selling proposition in a business plan

Unique Selling Proposition: What It Is & How to Develop a Great One

Published: May 03, 2023

As a sales person, you need to have the utmost confidence and belief in the product or service you’re selling. If you don’t believe in your product, it’s likely the prospect won’t believe in it either. 

With that in mind, how can you speak confidently about your company and product?  A well-crafted and rehearsed unique selling proposition. 

In this post, we’ll explain what a unique selling proposition is, how to write one (with data and expert advice), and examples from real businesses. 

Table of Contents:

What is a unique selling proposition (USP)?

How to write a unique selling proposition, examples of unique selling propositions.

A unique selling proposition, or USP, is a tool salespeople use to communicate the key factors that separate your product from the competition and why you’re the best possible solution for your prospects based on their unique needs.

A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition.

An effective USP communicates your brand’s values and differentiates what your company offers through what you stand for and how this benefits your customers. It’s used in the early stages of the sales process, and the guiding question for creating it is asking yourself, “What does my business offer that’s different from the competition?”

It’s best used as a verbal tool in conversation with a prospect, and it’s exclusive to the exact prospect you’re talking to and should be created with them in mind.

Below we'll go over how to write your company's USP. (Psst: This video can also teach you how to create a value proposition, which is helpful to keep in mind when thinking about your selling proposition.) 

So, you're ready to create a unique selling proposition. The first step is to think about your audience, and what you offer that’s most valuable to them. You’ll want to touch on the following elements:

• The products or services you offer your customers
• Your offerings benefit to customers that they can't get from the competition
• Who your target customer is
• The problem you're solving for customers

More than a quarter of salespeople who responded to our Sales Strategy & Trends survey reported that the change in sales between 2021 to 2022 is that personalization is more important than ever. So, you can create a general USP for your business that you customize to each prospect and what they’re looking for. 

Here are a few other things to remember when creating a USP.

1. Make sure you’re targeting the right audience. 

Writing a unique selling proposition first means focusing on the right audience because the truth is, you won’t appeal to everyone's needs. Make sure you have a robust buyer persona and focus on the markets more likely to benefit from your offer. 

With this, you’ll have a unique selling proposition that will likely drive deals because it matches your ideal customer profile. 

Trish Saemann, the founder of True North, told a colleague , "When you focus your energy on targeting a narrower audience, your message can be more customized. Customized messages are the ones that get the real engagement, and when that happens, there is a higher chance they will trust you to understand their needs. They will know you are a good fit for them."

2. Lead with your differentiating qualities.

If you create a unique selling proposition that a competitor could use for their product, it's time to return to the drawing board. Your unique selling proposition should be entirely unique to you, your company, and the product or service you're selling.

Your USP should include the strengths and benefits of your product that distinguish it from the competition. 

For example, one of Hoffman 's unique selling points is live practice plays. Salespeople learn how to engage with prospects, then test their skills by live cold-calling prospects and customers as an in-class exercise. It separates it from normal training programs and is the type of distinguishing factor to include in a unique selling proposition.

3. Present your talking points clearly and confidently.

Unique selling propositions should not only be unique to the company, but they should also be unique to you. You're showcasing yourself and your product or service. And your enthusiasm and authenticity should shine through during your USP.

The unique selling proposition will fail if it doesn't seem to come across as if it's unique to you. Rehearse the unique selling proposition. It gives you confidence and, in turn, the prospect will be confident in you. They'll walk away from a successful USP excited to work with you and to learn more about your product.

4. Include hyperbole.

Your unique selling proposition can be rich with hyperbole. 

Use words like, only, greatest, best, first, favorite , etc. to describe your product. When used appropriately, it's a tool that communicates your enthusiasm and belief in the product.

For example, instead of saying, " We help customers, " say, " Our customers demand the best, and that's why they hire us " instead. The second phrase says more about what you're offering.

You might hesitate to use hyperbole because you don’t want to seem too sales-y, but using it in your USP communicates the price you have in telling it. And it’s an appropriate communication device because you can back it up with your product. 

5. Focus on the benefit to the customer and sell a solution.

Great salespeople don't sell just a product or service — they sell the post-sales environment.

What does this mean? It means your unique selling proposition should be about the world your customer enjoys or the reality they'll see after they purchase.

B2B salespeople responding to our survey also said that selling prospects on a solution is the most effective strategy for converting new customers. Dan Tyre, Inbound Fellow at HubSpot, supports this point and said , “Prospects are less interested in seeing ‘how it works’ and more interested in making sure you understand their needs, have a comprehensive idea of their requirements, and that the product will work.” 

For instance, the process of buying a new car can be tedious and less than enjoyable. But people like the experience of driving a brand-new car. A successful salesperson knows this and can help the customer see the benefits and values that come after the sale goes through. 

You’ll know if your unique selling proposition works based on the prospect's reaction because they’ll engage with the USP, believe in what you’re selling, and be eager to learn more. 

Let’s put this all together using HubSpot as an example.

6. Share your unique selling proposition verbally.

Remember: the unique selling proposition loses its punch if you communicate it via email. Deliver it over the phone or in-person, where they can hear the strength of your words, tone, and confidence of what you're saying. 

Below we'll go over a few real-life unique selling propositions to inspire you. 

• Hoffman: I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.
• Ben & Jerry's: We make the best possible ice cream in the best possible way.
• Yokel Local: It's impossible for one person to do it all.
• Page Eleven Paper Goods: This is not your ordinary datebook.
• Away: Built for modern travel.
• Death Wish Coffee Co.: We rebel against blah beans—and a boring, lackluster life.
• TOMS: Pick your style. Wear TOMS. WEAR GOOD.
• ClassPass: The world's best classes and experiences into one app.
• Thrive Market: Healthy groceries shouldn't break the bank.
• SheaMoisture: A better way to beautiful.
• Anchor: Powerful tools for beginners, pros, and everyone in between—all for free.

1. Hoffman : I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.

Hoffman is an industry leader in sales training and a leading consultant for industry executives. This unique selling proposition was used when talking to a Vice President on the first outreach call.

I've created a quick recording of the USP so you can hear it from the perspective of a prospect.

2. Ben & Jerry's : We make the best possible ice cream in the best possible way.

What's the unique selling proposition for this ice cream company? Ben & Jerry's stands out from the competition by providing, "the best possible ice cream in the best possible way."

The mission of the company is to create sustainable, high-quality ice cream that has a positive impact on its employees and surrounding communities.  If you're a salesperson for Ben & Jerry's, these are the key differentiating factors that would help you create your USP.

3. Yokel Local : We become the digital marketing extension of your team because it's impossible for one person to do it all.

Yokel Local intimately knows its buyer persona: marketing managers who are overwhelmed with everything that they have to learn, execute on, and manage. That's where the benefit of hiring an agency lies. Yokel Local is able to offer a team of experts in an array of disciplines to take that stress away. Their website goes on to say:

"We're a full service marketing agency that helps frustrated or stressed business owners and marketing experts with developing demand generation and growth strategies to increase conversions and get you the results you need." - Yokel Local

4. Page Eleven Paper Goods : This is not your ordinary datebook.

When someone is buying a planner or datebook, they may be thinking about the size, layout, and price. However, Page Eleven stops website visitors in their tracks and reframes the buying process by asserting their product is more than that. It's designed to be a tool for setting and achieving goals. Here's what it has to say about its product:

"It is a reflection of where you have come, the direction you are thriving towards and the path where purpose meets intent." - Page Eleven

5. Away : Built for modern travel.

Away provides its customers with premium luggage for the modern traveler. The company says:

"hat’s why our travel essentials are designed to last (and last) for every trip to come, so you can get out there and explore." - Away Luggage

Not only does Away offer high-quality luggage options at reasonable prices, but it also believes that "to be a great business, you have to be a good one too." And the company strives to have a positive impact on its customers and their communities. This sets them apart from other high-end luggage companies.

6. Death Wish Coffee Co. : We live to rebel against blah beans—and a boring, lackluster life.

Death Wish Coffee Co.'s goal is to fuel customers with the best tasting, highest quality, and strongest coffee. The company even goes as far as to say,

"This seemingly standard flavor is here to flip you on your head with rich, deep notes of vanilla brewed into the boldest medium roast you know." - Death Wish Coffee Co.

7. TOMS : Wear TOMS. WEAR GOOD.

This shoe company does things differently from its competitors. When you purchase a pair of shoes from TOMS, you can pick an issue area that you'd like to stand for.

The mission of the company is to change lives for the better. And since 2006, TOMS has given shoes, safe water, and vision to more than 94 million people . It's a business that's creating change for a better tomorrow — for its customers and the people they're helping.

"We’re in business to improve lives." - TOMS

8. ClassPass : Bringing together the world’s best classes and experiences into one app.

ClassPass makes group fitness accessible for its customer base through partnerships with fitness studios all over the U.S. and virtual class offerings.

It changed consumers participate in group fitness by working with small businesses and studios to introduce them to a new market of consumers who want to get active.

"We lead people to live inspired lives every day by introducing and seamlessly connecting them to soul-nurturing experiences." - ClassPass

9. Thrive Market : Healthy groceries shouldn't break the bank.

Online grocery retailer Thrive Market's membership-based business model aims to make healthy food and household products affordable and accessible.

They offer premium and organic products for wholesale prices and for every annual membership purchased, they donate a membership to someone in need.

"We’re on a mission to make healthy living easy and affordable for everyone." - Thrive Market

10. SheaMoisture : A better way to beautiful.

Beauty brand SheaMoisture provides hair and body care products formulated without harmful ingredients at an accessible price point.

SheaMoisture invests proceeds from every sale towards their community commerce fund that supports small minority business owners.

"At SheaMoisture we invest proceeds from every purchase into the community. When you purchase SheaMoisture, you are investing in women globally. Our educational and entrepreneurial programs are designed to create an inclusive and thriving society." - SheaMoisture

11. Anchor : Powerful tools for beginners, pros, and everyone in between — all for free.

Podcasting is a growing fast-growing medium. As of April 2023, Podcast Index reports that there were 116,895 shows published in the last three days, and 379,448 in the last 30.

Podcast hosting platform Anchor (now part of Spotify for Podcasters) is up for the challenge, providing easy-to-use hosting and publishing software that makes launching a podcast easy, and cost-effective. Through its platform, users are able to create, distribute, and monetize their podcasts for free — a unique differentiator from other podcast hosting companies in the market.

"Our mission is to democratize audio. We believe everyone should be able to have their voice heard, regardless of background or experience level. Our goal is to make podcasting easy and fun, without sacrificing the quality every podcaster deserves." - Anchor

With a carefully crafted, unique selling proposition, you have a greater chance of moving forward with the prospect.

Editor's note: This post was originally published in April 2020 and has been updated for comprehensiveness.

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Win Sales With a Unique Selling Proposition + 9 Examples

A unique selling proposition is one of the keys to developing a memorable brand. Here's how to shape your own USP, plus 9 examples for inspiration.

Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about.

Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different from another . Knowing the right way to position yourself and your products can mean the difference between standing out and blending in.

That's why it’s crucial for all entrepreneurs to understand how to both identify and communicate a unique selling proposition (USP) to help guide your branding and marketing decisions.

What is a unique selling proposition?

A unique selling proposition (USP) is the unique benefit that makes your business or product better than the competition. It’s a short sentence or two defining the specific and clear benefit that makes your business stand out when compared to others in your market.

Forming an opinionated and deliberate  unique selling proposition, or unique selling point,  helps focus your marketing strategy and influences messaging, branding , copywriting, and other marketing decisions, as well as prospective customers.

At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand:

What makes you different from the competition?

Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being “unique” is rarely a strong USP in itself. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won't be nearly as effective.

A compelling USP should be:

• Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “We sell high-quality products.”
• Focused on what your customers value: “Unique” won't count for much if it’s not something your target customers truly care about.
• More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain. You should be able to talk the talk and walk the walk.

It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn’t.

What a unique selling proposition isn't

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.

USP marketing isn't  just the header copy on your homepage . It’s a position your small business takes as a whole that can be incorporated into your products, your brand, the experience you provide, and any other touch point your customers have with your business.

The best way to understand what makes a powerful USP  in business is through examples. So here are nine unique selling proposition examples that get it right, and what you can learn from each successful business.

9 impactful unique selling proposition examples

• Death Wish Coffee
• Taylor Stitch
• Saddleback Leather
• Warby Parker

You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a unique selling point.

Instead, Pipcorn is a great case of a brand using specificity to carve out their own unique place in the market, choosing instead to focus on what makes their product a smart choice for the health-conscious or vegan consumer.

Phrases like “all natural,” “whole grain,” and “small batches'' are seen on the bag, and the brand’s site highlights other health benefits like gluten free, non-GMO, and antioxidants. Pipcorn also gets specific about how its snack food is healthy instead of just saying that it is, listing points of difference that its customers will care about.

By positioning its product around current health-conscious trends, it’s able to create a USP that would not only actively help them attract new customers, but also retail their popcorn as a premium product.

2. Death Wish Coffee

A lot of coffee shops and roasters lay claim to having the “smoothest” or “richest” cup of coffee out there. Death Wish Coffee, however, chose to cater to those who need an extra kick in their cup of joe by instead selling the “world's strongest coffee.”

Death Wish Coffee is an excellent example of developing a product based on a unique selling proposition that was largely left untouched in the crowded coffee market . It’s not a position that will immediately attract every kind of coffee drinker, but the product firmly appeals to a certain segment of consumers, and it’s hard to imitate.

Death Wish Coffee backs it up too. In addition to boldly declaring its USP on its site and packaging, and breaking down how its product is made, it also offers full refunds for anyone who says the coffee wasn't the boldest cup they’ve ever had.

Muse is a noteworthy example of why you need a USP even when your products are truly unique. Muse offers the first consumer tool out there that can provide real-time feedback on your brain’s activity as you meditate.

It is the first company to offer what it does, but having no direct competitors doesn't mean it has no competition at all. People have been doing just fine for centuries without its product, after all.

In this case, Muse's biggest competitor is the status quo: unaided meditation. So its USP, naturally, is around enhancing your existing practice to “ get the most out of meditation .”

You can see how a lot of its copy, while focusing on different selling points, comes together under this single idea.

Throughout its content and marketing messages, it builds a case for both mediation in general and for meditation aided by its product. This is a smart example of acknowledging the norm to position yourself as a truly different solution.

4. Taylor Stitch

Taylor Stitch is a clothing company that relies on crowdfunding in order to develop new products. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how 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.”

It immediately lets customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. Customers are assured that:

• They’ll save 20% by preordering.
• It’s better for the environment.
• It gets these products in your hands when you’d actually use them.

These are staples of crowdfunding that have been brought to the surface and translated into value for the customer—it’s hard to argue with saving money and being more environmentally friendly, and supporting a business you believe in is a nice bonus, too.

By positioning its unconventional business model this way, they turn a potentially risky pre-order process into a compelling marketing angle.

Many temporary tattoo products are intended for kids and feature simple and silly designs. Tattly takes a different approach, offering gorgeous, intricate art for people of all ages.

These temporary tattoos are meant to be beautiful like traditional tattoos, allowing customers to express themselves without the commitment or high cost of real tattoos.

Tattly doesn’t have many direct competitors that sell similarly bold designs made from safe materials. This makes it easier for the brand to develop its USP, in theory, but it still needs to differentiate itself from the inevitable comparisons between its products and its more familiar counterparts.

By focusing on the art, it’s able to do that with its USP, which it expresses as: “ Fake tattoos by real artists.”

Many design-centric brands source designs from real artists, but Tattly surfaces this fact about its business. The artists behind its designs are as much a part of what it sells as the tattoos themselves, getting prominent profiles on its site organized under a section dedicated to artists and their works.

It could have left it as a mere line of copy on its site, but instead it chose to incorporate the artists behind its products into the design of its online store , reinforcing the idea that tattoos are a form of wearable art.

6. Saddleback Leather

One of the first things you notice about Saddleback Leather’s site is its famous tagline: “They’ll fight over it when you’re dead.”

