Unique Selling Proposition or USP is THE MOST Important component of a sales and marketing campaign and Certainly a piece of copy...

We are pleased to share this terrific definition of USP with you, given to me by master copywriter Bob Bly:

"1.  Each advertisement must make a proposition to the consumer. Each advertisement must say to the 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 brand or a claim not otherwise made in that particular field.

3.  The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product."

This definition was excerpted from the late copywriter Rosser Reeves'  tremendous book: Reality in Advertising (Alfred A. Knopf, 1961). You can find a copy at your favorite online bookstore.

EG