What is a unique selling proposition? If you want your business to succeed, you must have a unique selling proposition (USP). The Entrepreneur encyclopedia defines a unique selling proposition as
The factor or consideration presented by a seller because one product or service is different from and better than that of the competition.
Do you understand what that means and how it can help your business? If you don’t quite grasp what it means, then you’ve come to the right place. In this article, we’re going to tell you everything you need to know about unique selling propositions.
From explaining the definition of a unique selling proposition to tips for writing compelling ones, you’ll understand everything from this article. Without further ado, let’s begin.
There are plenty of definitions on the internet explaining what a unique selling proposition is. For example, Wikipedia calls USP as:
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.
In essence, a unique selling proposition means you present the idea that your product or brand is one of a kind. You suggest to the prospective customers that the product you are selling is unique.
A powerful unique selling proposition emphasizes the distinctiveness of your brand or product. Your goal is to set yourself apart from your competitors.
One of the biggest mistakes you can make when starting is not knowing your unique selling point — which eventually leads to you selling anything and everything and wanting to please everyone in the market.
But it is impossible to do so; you can't impress everyone. You must first focus on what can make your business stand out from the competition, and if you find success from this, you can branch out and target other demographics.
Your unique selling point is a lot simpler than you think. It’s just being different from your competition. If you’re not distinctive, you’re just the same as everyone else. To differentiate yourself from your competition, look for an aspect that you can use to set your product apart - the customer benefits of the value it brings to their lives.
A powerful unique selling proposition should be:
A statement that forces you to make a case against anything that competes with your brand should be more memorable than a generic stance, like "We are the best!."
You should focus your USP on what your customers value. Use keywords that customers search for; buzzwords won't count for much if it's not something your target customers truly care about.
Your proposition should focus on what your brand does well. What are your strengths? What do you do better than your competitors?
A USP is not just the message on your homepage. It is a proposition you make and can incorporate in everything, from your small business's products to your brand, to the experience you provide. It is not - "50% off", "End of the season sale", etc.
A USP is a code your brand should live by. It's not easy to come up with a USP. You can't just say "free shipping" or "20% off" because everyone offers those. Specific marketing offers might be good for you, but they're not unique on their own. Shopify aptly states that
A unique selling proposition is a statement you choose to embody that differentiates your products and your brand from your competitors.
Everyone in USPs will be unique. But that does not mean there will be no process. You should learn to keep it that way in mind.
Once you know your USP, it might help express that in your marketing efforts. Not exactly what you advertised on your site, but it will help clarify your USP to the target audience. The USP is a critical divergence that prospective customers may be worthy of attention.
To write your business’ unique selling proposition, below are some things you should consider.
Redefine, refine, and refocus your brand. To stay relevant in this new era, retailers must pinpoint what makes their business stand out. The more specific you get, the easier it is to identify the gaps in today's market.
How do you go about doing that? Start with a list of all the things that make your company unique. For each item on the list, think about how you can translate each differentiator to your customers.
Think of your most unique strengths, and then think about what your audience has been looking for that you can deliver. Find the gaps in the market that you can fill that your competitors haven't. Provide a solution for customers' problems.
Competition is a vital part of the business world. With this in mind, you should do your due diligence and research who your competitors are are and what their USPs are.
Your USP is what will set you apart. Why not take the information you’ve gathered and see how you can apply it to your business?
Your USP should be woven into your brand name, return policy, and more. If you can display your USP in different ways to your customers, it will reinforce the concept to them.
Developing a solid USP is no easy task, but all you need is ample knowledge about the niche market and your brand. Just state how you are different from every tom, dick, and harry in the trade. What makes your brand any different from others. Your USP should also offer value to potential customers.
Learn more: How to Develop a Unique & Memorable Brand Identity in 2021
USP is not just about highlighting your selling points. It also needs to include a value proposition that describes your ideal customer’s offering.
Do you still need help to create your unique selling propositions? Below are 10 of the best examples we found to take inspiration from and help you get a jump start.
Starbucks doesn't just sell coffee. Its success is based on a fundamental truth: people buy more than a product. They buy a feeling, a promise, a vision of a better life. Starbucks customers trust the brand because it offers luxury and quality.
