In an era, when several new products and services are being released everyday, Unique Selling Proposition (USP) has emerged as a key advertising tool to change the common perception of the customers. It is aimed at conveying to customers how unique one company is from its nearest competitors. As an effective USP make products familiar to customers and finally creates a sense of necessity in them, it needs to be used as frequently as possible and should become a key marketing strategy.

Today customers refuse to be contented as they always look for the right blend of attributes in the products they buy. In the present competitive era, where several identical products and services are released everyday and customers are bombarded with numerous advertisements constantly, unless you impose about the unique benefit of your product and generate a sense of necessity in the target customer, you may end up losing competition. The unique feature may be associated with product feature (quality), emotional appeal (love, fear, etc.) or famous personality. Rosser Reeves, first coined the phrase `Unique Selling Proposition', in his book Reality in Advertising in 1961. Since then, it has become a major marketing tool for the business fraternity.

Many people do not know that, it was originally a Push Marketing concept, concentrating on a research-based selling point. Since then, the world has changed and now the whole marketing strategy is customer-oriented. You have to be different from the rest to let them know about your company. This is known as Pulling Concept. Nowadays, even the term Unique Selling Point is used instead of Unique Selling Proposition.

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