USP - Unique Selling Proposition

Created: January 6, 2024
Updated: January 9, 2024

The Unique Selling Proposition is the idea that in an advertising campaign, a product must have a single Unique Selling Proposition.

It was coined and popularized by Rosser Reeves, who was an early pioneer of TV advertising.

USP Synonyms

  • Unique value proposition
  • Unique selling point

An evolution of the idea is the differentiator.