Selling Proposition and

Value Proposition
Lesson 2.1
 Objective
• Describe the unique selling
proposition and value proposition
that differentiates one’s product/
service from existing products/
service.
 “If you have a strong value
proposition or you know how to use
it, your marketing contains
persuasive substance.”
 Unique Selling Proposition

• A method to market your product or

service in a way that is different than
other competitor's marketing
strategies.
• Unique – clearly sets you apart from your
competition, positioning you the more
logical choice.
• Selling – It persuades another to
exchange money for a product or service.
• Proposition – It is a proposal or offer
suggested for acceptance.
 Example #1 – Package Shipping Industry
• Pain- I have to get this package delivered quick!
• USP- “When it absolutely, positively has to be there
overnight.”
 Example #2 – Food Industry
• Pain – The Kids are starving, but Mon and Dad are
too tired to cook!
• USP- “Pizza delivered in 30 minutes or it’s free”
 Example #3 – Real Estate Industry
• Pain – People want to sell their house fast without losing
money on the deal.
• USP- “Our 20 Step Marketing System Will Sell Your
House In Less Than 45 Days At Full Market Value”
7- step process in constructing your Unique
Selling Proposition
• Step 1: Use Your Biggest Benefits
-Clearly describe the 3 biggest benefits of owning
your product or service.
• Step 2: Be Unique
- your USP separates you from the competition, sets
up a “buying criteria”
• Product: “A unique baseball swing that will
instantly force you to hit like a pro.’
• Offer: “You can learn this simple technique that
makes you hit like a pro in just 10 minutes of
batting practice.”
• Guarantee: “If you don’t hit like a pro baseball
player the first time you use this new swing, we’ll
refund your money.”
• Step 3: Solve An Industry “Pain point” Or
“Performance Gap”
– Identify which needs are going unfulfilled within either
your industry or local market.
• Step 4: BE Specific and Offer Proof
– Consumers are sceptical of advertising claims
companies make.
• Step 5: Condense into One Clear and Concise
Sentence
– The most powerful USPs are so perfectly written, you cannot
change or move even a single word.
• Step 6: Integrate Your USP Into All Marketing
Material
– Variations of your USP will be included in the ALL marketing
materials.
• Step 7: Deliver on Your USP’s Promise
– Be bold when developing your USP but be careful to ensure
that you can deliver.
 Value Proposition

• An analysis or statement of the

combination of good and services offered
by a company to its customer in exchange
for payment.
 Step 1: Know your customer
• Who is he or she? What does s/he do and
need?
• What problems does s/he need to solve?
• What improvements does s/he look for?
• What does s/he value?
Step 2: Know your product, service or idea

• How does the product, service or idea

solve the problem or offer improvement?
• What value and hard results does it offer
the customer?
 Step 3: Know your competitors
• How does your product or idea create more
value than competing ones?
 Step 4: Distill the customer oriented
proposition
• “Why should I buy this specific product or
idea?”
 Step 5: Pull it all together
• Turn around your customers’ answer from step 4
into a value proposition statement.
 Best Value Proposition Example

• One tap and a car comes directly to you

• Your driver knows exactly where to go
• Payment is completely cashless