It’s a sentence that immediately conveys the unique value of Saddleback’s products to its potential customers, in its signature irreverent tone: this product is built so well it will outlive its owner. The messaging also refers directly to its 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some.

Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. Longevity is Saddleback’s competitive advantage .

In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of its own craftsmanship. Because it was clear on its USP, it took advantage of the opportunity to further entrench the company’s unique position on quality and craftsmanship.

7. Third Love

Women’s lingerie is a billion dollar industry, so newcomer Third Love had to find a way to make sure it was able to compete with legacy brands.

Third Love made its “We have the right fit” USP an integral part of its branding. It’s not just a key part of the messaging in its ads and the copy on its site—it even has a Fit Finder quiz that allows first-time customers to find the right fit for them.

To go even deeper on its promise, it also offers half-sizes and a “try before you buy” guarantee.

Third Love’s USP is a powerful promise. And while other brands might offer a sizing chart to help shoppers, Third Love prioritizes getting you the right fit based on your individual needs.

Of all the messages it could have focused on around style or quality, it honed in on a pain point that many women experience when shopping for bras, and chose to double down.

8. Beardbrand

A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard.

It wants to create products that “work with your body’s natural chemistry, rather than to disguise or change it.”

This product ethos means that it only sells products that live up to this standard and pits itself against a rampant problem in the industry.

Casting the industry norm as an antagonist is a positioning strategy often used by brands that are confident about their solution to the customer’s problems.

9. Warby Parker

Warby Parker’s USP is all about customer service and experience.

The popular DTC eyewear brand sets itself apart from the crowd by offering a home try-on program. It lets customers try five frames at home, for free .

Once the try-before-you-buy period is over, customers must return the items they don’t want (using a prepaid return shipping label), and can purchase the items they like. 

The service allows it to compete with brick-and-mortar retailers, and stand apart from them. It meets customers where they are by taking something that used to only happen in person (buying glasses) and makes it convenient and easy to do from home.

How to write a unique selling proposition

Now that we’ve looked at unique selling proposition examples from other businesses, you might be wondering how you can go about creating, uncovering, or refining your own unique selling proposition.

Every USP is going to be, well, unique but that doesn’t mean there isn’t a process you can follow to put yourself on the right track. Here’s how you can write your USP :

1. Get specific about your differentiators

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.

2. Research the competition

Who are your competitors and what are their USPs? Look for gaps where you can potentially introduce your brand differently. Products in the same category can be positioned in wildly different ways—footwear, for example, can emphasize style, comfort, or durability.

3. Identify your customer needs

Compare your most unique angles against your audience’s needs. Are there any customer needs that haven’t been filled? Do you see any pain points that you can appeal to that your competitors haven't?

4. Compile the data

• Take the information that you’ve learned and sift through it to single out your strongest USP.

5. Write your USP

Once you have a vague idea of what your USP is, it might help to express it as a positioning statement so you can get it down on paper:

[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].

Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].

This won't be exactly what you advertise on your website, but it should help you clarify your USP, its audience, and any specific differentiators that might be worth highlighting.

6. Apply your USP across your business

Applied properly, a USP can be woven into different areas of your business, from your brand name to your return policy, to reinforce the idea to your customers.

While it can take some time to get your USP down, it can then be used across your ads, landing pages, and even social media copy.

Unique selling propositions: Defining your competitive edge

A USP isn’t just a persuasive line of copy on your homepage. It's ultimately how you position your products or even your entire business to the rest of the world.

Your products don’t need to be wholly unique in and of themselves for you to have a strong unique selling proposition. Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition.

There may be a dozen ways you could sell your products , but your USP is the big idea that best positions your brand according to what your customers care about and what your competitors aren’t.

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Unique selling proposition FAQ

How do you write a unique selling proposition.

• Make a list of all the potential differentiators of your brand and what you sell. Research your competition.
• Compare your most unique angles against your audience’s needs.
• Compile the data.
• Experiment with a few different positioning statements based on your research.

Why do you need a unique selling proposition?

A unique selling proposition is critical for helping you stand out from your competition and really home in on your businesses strengths. Your unique selling proposition can dramatically improve your overall business strategy.

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What Is a Unique Selling Proposition & How Do I Create One?

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What Is a Unique Selling Proposition?

How to create a unique selling proposition in 6 steps.

• 1. Define Your Target Market & Conduct Market Research
• 2. Identify Your Product or Service’s Unique Features
• 3. Develop Your Messaging & Position Your Unique Selling Point
• 4. A Strong Unique Selling Proposition Is Clear & Concise
• 5. Test & Revise Your Unique Selling Point
• 6. Promote Your Unique Selling Proposition

Keys to a Successful Unique Selling Proposition

Faqs about unique selling proposition.

As an entrepreneur, you may know that creating a Unique Selling Proposition (USP) for your business is important.

But what is a USP, exactly?

And more importantly, how can you go about creating one for your own business?

Let’s take a closer look at Unique Selling Propositions, why you need one, and how to create one.

A Unique Selling Proposition is a sentence that explains what makes your company unique. It tells customers why they should do business with you instead of one of your competitors.

A Unique Selling Proposition is a one-sentence description of what makes your company unique and valuable to its target audience. It’s a clear statement that explains why a customer should do business with you instead of one of your competitors.

A USP is sometimes referred to as a unique selling point. While it’s not the original term, it conveys the concept well. It’s a company’s main selling point and shapes your brand, market positioning, marketing messages and techniques, and client interaction. Defining your Unique Selling Proposition is an essential part of successful business planning.

Why Is a Unique Selling Proposition Important to My Marketing Strategy?

Your USP is important because it’s what sets you apart from your competition. It’s the key to winning new business and retaining loyal customers. Your USP should be clear, concise, and easy for prospective customers to understand.

If you invest effort in developing a compelling USP, you can use it across all of your digital marketing communications, interactions, and business branding. Your USP, when paired with your mission statement, can give a lot of clarity to your business model, what you do and why you do it.

When creating or revising your company’s USP, keep these factors in mind:

• Your target market: who are you targeting and what needs or desires do they have?
• What makes your company unique: what are your strengths and how can you capitalize on them?
• The benefits of doing business with you: what value do you offer customers that they can’t find elsewhere?
• How will you communicate your USP: what materials or slogans will you use to get the message across in your digital marketing or physical collateral?

Narrowing in on your target audience, assessing your competitors, and taking a straightforward look at what you have to offer are all part of the process of establishing a unique and effective selling proposition.

Uncovering Competitive Advantage

You can learn a lot by exploring how your business sits in relation to target customer needs and your competition’s positioning. Aside from honing in on messaging that will be more effective for you, you will better understand your customer pain points and better understand opportunities for developing your competitive advantage.

Take a look at what your competitors are doing and figure out how you can set yourself apart. By analyzing your competition, identifying their strengths and weaknesses, and visualizing how these elements will influence customer experience, you can begin to craft a unique selling proposition that is authentic to your company.

In other words, what do you have that they don’t?

What are your company’s strengths? How can you capitalize and use them to your advantage?

Creating a strong unique selling proposition isn’t easy, but it’s worth the effort. When done correctly, it will help you attract new customers, differentiate your business from the competition, and convey the value you offer.

While creating a unique selling proposition can be a challenge for most companies, it’s important for businesses to find a way to stand out from the competition.

There is no one-size-fits-all formula for creating a Unique Selling Proposition, but there are some key steps you can take to develop an effective USP for the unique benefit of your business:

• Define your target market. Find out what benefits your target customers are looking for.
• Identify what makes your product or service unique. Identify your competition, what they’re offering, how your offering differs, and which marketing messages are working for other brands.
• Position your USP to highlight benefits. Highlight the benefits of doing business with you. in a way that’s appealing to your target customers.
• Make your USP clear and concise. Keep it short, sweet, and to the point.
• Test and revise your USP. Make sure it’s working, and iterate as needed or test new ideas.
• Promote your Unique Selling Proposition. Get the word out there about what makes you different.

Let’s take a closer look at each of these stages in detail.

1. Define Your Target Market & Conduct Market Research

Before you can even start marketing your services, you need to know your target market.

You then need to understand your market. That means finding out what benefits your customers are looking for.

Many entrepreneurs don’t realize that crafting a successful USP isn’t about inventing something new. It’s about identifying what makes your business unique and focusing on those benefits for your target market.

In this step, you must be as specific as possible.

Identify a market to focus on

If you are a web developer advertising services, targeting anyone who needs help with a website will lead to messaging that is too broad, vague, or bland to work optimally.

It can be challenging to pick a direction if your marketing has favored a general approach before. Evaluate your skills (or product features), unmet needs you identify during this research, and gaps amongst the competition.

Especially for freelancers and small businesses, it can be useful to explore your ideal customer, client, or work engagement. What kind of work do you want to be doing?

These considerations provide you with a starting point for research that narrows down the scope.

Here are some examples of an ideal customer that a web developer might identify:

• A small business owner looking for a WordPress expert to customize their site.
• Startups that need to get their products or services online quickly.
• Businesses that want to increase their online presence.
• Organizations that need to replace their current website (and its developer) after a problematic engagement.

Research your target market’s needs and wants

Once you know who your target market is, it’s time to do some primary and secondary research to figure out what benefits they’re looking for. This can include surveys, interviews, and online forums.

Look for trends in the data you collect. Are people gravitating towards a specific benefit or solution that your business can provide?

What are the specific problems or issues that your target market is experiencing? What are they looking for in a particular product or service to solve these issues or meet these needs?

Some of this research can be done online, but you’ll also want to talk to your target market directly – such as through surveys and interviews.

Again, it’s important to be as specific as possible. Don’t try to guess what your target market wants. Ask them!

2. Identify Your Product or Service’s Unique Features

Identify your competition and research what they’re offering.

It’s not enough to know what your target market wants. You can’t sell your products or services without knowing the different selling points that make them unique. And you won’t be able to create a powerful USP if you don’t know who your competition is, and how they are different from you.

You also need to understand what your competition is offering – and how you can do it better.

Your competition could be direct or indirect. To find out, you’ll need to do some online research as well as talk to people and companies in your target market.

Here are some questions to consider as you research your competition:

• Who are your main competitors?
• What services or products do they offer?
• What is their USP?
• Is it working? What do people think of them? (You can find this out through online reviews, social media, and forums)

Once you’ve answered these questions, you should have a good understanding of what your competition is doing and how you can differentiate yourself from other companies.

3. Develop Your Messaging & Position Your Unique Selling Point

Now that you know who your target market is, what they want, and how you can deliver that better than your competition, you can start pulling together your Unique Selling Proposition.

Develop your messaging

Your messaging should be clear and relevant to your target market. It should also be different from what your competition is offering.

• Identify the main benefit or key differentiator that you offer. Choose one or two key differentiators that set you apart. You might have uncovered a number of options, and you need to decide which value proposition is most appealing and best meets target market needs. This could be a solution to a specific problem, a new or unique feature, or an unbeatable price.
• Communicate it in a way that’s simple and to the point. Don’t try to cram in every benefit or differentiator identified during research. The ideal Unique Selling Proposition fits in one sentence. It’s a focusing tool that cuts through the noise and grabs attention.
• Make sure your messaging is relevant to your target market. Don’t try to appeal to everyone – it’s impossible and will lead to bland messaging. You’ll refine this next, but your copy will work best when you speak your target market’s language from the start.
• Focus on what makes you unique. Remember those differentiators that set you apart from the competition? This is where they come into play.

Position Unique Selling Propositions to highlight benefits for prospective customers

Highlight the benefits of doing business with you in a way that’s appealing to your target customers.

Simply defined, market positioning is a process that aims to establish a brand’s or product’s identity and image in the minds of target consumers.

It’s about figuring out how you want customers to think of you and then delivering on that promise. Done well, it can be extremely effective in gaining market share or increasing sales.

When we developed the base of our messaging, our focus was on our own products and services and what they can bring to the table. When communicating that to potential customers, we want to flip the focus to the end result for them.

Here are some tips for doing so:

• Highlight the benefits of doing business with you. Don’t focus on features. What’s in it for the customer?
• Be specific. Vague statements like “we’re the best” or “we’re the cheapest” are not going to cut it. You need to be specific about what makes you different and why customers should care.
• Use strong language and powerful imagery. You have seconds to grab attention in a crowded market. Use emotive language to really drive home your message.
• Make it easy to understand your USP. Use simple, straightforward language that packs a punch. The benefit should be immediately clear to prospective customers. Don’t achieve a concise USP by relying on abstract, literary, and idiomatic expressions.
• Make it believable. Customers are not going to believe you if you make claims that are far-fetched or impossible to deliver on. Be honest and realistic in your USP.
• Support it with proof. If you can back up your USP with facts, data, or testimonials in surrounding copy, you’ll help customers feel confident that you’re truly different from the competition.

4. A Strong Unique Selling Proposition Is Clear & Concise

Keep it short, sweet, and to the point.

A strong Unique Selling Proposition is clear and concise so that your audience can understand what you’re offering and how it benefits them.

You might have noticed a theme here, so much so that boiling your message down to achieve the most impact in the fewest words deserves its own step in the process.

Here are some tips for clarifying your unique selling point:

• Think of your USP as a memorable tagline or slogan. USPs and taglines are separate entities, but how difficult would it be to create one from your USP?
• Use active voice. Active voice is more direct, which means it takes less thought to understand. Passive voice also tends to require more complicated language, making this an easy way to eliminate unnecessary words.
• Remove any qualifiers (“almost,” “better than,” etc.) from your USP so that it is as strong and confident as possible.
• Use positive language that tells your audience what they will gain from using your product or service, rather than what they will lose.
• Make it unique. If your brand positioning communicates your differentiators using language everyone in your industry uses, it won’t be clear or memorable.

5. Test & Revise Your Unique Selling Point

Make sure your Unique Selling Proposition is working, and iterate as needed or test new ideas.

A company’s USP is the foundation of your business, so it’s important to make sure it’s working well.

Test it out regularly and revise it as needed to ensure that it’s still relevant and effective. You can also test out new ideas to see if they might be even better than your current USP.

Use social media

Create a social post that incorporates your USP candidate on social media and see how people react. Do they share it? Do they seem confused? Engage with them in the comments to get feedback and ideas for improvement.

This is a great way to test your candidates without needing to commit to them beforehand.

Analyze your website traffic data

Look at where your visitors are coming from and what they’re doing on your site. This will give you insight into whether or not they’re responding to your USP.

Look at your conversion rates

If you have a higher bounce rate after making a change, this could be an indication that your USP isn’t resonating with your audience. Test out different variations and see which one works best.

Ask customers for feedback

Get customer feedback for qualitative testing of your USP’s impact on brand identity.

Send out a survey to your customer base and ask them how they heard about you, what their initial impression was, and if they found the unique selling proposition helpful in making a decision.

You can also ask them how they found out about your company’s products and what made them decide to do business with you.

You can also interview your customers to get their thoughts on your USP and brand strategy.

A/B test your marketing materials

Try out different versions of your USP in your ads and on your website to see which one performs the best. A/B testing is a great way to fine-tune your message and make sure it’s resonating with your audience.

Keep track of your sales data

Look at how well your products or services are selling over time. If you see a sudden drop in online store sales, for example, it could be a sign that your USP isn’t working well.

Whether you’re testing a new message or validating the efficacy of your existing unique selling point, this ensures that it’s always relevant and effective. Keep iterating and improving to keep your business on the top.

6. Promote Your Unique Selling Proposition

Get the word out there about what makes you different.

Make sure your website, social media, and other marketing materials highlight your company’s unique position and inform the core of their overall message.

Talk about it in your sales conversations, and be prepared to explain why it matters to potential customers. If you can’t expand on what makes you special, it will be hard for customers to see the value.

Develop an elevator pitch that explains why people should buy from you instead of your competitors

A USP is a key part of your elevator pitch . If you can quickly and succinctly explain what makes you different, you’ll be in a better position to close deals.

Your elevator pitch should be succinct enough that it can be conveyed from memory, but allows for more detail about your business and serves as an adaptable basis for marketing materials.

