Devoted to Managers and those that seek to improve their management skills

In business, as in life in general, we are always in danger of hearing about the next ‘big thing’ and because we develop the vocabulary of that topic, we can deceive ourselves into thinking that we are practically participating in its benefit and purpose.

For example, think of the word ‘solutions’ as you hear company after company use it in its advertising and marketing campaigns. It has become so ubiquitous that it no longer has any meaning. I doubt that anyone can even identify what it means to the individual company, let alone among the potential customers. 

a

That brings me to one of the most important issues we must comprehend in order to differentiate ourselves from our competitors. It is the indispensable need to have a ‘Unique Selling Proposition.’

If you have already heard this word a lot and are already starting to categorize it under ‘old files’ in your mind, don’t let it happen! This is one of those phrases that needs to be understood, embraced, and continuously remembered as you go about your business. 

a

What it represents and means is one of those things that will be forever a foundation of why your business or unit exists. You will ignore it to your ruin. So don’t let the fog of repetition allocate this as another buzz word to toss away. It is vital to the success of all businesses. 

a

This is how the original term was defined by Rosser Reeves in his book Reality in Advertising. 

a

Wikipedia reports this from the book:   

Each advertisement must make a proposition to the customer: "buy this product, and you will get this specific benefit."  

 

The proposition itself must be unique - something that competitors do not, or will not, offer.

 

The proposition must be strong enough to pull new customers to the product.

We’ll take a closer look in the next posts of how this can be used as a winning strategy for you and your company.