When I’ve written about the idea of developing a USP in the past I have said that the letters in the acronym stand for:
I’ve said that these were effectively the same concept but due to language conventions, they are used in different countries.
Off all the different topics in business, this one about the USP is one of them I find most fascinating and strangely, it can be one that business owners struggle with in particular.
Before we get into details about answering the question “What is a USP” I should explain the difference in the interpretation of the acronym.
In the USA, USP stands for Unique Selling Proposition.
In the UK, USP is sometimes translated as Unique Selling Point yet the UK based Chartered Institute of Marketers says that USP is the unique selling proposition
I have no idea why there is a difference and I tend to use both interchangeably. However in this article below I develop a personal opinion to suggest that a selling proposition is the overall differentiation concept whilst a unique selling point can be an individual point of difference.
Are Unique Selling Propositions And Unique Selling Points The Same?
The full title of this book by Alessandro Forte is
In my review at Amazon.co.uk, I gave it One Star.
Here is my review.
This is one of the worst titled books that I have ever seen and it is a disgrace that it is being sold with false misrepresentations.
A new version of the book is still called Dare To be Different but the subtitle has been changed to A complete guide for those who want to make it to the top. [continue reading…]
I was a consultant, small business coach and advisor based in Birmingham, with over 35 years business experience, including more than 20 years as self employed.
My main business qualifications are:
– Chartered Accountant
– MBA
– Certified Guerilla Marketing Coach
My main interests are in helping business owners who are stuck get unstuck by thinking more clearly about their issues and possible solutions.
I no longer provide professional business coaching but I will be sharing more ideas on my blog and will continue my popular business book reviews.
I can be contacted by email at Paul@BusinessDevelopmentAdvice.com
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