Come up with a tagline that sums up your USP in a catchy and memorable way

A tagline is a short, memorable phrase that communicates the key benefit of your brand or product. A good tagline is driven by a clearly-defined USP.

As with your USP, it should be clear, concise, and easy to remember. A good tagline can be the difference between a successful marketing campaign and one that falls flat.

What makes a good tagline memorable?

There are a few key things that make a good tagline memorable. It should be:

• Unique: Don’t try to be like everyone else. Stand out from the crowd and be creative.
• Concise: Keep it short and sweet, no more than 10-15 words at the outside.
• Relevant: Make sure the tagline captures your product or brand.
• Energetic: Use strong, active words to capture people’s attention.

Create marketing materials that support your USP

Create marketing materials that support your USP. Every touchpoint should reinforce what makes you different from your competition, from your primary landing page to your customer support templates. Your marketing materials should be easy to understand, visually appealing and easy to navigate.

There are endless ways to promote your USP. Get creative and think outside the box to come up with unique ways to get the word out there.

Train your team on your USP

Make sure everyone on your team, from customer service to sales, is familiar with your unique selling point. They should be able to articulate it clearly and confidently to potential customers.

Invest in training so they can learn how to effectively communicate your USP and close sales.

Make it a part of your brand identity

Your USP should be a central part of your overall brand identity. It should inform everything: your messaging, visual identity, content marketing, landing pages, email marketing, and beyond.

Consistency is key when it comes to branding. If your USP changes with every new campaign, people will get confused and lose trust in you.

Stay consistent

Your unique selling proposition should be a key part of your branding and marketing efforts.

It should be reflected in everything you do, from the words you use to the way you interact with customers, and from your marketing to your customer service.

Keep your messaging consistent across all channels. Have a clear, concise message that you stick to throughout your marketing materials, website, content marketing, and other customer-facing communications.

Remember: consistency is key when it comes to establishing a strong brand identity.

Continue to measure and optimize

In the previous step, we validated our new USP messaging. But market needs and tastes change. It’s important to continue validating and refining your USP over time.

Whether you’re publishing a new landing page or redesigning an entire online store, keep track of how well your unique selling proposition is working. Measure its impact on sales, customer loyalty, and other key metrics.

Make tweaks as needed to improve results. If something isn’t working, don’t be afraid to change it up. But always make sure you know what’s working and why, so you can continue to replicate success.

We’ve explored the process of creating a USP in detail, and there’s a lot of work ahead. To ensure you stay focused and get the right result, it can be helpful to bear these key factors in mind.

• Benefit-focused: A great USP should be benefit-focused. It should make it clear what your product or service can do for the customer, not just what it is.
• Simple, clear, concise, consistent: Keep your USP simple and easy to understand. This isn’t the time to get creative with complicated language – you want your customers to be able to easily remember what you offer.
• Unique and differentiable: Make sure your USP is different from that of your competitors. If it’s not, then it won’t be very effective in helping you stand out from the crowd.
• Authentic: Be sure that your USP is authentic – in other words, it’s something you can truly deliver on. There’s no point making promises you can’t keep, as this will only damage your reputation in the long run.
• Positive, impactful, and memorable: You want your USP to be something that leaves a positive impression on customers and is easy for them to remember.

Like a good USP, there should be no surprises here! These key factors are all recurring themes throughout the process. Treat them like a cheat sheet for quick reference wherever you are in the process.

Now that you know the keys to creating successful unique selling points, it’s time to get to work. Follow these steps and make sure you stay focused on delivering a message that resonates with your customers. Remember: consistency is key when it comes to branding, so be sure to keep your USP front and center in all of your marketing efforts.

What is a Unique Selling Proposition?

A Unique Selling Proposition (USP), often referred to as a Unique Selling Point or Unique Value Proposition, is a fundamental marketing concept. It identifies and communicates the unique and distinct qualities or benefits of a product, service, or brand compared to its competitors. The central question it answers is, “Why should a customer choose your product or service over others?” A USP should possess the following key characteristics: Uniqueness: The USP must highlight something that sets the product, service, or brand apart from competitors. This unique aspect could be a feature, a benefit, a quality, or a combination of these elements. Value: The USP should effectively communicate the specific value or benefit that the customer will receive. It should directly address the customer’s needs, wants, or pain points, making it compelling. Clarity and Conciseness: An effective USP is clear, concise, and easy to understand. It should be memorable and resonate with the target audience, leaving a lasting impression. Relevance: The USP should be relevant to the target market, aligning with their preferences, desires, or problems. It must address an aspect that matters to the potential customer. Credibility: A good USP is credible and supported by evidence or proof. Claims made in the USP should be substantiated, as empty or unverifiable claims are less effective. Consistency: The USP should be consistent with the overall brand message and should reflect the brand’s values and positioning in the market. Longevity: Ideally, a USP should have a degree of longevity. Constantly changing USPs can confuse customers, so it’s important to craft a message that remains relevant over time. Competitive Analysis: Developing a USP often involves conducting a competitive analysis to identify gaps in the market or areas where your product or service can excel and stand out. A well-crafted USP is a potent tool in marketing and sales. It helps differentiate a product or service in a crowded marketplace by highlighting the unique benefits customers will receive. This unique positioning forms the basis for effective marketing campaigns and messaging, enabling businesses to stand out and connect with their target audience effectively.

Why do you need a Unique Selling Proposition?

A Unique Selling Proposition (USP) is essential for several compelling reasons: Differentiation in a Crowded Market: In most industries, competition is fierce, and customers are inundated with choices. A strong USP sets your product, service, or brand apart from the competition. It provides a clear and distinctive reason why a customer should choose you over others. Without a USP, you risk blending into the crowd and becoming indistinguishable from competitors. Effective Communication: A USP serves as a concise and powerful communication tool. It conveys, in a few words or sentences, the unique benefits or value your offering provides to customers. This clarity is vital because customers often make quick decisions, and you need to capture their attention and interest immediately. Customer-Centric Focus: A well-defined USP is customer-centric. It addresses the specific needs, desires, or pain points of your target audience. By identifying and addressing what matters most to customers, you create a compelling proposition that resonates with them. Competitive Advantage: A strong USP gives you a competitive advantage. It enables you to emphasize what you do exceptionally well, making it difficult for competitors to replicate or surpass your offering. This advantage can help you maintain or expand your market share. Brand Identity and Loyalty: Your USP is a fundamental part of your brand identity. It communicates what your brand stands for and what customers can expect from your products or services. A compelling USP can foster brand loyalty as customers come to associate your brand with a unique and valuable experience. Marketing Effectiveness: A USP provides a foundation for effective marketing campaigns. It shapes your messaging, helping you craft marketing materials that resonate with your target audience. This leads to more effective marketing efforts and a higher return on investment. Product Development Focus: When you have a clear USP, it guides your product or service development efforts. You can prioritize features or attributes that align with your unique value proposition, ensuring that you deliver what you promise to customers. Customer Acquisition and Retention: A strong USP not only attracts new customers but also retains existing ones. When customers perceive unique value in your offering, they are more likely to stay loyal and refer others. Business Sustainability: In a dynamic marketplace, businesses need to adapt and evolve. Your USP can serve as a source of stability and adaptability. Even as market conditions change, your USP remains a core aspect of your identity. In summary, a Unique Selling Proposition is essential for establishing a distinct and memorable identity in the market, effectively communicating your value to customers, and achieving a competitive advantage. It guides your marketing efforts, influences product development, and fosters customer loyalty. Without a strong USP, your business may struggle to stand out and thrive in today’s competitive landscape.

What Is an example of a Unique Selling Proposition?

Here are a few examples of Unique Selling Propositions (USPs) from well-known brands: Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.” This USP emphasizes speedy delivery, which was a unique offering when it was introduced. FedEx: “When it absolutely, positively has to be there overnight.” FedEx’s USP highlights the reliability and speed of its overnight shipping services. Apple iPhone: “The world’s most powerful personal device.” Apple’s USP focuses on the iPhone’s performance and versatility as a personal device. M&M’s: “Melts in your mouth, not in your hand.” This USP highlights the candy’s resistance to melting, making it a convenient choice for consumers. Amazon Prime: “Free two-day shipping on eligible items.” Amazon’s USP for its Prime membership emphasizes fast and free shipping, along with additional benefits like streaming content and exclusive deals. Volvo: “For life.” Volvo’s USP focuses on safety and longevity, highlighting its commitment to building durable and secure vehicles. Geico: “15 minutes could save you 15% or more on car insurance.” Geico’s USP emphasizes the potential for quick and significant savings on car insurance. These examples show how USPs can vary in focus, emphasizing different aspects such as speed, reliability, convenience, performance, safety, and emotional appeal. A strong USP should resonate with the target audience and effectively communicate the unique benefits or value that a product, service, or brand offers.

How to write a Unique Selling Proposition?

Crafting an effective Unique Selling Proposition (USP) is a strategic process that involves several key steps: Understand Your Target Audience: Start by gaining a deep understanding of your ideal customers. This includes demographics, preferences, pain points, and desires. Conduct thorough market research to gather insights into what matters most to your target audience and what they value in a product or service. Analyze Your Competitors: Research your competitors to identify gaps in the market or areas where you can excel. Determine how your offering compares to others in your industry. What sets it apart from the competition? Identify Your Unique Qualities: Consider your product or service’s unique features, benefits, and attributes. What makes it distinct from similar offerings? Are there unique features, technology, ingredients, processes, or benefits that you can highlight? Also, think about the emotional or experiential aspects that differentiate your offering. Solve a Problem or Fulfill a Need: Clearly define how your product or service addresses a specific problem or fulfills a need for your target audience. What pain points does it alleviate? Highlight the practical or emotional benefits that customers will gain from choosing your offering. Be Clear and Concise: When formulating your USP, keep it clear, concise, and straightforward. Aim for brevity and clarity in your messaging. Avoid jargon or technical language that might confuse your audience. Focus on the Value: Emphasize the value that customers will receive from your offering. Clearly communicate the benefits and advantages they can expect. Use specific language to articulate how your product or service meets their needs. Highlight What’s Unique: In your USP, state explicitly what sets your product, service, or brand apart from the competition. Avoid generic or overused phrases like “high quality” or “best in class” unless you can provide specific evidence to support these claims. Make it Emotional (if relevant): If your product or service can tap into emotions or aspirations, consider incorporating emotional elements into your USP. Emotional appeals can be powerful in influencing consumer choices, as people often make buying decisions based on emotions. Test and Refine: Once you’ve crafted your USP, test it with a focus group or sample audience to gather feedback and ensure that it resonates effectively. Be open to refining and iterating on your USP based on feedback and changing market conditions. Incorporate it into Your Branding and Messaging: Integrate your USP into your branding, marketing materials, website, and advertising campaigns. Ensure consistency in your messaging across all customer touchpoints to reinforce your unique value proposition. Monitor and Adapt: After launching your USP, monitor its performance in the market. Track customer responses and engagement. Be prepared to adapt your USP if market conditions change or as your product evolves. A strong USP not only attracts customers but also aligns with your brand’s values and delivers on its promise. It provides a compelling reason for customers to choose your product or service and creates a memorable and distinct identity for your brand in the marketplace.

Joel Falconer is a technical content strategist . He has been managing editor at SitePoint, AppStorm, DesignCrowd, and Envato, and features editor at The Next Web.

Unique Selling Proposition

A Unique Selling Proposition (USP) is a quality unique to a business’s product or service that differentiates it from its rivals and compels customers to make a purchase.

The concept’s origin dates to the 1940s when advertising agencies used it as a tool to develop strong messages to communicate to target audiences. The term was coined by television advertising pioneer Rosser Reeves of Ted Bates & Company [1].

In his book, Reality in Advertising [2], Reeves describes three key points that sum up to define a USP:

• A product or a service must have ( or rather be perceived to have ) an evident proposition – “Buy this product, and you will get this specific benefit”.
• The proposition must be one that the competition either cannot or does not offer. It must be either a uniqueness of the brand or a claim that others cannot make.
• The proposition must be so strong that it has the power to move the masses, in other words, it must pull new customers.

Using the above principles, Reeves developed a television commercial in the 1950s for Anacin, an analgesic for headaches, that featured the USP of the product. The ad lasted seven years, grated and annoyed most viewers but tripled the product’s sales [3].

The ad’s success stemmed from its clear, potent claim (“like a doctor’s prescription”) which was repeated for years, and the fact that it relied on the audience’s ability to reason going against the trend toward emotional, not rational, appeals at the time.

Evolution of USP

The term USP originated in the field of advertising in the 50s. It was a product era where a firm with a “better mouse trap” and some money could promote its product.

But soon came the technology era where it became increasingly difficult to establish USP amidst an avalanche of me-too products that flooded the market. The “better mousetrap” was quickly followed by two more just like it claiming to be better than the first one in a market where competition was fierce and not always honest.

Then came the image era where successful companies discovered that reputation, or image, was more important in selling a product than any specific product feature.

But just as the me-too products killed the product era, the me-too companies killed the image era as every company tried to establish a reputation for itself. The noise level became so high that relatively few companies succeeded.

Today, firms operate in a market where advertising creativity is no longer the key. To succeed in an overcommunicated society, they must create a position in the prospect’s mind – a position that takes into consideration not only a company’s own strengths and weaknesses but those of its competitors too.

The idea of USP today stands usurped by the view that what really matters in marketing a product or service is its positioning and where it sits on the spectrum of customer needs.

For example, automobile brands today claim to address all sorts of customer needs and place themselves in different positions – comfortable and reliable, powerful, and economical, feature-rich and sophisticated, rugged and tough etc. However, few ( almost none of them ) can claim to have a USP. For every Honda, there is also a similar Hyundai.

Thus, it has become more important to link the brand position with a strong claim about what makes the company special. The brand-positioning concept today has become more important than the product-positioning concept.

The eight-step process to discover USP

In the modern context, the term USP relates better to the uniqueness of a firm rather than the uniqueness of a product. It is not necessary (and extremely difficult) to find a product at which a firm is the absolute best. Most companies must compete against firms that have quite similar offerings.

But this does not mean a firm cannot find something that stands out as its own ‘high ground’. For most firms today, their USP lies in the thin zone that overlaps what they do best with what their customers want and avoids those areas where their competitors do better:

Thus, to have a USP, firms must find something that matters to customers and that no one else has (yet) made their forte. If a firm can defend its ability to provide that USP, it can use it as a lasting advantage.

In discovering USP, firms can make use of the eight-step process:

Step 1: Identify the target audience

The term “target audience” refers to all the people that the firm intends to reach with its idea, product, or service. Identifying the target audience automatically narrows down potential customers, although they remain faceless.

Firms can also use Customer Personas [5] (also known as “Buyer Personas” or “Marketing Personas”) which are fictional representations of the target customer audience. Personas give a concrete but fictional face to the customers and delve into the stories of buyers and their consumer behaviour.

In the Business-to-Business (B2B) context, a firm can ask additional questions such as:

• What is the nature of the decision-making?
• What is the composition of a decision-making team?
• Describe the “persona” of a decision-maker.
• Describe the “personas” of those who may influence the decision.

Developing Personas for the target audience helps in the next step which is to identify their needs.

Step 2: Identify the needs of the target audience

The target audience will have a variety of different needs. Those needs create demand in the market that decides whether something can be successfully marketed. It is important that a firm seriously considers the factors that potential customers could find interesting and desirable along with their reasons for the same.

Needs are not always about objective qualities; they also include subjective perceptions.

For example, a customer may choose an eco-friendly laundry detergent not only because it is good for the environment but also because he/she feels good about doing something right.

Potential emotional and psychological considerations can be strong drivers. No matter how big or small, a firm must identify and list all the needs of the target audience.

A firm can ask the following questions to better identify the needs of the target audience:

• What makes people go for the firm’s product and what prompts them to do so?
• To what extent do people buy competitor’s products? What prompts them to do so?
• What does a firm’s product offer that competitors cannot?
• What is a competitor’s central message when they promote similar products?
• Beyond the obvious, what are some subtle differences between a firm’s product and its competition?

