The Unique Selling Proposition (USP) is a marketing concept. In 1940 Rosser Reeves established the term USP. In 1961 Reeves gave a specific definition of the concept in his book “Reality in Advertising”:¹⁾

1. Each advertisement must make a proposition to the consumer.
2. The proposition must be unique and the competition cannot offer it.
3. The proposition must be strong enough to pull over new customers.