The company sells an image built around coffee, but what gives it value is something more fundamental: the human connection between barista and customer. It sells an experience.
Starbucks has built its business with an obsessive focus on customer experience. Its tagline is "Everything we do; we do it for our customers." Its mission statement is to "inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time."
They don't simply serve up cup after cup of coffee; they also provide their customers with quality food and excellent customer service. That's why they don't offer products at low prices. Their identity is that they serve premium coffee with an experience, not cheap coffee.
Starbucks is the world's largest coffee shop chain, with more than 23,000 locations in 62 countries. Thanks to a unique selling proposition, Starbucks has become a successful business.
Deathwish coffee claims to be the World's strongest coffee. If you do not trust us, just visit their online store. They’ve provided details on how they made it and what goes into it. The bold packaging is confident and inviting.
Too many brands try to be funny when they write. But, this coffee company isn't making jokes with their product. Instead of attempting to be hilarious, Death Wish Coffee is selling with sheer honesty.
It's safe to say that most people don't drink coffee for the caffeine. It's a bitter, dark liquid that mass-produced companies have watered down to appeal to the lowest common denominator.
The founder of Death Wish Coffee decided to fix this problem by creating a ridiculously strong brew — making it the world's strongest commercially available coffee.
Death Wish Coffee is a bold, robust, smooth coffee with no bitterness. They have carefully crafted it by using a select family roasters using 100% Arabica beans sourced from South America, Central America, and Indonesia.
Saddleback's messaging is improved upon the idea that their belts and accessories will last a very long time or maybe even forever. That’s a pretty bold claim, but it doesn’t stop there.
The company goes into detail, literally, about the patented design and the 100-year warranty that backs up its promise of longevity.
They make every product with a guarantee that it’ll last a lifetime. With a 100-year warranty and a wide array of attractive designs, their products are the best you can buy.
Even if someone else has an identical item, their products won't wear out as theirs will. Made with high-quality materials and crafted by true craftsmen, Saddleback stays ahead of its competitors because of its unique selling points.
Saddleback Leather has built a reputation of trust, quality, and excellence. They’re more than just a brand; they’re a legacy. With their signature "They will fight over it when you are dead” tagline, the brand can establish its identity by emotionally connecting with its audience.
Nerd Fitness isn’t for everybody — but if you’re a nerd, a geek, or otherwise like spending your nights and weekends playing games and learning about the latest in science fiction and fantasy, this site is for you.
It doesn’t matter why you try to lose fitness or get healthy; Nerd Fitness can help you get there. From their understanding of your gaming habits to your junk food habits, they know how you live and will allow you to change it up.
The best thing about their program is its simplicity. Nerd Fitness creates your programs for you, so you don’t have to. Their unique selling point? They have a particular advertising area; their target market is the nerds, misfits, and dorks.
Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. The fitness brand’s USP is “We’re here to help the misfits, the dorks, and the unpopular kids get in shape.”
This message resonates with the target audience, who replies to it for strength training, better eating habits, valuable tips on increasing energy levels, and more.
Learn more: Fitness advertisements: Best Ways to promote GYM & Fitness Services
Bee's Wrap is the world's first sustainable food wrap made from organic cotton and beeswax — helping customers save a lot of money in the long run. However, this isn't Bee's Wrap’s only USP.
Bee’s Wrap taps into an important global topic: plastic pollution. Sustainable food wrap is made from organic cotton and beeswax. It’s an alternative to single-use plastics that are too often thrown away.
Beyond the product, Bee’s Wrap also works to make the world a better place by meeting B-Corp and Green America certification. It’s vital to note that any message a brand transmits should always represent every aspect of its mission.
In 2021, with mounting temperatures and climate change endangering many species, an alternative to plastic will sell big. Bee's wrap capitalizes on its unique product and its purpose.
Basecamp has a straightforward USP in that it simplifies project management for entrepreneurs, freelancers, small businesses. Their ideal customers are people who don't want to spend time on complicated software but want to spend time on their projects.
They aren't interested in sophisticated tools; instead, they're looking for practical project management made simple.
Furthermore, instead of trying to be everything for everyone, Basecamp was created with only minimal features — leaving them more time and resources for the improvement and new development.