Step 3: Identify the unmet needs of the target audience

While customer needs can be far and varied, so are competitor’s offerings that race to meet those needs. The key to building a USP lies in identifying those grey areas where there is an unmet customer need that the competition hasn’t noticed or is unable to address.

The following questions can help a firm identify unmet needs:

• How would a perfect product that meets every customer’s need differ from the existing product?
• To what extent does the current product meet the customer’s needs? Where is the gap?
• Whose needs within the decision-making unit are not fully met (B2B)?
• If the gaps were to be met, how big an advantage would this be over the competition?

Identifying unmet needs is a good way to narrow down the list before scrutinizing the opportunities that are worth pursuing.

Step 4: Rank the needs and unmet needs

A firm must organize the identified needs in order of importance to the target audience. This includes both the met and unmet needs of the customer (those identified in Steps 2 & 3). Such a ranking provides a clear hierarchy and aids in prioritization.

There are two important aspects to be considered when ranking a need:

• How important is it to the customer
• How well do products currently in the market satisfy those needs

If a desired product feature is valued but unsatisfied, it’s a potential opportunity for the firm to offer and enhance its product appeal. A firm can undertake such a study based on the views of market research, the sales team, or customer enquiries.

The table below provides an example of how customers see the importance of various smartphone features (Col A) and their current satisfaction level (Col B) on a scale of 1-10.

These features are then arranged in descending order by considering both, the importance to the customer and the current satisfaction level to calculate an opportunity score (Col C).

Col D shows the opportunity that exists for the firm to address the unmet need that both customers value and the market currently doesn’t provide.

Step 5: List all the elements of the firm’s value proposition

A firm’s value proposition is made up of all the different features and benefits of its product together with supporting services. This must be weighed against its relative importance in the eyes of the target customer.

For example, the iPhone’s value proposition includes seamless integration of hardware and software, a sleek design, and a user-friendly ecosystem that comes with Apple’s brand value and reliability. The iPhone would rank high in the eyes of a customer who uses the phone for messaging, checking emails, social media and taking pictures.

But if a chosen persona (target audience) is a “Gamer”, then the iPhone may not rank high.

This is evident from the fact that Asus sells its ROG phone at a price higher than the iPhone to a select set of customers who value gaming performance [6].

The table below (Col E) shows an example of how a firm can rank its own capabilities to meet the opportunities that are identified in Step 4.

Factors such as potential market size, likelihood of maintaining lead, and feasibility must be considered. The needs of customers can be very different and there are always pockets of opportunities for firms to spot and capitalize.

Step 6: Match the value proposition against competitors

A firm’s value proposition cannot be seen in isolation. It must be seen in the context of what the competitors are able to offer. This helps identify value propositions that stand out as different or better than those of the competition.

This helps a firm find areas where it’s likely to be noticed and successful.

The table below (Col F, G, H…) shows how competitors are placed in terms of their value proposition in addressing the identified opportunities:

Step 7: Consider process aspects that appeal to the customer

A USP can also be the process that a firm uses to create its products. Firms use complex processes to create products that meet customer expectations. This includes the sources of raw materials used, the method of processing, quality checks, etc. that can be used as indicators of something special for the customer.

For example, Japanese chef’s knives are world-renowned for their unique design and durability. Those manufactured by Takamura Hamono in Echizen, Japan, can sell for well over $1000 in a market where the regular piece sells for less than $20 [7].

What sets it apart is the process of manufacturing– from heating and hammering the metal to sharpening the knife’s edge and polishing the final blade, skills that Japanese artisans dedicate a lifetime to mastering.

To identify important process aspects, a firm can ask the following questions:

• What special processes are used to ensure that the product is of high quality?
• In what way is the product quality ensured after the customer has bought it? (Ex: over-the-air updates, free check-ups)
• Are there any unique aspects to how the products are made?
• What is special about the raw materials used?
• Are there people-related skills unique to the organization that ensure a better product?
• How does the product meet the needs of the environment?

Step 8: Select a benefit, a feature or a story that resonates

Once a firm has analyzed the customers’ needs, unmet needs, its customer value proposition, the competitive situation, and the value chain by which its products are made, the next step is to identify that single attribute which appeals to the target audience.

Discovering USP is about identifying that one thing unique to the firm, the most compelling reason why customers would want to come to the firm.

Take Tesla as an example, which took its goal to accelerate the advent of sustainable transport and turned it into a USP. Tesla’s vision inspired its customers who saw themselves as pioneers and early adopters of the new technology.

A study by JD Power found that despite spending over $100,000, Tesla’s early customers were tolerant of the problems in Model S and Model X which seemed to have little influence on the overt affection owners had for the brand [8].

Crafting a USP

Once a firm has identified its strong points in the context of the market and relative to its competition, it can begin developing an effective message around its USP. Ideally, the message should gain attention, hold interest, arouse desire, and elicit an action (The AIDA model [9]).

However, in practice, few messages take the target audience all the way from awareness through purchase, but the AIDA framework suggests the desirable qualities of any communication.

A USP must have a strong appeal which can be either of the three types [10]:

• Rational appeal – Engages self-interest by claiming the product will produce certain benefits such as value or performance. Industrial buyers are most responsive to rational appeals because they are knowledgeable about the product, trained to recognize value, and accountable to others for their choices. Consumers, when they buy certain big-ticket items, also tend to gather information and estimate benefits.
• Emotional appeal – Attempts to stir up negative or positive emotions that will motivate purchase. Even when the product is similar to the competition’s product, it may have unique associations that can be promoted (examples are Harley-Davidson and Rolex). Communicators also work with negative appeals such as fear, guilt, and shame to get people to do things (brush their teeth) or stop doing things (smoking). In addition, positive emotional appeals such as humor, love, pride, and joy are often part of the message content.
• Moral appeal – these are directed to the audience’s sense of what is right and proper. These are often used to exhort people to support social causes. An example is the appeal “Silence = Death,” which is the slogan of Act-Up, the AIDS Coalition to Unleash Power.

Firms can also use the following elements to bring out uniqueness in their USP [11]:

• Offering the lowest price – A firm can use this to position itself as a low-cost option. This is the Walmart strategy which has been known for its unique selling proposition of offering goods at “Everyday low prices”. But this is a rocky route to success, particularly at a time when firms backed by VC funding are prepared to sell (temporarily) at well below cost just to establish turnover.
• Offering the highest quality – This is the Rolls Royce or the Rolex approach, where a firm promotes quality first and commands premium.
• Offering exclusivity – the firm offers a unique packaging of information or knowledge not available elsewhere.
• Offering the best customer service – promotes excellence in customer service (such as an impeccable response time and customized support). An additional benefit of this USP is that it compels the firm’s employees to try harder to achieve the promise.
• Offering the widest choice – particularly appropriate to niche markets, a firm provides its customers access to hard-to-source products. A luxury perfume shop may, for example, claim to offer a wider selection of perfumes than anyone else.
• Giving the best guarantee – this is particularly important in industries such as travel and catalog selling, where customers pay for something upfront and then have to hope that what they think they have bought is eventually delivered.

Examples of good USPs

Avis ‘s slogan “We’re number two. We try harder” was launched in the early 1960s. It was a way to differentiate Avis from its main competitor, Hertz. The slogan was also a reminder that Avis would provide the best service and value to its customers.

FedEx Corporation – “When it absolutely, positively has to be there overnight.” FedEx no longer uses this slogan, but while it lasted it was perhaps the perfect example of a great USP. In a few words, FedEx gives its customers the guarantee that it will deliver their packages safely and on time.

M&M s – “The milk chocolate melts in your mouth, not in your hand.” was an example of how even a quirky USP can attract customer interest.

DeBeers – “A diamond is forever.” DeBeers slogan has been in use since 1948 and is still used by the company to this day. The USP here is that ( DeBeer’s ) diamonds, being almost unbreakable, last forever and thus are the perfect symbol of eternal love. (Emotional appeal)

1. “Bates Worldwide, Inc.”. Encyclopedia.com, https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/bates-worldwide-inc . Accessed 15 Mar 2024.

2. “Reality in Advertising”. Rosser Reeves, https://www.amazon.com/Reality-Advertising-Rosser-Reeves/dp/098269413X . Accessed 13 Mar 2024.

3. “ANACIN”. Adage, https://adage.com/article/adage-encyclopedia/anacin/98317 . Accessed 13 Mar 2024.

4. “Positioning: The Battle for Your Mind”. AL Ries, Jack Trout, https://www.amazon.com/dp/0071373586?ref_=cm_sw_r_cp_ud_dp_6M6R84XH3VGM81SCJC66 . Accessed 14 Mar 2024.

5. “Tips for creating customer personas”. Presentationload, https://www.presentationload.com/blog/tips-on-creating-customer-personas/ . Accessed 15 Mar 2024.

6. “Asus ROG Phone 7 Ultimate review: High score”. Androidpolice, https://www.androidpolice.com/asus-rog-phone-7-review/ . Accessed 14 Mar 2024.

7. “Japanese chef’s knives can sell for hundreds of dollars each. Here’s what makes them so expensive.”. Business Insider, https://www.businessinsider.in/retail/news/japanese-chefs-knives-can-sell-for-hundreds-of-dollars-each-heres-what-makes-them-so-expensive-/articleshow/84565861.cms . Accessed 14 Mar 2024.

8. “Beyond the Hype”. J D Power, https://www.jdpower.com/business/press-releases/tesla-beyond-hype . Accessed 14 Mar 2024.

9. “AIDA Model”. Corporate Finance Institute, https://corporatefinanceinstitute.com/resources/management/aida-model-marketing/ . Accessed 20 Mar 2024.

10. “Marketing Management”. Philip Kotler, https://www.amazon.com/Marketing-Management-Philip-Kotler/dp/1292093234 . Accessed 20 Mar 2024.

11. “Guide to Management Ideas and Gurus”. Tim Hindle, https://www.amazon.com/Guide-Management-Ideas-Gurus-Hindle/dp/1846686075 . Accessed 20 Mar 2024.

12. “We are number two but we try harder: the underdog narrative of progressivism”. Othmar’s Trombone, https://othmarstrombone.wordpress.com/2015/02/28/we-are-number-two-but-we-try-harder-the-underdog-narrative-of-progressivism/ . Accessed 20 Mar 2024.

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Unique Selling Proposition Examples: 21 Brands That Get USP Right

Your unique selling proposition (USP) separates you from the competition. Similar to a unique value proposition , for customers, it’s a reason to trust and choose you ahead of someone else. For you, it’s the linchpin that powers your sales and marketing efforts. But what does a USP look like?   

In this article, we’ll demonstrate what makes an effective USP by sharing some of the best examples from the worlds of SaaS, e-commerce, and DTC. 

You’ll learn why and how these brands get it right so you can follow their lead to unearth your own competitive advantage. 

Table of contents

Unique selling points vs unique value propositions, spotify for podcasters, goto webinar, death wish coffee, saddleback leather, warby parker, nerd fitness, taylor stitch, what is a unique selling proposition.

A unique selling proposition  (USP) is a statement that communicates your strengths and benefits over your competition’s. A good one makes your product or brand stand out amongst the noise. We have a great blog post on unique selling propositions that you should definitely check out.

USP and UVP are occasionally used interchangeably; but they shouldn’t be. The two are similar, but have different purposes. A unique selling proposition focuses on what separates you from the competition. In comparison, a unique value proposition focuses solely on the benefit that you provide to the customer.

Examples of effective unique selling propositions in SaaS

Stripe is an online payment processing provider that allows businesses to accept payments from their customers. 

It operates in the same market as PayPal, yet distinctly stands out. How? By going after developers. 

Rather than simply providing a payment gateway like PayPal, Stripe offers “Financial infrastructure for the internet.” It gives developers everything they need to manage their online payments. 

Millions of companies of all sizes use Stripe online and in person to accept payments, send payouts, automate financial processes, and ultimately grow revenue. Stripe website

This level of control isn’t for everyone. But for developers and business owners who want to get hands-on with payments processes, Stripe’s software and APIs offer full control, eliminating the hassle of bringing together disparate systems. 

Stripe is a company that knows its target audience—and its USP reflects this. This helps them filter out people who aren’t suitable as much as it attracts those who are.  

Robinhood is an investing platform that believes the financial system should work for everyone, not just the wealthy.

Anyone with an interest can invest in thousands of stocks with as little as $1 from their smartphone with no prior knowledge of the markets. 

Its slogan is as simple and accessible as its platform: 

Make your money do the most. Robinhood website

Robinhood is an example of letting the product guide a USP. The company breaks down barriers in a market that’s traditionally closed off to the everyday person. Uniting people in this way is a powerful selling point.  

What used to be Anchor, now Spotify’s podcasting tool, Spotify for Podcasters gets straight to the point:

Make your podcast the next big thing Powerful tools for beginners, pros, and everyone in between – all for free. Spotify for Podcasters

This USP breaks down any obstacles standing in the way of a customer wanting to start a podcast. Here is a platform that helps you do what you want, from where you want, and doesn’t charge for the privilege. 

If your brand truly offers something no one else does, your USP can be as simple as saying what you see.

Canva is an online design and publishing platform aimed at making it easy for anyone to create and share vector graphics. Its USP reflects this:

“Empowering the world to design”

It’s a nod to the simplicity of Canva’s tools. It also separates the platform from competitors like Adobe PhotoShop and Illustrator, and ProCreate, whose products are aimed towards experienced artists. 

While rival tools offer more advanced editing features, they come with a steeper learning curve. Canva’s drag-and-drop shapes and elements let complete novices design a professional image, flyer, or document in minutes. 

By understanding its place in the market, they’ve been able to unearth a competitive advantage. It’s a lesson in how to turn what could be seen as a weakness into a strength. 

On the surface, there’s not much to separate ConvertKit from other email marketing platforms like MailChimp or iContact. Yet, they’re a SaaS brand that generates over $2 million in monthly recurring revenue every month.

How? Because they know their target audience. ConvertKit provides email marketing tools for independent creators, a segment of the target market only they honed in on when they launched. 

This audience is a central feature of their USP:

Grow your audience and income faster… with a platform made for creators, by creators. ConvertKit website

What does ConvertKit offer that’s different? Faster audience and income growth.

How is it different from its competitors? It’s made by other creators. The implication is that ConvertKit understands and supports creators better than other platforms because of this.

GoTo has pinpointed the key problems that people often have with webinar software: difficult to use and full of minor issues. So its USP is simple:

Hassle-free webinar software… makes events easy. GoTo website

To boost the impression, it makes sure visitors know they can try it before they buy. No drama; just ease of use.

Soundcloud has become renowned as a place for creators and fans to connect, share music and discover new tracks, raw demos, and podcasts. The community aspect of the platform helps it stand out from the likes of Spotify and Apple Music, where artists and fans are separate. This is communicated in its USP:

“What’s next in music is first on SoundCloud. Upload your first track and begin your journey.  “SoundCloud gives you the space to create, find your fans, and connect with other artists.”

Not only do they tailor their value proposition at the prospect, they tell a story . SoundCloud knows that artists who make it big will likely monetize their music with a record label or streaming platform. It capitalizes on being a place to grow a word-of-mouth following. 

Like Canva, it’s an example of knowing where you fit in the market and using it to your advantage.

Examples of unique selling propositions in e-commerce

In a market dominated by rich blends and smooth tastes, Death Wish Coffee bucks the trend:

“The World’s Strongest Coffee”

Its USP instantly tells you that this coffee packs a punch. Those looking for a smooth taste are probably better served elsewhere. 

Claiming to be the ‘world’s strongest’ anything is a risky strategy—one that means being able to walk the walk as well as you talk the talk. Death Wish Coffee backs itself by showing how their coffee is made and offering a full refund if you’re not satisfied with its strength. 

What’s more, the company’s branding, marketing campaigns, tone of voice, and services all align with its USP.   The bolder the claim, the more likely it is to be challenged. Make sure you can back up your words. Your brand should live and breathe its USP.

Patagonia’s USP isn’t a product or a feature, it’s their reason for existing:

“We’re In Business To Save Our Home Planet.”

