By unknown, employed by the Illinois Telephone and Telegraph Co. [Public domain], via Wikimedia Commons

SPI #86 & #87 – Unique Selling Point

Pat explains the importance of a unique selling point (or proposition). In his words “find out what makes you stand out from the crouwd and milk it” … which is a marketing strategy popular since the early 1940s.

  • make a concrete offer to the customers: “buy this for that benefit”
  • it needs to be unique in a sense that no competitor can or does offer it
  • it needs to be strong enough to attract new customers

Pat invited his readers to post their unique selling points, which he categorized into

  • stories as a USP
  • direct comparisions
  • the truth as USP
  • numbers as USP

… more about Pat & USPs …

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