Christy Wright's Business Boutique

One of my favorite things about business is marketing, and I'm so excited because this week we're diving into a marketing concept known as the unique selling proposition. What is a Unique Selling Proposition? It is one feature or benefit you want to highlight about your product or service. This concept dates back to the 1940s and was used to get people to switch from one brand to another. For examples of this, just Google "1940s soap advertisements," and you'll see some brands touting "lovelier skin" and others promising to "stop BO!" Don't most soaps do both? Yes, but each brand chose to highlight a different feature of its soap. I've taught y'all about this before in many places, including my Business Boutique book, where I call it your unique position. It's the angle you want to take in all of your marketing that lets your customers know why they need to buy from you. In Reality in Advertising, author Rosser Reeves explains the purpose of your unique selling proposition so well. He says, "Each advertisemen