This USP sets Patagonia apart from the competition by establishing itself as more than a clothing brand. It’s a lifestyle and movement dedicated to making a difference. In one sentence, Patagonia sums up a number of its unique selling points:

• Fair Trade Certified clothing, made from organic cotton and free from pesticides, herbicides, and GMO seeds
• A trade-in program that lets customers exchange used gear for store credit
• 1% of sales pledged to the preservation and restoration of the planet

It’s a USP that appeals to someone, rather than everyone, which is what all great USPs should do.

“They’ll fight over it when you’re dead”

Saddleback Leather’s tagline conveys the unique value of its products in a single line. These are products that will outlive you.

It’s backed up by substance (each Saddleback leather product is over-engineered, comes with no breakable parts, and is backed by a 100-year warranty) and great storytelling. 

When knock-off Saddleback Leather briefcases started appearing on the market, the company also created a ‘ how it’s made’ video to show off the product quality and add weight to its USP.  

Like your selling points, your story is unique to you. By using storytelling to craft your USPs, you’ll stand a better chance of creating a memorable message. 

TOMS Shoes was one of the first shoe companies in the world to use a buy one, gift one model. For every pair of TOMS sold, another pair was donated to a child in need. 

For a long-time, this was the company’s USP. As other companies have started to offer a similar model, TOMS’ USP has evolved. Today, the company commits one-third of its profits for grassroots goods. 

But what made the one-for-one model so successful as a USP remains. 

“Shoes for Moving Forward”

It taps into our want to help others and makes it easy to do so. Customers can buy shoes and feel good about doing it. 

Building a USP around a cause may run the risk of alienating some people. But in uniting the company, customer, and purpose, you can create brand loyalty that lasts a lifetime.  

Bee’s Wrap is an e-commerce business that produces sustainable food wrap made from organic cotton and beeswax. It’s an outlier in a market of foil and plastic wrap. But even uniqueness needs a USP. 

Bee’s Wrap taps into an important global topic: plastic waste. 

“That’s a wrap on single-use plastic”

The USP promotes Bee’s Wrap as an alternative to single-use plastics and a long-term solution to the problem of plastic pollution. 

But this surface-level wordplay does more than appeal to eco-conscious customers. It goes beyond the product, reflecting the company’s standing as a B Corp and Green America certified company committed to social and environmental change.

Whether your USP is product, purpose, or prospect-led , look at the big picture. Make sure your messaging represents every aspect of your brand. 

Fabletics ’ USP is an example of a brand that knows who it’s talking to. It leads with honesty: 

“We can’t fix your lives but we can fix your activewear. Great fit. Premium fabrics. Tech you actually need. And stylish as hell. You’re welcome.”

Fabletics isn’t a unique brand, but it’s found a unique angle. Its USP tone of voice is aimed at people who are jaded by how other brands talk and act. And its business model serves these customers by saving them time and money. 

This starts with an online quiz that lets customers tailor leggings and deals to their needs, and carries through to a VIP membership program that offers up to 50% off products.

It shows that if you can find one thing the competition isn’t doing, you can use it to build a loyal following.

It’s unusual to hear a fashion brand talking about how the world doesn’t need another fashion brand, but ASKET’s USP taps into the zeitgeist of conscious consumption.

ASKET wants people to buy less and it promotes this in its USP by promising meaningful essentials that are traceable so customers know where their money goes. 

“The Pursuit of Less “The world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever – packing our wardrobes, filling landfills and fueling incinerators. “ Our promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. We can’t live without clothing, but we can make the pieces we choose to invest in count.”

For consumers who monitor their carbon footprint, ASKET is a company you can feel proud to support. That’s a powerful thing in building a lasting brand. 

When crafting your USP, listen to the conversations taking place in your industry. Find what your potential customers are passionate about and use their insights to guide your specific benefit. 

Examples of unique selling propositions by Direct-to-Consumer (DTC) brands

Reading the Billie ‘s USP makes it immediately clear what the brand is about:

“We’re out to build a better shelf” “It started with a razor that changed everything: We noticed that women were overpaying for razors and shamed for having body hair. Kind of a double whammy, when you think about it. So, we did away with the Pink Tax and put body hair on the big screen. Now, meet our sparkling clean collection of better beauty basics for your medicine cabinet (and handbag and gym bag and desk drawer). Powered by ingredients that do no harm, work super hard, and take the guesswork out of clean.”

Billie is an online store and subscription service built for women who are fed up with the current state of sanitary products. It highlights this in its USP by following the problem-solution formula: 

Problem: “We noticed that women were overpaying for razors” Solution: “Meet our sparkling clean collection of better beauty basics” “We’re out to build a better shelf” boils down that formula into a single line. Things aren’t right, so they’re doing something about it. 

Run surveys, read reviews, and conduct market and user research to find the problems customers are having. Then, base your USP around your solution.

Warby Parker is an outlier as an online retailer in that it went from click-to-brick . By expanding its e-commerce business to physical stores they’ve been able to increase accessibility and meet customer needs online and offline.

Its USP is rooted in its ability to offer a seamless customer experience:

“Try 5 frames at home for free”

With a virtual try-on service, customers choose five frames to test at home for free. 

Offering five frames rather than one means they’re able to rival the physical store experience, where you’d typically try on multiple frames. It also brings frames to you, eliminating the need to travel.

This USP disrupts the market, alleviating a pain point and putting customer service at the forefront of the offer. While a USP is about what you do differently from everyone else, always make it about the customer. 

In a fashion market filled with brands that produce multiple items, Hiut Denim is a small business bucking the trend. 

“We make jeans. That’s it. Nothing else. No distractions. We focus all our talents on jeans. And we are proud to say that we make some of the best jeans in the world.”

This USP works as an offer, a mission statement, and a brand story. It’s honest and tells the customer Hiut Denim is a brand that obsesses over every detail of every pair of jeans. No half measures.

It’s backed up by the company’s in-house manufacturing process and a website that breaks down exactly where and how jeans are made. 

When it comes to crafting a USP that stands the test of time, finding the one thing you do well is a good path to follow. 

Visit the Nerd Fitness landing page and you’ll quickly know whether this is a service for you:

“We help nerds, misfits and mutants lose weight, get strong & get healthy, permanently!”

Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. From its video game-inspired customer avatars to its aesthetic and tone of voice, everything is geared towards nerds. 

What makes its USP so effective is that it focuses on the kind of people it helps. If you don’t see yourself as a nerd or misfit, you’re not going to investigate beyond the message. This means Nerd Fitness can attract the people they do want and filter out the rest. 

A strong unique selling proposition that appeals to a few will always serve your brand better in the long run than a vague message that appeals to many.  

HelloFresh’s USP is a bold statement that establishes them as the best at what they do:

“America’s Most Popular Meal Kit”

This tells us that HelloFresh is trusted while delivering social proof: if it’s the most popular meal kit in America, it has to be good. It also creates FOMO: you wouldn’t want to miss out on something this popular. 

Right above that statement are reasons why HelloFresh is so popular. It helps to save you serious time, money, and stress. The three main reasons why you’d look to invest in meal kits.

If you’re the best at what you do and you can communicate it, don’t be afraid to go bold with your USP. 

Patch is a company that aims to bring the joy of gardening to everyone. They recommend, source, and deliver plants to customers’ homes and provide tips to help look after them.

It was born out of its founders’ struggle to a) find the right plants for his home and b) keep them alive. 

The company’s USP communicates these struggles and how it solves them:

“Patch helps you discover the best plants for your space, delivers them to your door and helps you look after them.”

It shows that if your business model plugs a gap in the market, your USP can be as simple as explaining your offer.

Dig down into the roots of your company. Why do you exist? The reason might well be your USP. 

Taylor Stitch is a clothing brand that uses crowdfunding to design products. Crowdfunding in itself is not a unique selling point. Lots of brands successfully fund products in this way. But it’s how Taylor Stitch uses crowdfunding that helps them stand out. 

“We design new products. You crowd fund them and save 20%. Our planet takes on less waste. We deliver them when they’re seasonally appropriate. Everybody wins.”

This USP makes it clear why customers benefit from crowdfunding. You save money, help the environment and get clothes when they’re needed. What’s not to like? It also highlights the social good of this business model, making it a brand you’d want to support. 

Taylor Stitch is an example of how finding the right angle can turn a common approach into a unique marketing strategy.

Whether they’re based around product, service, prospect, or purpose, each of these unique selling propositions examples is the result of research and testing.

To find your unique angle, ask questions of your audience and drill down into your niche to uncover gaps in the market. Use research to guide your copy, then write and rewrite until you can confidently state your USP in a few sentences. From there, test your USP with your audience. Check that it resonates and, more importantly, makes a difference to your bottom line.

Working on something related to this? Post a comment in the CXL community !

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Gareth Hancock

Gareth is a Content Specialist at Grizzle, a content marketing & SEO agency, and a copywriter and content writer for SaaS and tech brands.

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How to Create a Unique Selling Proposition (USP) + Examples

Related articles, lead vs prospect vs opportunity: what's the difference, 52 lead generation statistics to consider in 2024, top 14 email nurture campaign best practices.

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A unique selling proposition (USP) is a value statement that explains why your business is better than the competition. Typically written as an engaging slogan, the USP expresses a key differentiator that's valuable to your customers yet neglected by your competitors, whether that be outstanding service, low prices, or some other factor. Businesses research their audience to find their differentiator, then write a USP to use in their marketing material and sales pitches.

How a Unique Selling Proposition Works

Businesses create a USP to communicate to potential buyers how their brand, product, or service stands out from the other businesses they might be considering. USPs are used throughout sales processes by both sales and marketing teams. Marketers typically place their USP across their marketing assets (e.g., website, marketing emails) to get potential customers into a buying mindset during lead nurturing. Salespeople use the USP to craft their full sales pitch.

USPs most commonly manifest as slogans (around 4-8 words), which are used as headlines for advertisements like social media ads and for web pages like the home page, product page, and landing page. Sometimes businesses will also add a short blurb underneath it elaborating on the USP. Employing a USP requires three overarching steps related to research, writing, and strategic usage:

• Conduct Research to Find Your Differentiator: Conduct customer interviews, competitive analysis, and other methods to find your most valuable and unique differentiator.
• Write an Engaging and Memorable USP: Draft and edit a USP that expresses your differentiator and the value it offers your customers.
• Use Your USP Effectively: Use your USP to create your full sales pitch, which you can then trim down to an elevator pitch. Also, place it across your website's product or service pages.

To create your own effective USP, start by identifying your target audience so you can speak to their desires. Next, brainstorm some differentiators using various methods like interviewing your customers and examining your competition for gaps in their offerings. From there, pick a few of your most unique value propositions and turn them into first drafts of your USP, which you’ll then revise and A/B test. Lastly, use the winning USP to support your marketing and sales strategies.

Common Value Propositions That Effective USPs Communicate

If you look at enough USPs, you’ll start to notice that most of them express one of seven common value propositions in their own unique way. This includes things like price, service, logistics, features, and more. Before writing your USP, you can learn about these value propositions and see if you can use them to position your product as better than your competition’s.

Below are seven of the most common value propositions:

Affordable Price

Convenient buying process, long-lasting value, unique feature, quality service, corporate responsibility, ease of use.

If you’re the low-cost leader in your industry, centering your value proposition around the money your customer will save is a good idea.

Affordable price USP example

A company that reduces friction during the purchase process by delivering quickly, offering free installation, or setting them up with an expert advisor offers immediate value.

Convenient buying process USP example

Some USPs rely on the long-term value or reliability of a product relative to others in the space. This communicates to your target audience that they'll need to buy your product less often than if they choose a competitor.

Long-lasting value USP example

If your product or service has a feature, offering, or use case that your competition doesn’t offer, or if you serve a different market from your competition, make that clear.

Unique feature USP example

If you offer better customer service and a better overall customer experience when compared to the competition, this could be a great angle for your USP.

Quality service USP example

Some USPs focus on how the business helps underserved communities. That could be donating a percentage of profits to a charity or nonprofit organization or using sustainable business practices that protect the environment.

Corporate responsibility USP example

If your competitors’ products are complex, and yours is simple, share that with potential buyers. This is a common tactic in the software industry.

Ease of use USP example

Although they're known to be effective, you don’t have to use these value propositions. If you think of another reason why your business is different from and better than the competition, use it. Now that you know the basics, it’s time to start creating your own USP.

How to Create & Use Your Own USP

The process to building an effective USP starts with identifying your target audience and doing research to find your unique value proposition. Next, you’ll pick two value propositions and write out some rough draft USPs before revising and testing them. Lastly, you’ll use them to create your sales pitch, better advertisements, and arresting web copy. Check out these three main steps below, and expand to see details on the substeps involved in each.

1. Conduct Research to Find Your Key Differentiator

You have to do research to figure out which of your value propositions is unique and valuable enough to deserve the spotlight in your USP. Of course, what’s valuable depends on your audience’s tastes, so first identify your customers and their common frustrations. Next, ask your customers why they chose you and investigate your competition’s USPs. By the end of this process, you should have a key differentiator you can use to write your own USP.

Identify Your Target Audience

Find buyer frustrations, conduct interviews, investigate your competition.

It’s important to first choose and understand the audience segment you want to target with your USP. That way, you can pick a differentiator they want and write it in a way that speaks to their interests and values. To form a solid understanding of your audience, create a customer profile that highlights your existing or target audience’s demographics, cognitive attributes, pain points, and more. Here are the seven steps for creating a customer profile:

• Select a Group of Customers to Profile: Pick a segment of your current or target audience to profile. It’s often smart to profile audiences for different products and services separately.
• Pick Your Customer Profile Categories: Include demographics, psychographics, behavior, firmographics, or geographics, plus any industry-specific categories, to get valuable intel.
• Gather Demographic and Firmographic Data: Uncover common socioeconomic traits, plus business-related data points if you’re a B2B seller.
• Study Your Customer Base’s Behavior: Research how your current or target customers usually learn about, buy, and use your product or ones like it.
• Compile and Analyze Psychographics: Use surveys, focus groups, or other strategies to understand customers’ common values, interests, beliefs, and other cognitive attributes.
• Collect Geographics and Technographics: Understand where your customers live or work, plus which tools they use and how if you’re with a B2B business.
• Build a Buyer Persona: Build a categorical description of a single individual who would be an ideal buyer, including their motivations, fears, challenges, and more.

A completed customer profile will give you plenty of intel to work with as you write your USP. Plus, you can use that profile to create your buyer persona . Having this document close by can help you write your USP since you can pretend you’re writing it directly to them, which can keep you focused on making the language interesting to your audience.

It’s time to start gathering research data so you can choose the most unique and desirable value proposition to communicate. Often, a good place to start is with the frustrations your buyers in your industry typically have with your competition. They might have pain points with the buying process, price, durability, or other factors that you can address in your USP.

Below are the main ways to uncover common customer frustrations:

• Send Out a Survey: Send a survey to people who fit your customer profile description and ask them what they wish was different about your industry.
• Talk to Your Team: Ask other sales reps if they’ve heard any customer complaints about the competition during discovery or sales calls.
• Go Through Your Notes: Review your CRM call notes to spot any frustrations your leads and customers seem to mention frequently.
• Read Industry Publications: Read research papers and articles that clue you into the unmet needs of potential buyers in your niche.
• Look at Review Sites: Check out your competition’s Google and Facebook reviews and look over industry-specific review sites to find complaints often cited against your competitors.

As an example, perhaps NYC renters are fed up with poor service from their rental management companies. If a property manager was known for their exceptional service, that’d make a great value proposition for their USP. Challenging industry norms that people dislike is a great way to spark interest in potential leads and gain their trust.

If you're having trouble thinking of ways you differ from the competition, just ask your customers. They’ll happily tell you why they chose you over the competition, and their answers can clue you into your most valuable key differentiator. If you’re a new company and don’t have customers just yet, you can still interview potential buyers in your niche.

