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The Benefits of Your Product or Service

Adapted from content excerpted from the American Express® OPEN Small Business Network

You don't market a product, and you don't market a service. You market benefits. Describe them here. Think in terms of the distinctive features of your product or service that set you apart from your competition. This is also known as your Unique Selling Proposition, or USP. It could be the design of your product, your knowledge of the market, a new technology, a special service, a singular talent, or something else. For example, the USP of a Sony television is the superior picture of the Trinitron tube. Burger King's USP is that its burgers are flame broiled.

Think about these points when you're developing your USP:

  • You might want to consider your weaknesses as well as your strengths. Once you know what they are, you can use marketing to maximize your strengths and minimize your weaknesses.

  • Also consider your competitors' strengths and weaknesses - so you can minimize their strengths and take advantage of their weaknesses.

  Back to Create Your Marketing Plan

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