references/theories/unique-selling-proposition.md

# Unique Selling Proposition

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- A direct-response offer needs one clear proposition.

## Mechanism

Specific benefit + credible uniqueness + repetition.

## Applied marketing use

Select the claim that can carry the campaign and be proved.

## Failure modes

- Confusing uniqueness with relevance or inventing exclusivity.

## Counterweights

- `creative-strategy`

## Sources

- `source:reeves-reality-advertising`