What is a unique selling proposition?
A unique selling proposition, also called a USP, is a slogan businesses use to stand out among competitors. Sometimes called a unique selling point, a unique selling proposition typically describes one or more products or services a business offers that differentiate it from the competition.
Businesses can use their unique selling propositions to aid their marketing efforts and brand campaigns. A USP for a business may also be integrated into customer service protocols and recruiting efforts.
What a USP for a business needs to include
Before exploring how to write a unique selling proposition for your business, consider the characteristics of a good USP for a business. They typically include the following:
Memorable and descriptive slogan or catchphrase
Your USP has to be simple and memorable, which means it can be a slogan. However, that slogan should align with your offerings so customers may more inclined to stand behind your company’s mission and values.
Defensible and confident
It isn’t enough to have a unique selling point that claims you sell excellent products or services. You need to communicate to customers what makes your product unique to the market and better than the alternatives. This can make your USP more memorable.
Focused on providing specific value
Base your unique selling point on a specific value your customers care about. Your USP message should assert this value.
How to write a unique selling proposition
Here’s how to write a unique selling proposition in six steps.
1. Review your products or services
To generate ideas for your selling proposition, examine your full line of products or services. Identify the key products or services to promote with your unique selling proposition. For example, if you own a software company, you may identify your key products and services as software installations and business communication systems.
2. Research your target audience
Your main audience or customer base can provide insights into the tone of your selling proposition and the words you use. For instance, a local ice cream parlor that caters to families may benefit from a proposition such as “A flavor for everyone in the family.” On the other hand, “Scooping up the unexpected” might be a better USP for a business specializing in unique ice cream flavors.
You can potentially learn more about your target audience by:
- Conducting customer interviews
- Reviewing demographic information from your area
- Performing traffic studies
- Generating buyer personas
- Analyzing website traffic using tools such as Google Analytics
3. List what your business does well
A unique selling point should highlight the areas your business excels in. Good customer service, low prices and quick deliveries could be unique selling points.
Ask yourself, “What problem do we solve?” and “Who do we solve it for?” Customer satisfaction surveys also help you understand what your customers appreciate about your business.
4. Look at competitors’ selling propositions
Your unique selling proposition needs to set you apart from competitors. Becoming familiar with how other businesses in your niche describe themselves can provide insight into writing a unique selling proposition.
5. Obtain input on your USP
Once you’ve narrowed down a potential USP, gather feedback to improve and refine it. Start by asking members of your marketing team, such as your marketing manager and digital marketing specialists. Next, present your USP to the entire team through an employee survey.
Once you’ve identified your unique selling point, consider conducting a focus group to assess the public’s response.
6. Revise your selling proposition over time
Your selling proposition should evolve with your business so you may refine it over time. If you’ve been in business for five years and you want to revamp your brand, a new selling proposition can be helpful.
How to support and strengthen your unique selling point
Once you have a USP, your organization needs to live up to it daily. Train your employees on your unique selling point and revamp your customer service policy and operating procedures to reflect it.
For example, if your USP relates to quick shipping, put policies in place to ensure orders reach customers on time. When delays occur, coach your team on how to prevent them, and remind them that the speed of order fulfillment is your company’s unique selling point.
Your USP is just one part of your marketing plan. Consider the following to make your business stand out:
- Incorporate an honest guarantee into your selling proposition to entice customers to purchase your products or services.
- Donate to a charity or implement initiatives into your business practices to promote sustainability and fair-trade operations.
- Expand your current selling proposition to include new products or services.
- Take advantage of your social media pages to spread and support your USP.
- Engage in content marketing by creating blog posts, videos, articles and infographics related to your products and services.
- Launch an email campaign to promote your business and incorporate your USP.
- Start a monthly newsletter that shares testimonials and news items reinforcing your USP.
As you brainstorm ways to support your USP, try to be consistent in your marketing efforts. Using the same messaging across all channels, such as social media accounts and print advertising, could help to solidify your brand image.
5 Reasons for creating a USP for a business
A unique selling proposition can be useful for a variety of reasons.
1. Increase customer loyalty retention
A unique selling proposition can help your business create a loyal customer base. Over time, buyers might associate your business with the promises outlined in your proposition. This can help you attract new customers and lead to customer retention.
2. Differentiate your business from competitors
When countless companies within your industry offer the same products or services, you can use a selling proposition to give your business unique characteristics. Your selling proposition can help you stay memorable to your target market. Differentiating yourself from the competition is especially important in saturated markets, such as fashion retail, where customers have options to choose from.
3. Help your business stay focused
When you start a business, it can be helpful to create a simple selling proposition at the start of your business and use it as a focal point for your most essential offerings.
If your coffee business is fair trade, low-priced, locally owned and a great place to read, an effective USP may focus on one characteristic, such as “Where bookworms meet for their caffeine fix.”
4. Provide a growth strategy
Your business can use its selling propositions as a focal point for internal company direction. For example, a company that prides itself on great customer service can create an intensive employee training program on customer service skills and best practices.
5. Secure investments and financing
As your company grows, you may secure financing from lenders or search investors for additional capital. Having a unique selling proposition can strengthen your brand, potentially increasing your business’s appeal to investors.
FAQs about unique selling proposition
What is a unique selling proposition example?
Here are a few examples of unique selling propositions:
- Grocery store chain: “Fair-trade, organic produce at an affordable price.”
- Jewelry store: “Ethically sourced diamonds.”
- Accounting firm: “We advocate for your full rights with the IRS.”
- Hotel chain: “Comfort and relaxation that won’t break your budget.”
What shouldn’t a unique selling proposition include?
The point of creating a USP for a business is to convey your essential, unique value proposition. It shouldn’t be used as a platform for specific, temporary product or marketing offers.
Can my USP include humor?
Injecting humor into a USP can help set your company apart. However, consider your target audience when writing a unique selling proposition.
