Talk:Unique selling proposition/Archives/2012
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EVP a new 21st Century revision for USP
In marketing terms the acronym "USP" is of great importance to any business. A new revision may bring this valued service to business up to date. It is "Exclusive Vending Proposal"* or "EVP". This is not simply a recapitulation for no good reason.
Firstly "unique" is a hard task master and few businesses can attain it in the marketplace today. Yet all businesses must aspire to uniqueness. "Exclusive" is an easier level of achievement to gain, yet it does not diminish its value in the marketplace. Indeed "unique" has connotations of being totally singular whereas "exclusive" has a plural position, but one where the boundaries are set to avoid commonality. This has the effect of increasing the value (perceived or real) of a business offering.
The word "selling" has negative connotations in the ears of a prospective buyer because no one wants to be sold something. Therefore all reference to sales, sell, sold, or selling are less desirable words to be used. "Vending" has no such negative associations and hence from a business viewpoint will create a less vexed position of association in all business personnel involved in business growth.
This brings us to the last word "proposition". It is well known the oldest profession gains its business by this method but a "proposal" is that which goes before marriage and is more celebrated and positive. After all who likes to be "propositioned"?