Regardless, follow these steps to conduct interviews:

• Set Up Interviews With Happy Customers: Schedule at least 10 interviews with your happiest customers or those who fit your customer profile.
• Engage in Small Talk: Open the conversation with some small talk to get everyone in a good mood and strengthen your relationship.
• Ask Questions That Help You Write Your USP: Ask them why they chose you, what their favorite benefits are, what you helped them accomplish, what pains you removed, and more.
• Thank Them for Their Time: Close out the call with a thank you. If they’re your customer, ask if there’s anything you can do for them.

After engaging in these interviews, you might find that a lot of your customers said your software was the most customizable tool they’ve come across. That’s great material for a USP. Conducting interviews is a reliable approach to find long-lasting value or unique feature value propositions.

Another way to find a differentiating value proposition is by reviewing your competitors’ comparable products or services and looking for any gaps in their offerings. A CRM software company might discover that all of its competitors make users pay for a valuable feature they offer in their free plan. Communicating that lowest-priced value proposition could be their USP.

2. Write Your USP

After you’ve done this research, you’ll likely have multiple value propositions that you feel would work well in your USP. But, it’s time to narrow them down and pick the most unique and valuable, and turn that value proposition into a shining USP that’s written down and usable.

Pick Your Value Propositions

Craft first drafts, finalize your usp copy, a/b test your usps.

Once you’ve gathered your data, decide on one or two value propositions that are most unique to your business and most valuable to your target audience. We say two because some businesses combine them into one USP. For example, Pipedrive highlights that their platform is easy to use and built especially for salespeople:

Remember, the value proposition(s) you choose should be something your customers strongly desire and your competition does poorly or not at all. Next, you’ll turn this into two rough first drafts that you can test against each other.

Now that you have your value proposition, write out two rough first drafts, each expressing the value proposition in a different way. That way, you can test them against each other later on. There are some best practices you can keep in mind that will guide you in this attempt.

Here is a framework for crafting your USP:

• Keep It to 4-8 Words: Stick to only a few words since you have little time to get your lead’s attention. If you have to go over in the first draft, trim it down in the next step.
• Use a Strong Action Word: Start your USP with a verb indicating what your customers get to do — e.g., “try on five pairs at home.”
• Express Your Value Proposition: Make sure you either explicitly state your value proposition (“most durable belt out there”) or implicitly state it (“your grandkids will wear it”).
• Use an 8th Grade Vocabulary: Avoid using big, flashy words that risk confusing your audience. Stick to basic words that are short and punchy and have fewer syllables.

Don’t worry about being perfect. Just get your thoughts on the page. Because the first attempt will likely lack the zing a USP should have, it’s best to edit these first drafts in the next step and add some flair for memorability.

Now edit your rough drafts to create two short and memorable final USPs. Also, try to capture your brand’s voice in the final drafts. One of the best ways to gain inspiration for your USP is to expose yourself to other exceptional USPs. Study them and figure out why they work. Then apply those principles to your own. Later on, we offer examples of real USPs and share takeaways that explain their success.

Once you’ve written two functional USPs, test them against one another using an A/B testing process. That means you’ll split your ad campaign or email marketing audience into two and each will receive a different USP. Whichever performs better will be the USP you use going forward. Typically, better performance means higher conversion rates on the ads or web pages that host your USP.

Here are some steps to follow to test your USP:

• Create Variations: Make two landing pages that are the exact same except for the USP.
• Split Your Audience: Evenly and randomly split the traffic to the page or advertisement.
• Track the Metrics: Track the conversion metrics to tell you if your USP is successful.
• Pick the Winner: Identify the better performing USP and share it across platforms.

Even after you’ve landed on a USP, it’s important to test it against other USPs from time to time. Or, you could simply tweak a few words and see if it performs better. That way, you’ll always be moving towards optimization. For more, check out WebFX’s beginner guide to A/B testing .

3. Use Your USP Effectively

Now that you have a polished and tested USP, it’s time to put it to use. Plaster it across your website and ads, and use it to develop a sales pitch to use in one-on-one meetings with prospects. For your USP to do its magic, your potential buyers need to see and hear it.

Build Out Your Sales Pitch

Add your usp to your website & ad copy.

Your USP should be included in your sales pitch so that prospects understand why you’re better than the competition. A sales pitch is a one- to two-minute value explanation that salespeople give to leads in an effort to convert them into customers. In the sales pitch, your USP will take a sentence form rather than the slogan form it assumes in your advertisements.

Here’s an example of a sales pitch with the USP: “Unlike other {Your Company Type} , we offer {Unique Value Proposition} , so our customers {Avoid/Receive} {Pain or Benefit} .”

For more information on sales pitches, read our guide on how to create and deliver a sales pitch . There you’ll find a sales pitch script and template, delivery tips, and examples.

Place your USP front and center on ads and web pages that need to sell your solution to the customer. That’s often the home page, product or service page, and landing pages . Often, companies will make it the headline of these pages or advertisements. Take a look at what your competition is doing for some ideas of where to put your USP. When you’re on the fence about adding it, it’s best to err on the side of inclusion. Show that winning phrase off.

11 Best USP Examples From Reputable Companies

Studying USP examples is a great way to gain inspiration for your own USP. Below, we’ve listed USPs from such reputable companies as EY, Dell, Robinhood, and TOMS. Each USP corresponds with one or two of the common value propositions we discussed earlier. And the majority of them show the three essential elements of a successful USP: research, writing, and strategic usage.

Value It Communicates: Corporate responsibility

EY’s USP “builders of a better working world” falls under the category of corporate responsibility or social impact value propositions. EY focuses on helping not only their clients achieve success but also the communities in which they operate. The USP doesn’t explicitly express a unique offer, but the slogan is memorable and paints EY as altruistic and visionary, which is attractive to their clients.

Dell Technologies' USP

Value It Communicates: Convenient buying process

Dell Technologies’ USP “Wherever your business journey takes you — we’ll be there with you” is communicating a better purchasing process value proposition. It’s clear when supplemented with the subheading telling readers they have free access to Dell’s Technology Advisors. Buying technology for a small business can be difficult, so this value-add is desirable to potential customers and likely uncommon with competitors.

MasterClass' USP

Value It Communicates: Unique feature

MasterClass’ USP is “MasterClass is where anyone can learn from the world’s best.” It’s an impactful unique feature value proposition. No other online course platform offers access to courses taught by famous experts like Malcolm Gladwell, Gordon Ramsay, and Martin Scorsese. Their USP is attractive to potential buyers because it emphasizes that anyone can learn on the platform, no matter their skill or education level.

Saddleback Leather's USP

Value It Communicates: Long-lasting value

Saddleback Leather uses the USP “They’ll fight over it when you’re dead,” which is a form of the durable value proposition, as it implies it’s so durable that it will outlive the owner. People dislike having to replace expensive bags and briefcases, so this is a valuable promise. It also separates Saddleback from the competition since many bags are prone to wear and tear. Lastly, it's memorable and captures the brand’s voice.

HubSpot CRM's USP

Value It Communicates: Ease of use

HubSpot CRM uses the USP “An easy-to-use CRM. Who knew that'd be revolutionary?” It's an example of an easy to use value proposition. HubSpot is separating itself from its competitors that sell CRM software that’s often difficult to set up and train employees to use effectively. The second sentence of the USP sympathizes with leads who have tried other CRMs and become infuriated at their complexity — this builds trust.

Wave Invoicing's USP

Values It Communicates: Ease of use and affordable price

Wave Invoicing’s USP “invoice software that’s easy and free” is a combination of two value propositions: easy to use and most affordable option. Many of the Wave’s competitors charge fees for invoicing, to the annoyance of their customers. This USP, therefore, lets potential customers know immediately that their invoicing app is completely free of charge, something they’ll find valuable to their small business.

Warby Parker's USP

Warby Parker has a USP that communicates a better purchasing process. The ability to “try 5 frames at home for free” helps generate leads by removing risk or hassle from the purchase. Potential buyers don’t have to go to a store to try them on, which differentiates Warby Parker’s service from other brands. Though the USP is more straightforward than memorable, it does a good job influencing website visitors.

UpLead's USP

Value It Communicates: Quality service

UpLead's USP is “B2B prospecting with 95% data accuracy,” a form of a better service value proposition. Prospecting tools can be known to sometimes have inaccurate data, which can be frustrating to salespeople because an email sent to a faulty email address wastes their time. So, UpLead is doing a nice job of telling leads that they offer high accuracy, thus better service.

Robinhood's USP

Robinhood’s short USP of “investing for everyone” is an easy to use value proposition. They’re declaring that anyone, regardless of investing knowledge or funds, can easily get into investing using their service. They go on to explain in the subheading that the investing is also commission-free, further separating them from competition, which often takes a percentage of earnings from customers as commission.

TOMS has a USP that is focused on sharing a corporate responsibility value proposition: “1/3 of profits for grassroots good.” Other brands might talk about their comfort or price, but TOMS focuses on how it helps communities, thereby promoting itself as the company that gives back. This differentiating factor should capture customers who value charity and want to feel like they’re making a difference when shopping.

Carvana's USP

Carvana’s USP is communicating its better purchasing process value proposition. “We sell cars, but we’re not car salesmen” tells consumers that their salespeople won’t use any of the shady tactics buyers often correlate with car salespeople. Carvana goes on to suggest that they’ll make sure their buyers are satisfied before locking them into the purchase. It also uses a trustworthy voice.

Keep your eyes peeled for other USPs that you come across, and how effective they are in their lead nurturing efforts. Think of your USP as a work in progress, and every so often test your existing USP with a potential new one as you continue getting inspiration from great ones that you come across.

Bottom Line: Unique Selling Proposition

A unique selling proposition expresses how your brand or solution is better than similar companies and is used throughout the sales process. Businesses must write a USP that contains a significant differentiator that customers care deeply about. Salespeople can then expand on that short sentence in their sales pitch. To further bolster your understanding of a USP and a sales pitch, check out our article on the most important sales terms .

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Unique Selling Proposition (USP): Win Sales with 12+ Examples

• Author : Gaurav Nagani

A Unique Selling Proposition, or USP, defines what makes your product or service stand out in the market. It highlights unique benefits that attract customers, like Domino’s emphasis on fast delivery.

It clearly communicates the special benefits that set you apart from competitors, helping customers understand why they should choose you.

By identifying and highlighting these unique features, you can strengthen your brand and attract more loyal customers.

A strong USP aligns with a customer-centric approach, ensuring that it resonates with customer needs and preferences, ultimately enhancing satisfaction and loyalty as seen in successful companies like Amazon’s customer focus .

What is a Unique Selling Proposition (USP)?

A Unique Selling Proposition, or USP, is what makes your product or service stand out in a crowded market.

With the rise of AI in customer service, businesses can now utilize impactful AI statistics to improve their USPs by providing faster complaint resolution and personalized support.

It’s crucial to define your USP clearly, as it helps customers understand why they should choose you over competitors.

Defining USP and Its Importance in Business

Understanding the concept of a Unique Selling Proposition (USP) is crucial for any business aiming to stand out in a crowded marketplace. A strong USP helps you differentiate your brand by clearly communicating your value proposition.

It addresses customer needs, improves your marketing strategy, and builds brand loyalty. By investing in excellent customer service, businesses can further solidify their USP, as excellent customer service increases brand awareness and fosters trust among customers.

Crafting a compelling USP can greatly impact your business’s success and customer engagement.

5 Key Statistics on Unique Selling Propositions

1. Businesses with a clearly defined USP are 2.5 times more likely to report significant revenue growth compared to those without one. (Source:  Gartner )

2. Companies that effectively communicate their USP see a 20% increase in customer acquisition and a 33% increase in customer retention. (Source:  HubSpot )

3. 86% of consumers say authenticity is important when deciding what brands they like and support. (Source:  Stackla )

4. Brands with a strong, consistent USP have a 23% higher revenue growth rate compared to those without. (Source:  Deloitte )

5. Businesses that focus on their USP see a 68% increase in customer satisfaction and a 55% increase in customer loyalty. (Source:  Salesforce )

How a Strong USP Differentiates Your Brand

Crafting a strong Unique Selling Proposition (USP) is key to differentiating your brand in a competitive landscape.

To stand out from the competition, focus on these elements:

• Address customer pain points directly. Understanding customer satisfaction metrics can help identify these pain points effectively, leading to a more tailored approach in your USP.
• Highlight your brand or product’s unique selling point. This should utilize insights from customer feedback, such as customer satisfaction (CSAT) , to guarantee that your unique offerings resonate with your target audience.
• Establish a competitive advantage as a clear differentiator.

A successful USP can improve brand recognition and foster customer loyalty.

Key Characteristics of a Unique Selling Proposition

When you think about a Unique Selling Proposition, focus on its key characteristics. A clear and specific statement helps customers understand what makes your product stand out.

By being customer-centric and emphasizing differentiation from competitors, you can create a value-driven message that resonates with your audience.

Furthermore, understanding customer preferences and needs is essential for crafting a compelling proposition that captures attention and fosters trust, as effective customer service leads to increased customer loyalty and retention.

customer service performance metrics can guide you in refining your unique offering to meet market demands.

1. Clear and Specific

A clear and specific Unique Selling Proposition (USP) cuts through the noise of competition and grabs your audience’s attention.

An effective USP should be 10 words or less, making it memorable and easy to recall.

Focus on customer needs, highlighting different selling points that resonate with your target audience.

To create a strong USP, clearly communicate your USP by addressing what makes your product unique.

Leveraging insights from customer interactions can improve your USP by guaranteeing it aligns with customer expectations and needs, leading to enhanced customer service workflows .

Use unique selling proposition examples to illustrate how others differentiate from competitors.

Whether it’s price, quality, convenience, or differentiation, make sure your USP emphasizes the benefits that matter to your customers.

2. Customer-Centric

Building on the importance of a clear and specific Unique Selling Proposition (USP), it’s vital to guarantee that your USP is customer-centric. A customer-centric USP focuses on your ideal customers’ specific needs and pain points, making it easier for them to connect with your brand.

This approach not only increases customer satisfaction and loyalty but also improves the complete customer experience. Effective selling happens when you highlight your unique value in a way that resonates with prospective customers.

This effective customer service techniques approach helps you stand out, as it emphasizes aspects competitors often overlook. Furthermore, researching customer expectations and satisfaction data allows you to refine your USP further.

3. Differentiation from Competitors

Differentiating your brand from competitors is crucial in a crowded marketplace. Your unique selling proposition (USP) clearly defines what sets you apart.

Focus on specific customer needs that your competitors overlook, such as providing exceptional customer service management that fosters loyalty and retention. This differentiation from competitors not only provides a competitive advantage but also helps you attract new customers.

A compelling USP should be concise, ideally 10 words or less, making it easy to communicate. When you effectively communicate your USP, you create a stronger brand identity and reduce consumer confusion.

Meeting customer needs consistently leads to higher retention rates and loyalty. Remember, a well-crafted USP isn’t just a statement; it’s a powerful tool that boosts your brand’s visibility and connection with your target audience.

4. Value-Driven

When crafting a Unique Selling Proposition (USP), focusing on value-driven elements confirms it resonates deeply with your target audience. A customer-oriented USP highlights the specific benefits that matter most to your audience.

Conducting thorough market research helps you identify what your competitors lack and what your target audience truly needs. By emphasizing these unique qualities, you can create a compelling USP that stands out.

This approach not only differentiates your brand but also fosters brand loyalty, as customers feel understood and valued. Moreover, considering how your USP aligns with effective customer service techniques can improve your value proposition.

How to Create a Unique Selling Proposition

Creating a Unique Selling Proposition starts with understanding your market.

You’ll want to conduct thorough research, identify your target audience’s needs, and analyze your competitors’ strengths.

Consider how effective customer service channels can improve your product’s appeal.

Step 1: Conduct Market Research

How well do you know your customers? Conducting market research is crucial for identifying their needs and preferences.

Start by gathering data that helps you understand customer pain points and desires. Here are three steps to guide you:

• Use surveys and focus groups to collect qualitative insights about customer preferences.
• Analyze competitors’ strengths and weaknesses to spot market gaps you can fill.
• Utilize online tools to gauge customer opinions and trends in your industry.

