Unique selling proposition cos’è, what's the use in advertising

L'unique selling proposition, often as an acronymUSP, in Italian it could be translated as exclusive sales argument, is a theoretical model of the operation formulated by advertising Rosser Reeves in the forties.
According to this principle, an advertising, so that it can be effective, should focus on "a unique selling point" (Selling point), and only means

" a characteristic of a product that is not the prerogative of the competition."

Leveraging on a single logical reason why it would be better to buy a product, it would be possibleeliminate the risk of dispersion and focus the persuasive effort ona single sales proposition that the recipient of the advertisement would end up remembering over time and making their own.

The USP was formulated by Reeves taking Claude C's Hard Selling advertising philosophy to the extreme. Hopkins and was summarized in the following points:

1. every advertising campaign must proposea benefit for the consumer;
2. this must be such that the competition cannot offer it;
3. the benefit must be sobeneficial to be able to push millions of consumers to purchase.

A great example of a unique selling proposition

https://youtu.be/ZWox1iIO064