USP (and I am quoting, in the italics, from Reality in Advertising): 1. Each advertisement must make a proposition to the consumer. Each must say, “Buy this product, and you will get this specific benefit.” Your headline must contain a benefit—a promise to the reader. 2. The proposition must be one that the competition either cannot, or does not, offer. Here’s where the unique in Unique Selling Proposition comes in. It is not enough merely to offer a benefit. You must also differentiate your product from other, similar products. 3. The proposition must be so strong that it can move the mass
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