What is a Unique Selling Proposition (USP)?
A unique selling proposition (USP) is a statement that highlights the main benefit of a product or service to differentiate it from the competition.
It can be something as simple as low prices, great quality, or a unique feature that your competition doesn’t have. A strong USP can help attract and retain customers, and it’s often the key to success for small businesses.
Defining and delivering a unique selling proposition may be tricky for more established companies, but there are still ways to make yourself stand out in the crowd.
How to create a strong Unique Selling Proposition
To create a unique selling proposition, you’ll need to understand what your product or service does, who your target market is, and what needs and wants your target market has.
Once you have that information, you can craft a statement explaining how your product or service meets those needs and wants better than any other product or service.
When most people think about writing a unique selling proposition (USP), they think about creating a one-sentence statement that explains why their product or service is different from the competition.
This is an essential step in any marketing or advertising campaign, but it’s not the only thing you need to do.
A well-crafted USP should be:
Unique – It should be something that your competitors can’t copy and sets you apart from the rest of the pack.
Concise – The best USPs are short and easy to remember.
Positive – Your product or service should be framed positively, emphasizing the benefits for customers rather than what it costs them.
Persuasive – The goal is to get prospects interested in what you have to offer, so your USP needs to be convincing.
Verbal – A good USP is designed to be communicated verbally, whether through phone calls or in-person meetings.
It’s also important to remember that you should tailor your USP specifically for you and your company, and it shouldn’t simply borrow wording from another company’s ad campaign or website.
To create a compelling USP, you need to understand what makes your business unique and how to communicate that to potential customers.
Types of Unique Selling Propositions that distinguish a business
When it comes to unique selling propositions, there are three different types that companies can choose from – value, experience, and better-quality products.
Each of these has its own advantages that can be tailored to fit the wants and needs of your target market.
Value propositions focus on what a company can do for its buyers, and this could be anything from saving them money to making their lives easier. When establishing a value proposition, it’s essential to consider what your buyers care about most and craft your message around that.
Experience propositions center on how a company makes its buyers feel. This could be through exceptional customer service or an enjoyable buying process. It’s important to think about what emotions you want your buyers to associate with your business and then convey those feelings in all aspects of your marketing materials.
Quality product propositions highlight the superiority of a company’s goods or services over its competitors. This could mean offering features or benefits that others don’t have, having a higher level of quality control, or using only the best ingredients and materials in production. To create this type of unique selling proposition, you need to know what sets your business apart from others in your industry and communicate those differences effectively to consumers.
Here are some additional tips:
When selling to comparison shoppers, many businesses emphasize the cost of their product or service. This is because price is one of the most important factors people consider when making a purchase decision.
However, price-based propositions often focus on value rather than quality, which can be more important to some customers.
These products can result from the company’s own innovation, or they can be a result of acquiring or licensing a product from another company.
To make money, businesses need to find ways to make their products stand out in the minds of consumers. One way to do this is by developing a unique selling proposition (USP) for each product that the business offers.
It’s not enough for businesses to simply have good products; they also need to be able to articulate why those products are unique.
Developing strong USPs requires businesses to understand what makes their products unique and how they compare against the competition.
When it comes to support, businesses can differentiate themselves in one of three ways:
- This may involve offering more support channels (such as phone, email, and chat), faster response times, or even giving customers the option to talk to a human representative.
- This might mean including comprehensive documentation and/or video tutorials, providing user forums where customers can help each other, or offering 24/7 customer support.
- This could involve creating quick start guides, setting up automatic billing and shipping, or providing detailed product specifications on their website.
Best Unique Selling Proposition examples
There are many great examples of unique selling propositions, but some of the best ones are from companies like Domino’s Pizza, Target, and DeBeers.
Here is a list of big brands along with their unique selling propositions, you can use these examples to inspire and shape your own.
“You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
Domino’s Pizza is known for its 30-minute delivery promise, which is a huge draw for customers who are in a hurry. Additionally, the company offers a variety of toppings and sauces so that customers can get exactly what they want on their pizza.
“Expect More. Pay Less.”
Target is well-known for its low prices, which attract customers looking to save money on their purchases. Additionally, Target offers a wide variety of products so that shoppers can find everything they need in one place.
“A diamond is forever.”
DeBeers has built its brand around the idea that diamonds are forever. The company has successfully marketed diamonds as a symbol of love and commitment, and its slogan “A diamond is forever” has become synonymous with luxury and elegance.
“The best return policy ever. A return policy that removes the fear of buying online and buying shoes that might not fit.”
Zappos is known for its exceptional customer service and liberal return policy. If a customer isn’t satisfied with a purchase, they can return it without any questions asked. This approach has helped Zappos build a loyal following of customers who know they can always count on the company to take care of them.
