DNA – The Evolution of The Unique Selling Proposition

In the 1940’s, advertising legend Rosser Reeves developed the term ‘USP’ or ‘Unique Selling Proposition’. Many sucessful businesses develop a USP as the basis of their marketing campaigns. Well, I say USP’s aren’t good enough anymore…with so many companies, products, brands, and a bombardment of media, being ‘unique’ isn’t unique enough. A classic example of a USP was the Domino’s 3o minute guarantee. Fantastic. But how many other pizza joints offer a time guarantee now? Is it truly unique? Saying that you’re the fastest or cheapest or biggest might work, but what truly makes you different – not only from your direct competitors, but from EVERY company? I developed the term DNA, or ‘Distinct Natural Advantage(TM)’ to describe this process of becoming truly unique. We all know what ‘DNA’ means in terms of science and heredity. Its what makes each of us ‘one of a kind’. I propose that, in business, to succeed in the long term, you need to be ‘one of a kind’ as well. I’ve created a process to help a business develop their DNA using what I call the Seven P’s… (1) Purpose (2) People (3) Pain (4) Promise (5) Proof (6) Positioning and (7) Packaging. In future articles I will go into more depth for each topic. Stay tuned!

Read more: 
DNA – The Evolution of The Unique Selling Proposition