b><a href="#cite_ref-25">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFHeathHeath2007" class="citation book cs1">Heath, Chip; Heath, Dan (2007-01-02). <span class="id-lock-registration" title="Free registration required"><a rel="nofollow" class="external text" href="https://archive.org/details/madetostickwhyso00heat"><i>Made to Stick: Why Some Ideas Survive and Others Die</i></a></span>. Random House Publishing Group. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/9781588365965" title="Special:BookSources/9781588365965"><bdi>9781588365965</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Made+to+Stick%3A+Why+Some+Ideas+Survive+and+Others+Die&rft.pub=Random+House+Publishing+Group&rft.date=2007-01-02&rft.isbn=9781588365965&rft.aulast=Heath&rft.aufirst=Chip&rft.au=Heath%2C+Dan&rft_id=https%3A%2F%2Farchive.org%2Fdetails%2Fmadetostickwhyso00heat&rfr_id=info%3Asid%2Fen.wikipedia.org%3AUnique+selling+proposition" class="Z3988"></span></span> </li> </ol></div></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Unique_selling_proposition&oldid=1257591274">https://en.wikipedia.org/w/index.php?title=Unique_selling_proposition&oldid=1257591274</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Advertising_techniques" title="Category:Advertising techniques">Advertising techniques</a></li><li><a href="/wiki/Category:Marketing_techniques" title="Category:Marketing techniques">Marketing techniques</a></li><li><a href="/wiki/Category:Promotion_and_marketing_communications" title="Category:Promotion and marketing communications">Promotion and marketing communications</a></li><li><a href="/wiki/Category:Uniqueness" title="Category:Uniqueness">Uniqueness</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_matches_Wikidata" title="Category:Short description matches Wikidata">Short description matches Wikidata</a></li><li><a href="/wiki/Category:All_articles_with_unsourced_statements" title="Category:All articles with unsourced statements">All articles with unsourced statements</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_March_2020" title="Category:Articles with unsourced statements from March 2020">Articles with unsourced statements from March 2020</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_September_2023" title="Category:Articles with unsourced statements from September 2023">Articles with unsourced statements from September 2023</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 15 November 2024, at 18:45<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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