Winning Customers:

Effective Advertising

Unique Selling Proposition (USP)

What Makes You Different From Your Competitors

Vadim Kotelnikov personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration and Innovation unlimited!





"Be clear – if you cannot identify any competitive advantages offered by your existing products or services, than you need to improve them so that you can."  ~ Phil Stone



Identifying Your USP

Five Question You Should Ask Yourself2

  1. Will my perspective customers perceive this as an advantage?

  2. Is it significantly different from what my competitors are offering?

  3. Why my prospective customers actually believe in this USP?

  4. How will my customers benefit from this USP?

  5. Will this USP motivate customers sufficiently to actually make a purchase?


Three Steps To Creating a Great USP

  1. Be different! Define your competitive advantage and your uniqueness

  2. Focus on your competitive advantage, be specific about the value you offer to the customer

  3. Keep it short.

Examples of Effective USPs

  • Burger King: "Have it your way at Burger King."

  • Domino Pizza: "We deliver hot, fresh pizza in 30 minutes or less or it's free."

  • M&M: "Melts in your mouth, not in your hands."

Advertising Slogans Contests

Best Advertising Slogans for "Apples"

  • Apples! We were born thanks to them!

  • First Sex, First Beauty Contest, First PC – Apple!

  • An apple a day, keeps medical expenses away!... More

Value-added Social Networks: Advertising Slogans Contests

Best Advertising Slogans for

  • Don't twinkle, shine!

  • Discover your creative talents, fun, and happiness!

  • The Wonder Land of discoveries and fun!... More

USP Defined

A unique selling proposition (USP) defines your competitive advantage. Your must identify what makes you different from your competitors and emphasize these advantages in your marketing.

Creating a USP

The basis for your strong USP is your customer value proposition.

Have you created a new product or service? Ask yourself why. What customer value have you created? Was it to offer something radically new to the market, or to fulfill needs customers were voicing?

Creating Customer Value: 9 Questions To Answer

Make a list of key features and unique benefits to the customers. Ask customers what they like best about your product, your services, or your company. Compare your offer to what your competitors offers. Brainstorm with your team to generate a choice of ideas that will give you the basis for writing a strong, specific and differentiated USP.

Surprise To Win: 3 Strategies

Blue Ocean vs. Red Ocean Strategy

Buzz Marketing

Communicating a Specific Benefit to the Customer

As many products are identical in offering the main benefit, you must identify the main advantage your product offers over the competition. In order to make your advertising message attractive, you must find an important benefit unique to your product or service in one of three ways.4

  1. Product feature. This USP may be based on product features associated with the product, ranging from what it does to the quality of your support services.

  2. Emotion. The USP may be based of an emotional appeal, such as love, humor, or fear.

  3. Association. The USP may be communicated by association with a well-known personality.

How To Make Great Presentations

Same Reality, Different Perceptions

Customer Value Proposition

Today, customers refuse to be anonymous. They continue to raise the level of their requirements, but their range extends beyond best price and best product. They want exactly the right selection of products or services that will help them get exactly the total solution they have in mind. Now, more than ever, customers hunger for superior results from the products or services they use. And customer intimacy gives it to them... More

How To Create Amazingly Seductive Offers

An irresistible offer is an "invitation" that is so clearly compelling, so powerful, and so obviously attractive that no one in his/her mind could refuse.

The million-dollar question is: how can you make your offers amazingly seductive?

Here’re some "Whip Up An Immediate Buying Frenzy" tips... More




  1. Reality in Advertising, Rosser Reeves

  2. Develop a Winning Marketing Plan, Phil Stone

  3. Customer Intimacy, Fred Wiersema

  4. Marketing Management, Czinkota Kotabe

  5. Winning Customers, Vadim Kotelnikov

  6. Creative Marketing, Vadim Kotelnikov

  7. Creative Marketing Quotes

Humorous Advertising Slogans

Fast Food Restaurant

Eat 25 hamburgers and get 26th FREE! ... More