Unique Selling Position is a Better Phrase Than Product Differential

Published: Aug 10, 2005

Application

For decades the concept called "Product Differential" required explanation. It was necessary to explain that "product" was interchangeable with "service." Even "differential" required some explanation. Besides, differential sounds too academic or not applicable to real world commerce.

Now the technique for creating your niche in the marketplace is called a Unique Selling Position. Why did it take so long?

An acronym with only two letters seems inadequate for creating instant and universal recognition. USP is far more recognizable than PD.

USP is related more to selling rather than the old advice of building a better mousetrap. It's a better match with the fundamental idea that advertising is actually selling in print.