What is a unique selling proposition?
A unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model is the one thing that makes your business better than the competition. It’s a specific and clear benefit that makes your business stand out when compared to other businesses in your market.
Make a list of all the potential differentiators of your brand and what you sell. Get specific. Breakout products and compelling marketing messages rely on precision—they solve the exact right problem and communicate that benefit to customers in their own words.
A unique selling proposition (USP) is a feature or aspect of a product or service that sets it apart from its competitors and makes it more appealing to customers. It is a statement that defines the product’s differentiation and highlights the benefits that the customer can expect to receive by choosing that product over others. The USP is used as a marketing tool to communicate the product’s value to potential customers and persuade them to make a purchase.
What is not a unique selling proposition?
Specific marketing offers—like 10% off, free shipping, 24/7 customer service, or a strong return policy—are not USPs. Convincing and effective though they may be, they’re not unique on their own, nor are they positions that are easy to defend, as any of your competitors can copy them.
Some things that cannot be considered as a USP include:
- General or vague statements, such as “We offer quality products.”
- Features that are common to many products in the market, such as “We have a warranty.”
- Claims that are not supported by evidence or cannot be proven, such as “We have the best customer service in the world.”
- Claims that are too broad or difficult to quantify, such as “We have the lowest prices.”
A USP should be a specific and compelling statement that clearly communicates the unique value of a product or service. For example, “Our product is the only one on the market made with 100% recycled materials” or “Our service offers a 24-hour turnaround time, guaranteed.”
Examples of USP:
A Unique Selling Proposition (USP) is a marketing term used to describe what sets a product or service apart from its competitors. A USP should be a clear, concise statement that communicates the value that a product or service provides to its customers. If a proposition does not differentiate a product or service from its competitors, it is not a USP.
For example, the following statements are not USPs:
- “We offer quality products.”
- “We have great customer service.”
- “We are affordable.”
These statements are too general and do not provide a clear differentiation from competitors. A USP should be specific, unique, and compelling, such as “We offer a 30-day money-back guarantee on all of our products” or “We have the largest selection of eco-friendly products in the industry.”
Here are some examples of strong Unique Selling Propositions (USPs):
- “Our product lasts twice as long as our competitors.” (Duracell batteries)
- “We guarantee to beat any competitor’s price by 10%.” (Lowe’s home improvement stores)
- “Just Do It” (Nike)
- “The Quicker Picker Upper” (Bounty paper towels)
- “Finger Licking Good” (KFC)
- “Expect More. Pay Less.” (Target)
- “Think Different” (Apple)
- “Because You’re Worth It” (L’Oreal)
- “The Ultimate Driving Machine” (BMW)
- “Melts in Your Mouth, Not in Your Hands” (M&M’s)
These USPs effectively communicate the unique value and benefits of these products and services, and set them apart from their competitors.
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