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:
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.
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