菲利普-科特勒认为在产品上难以做到独一无二的公司，将“营销的重点转移到情感销售主张，来代替独特销售主张”。

Philip Kotler says that the difficulty firms have in creating functional uniqueness has made them “focus on having a unique emotional selling proposition (an ESP) instead of a USP”.

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这种独特销售主张的一个良好的副作用就是，可以激发员工的最大热情去努力达到这一主张。

A side benefit of a USP like this is that it compels the firm's employees to try that bit harder to achieve the promise.

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提供排他性产品。在这个信息爆炸的时代，这种策略成为独特销售主张的主要类型。越来越多的公司提供独一无二的信息以及知识。

By being exclusive. In the information age, this is an increasingly common type of USP. More and more firms offer a unique packaging of information or knowledge.

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