USP versus Positioning. Both these great terms are contributed by Copywriters.
  • Zafar Khan

USP versus Positioning. Both these great terms are contributed by Copywriters.


USP full form is Unique Selling Proposition. To simply put, find out the core value proposition of the product and communicate same with force. We can say USP is a typical INSIDE VIEW OUT whereas POSITIONING is a typical OUTSIDE VIEW IN means where do you exactly stand in relation to your competitor. Famous example of positioning 'Her z Rent a Car Ad' the headline went something like this 'WE ARE NO.2, SO WHY TRY US. - BECAUSE WE TRY HARDER'. For example of USP based Ad consider the famous Rolls Royce Ad. Headline says: 'THE ONLY SOUND YOU HEAR IS OF YOUR OWN WATCH'. The USP of Rolls Royce is, that the Engine parts, are machined to perfection, so perfect that they create no vibration, no sound.


At times USP works best and at other times its the Positioning statement works best As a Copywriter you need to be the judge.


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