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:
- It has to have a direct or implied benefit. It must say "Buy this product and you will get this particular benefit."
- It has to be an important benefit – important enough to move the masses.
- 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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