Apple vs. Samsung & the Billion Dollar USP

Everybody who’s into marketing is “supposed to” know what a Unique Selling Proposition, a USP is. And I suppose most do.

But hardly anybody recognizes the true power of it. Allow me to illustrate:iphone Apple vs. Samsung & the Billion Dollar USP

Samsung was just ordered to pay Apple $1 billion dollars for infringing on Apple’s patents and unique designs.

Things like the way screens slide, how buttons bounce when they’re touched. Even rounded corners.

Unique designs & patents = Apple’s USP. If your phones and tablets are the only ones with those slick, friendly, intuitive features, the world really does beat a path to your door. A great USP is a multi-billion dollar asset.

If Apple did NOT build its USP of tangible, functional advantages, they could NEVER create a sensation the marketplace with mere sales copy, ads and clever storytelling. Apple smartly defends their USP with teeth and claws and teams of lawyers.

There is NO substitute for a great USP.

If you have a lame USP, the wolves are coming for you.

When you have a power USP, your ads write themselves. Competitors who can’t come up with their own USP follow suit and start imitating you.

Building a better USP is not $1,000 per hour work. It’s $10,000 per hour work!

Apple is constantly, relentlessly evolving its USP.

You must constantly, relentlessly evolve your USP.

Never stop.

Perry Marshall


About the Author

Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."

He is referenced across the Internet and by The New York Times, The Washington Post, USA Today, the Chicago Tribune and Forbes Magazine.

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Posted by Perry on October 15th, 2012. Filed in Marketing Blog. Tagged as , , , , , , , , , , , , , , , , , , , . Follow responses thru Comments RSS. Follow responses thru Comments RSS.

Comments on Apple vs. Samsung & the Billion Dollar USP »

  • Kent says:

    I disagree those are USPs. I think that is just another advantage Apple can take on its competitors.

    When comes to buy a smartphone. Some people still thinking of making choice between Apple and Samsung. If someone needs to think of it, that means there is no clear USP for Apple or for Samsung.

  • says:

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    Samsung & the Billion Dollar USP” on my very own page.
    Do you mind in the event that Ido it? Thanks a lot ,

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