In the early 1950s, American RosserReeves had already talked about differentiation, that is, USP (the only selling point of a unique proposition) theory. This theory requires that advertisements tell consumers a "unique sales proposition". And gives three characteristics of unique selling point:

First of all, it must include a specific commodity utility, that is, every advertisement must present a statement to consumers and give them a clear promise of benefits.

Second, the rhetoric must be unique and unique, which is not or has not been publicized by other similar competitive products.

Third, it must be conducive to promoting sales, that is, this statement must be convincing and attract millions of people.

There are no two identical leaves in the world. The same is true for products. Differences already exist, but they lack the eyes to find them, or they don't know how to apply them.

USP exists in product characteristics, but we need to find the most valuable difference.

There are three rules for reference:

1, feature rule

2. Single rule

Step 3 choose the rule