You probably know that “USP” stands for “Unique Selling Proposition,” and you probably have some idea of what that means—”it’s the thing that makes my product unique,” you may be thinking right now.

But do you know the three components of an effective USP? Most people don’t. That’s because Rosser Reeves introduced and defined the USP and its three components in his 1970 book, “Reality in Advertising”…and the book is long out of print.

I remembered reading the three-point definition of a USP in Reeves’ book years ago, but when I went back to check it, the book was somehow gone from my library…probably lost in my most recent move.

So I went on Alibris and paid $80 (the lowest price I could find) to get a used copy, specifically so I could share with you Reeves’ definition of a USP in ETR…which makes this one issue worth at least $80 to you. But given the value of having a strong USP, it is certainly worth much more than that.

Okay.Here are the 3 components of a successful USP:

1. Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: “Buy this product, and you will get this specific benefit.”

2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of brand or a claim not otherwise made in that particular field.

This is the “unique” in “unique selling proposition.” You must clearly differentiate yourself from the competition.

3. The proposition must be so strong that it can move the mass millions, i.e. pull over new customers to your product.

This means the unique proposition cannot be a trivial difference; it has to be something important, something the customer really cares about.

Reeves said that there are only three criteria for effective advertising:

1. Does the ad project a proposition?

2. Is it unique?

3. Does it sell?

He cites Wonder Bread as a classic example of a USP stated clearly, simply, and lucidly:

“Wonder Bread helps build strong bodies 12 ways.”

What’s interesting is that if you associate your product with a strong USP in the consumer’s mind, it is difficult for competitors to take it away from you.

After all, could you imagine another brand of bread saying, “We also build strong bodies 12 ways?”

Every time they said it, the buyer would think of Wonder Bread—and nothing else.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

A young man, serving in the army, was assigned KP duty. Specifically, he was responsible for the apricots in the chow line. Now, most of the soldiers didn’t care for the apricots, and generally passed this young man without taking any.

After a while, the young man changed his serving tactic. Rather than ask his fellow soldiers if they “would like any apricots,” he simply said, “One apricot or two?”

Most of the soldiers went away with at least one apricot on their plate.

How many times do you give your prospects/customers a chance to “slip” away without a sell? Is the way you sell to your customers making the most of your products/services? Sometimes, prospects and customers simply need a push in the right direction.

* Always speak about your products/services with enthusiasm
* Assume your prospect/customer wants/needs what you have to offer
* Use encouraging words and phrases such as “when you buy this product” versus “if you buy this product”
* Ask for the sale! Later…ask again!

Follow these tips and you’ll be surprised at the number of customers that walk away with your products and services.

Clate Mask is the CEO of Infusionsoft.