3 Rules for a Successful USP

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Just about every marketing book stresses the importance of having a successful “unique selling proposition” (USP). This is often called a unique selling point, unique selling position, or even a unique selling product.

But many times they fail to follow the 3 major rules of a successful USP. These were introduced by Robert Reeves in his book Reality in Advertising which was published way back in 1961. And yes, he was one of the Mad Men that the popular TV show is loosely based on).

Mr. Reeves argues that being different isn’t enough. To be truly successful your USP (unique selling position) must do the three items covered in this video.

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