Quick Tip:
What's a Good USP?

At this year's bootcamp, Bob Bly explained that a unique selling proposition (USP) must have the following components to be effective:

1. It has to have a direct or implied benefit. It must say "Buy this product and you will get this particular benefit."
2. It has to be an important benefit – important enough to move the masses.
3. The proposition must be one that the competition either cannot or does not offer. It must be a brand or a claim not otherwise made in that particular field of advertising.

If your direct-mail package includes all three of these components, there's a strong chance it will be a success.

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Published: January 26, 2004

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