What’s Your USP?

What’s a USP?

Consciousness: true selfishness

By Bob Martin


I spent a week in Chicago many years ago. I attended a school put on by the Giant Killers, a marketing instruction company. The first question they asked us was… What’s your USP? Inflatable Water Slides Well, we all looked at each other, shrugged and developed blank stares. Our instructor continued to explain that a USP is a “Unique Selling Position”. Basically, what makes our product the best buy.


Is your USP that your product is cheaper, a different color, an old family recipe, you promise rapid delivery… anything that makes your product stand out from the rest.

Once you determine your USP, you can start developing your marketing plan around it. Obviously, what makes you unique is what will make you appealing to your target market.

Compare yourself to your competition and find out what sets you apart. No competition? Then that’s your USP.

Your USP is what determines your marketing approach!

Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates  audio voiceovers for radio, TV, internet ads and presentations.

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2 Responses to “What’s Your USP?”

  1. Chris Carter Says:

    My name is Chris Carter of Super Power PC and I think I have grasped my 'Unique selling Position". I target the low-end computer market in Erie, Pennsylvania. I provide free computer recycling and a "zero landfill policy" and often receive units that are refurbished and sold in my retail locations to keep the program self-reciprocating.

  2. windows security center virus Says:

    Epic. It’s a real shame more folks haven’t heard about this site, this covered just the thing I needed :)

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