What role should a company's unique selling proposition play in the companys advertising strategy?

One of the key components to effective selling and marketing is called the unique
selling proposition (USP). The reason that the USP is important is because most businesses are
quite homogeneous; therefore, it is advantageous to figure out what is unique and slightly
different about your company or product that makes it stand out in some way compared to
competitors. Maybe the USP allows your company to fill some kind of niche in the market, but
that isnt necessary for a USP. The USP is simply something that makes customers feel that your
product is somehow more worthwhile than another product.

For example, there
are dozens of barbershops and hair salons within a five-mile radius of my house. They all do the
same thing: they cut hair. However, one barbershop...

]]>