Step 2: Understand Your Target Audience

After gathering insights through market research, the next step is to understand your target audience intimately. To create a compelling Unique Selling Proposition (USP), focus on these key areas:

• Identify their needs : Uncover what your target audience truly wants and needs. This helps guarantee your USP resonates with them.

Understanding how to improve general customer satisfaction can be essential in shaping your approach, as it fosters loyalty and long-term relationships with customers. customer service skills play a significant role in achieving this.

• Develop buyer personas : Create detailed profiles of your company’s ideal customers. This makes it easier to tailor your marketing efforts.
• Foster emotional connections : Align your USP with the values and motivations of your audience. Strong emotional ties can boost customer engagement and loyalty.

Step 3: Analyze Competitors’ USPs

To truly stand out in the marketplace, you’ll want to dig into your competitors’ Unique Selling Propositions (USPs).

Analyzing competitors’ USPs reveals valuable insights that can guide your strategy. Here are three key steps to take into account:

• Identify Gaps in the Market : Look for areas competitors overlook, presenting opportunities for differentiation.
• Evaluate Messaging Strategies : Document how competitors position themselves and their key components, allowing you to refine your approach.
• Monitor Market Trends : Regularly revisit competitor USPs to verify your messaging remains relevant and competitive.

Step 4: Identify Your Unique Strengths

Identifying your unique strengths is crucial for crafting a compelling Unique Selling Proposition (USP). To do this effectively, consider these steps:

• Conduct a SWOT analysis : Identify your strengths, weaknesses, opportunities, and threats to clarify what sets you apart.
• Gather customer feedback : Use surveys and focus groups to learn what customers value most about your product or service.
• Research competitors : Analyze their offerings to pinpoint market gaps where your unique strengths shine, such as superior quality or exceptional customer service.

Step 5: Craft a Clear and Compelling Message

Crafting a clear and compelling message for your Unique Selling Proposition (USP) is vital for capturing your audience’s attention.

Start by summarizing your unique selling proposition in 10 words or less, making it memorable. Make sure this message aligns with your target audience’s values and needs, which helps it resonate better.

Focus on how your offering differentiates from competitors, highlighting aspects they might overlook. Incorporating emotional storytelling can strengthen your connection with customers, fostering brand loyalty.

Furthermore, be open to customer feedback; it’s important for refining your message. By regularly adjusting your USP based on market trends and insights, you’ll maintain its relevance and effectiveness, guaranteeing it continues to draw in your audience.

Step 6: Test and Refine Your USP

Testing and refining your Unique Selling Proposition (USP) is vital for ensuring it resonates with your audience. Start by conducting A/B testing to compare different messaging variations. This helps you determine which version communicates your USP most effectively.

Use tools like OptiMonk to test different headlines and analyze customer responses. After launching your USP, gather feedback from customers and stakeholders to evaluate its clarity and impact. Make necessary adjustments based on their insights.

It’s also important to consistently communicate your USP across all marketing channels to reinforce brand identity.

12 Real-World Examples of Unique Selling Propositions

Now, let’s look at some real-world examples of Unique Selling Propositions.

These brands use their USPs to clearly communicate what makes them special and why customers should choose them.

1. Domino’s Pizza: Fresh Hot Pizza Delivered in 30 Minutes or It’s Free

With regard to pizza delivery, few brands have mastered the art of urgency quite like Domino’s Pizza. Their unique selling proposition, “Fresh hot pizza delivered in 30 minutes or it’s free,” effectively established customer trust and became a key part of their brand identity.

This delivery guarantee was a smart marketing strategy that made them stand out in the fast food industry. Here’s how it worked:

• Speed : Customers crave quick food delivery, and Domino’s promised just that.
• Reliability : The guarantee built a sense of dependability, encouraging repeat orders.
• Competitive Edge : This unique approach pushed competitors to improve their delivery services.

Though modified today, the core promise still resonates, showcasing the power of a well-crafted USP.

2. FedEx: When It Absolutely, Positively Has to Be There Overnight

Few companies have mastered the art of urgency in shipping like FedEx, whose unique selling proposition of “When It Absolutely, Positively Has to Be There Overnight” sets a high standard for reliability and speed.

This commitment has built a strong brand identity and customer loyalty.

Here’s how FedEx achieves this:

• Extensive Logistics Network : With over 650 aircraft and 180,000 vehicles, FedEx guarantees timely deliveries worldwide.
• Consistent Overnight Delivery : This promise meets the urgent needs of businesses and individuals alike.
• Proven Reliability : FedEx’s focus on speed and dependability has solidified its position in the express shipping industry.

3. TOMS: Wear TOMS, Wear Good

FedEx’s commitment to swift and reliable delivery sets a benchmark in express shipping, but TOMS takes a different approach by intertwining fashion with social responsibility. Their unique selling proposition, “Wear TOMS, Wear Good,” captures the essence of their mission to appeal to socially-conscious consumers.

Here are three key elements of their brand messaging:

• One for One Model : For every pair sold, TOMS donates a pair of shoes to a child in need, fostering an emotional connection with customers.
• Transparency : TOMS openly shares its social impact, enhancing trust and loyalty among its audience.
• Expanded Offerings : They now include eyewear and coffee, maintaining their commitment to giving back while reaching a wider market.

4. Warby Parker: Try 5 Frames at Home for Free

In regards to buying eyewear online, Warby Parker stands out by offering a unique selling proposition that allows you to try five frames at home for free.

This home try-on program enhances customer confidence and makes the shopping experience more enjoyable. Here’s how it works:

• Select 5 frames : You can choose five styles to try at home.
• Try them on : Experiment with different looks in your own space.
• Order your favorite : Once you decide, you can easily purchase the frame you like.

This creative approach not only addresses common issues in the competitive eyewear market but also results in a high conversion rate, fostering customer loyalty through a personalized shopping experience.

5. GEICO: 15 Minutes Could Save You 15% or More on Car Insurance

GEICO’s compelling Unique Selling Proposition (USP) captures attention with its promise: “15 minutes could save you 15% or more on car insurance.” This straightforward message appeals directly to consumers seeking both time efficiency and cost savings, making it memorable and easy to understand.

Here’s how GEICO’s USP stands out:

• Direct savings: It highlights substantial savings, attracting price-sensitive consumers.
• Quick process: The emphasis on a short time commitment appeals to busy individuals.
• Strong brand recall: The simple message improves brand recognition across different marketing channels.

6. M&Ms: Melts in Your Mouth, Not in Your Hand

M&Ms stands out in the crowded chocolate market with its unique selling proposition: “Melts in Your Mouth, Not in Your Hand.” This catchy phrase not only emphasizes the candy’s quality and convenience but also addresses a common concern among consumers—no mess while enjoying their treat.

Here’s how M&Ms differentiates itself:

• Quality : The chocolate is designed to be smooth and enjoyable.
• Convenience : You can eat M&Ms without worrying about sticky fingers.
• Consumer Focus : The brand prioritizes a clean and enjoyable consumer experience.

7. Hiut Denim Co.: Do One Thing Well

Hiut Denim Co. exemplifies the power of a focused Unique Selling Proposition with its commitment to “Do One Thing Well.” By specializing exclusively in high-quality denim production, the brand not only hones its craftsmanship but also reinforces its identity in a competitive market.

Here’s how they stand out:

• Craftsmanship : Each pair of jeans is made with care, showcasing their dedication to quality.
• Sustainable Practices : They use high-quality materials that last longer, promoting eco-friendliness.
• Transparency : Customers can track the progression of their jeans, fostering trust.

This community-focused approach encourages you to share your denim stories, enhancing brand identity and customer loyalty.

Hiut Denim Co. shows that a clear USP can connect with consumers seeking authenticity and value.

8. Bees Wrap: A Simple Solution to Plastic Pollution

In the current marketplace, where environmental consciousness is on the rise, Bees Wrap stands out with its inventive approach to reducing plastic waste.

Their unique selling proposition highlights several key features:

• Eco-friendly materials : Made from organic cotton, beeswax, jojoba oil, and tree resin, these wraps are biodegradable.
• Reusable and washable : Each wrap can be used for up to a year, promoting sustainability and helping to reduce single-use plastics.
• Commitment to environmental responsibility : Bees Wrap sources materials from sustainable suppliers, supporting the zero-waste movement.

9. Bellroy: Slim Your Wallet Without Turning Your World Upside Down

Often, consumers find themselves overwhelmed by bulky wallets that disrupt their minimalist lifestyle. Bellroy’s unique selling proposition focuses on slim wallets designed for functionality and style.

Their approach combines quality and craftsmanship with a commitment to being environmentally friendly.

Here’s what makes Bellroy stand out:

• Smart Organization : Features like quick access slots help you find what you need easily.
• RFID Protection : Safeguards your cards from unauthorized scanning.
• Sustainable Materials : They use environmentally certified leather and recycled materials.

Bellroy’s design philosophy emphasizes elegance in everyday carry solutions.

With a growing customer base and positive reviews, it shows how slim wallets can improve your minimalist lifestyle without sacrificing practicality.

10. Best Buy: Find a Lower Price and We’ll Match It

When you’re shopping for electronics, knowing you won’t pay more than necessary can make all the difference.

Best Buy’s unique selling proposition is its price matching policy, which focuses on competitive pricing to build customer trust.

Here are three key aspects of this approach:

• If you find a lower price on an identical item, Best Buy matches it.
• This policy covers a wide range of products, including electronics and appliances.
• Best Buy promotes this offer actively in its marketing campaigns.

11. American Musical Supply: Rock Now! Pay Later

American Musical Supply (AMS) stands out in the competitive musical supply market with its “Rock Now! Pay Later” unique selling proposition. This program offers flexible payment options, allowing musicians immediate access to instruments and gear without the financial burden.

Here’s how it works:

• Defer Payments : You can purchase equipment and pay later, easing financial challenges.
• Support for All Musicians : It caters to students and hobbyists with limited budgets, promoting accessibility and convenience.
• Builds Customer Loyalty : By addressing your needs, AMS positions itself as a customer-centric brand, enhancing satisfaction.

This approach not only differentiates AMS from competitors but also reinforces its commitment to the musical community, making it a great choice for aspiring musicians seeking affordability.

12. Thrive Market: Healthy Groceries Shouldn’t Break the Bank

Thrive Market transforms the grocery shopping experience by making healthy eating affordable for everyone. Their unique selling proposition focuses on affordable access to high-quality organic groceries through a membership model. This allows members to save 25-50% on their grocery bills.

Here are three key features that set Thrive Market apart:

• Wide Selection: They offer over 6,000 products, catering to diverse dietary preferences, including organic, gluten-free, and vegan items.
• Sustainability Commitment: Thrive Market partners with brands that prioritize environmental stewardship, appealing to socially conscious shoppers.
• Philanthropic Efforts: For every membership sold, they donate one to a low-income family, enhancing community support.

How to Implement Your Unique Selling Proposition in Marketing

To effectively implement your Unique Selling Proposition in marketing, start by using it in your advertising campaigns.

Make sure it appears across all touchpoints, like social media posts, emails, and product descriptions, to create a unified message.

Using USP in Advertising Campaigns

A strong advertising campaign hinges on a well-defined Unique Selling Proposition (USP) that sets your brand apart.

To effectively use your USP, follow these steps:

• Integrate your USP into all advertising materials, ensuring consistent marketing messages that reinforce your brand’s identity.
• Utilize compelling visuals and taglines that highlight your USP in ads to capture attention and improve memorability.
• Leverage social media platforms to promote your USP with targeted ads, aligning with customer interests to increase visibility and conversion.

Applying Your USP Across All Touchpoints

Integrating your Unique Selling Proposition (USP) across all marketing touchpoints is crucial for creating a cohesive brand experience.

To effectively apply your USP, consider these steps:

• Update marketing materials : Verify all your advertisements, social media posts, and promotional content prominently feature the unique selling proposition, reinforcing brand identity.
• Create targeted landing pages : Design landing pages for specific campaigns that clearly communicate your USP, highlighting benefits and encouraging action from your audience.
• Train your team : Equip sales and customer service teams to communicate your USP during interactions, making the sales process smoother and more effective.

Also, regularly monitor customer feedback to gauge your USP’s impact, allowing you to make necessary adjustments and improve the complete experience.

Leveraging Your USP in Product Descriptions

Utilizing the power of your Unique Selling Proposition (USP) in product descriptions can greatly improve your marketing efforts.

To effectively communicate your USP, consider these key aspects:

• Highlight Unique Benefits : Clearly explain what sets your product apart from competitors, focusing on its unique features and benefits.
• Use Engaging Language : Craft descriptions that evoke emotions, creating a connection between the product and the consumer to increase perceived value.
• Include Customer Testimonials : Utilize social proof by incorporating testimonials that reinforce your USP, demonstrating the product’s effectiveness and reliability.

Common Mistakes to Avoid When Crafting a USP

When crafting your Unique Selling Proposition, it’s essential to avoid common pitfalls that can weaken your message.

Being too vague or generic can lead to confusion, while focusing solely on price might make you forget what truly sets you apart.

Always remember to take into account your customer’s perspective to create a compelling and effective USP.

Being Too Vague or Generic

A vague or generic Unique Selling Proposition (USP) can leave your brand lost in a sea of competitors, making it hard for customers to remember what sets you apart. Instead of saying “we provide great customer service,” specify what you offer, like “24/7 customer support.”

This clarity helps highlight specific benefits that resonate with your target market. A generic USP fails to define your brand identity, resulting in missed opportunities to connect with potential customers.

To create an effective USP, focus on unique features that differentiate your business. Avoid broad statements and aim for clear, concrete examples that showcase what makes your product or service stand out.

Focusing Solely on Price

Relying exclusively on price as your Unique Selling Proposition (USP) can be a slippery slope. Price-based USPs often attract customers who care only about low costs, but this approach rarely builds long-term loyalty.

These customers might easily switch to competitors offering better deals. By focusing solely on price, you risk overlooking unique features that could help differentiate yourself in a crowded market. This narrow focus can diminish perceived value, making it hard to justify higher prices for premium products later on.

Furthermore, concentrating on price can hinder innovation and improvement, as you divert resources to maintain low costs instead of enhancing customer experience. Aim to balance pricing with quality and unique benefits to foster a stronger brand reputation.

Ignoring the Customer’s Perspective

Ignoring the customer’s perspective can severely undermine your Unique Selling Proposition (USP). To create an effective USP, you must prioritize understanding customer needs and preferences.

Remember, 70% of customer decisions depend on how well their needs are met. Engage with your target audience through customer feedback, which provides valuable insights into their expectations and experiences.

If you focus only on product features without highlighting benefits, you may alienate potential buyers, since 80% prefer brands that communicate relevant value.

Moreover, ineffective marketing strategies can result from neglecting customer viewpoints.

Ultimately, integrating consumer preferences into your brand communication helps guarantee your USP resonates with the audience, improving engagement and loyalty over time.

A strong Unique Selling Proposition can have a lasting impact on your brand.

It not only sets you apart from competitors but also builds customer loyalty and trust.

Frequently Asked Questions

How a usp can drive brand loyalty and growth.

When you think about your favorite brands, their unique selling propositions (USPs) likely come to mind, showcasing what sets them apart. A strong USP drives brand loyalty by clearly communicating benefits that differentiate your brand. This builds customer trust, boosts customer retention, and improves market share. Ultimately, focusing on your unique selling proposition can lead to lasting growth and stronger connections with your audience.

Final Tips for Refining Your Unique Selling Proposition

Refining your Unique Selling Proposition (USP) is essential for staying relevant in a competitive market. Regularly assess market trends and customer feedback to refine your USP. Clearly communicate how your brand differentiates itself from competitors, addressing specific needs. This not only improves your brand identity but also fosters customer loyalty, ensuring your message resonates effectively with your target audience.

How Do You Define a Unique Selling Proposition?

Defining a Unique Selling Proposition (USP) boils down to pinpointing what makes your product or service stand out in a crowded marketplace. To create a compelling USP, focus on these key aspects: Customer-oriented : Understand the desires and needs of your target audience. Market research : Identify gaps in the market and analyze competitors to find what they overlook. Differentiate : Clearly articulate the unique value your product or service offers. A strong USP not only improves brand loyalty but also guarantees your messaging resonates. Keep it concise, ideally in 10 words or less, to clearly communicate your unique selling proposition.

