Unique Selling Proposition


A business’s marketing message is an essential element in its overall marketing communication. The marketing message is a tight statement of what services being offered that answer’s a prospect’s instinctive question: ‘What’s in it for me?’

The marketing message is referred to by a couple of different names:

  • Unique Selling Proposition (USP)
  • Core Marketing Message (CMM)
  • Elevator Test
  • Marketing Message (MM)

The marketing message must clearly speak to the needs of a business’s prospective clients. When they see the USP, CMM, or hear the Elevator Speech, the ideal response is - “that’s what I want”. It should get them to listen to any recorded messagess, request a company bochure, visit to business’s web site, and ultimately, get them to call to do business.

Unique Selling Proposition Articles

How to Create a Million Dollar Unique Selling Proposition in 95 Minutes or Less

The Million Dollar USP Maker is an excellent ebook packed full of examples of USPs. It provides 10 different techniques to help you identify and craft your USP message.

Deciphering Marketing Lingo for Small Business Owners

An explanation of three marketing terms (Unique Selling Proposition or USP, Single Message, and Tagline) that you need to understand when creating your marketing message…

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