Use a USP to entice customers

Whether you are selling face-to-face or selling via advertising or public relations efforts, the objective is to attract customers. Influencing people that your product or service is the one to choose has to be your main goal. Doing this involves coming up with a USP or unique selling proposition. Think about your brand. What do you offer people? Why should they choose you over your competitors? How can you show people that your product is superior? People need to be convinced to pull the trigger and make the purchase. Once they take action, you can be confident that your marketing approach has worked. People are exchanging money for goods or services. They need to know that their money is well spent. The book "Reality in Advertising" (by Reeves, 1961), sums up the USP in three steps: 1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit." 2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. 3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product...! Often times the USP can be communicated in a slogan, such as "M&Ms melt in your mouth, not in your hand". Some information from http://en.wikipedia.org/wiki/Unique_selling_proposition.