How Does Your Unique Selling Proposition Stack Up?
A lot of people use the term ‘unique selling proposition’ very loosely. But when Rosser Reeves defined it in his 1961 book, ‘Reality In Advertising’, there was a real idea behind it.
Your USP is a statement, like a slogan, that distrinuishes you from your competitors. but it’s more powerful than a slogan because it is unique, it is sales-focused, and it makes or infers a proposition… it’s a unique selling proposition.
We’ve taken his definition and developed real criteria and evaluation points around it. We’d suggest you can evaluate your own USP like this…
First, ask three basic questions
Is there a proposed action in the statement?
Is there a targeted person implied, a reader/buyer who can say “that’s me”, or at least a context that serves just as well?
And is there a benefit to them implied in your statement?
Second, look at your competitors
Is your statement unique?
And third, check usability
Can it be used as a headline?
Can it be used on your stationery and signage?
There are other criteria that can help round out a USP and make it read better. Bit if your USP meets all of the above criteria, you’re at least well on your way.
If you want meto check your USP, send it to me and ask for a quick verdict. If you don’t have a website I can view, tell me who you sell to and what you sell… along with your USP… and sent to stephen@strategyandaction.com.au

