USP is the abbreviation of Unique Selling Proposal, which translates into Chinese as "unique sales proposition". It was first put forward by American rosser reeves in 1950s. In layman's terms, it is called "finding the novelty, uniqueness and strangeness of products and amplifying publicity." In practical application, it is actually to find the difference of products, adjust the difference of manufactured products if it is not found, and show the other side of products if it is not found.

In fact, the unique sales proposition is to attract consumers by using the differentiated, humanized and personalized comprehensive application of products, and effectively transform it into the unique interest commitment of advertisements, which induces and influences consumers' decision-making, that is, to give consumers a reason to buy your products, so as to realize the sales of goods. If the enterprise can make good use of this marketing strategy, it will become the marketing weapon of the enterprise and occupy a favorable position in the fierce market competition.

USP theory has three main points: first, interest commitment; Second, uniqueness; Third, universality.

The so-called interest commitment is to emphasize to consumers what practical benefits can be obtained by buying their own products. Unique, we must show our own uniqueness, which is not available in competing products, showing the uniqueness of people without me and people without me. Universality refers to the need to vigorously promote sales and focus on one point to impress and attract consumers to buy products.