Management Fix

Eduardo Espinheira
ILLUMINATION
Published in
2 min readFeb 2, 2022

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By definition, Unique Selling Proposition or USP is the one feature or the perceived benefit of a good which makes it unique from the rest of the competing brands in the market. That very reason motivates a buyer to purchase that product even though it might be costlier than other products. (1)

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A unique selling proposition is the one thing that makes your business better than the competition. It’s a specific benefit that makes your business stand out compared to other companies in your market. Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. (2)

A clearly articulated USP can be an effective tool to help you shape and focus your marketing goals on successfully setting your brand and products apart from your competition. A USP that strives to communicate unique benefits to consumers is often an integral part of a company’s branding strategy that helps it stay memorable and form a positive impression in the consumer’s eyes. You know what differentiates your products and business from your competition. Still, it won’t make a difference if you don’t communicate that clearly to your prospects through all the marketing collateral you create. (3)

A well-developed USP is vital when you’re setting out any marketing strategy. It clarifies the content you want to develop…

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Eduardo Espinheira
ILLUMINATION

Eduardo Espinheira is a Consultant, Facilitator, Manager, Public Speaker, Creator of the Management Bugs&Fixes and the Machiavellian PM Stories