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Unique Selling Propositions: Are USP's just marketing hype?

'USPs' have traditionally been at the heart and soul of marketing. However the challenge to be 'unique', in the literal definition of the word, can be the source of enormous frustration and wasted effort by businesses. The answer, in terms of business strategy, is to shift focus slightly and think about your 'differentiation' and 'value proposition'. That is, why are people going to buy from you when there are 10 other companies (as an example) doing virtually the same thing? The answer to that question then becomes the core of the message you take to market. According to Australian advertising guru Siimon Reynolds, this can then be captured either as a USP, an ESP (emotional selling proposition), or TSP (tribal selling proposition).

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