It can help you set up a to-do list, organize your projects, and assign tasks to team members easily. While this may be less useful for large enterprises, it’s the perfect option for freelancers, consultants, and small growing businesses.
Taylor Stitch is an established clothing company that leverages crowdfunding to try new products. Rather than using it to make money, they use it as an innovation board. They explain to customers that they will get better products at a discounted price while staying environmentally friendly by pre-ordering their products.
While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because they make it a part of their USP. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. You crowd-fund them."
This innovative new approach sets their company apart from their competitors. Taylor Stitch's compelling USP ensures they get sold out pretty quickly. Now, who wouldn't want that?
Honest and authentic, Fabletics is an activewear brand for working women. Fabletics aims to give shoppers affordable activewear and deals without compromising quality or style. That’s why they offer membership to their VIP program, which provides them with access to free shipping, special discounts, workout tips, and more.
The unique selling point of Fabletics is its tone of voice. Because of this, it's vital that you authentically articulate what makes you unique.
Beardbrand wants to solve a problem that plagues men of all ages: the lack of high-quality beard grooming products on the market. They provide finely crafted, all-natural beard grooming products to men who demand the best.
Do you sometimes feel invisible? Do you struggle to seem confident and authoritative at your job? Can your friends sometimes see your frustration, even though you can’t?
Beardbrand takes on conventional shaving practices, encouraging customers to choose a better alternative for their health and lifestyle. With their premium all-natural products, they provide customers with the tools they need to take control of shaving while also making it easier to engage with like-minded enthusiasts.
Unlike the competition, Beardbrand creates genuinely natural products for men’s grooming that focus on nourishing the skin and preventing problems from occurring rather than trying to fix the symptoms after they happen.
It's a very unique and different way of approaching beards and their maintenance, and one that separates Beardbrand from the pack. Beardbrand is excellent at telling stories and making promotions fun and engaging — they do it in a way that gets people interested and involved.
When planning your USP, it’s helpful to think about who your customers are and what they want.
Your USP should answer these questions by selling the aspects of your business that are most valuable to your target audience. For example, FedEx is an industry leader because of its unique selling proposition. It lives up to the claim that their service is the fastest, and the package will be there when you want it delivered.
The best campaigns succeed based on one principle: they know exactly who they're selling to and why.
Any marketing effort should be laser-focused towards a specific audience; any brand that isn't laser-focused is wasting its resources. You should tailor every message you send to your target audience, and it's never enough just to reach a general group of people — you need to get the right group.
Understanding what your target customer wants is crucial to marketing, especially when you’re on social media. Your audience must know that you listen to them, even if they aren’t talking directly to you.
Your USP is your best friend while creating a killer marketing strategy. Which is why, you need to know how to use it when devising your content marketing strategy (usually consisting of social media, video marketing, etc.), and advertisements. It is an essential feature of your advertising that you highlight your USP. It should be in the headline or first line of your advertisement.
If you choose to feature your USP in the headline, make sure it’s keyword-rich. Alternatively, if it appears elsewhere in the ad, highlight its benefits to customers.
Learn more: How to Make an Ad
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A unique selling proposition (USP), also known as a unique selling point, is the one thing that differentiates your product or your service from your competition. When doing online marketing, it's essential to articulate your brand's USP so potential customers are more likely to convert when they access your website.
Having a USP is vital to every business, brand, and public figure, such as influencers. This is because a unique selling proposition is the best selling point you could have to stand out from more prominent players in the market and help you to compete better.
You can base your business' USP on the "four Ps" of marketing: price structure, placement strategy (location and distribution), product characteristics, or promotional strategy.
Your company's unique selling proposition should always be the main focus in your advertising strategy to highlight how distinctive your product or service is from your competitors.
Apple is famous for its sleek design, state-of-the-art hardware, user-friendly software, and an overall 'cooler' alternative to the Windows PC. All of those combined makes them represent Apple as it's USP.
Unique selling propositions focus on what helps your business to stand out. For finding a USP, start imagining with your marketing department.
Ask your customer service representative what customers love the most. Then create a compelling selling proposition that brings the business message home.
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