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Unique selling propositions are not strategic

Dec 13, 2004 4:31 am

Unique selling propositions are not strategic

Chen Sun

Unique selling proposition is not very strategic. Almost any product and its associated services has an unique selling proposition, or one can be effectively created for it. That’s not to say some selling propositions aren’t more valuable than others.

Unique selling proposition is basically a cost-saving measure to create branding. It is too expensive to make sure that a consumer remembers the multiple selling propositions, so one is selected and promoted. If one had the advertising budget, why not promote more than one? It causes some confusion, but I believe that promoting more than one—it’ll work. So, the prior postings regarding unique selling proposition having strategic value—I think it’s primarily a cost saving value.

Chen Sun
www.WebAndNet.com,
a Web Inventions eNterprise, WINning Solutions TM

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