“Developing a unique selling proposition (USP) can be one of the most difficult brand messaging challenges you’ll ever tackle. In fact, it can be downright hellish.
That’s because your USP needs to accomplish an enormous task with incredible economy: it has to clearly articulate why buyers should choose your product or service over every other option they have—and it has to do so in the fewest words possible. Writing a USP is so difficult, in fact, that American companies are largely ambivalent about their USPs. They rate their confidence in the strength of their own USPs just 6.2 out of 10, on average, according to research from B2B International.
This raises an interesting question: If companies are generally lukewarm about their USPs, should you even go to the trouble of creating one for your company?” [. . .] –Michael Civiello, LinkedIn, December 1, 2015.
To read more about USPs and Hell, check out Civiello’s full article on LinkedIn.