“Dropbox keeps your files safe, synced, and easy to share. Bring your photos, docs, and videos anywhere and never lose a file again.”
Dropbox is known for its reliable file-sharing service that keeps files synced and easy to access no matter where you are. The company’s slogan “Your files, anywhere” is a testament to its commitment to customer satisfaction.
“Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
The company has become a byword for sportswear and athletic footwear, and its logo is one of the most iconic in history. But Nike’s success is not simply a matter of good branding; it has also consistently delivered high-quality products, innovative designs, and an excellent customer experience.
This promise has resonated with consumers worldwide, and Nike has built a loyal following as a result. The company’s focus on innovation has also helped it stay ahead of the competition, and its commitment to customer service ensures that buyers are always happy with their purchases.
As a result, it enjoys a strong reputation and immense popularity among consumers worldwide.
“Empowering the world to design”
Canva is a graphic design platform that focuses on empowering users to create beautiful designs without prior experience or expensive software. The company’s unique selling proposition is “empowering the world to design” which speaks to its mission of making graphic design accessible to everyone.
“Refresh the world. Make a difference.”
Coca-Cola takes the ordinary meaning of refreshments and beverages and makes them more valuable because they are helping sustain our planet. They focus on creating a positive difference through their products, which is refreshing to see in a world that frequently lacks morality.
“The platform commerce is built on.”
Shopify has become the most popular Ecommerce platform, enabling anyone with no coding or design experience to start an online store.
What does their USP incorporate?
- How Shopify enables the establishment and growth of thousands of Ecommerce businesses
- How the platform integrates all of the components required to establish an online store
What to avoid in your Unique Selling Propositions
A unique selling proposition, or USP, is a powerful marketing tool that can help businesses stand out from the competition. When crafted correctly, a USP can be inspirational for an audience and make them feel like they need to buy a product or service to have the same benefits. However, it is essential to remember that a USP should not be copied from another company’s marketing materials, and it should be specific to your business and what you offer.
Here’s what you should avoid in your USP:
Too many words
Try to stick to one sentence that captures what your business does and how it’s different from the competition. You can elaborate on this in more detail on your website or marketing materials, but your USP should be easy to understand at a glance.
Every company should have a clear and concise USP (unique selling proposition), but it’s not always easy to come up with one. Your USP must be so fundamental to your business model that every person in your company should be able to state it proudly to anyone. It should also be something that differentiates you from your competition.
Semi-lies or a “sometimes it is true” will also not suffice. Your USP should be so ingrained in your business strategy that every employee ought to be able to express it to anyone confidently.
Can be copied
Your one-of-a-kind selling proposal must be something that solely you can use – that is what makes it original! If your unique selling proposition includes phrases such as “the best quality” or “always 30% off,” – your competitors can simply say something similar.
Your unique selling proposition is a guarantee that only your company can keep. When continuously applied across your sales and marketing processes, it becomes an integral part of your business’s identity. When developing your unique selling proposition, ask yourself occasionally, “Is that something my competition might say?” If the answer is yes, it’s time to start over.
You can use it only in certain areas
You should include a USP in every piece of content that you create for your customers. It’s not enough to just put it in your headline and hope people see it. Your customer should be constantly bombarded with your unique selling proposition to know what makes you different and why they should buy from you.
Unique Selling Proposition in advertising
The key to using USPs in PPC advertisements is weaving them into the fabric of all content you put out. You’ve nailed down your USP and condensed it into an elevator pitch-style summary; how can you use it in your PPC advertisements?
First, make sure that your website and all landing pages are consistent with your USP. When someone clicks on one of your ads, they should immediately understand what you’re offering and why it’s a good deal.
Additionally, mention your USP in the ad headline itself; this will help catch the user’s attention right away. Finally, use strong calls to action throughout your ad copy that drive users towards taking the next step (e.g., signing up for a free trial, downloading a white paper, etc.).
An ad’s USP should be included in either the headline or first line of text so that it is one of the first things a potential customer sees. Also, make sure that your USP is keyword-rich to show up in relevant searches. Most importantly, remember to emphasize the benefits of your service rather than features.
Unique Selling Proposition in sales
While a unique selling proposition can be solely a marketing component, this is not always the case. It also works well in a sales presentation. Yes, your marketing people can use your unique selling proposition to create a targeted message for their advertising efforts. However, your sales representatives can use it to develop powerful connections with their buyers.
A unique selling proposition (USP) is a powerful sales tool that enables your sales representatives to provide an immediate and genuine response to the question, “Why should I purchase your products instead of your competition?”
If your message is honest and straightforward, your clients will respect it.