What’s the Difference Between a USP and a Value Proposition?

Clarity in messaging is crucial when distinguishing between a Unique Selling Proposition (USP) and a value proposition. Here are three key differences: Focus : A USP highlights what makes your product stand out from competitors, while a value proposition outlines the complete value and benefits customers can expect. Length : A USP is brief, often a catchy phrase of ten words or less, whereas a value proposition is more thorough, detailing how your offering solves customer problems. Purpose : USPs emphasize differentiators that appeal to target customers, while value propositions aim to align with customer expectations and experiences. Understanding these differences helps refine your brand messaging, ensuring you effectively communicate both the unique selling proposition and the complete value of your offering.

Can a USP Change Over Time?

A Unique Selling Proposition (USP) can often change over time as businesses adapt to evolving consumer preferences and market dynamics. Here are three key factors that can influence this change: Market Trends : New trends can shift what consumers value in a product or service. Competitive Landscape : As competitors adjust their offerings, you may need to revise your USP to maintain differentiation. Consumer Preferences : Regularly gathering feedback helps you stay aligned with what your customers truly want.

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What is a Unique Selling Proposition? (with Examples)

Written by: Victoria Yu

Victoria Yu is a Business Writer with expertise in Business Organization, Marketing, and Sales, holding a Bachelor’s Degree in Business Administration from the University of California, Irvine’s Paul Merage School of Business.

Edited by: Sallie Middlebrook

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

Updated on July 21, 2024

Definition of Unique Selling Proposition

How to make a unique selling proposition, five unique selling proposition examples.

When you first started your business, you might’ve had vague, lofty goals like “I want to run a successful bookstore” or “I want to start my own CPA office.”

But as you look around now, you might see hundreds of thousands of other business owners, all with the same dream as you! With so many competitors, how do you stand out from the crowd and earn a consumer’s dollar?

A unique selling proposition (USP) is what differentiates one business from another in an industry, telling customers why they should pick your business over the next one. If you’ve been struggling to make your business stand out from the competition, this guide will explain everything you need to know about USPs with examples that provide insight to help you create a great USP of your own.

Key Takeaways

A unique selling proposition (USP) is a statement of what makes your business different from others in the industry.

It’s important to have a distinct USP so that customers can remember you and what makes your product or business better than the rest.

A USP focuses a business’s marketing and sales communications and drives strategy.

A unique selling proposition (USP) is a short statement of what differentiates a brand from competitors : a product benefit, feature, or company trait that consumers value and will come to know the company for. It’s also called a unique selling point.

A USP can be based on product characteristics or price structures, but there must be some objective kernel of truth to the claim – if you claim your blankets are softer than a dream, they’d better be appropriately soft! The product itself doesn’t have to be unique, but the message and promise do. 

Why is a Unique Selling Proposition Important?

A USP clues a prospective customer in on what makes a product or company better than another one, making it easier for customers to buy the product that suits them the best. It serves as a guarantee for the customer that even if the product fails in all other aspects, at least the most important feature will perform well.

Marketers and sales reps use USPs to target specific customer pain points, telling consumers that this specific product will meet their needs better than a competitor’s. It can also drive strategy, allowing decision-makers to identify the company’s strengths and strategic position in the industry.

An important thing to note is that USPs are used for products and brands , which sometimes might not be the entire company as a whole. For example, Mars Inc. sells dozens of different candy products, and yet the USP for M&Ms sets it apart from its sibling products made by the same company: “Melts in your mouth, not your hand.”

If you’re a business owner just starting out and haven’t found your niche yet, here are some tips to help you develop and implement a USP.

1. Research your target audience

If you don’t appeal to customers, you’ll never make a single sale! That’s why the first step is to research the product’s target consumer. Create a buyer persona or ideal customer profile of the target customer you hope to sell to: their demographics, location, budget, psychographics, and more. 

Put yourself in your customers’ shoes. Do research and conduct surveys to get a good feel of why customers buy the products they buy: what emotions drive them , what qualities they look for, and the lingo that resonates best with them. Doing this will help you match the product with customer needs.

For example, let’s say you’re starting an online fast-fashion business. Your ideal customer would be young women in their 20s and 30s of medium to high socioeconomic status, who are very conscious of current fashion trends and want to always be wearing the coolest clothes.

2. Identify core competencies

Next up is to focus on yourself: what can your product provide that competing products can’t? It’d be tragic if you found an amazing USP that appealed to buyers, only for a competitor to steal it and do it better.

A strong unique selling proposition is based on something that a company is good at that competitors can’t copy easily, something rooted in proprietary knowledge and core competencies. 

Going back to our clothing business example, you might discover a unique shipping partner that could make your deliveries ultra-fast compared to other companies. If you enter an exclusive contract with that partner, other companies won’t be able to replicate your shipping speed.

3. Look at the industry

As the name implies, a unique selling proposition should be unique from competitors, giving consumers a benefit or emotion that other products can’t. A gap in the industry would represent a prime opportunity for a new brand.

As an inverse to the previous section, it’d be quite the faux pas if a company were to copy the USP of another. In addition to the bad blood, between two products with the same USP, customers would likely default to the better-established one, correctly identifying the other as a copycat.

Additionally, when working on your USP, research future industry forecasts and predictions to see if there are new trends you can get in on early or aging trends that you should stay away from.

With our clothing business example, your closest competitor would be Shein. Though you and Shein might sell the same clothing, Shein focuses on providing them at the lowest price, while you focus on delivering them as fast as possible. Since your USP is different from your main competitor, your USP should be safe even if you have the same items.

4. Center your brand around the USP

So now that you’ve researched your customers, yourself, and the industry and found a benefit that’s valuable and unique, all that’s left is to put it into words and focus your brand around it.

Your company’s activities, messaging, and customer experience should all be focused around your USP. This puts each employee’s activities in step with the others, and gives rise to a distinct company culture and brand identity. From the supply chain, to marketing and sales, to customer service, each action and customer interaction will work towards the same goal. You can also use your USP as the headline for your website.

For your clothing company, you might decide on “Your Closet’s Trendsetter” as your USP. The word “trendsetter” brings to mind two things: the latest fashions, and providing them as fast as possible. Therefore, your procurement managers and stylists will know to always focus on the most recent trends and predict the newest styles, and your fulfillment managers will know that speed is the top priority. Even your customer service reps will know to pay special attention to cases where packages aren’t being delivered on time because those situations break your USP’s promise to customers.

Let’s take a closer look at five strong USPs to see what makes them work.

Costco, the maze-like membership warehouse club, promises “the best possible prices on quality brand-name merchandise,” appealing to consumers’ sense of thriftiness. 

Though many companies can claim low prices and quality merchandise, Costco is unique in how it fulfills this promise – by providing everything in bulk, reducing packaging and warehousing costs, and lowering the final sticker price consumers pay.

2. Ralph Lauren

When you think of Ralph Lauren, you automatically know what they’re about: high-quality, high-end, timeless casual wear. 

Their tagline, “made to be worn,” sets them apart from other premium clothing brands by promising utility and long life of use. Though they don’t offer the latest fashion trends, their apparel looks equally as good at the racetrack as it does at a dinner party and is durable enough to serve as a closet staple for years.

Japanese lifestyle brand Muji took a look at the technicolor industry around it and decided to distinguish itself by being indistinguishable. Rather than being cheaper, more stylish, or more durable than competitors, its products are designed around the concept “this will do.”

Products at Muji are plain and unbranded, appealing to customers that are tired of overthinking purchase decisions and are looking for a minimalist lifestyle. Muji’s full name (Muji Ryohin) translates as “no-brand quality goods.”

4. Starbucks

Rather than a product quality or specific benefit, Starbucks centers its USP on its emotional appeal and service: “Love your beverage or let us know. We’ll always make it right.”

As a nationwide coffee chain, Starbucks knows that it can’t promise the most expensive artisanal coffee in each location. That’s why it focuses its unique selling proposition around excellent customer service, which it can create at any location through employee training. Rather than offering a unique product, Starbucks offers a unique service: drinks customized to the customer’s exact desires. 

CRM provider HubSpot’s USP isn’t readily verbalized on their website headline but can be determined from their product offerings: pick-and-choose hubs for each business function to make a customizable yet integrated CRM platform for the whole business.

As opposed to other CRM providers who might only offer marketing, sales, and customer service functions, HubSpot’s unique benefit is its breadth of options: it also offers content management and operations software, as well as more than a thousand other integrations and extensions. When shopping for a CRM, many new customers choose HubSpot over another service provider because of its versatility.

Having a great USP from the start focuses your efforts as you build your business from the ground up, ensuring that potential customers have a clear sense of your brand identity and immediately letting them know that your products are tailor-made for their needs.

With an effective unique selling proposition, you can focus your business activities on delivering qualities that attract buyers, hone your messages and marketing strategy, and make sales that satisfy.

Unique Selling Proposition FAQs

A value proposition is much longer than a USP, describing the actual job your product or service fulfills. You can share a value proposition with another company, but you should never share a USP.

A positioning statement is very similar to a unique selling proposition: it describes the product or service and explains how it fulfills a particular customer pain point. Internally, the USP and positioning statement might be the same thing; externally, the USP has more value because it could be used as a marketing message.

No, a USP doesn’t have to feature word-for-word in every single marketing material. But an element of the USP’s value should feature prominently in most messaging, even if it’s promoted in different ways. 

For example, if you sell snacks with a focus on health benefits, you could promote one snack as “100% organic” while another snack could have “10 essential probiotics.”

Some common pitfalls to avoid when developing a USP are being too wordy, too vague, not being opinionated enough, and not following through. 

An effective USP should make a subtle statement: if you’re “high-quality,” you imply that your competitors are low-quality in comparison. Internally, your company should also have some way to fulfill the USP’s promise: for example, ensuring high quality by using 100% cotton in your clothing lines.

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10 Unique Selling Proposition Examples | USP Examples

A business’s unique selling proposition , or USP, differentiates it from its competitors. The USP is one of the reasons why customers choose to work with, trust, and shop from your business compared to the competition. So, what are some unique selling proposition examples? 

This article provides you with 10 unique selling proposition examples that exemplify the effective use and communication of a USP. The examples are from different types of eCommerce businesses, direct to consumer businesses, and SaaS companies. 

Let’s start by covering the basics of “what is a USP?”. A unique selling proposition (USP) is a distinctive selling point for your business that sets you apart from the competition. It can help raise your sell through rate . Businesses may communicate their USP through a slogan, eCommerce content marketing efforts, and advertising. 

10 Unique Selling Proposition Examples

Before we get into the unique selling proposition examples, it’s important to know what makes an effective USP. Not only is an effective easier to communicate to customers, but it also holds up under scrutiny. 

An effective unique selling proposition is:

• Memorable. A business’s USP should make a long-lasting impression on the customer. Avoid generic wording and focus on the benefits of your business, product, or service.
• Customer-focused. The customer is one of your top priorities as a business owner . When you write a business plan , create a USP that showcases the features your customers want and will value. 
• Tangible. Back up your USP with everything you do. Your USP should represent your company’s reputation, personality, and values.

Now that you understand what it takes to have an effective unique selling proposition, it’s time to dive into some USP examples. 

Looking to learn more about what you need when opening a business? Download our The Cost of Opening a Business eBook today!

1. Robinhood Unique Selling Proposition Examples

Robinhood is a popular investing platform that thinks everyone should have access to the financial markets, not just those that are wealthy. They want investing to be friendly, understandable, and approachable, regardless of the stock experience or knowledge that you have.

This belief is what inclined the creators of Robinhood to create a platform where everyone can invest in thousands of stocks directly from their smartphone. What’s more, is that they have the ability to do so with just $1 and no prior knowledge of the stock market. 

Robinhood’s slogan or unique selling proposition is “investing for everyone”. This is one of the unique selling proposition examples that let the product or service guide the USP. Robinhood unites people by breaking down barriers in the stock market, which is a powerful selling point.

2. Starbucks Unique Selling Proposition Examples

Another one of the worthy unique selling proposition examples to cover is Starbucks. This company started off by opening a coffee shop in the state of Washington. Now, Starbucks is one of the most recognizable brands in America. 

Starbucks became a nationally recognized brand by developing a unique selling proposition that worked. To understand how they did it, think about what Starbucks is known for and what they believe in. The answer is premium coffee beverages.

What makes them stand out from their competition is that they focus solely on premium coffee beverages instead of also having the lowest prices. By trying to focus on also having the lowest prices, Starbucks wouldn’t be head-to-head with gas stations and their product quality would suffer. 

While Starbucks offers other beverage and food options, it’s not their main focus. They don’t want to be known as a coffee, sandwich, and beverage establishment. Instead, they focus on being the coffee shop that offers premium coffee, but also other items that you may want while grabbing your cup of brew. 

3. Canva USP Examples

As an online design and publishing platform, Canva strives to make it easy for individuals to create and share their graphics. “Empowering the world to design” is Canva’s USP, and it reflects its goal. 

Canva’s unique selling proposition is simple which aligns with the simplicity of the tools they offer. The platform differentiates itself from its competitors, like Adobe Photoshop and ProCreate, as these are targeted toward experienced artists. 

The company understood its place in the market by targeting inexperienced and beginner designers and has a competitive advantage. Canva was able to turn a weakness into a strength.

4. FedEx Unique Selling Proposition Examples

Not all businesses find their ideal unique selling proposition the first time around. Some businesses may even decide to change their USP at some point. FedEx is one of those businesses.

Let’s look at two different unique selling proposition examples from FedEx. “When it absolutely, positively has to be there overnight.”, was one of FedEx’s first USP’s. This USP assures customers that their packages will be delivered safely and on time. 

The USP communicates two benefits. The first is that the package will get delivered as promised and the second is that customers can save time by overnighting their packages. Now, FedEx has a new slogan, “The World on Time,” which is less effective. However, the company is more well-recognized nowadays than when it first started out.

5. Death Wish Coffee USP Examples

Death Wish Coffee is an eCommerce brand that sells coffee. Their not only focused on becoming one of the best eCommerce websites for coffee, but also on selling the strongest coffee in the world.

This is one of the unique selling proposition examples that works despite the crowded coffee market. Death Wish Coffee’s USP is “world’s strongest coffee” which doesn’t necessarily appeal to every coffee drinker. However, the company focuses on a very specific niche of coffee drinkers. 

Death Wish Coffee made its USP tangible by backing it up with the rest of its business. In fact, they have it written boldly on their eCommerce packaging and across their website. 

The company also offers full refunds to anyone who claims it isn’t the boldest coffee they’ve ever tasted. It’s possible to also get custom subscription boxes delivered to your door as often as desired through their online coffee subscription service. 

Key Takeaway: Businesses don’t always create effective unique selling propositions the first time around. In fact, many will use research and testing to ensure a solid and effective USP that works for their business. 

6. TOMS Unique Selling Proposition Examples

TOMS shoes started off with a very distinct USP. The shoe company’s USP involved donating a pair of TOMS shoes to a child in need for every pair purchased. Over time, the company and its unique selling proposition evolved.

This is another one of the unique selling proposition examples that prove that changing a USP can be beneficial for the business. Today, TOMS donates one-third of its profits to grassroots goods. Now, TOMS’ USP is “Shoes for moving forward.”

The company is consistent when it comes to building a unique selling proposition around a cause. Doing this may risk isolating some people. However, it unites the company, the customers, and the purpose while creating long-lasting brand loyalty. 

7. IKEA Unique Selling Proposition Examples

The globally known Swedish-origin furniture and hardware company, IKEA, has a USP that focuses on benefiting customers through high-quality furniture for a low price. "To create a better everyday life for the many people." is their USP. 

IKEA’s vision goes beyond home furnishing. The company strives to make everyday life better for people through its offerings. 

8. Warby Parker USP Examples

Warby Parker is one of the popular DTC brands that follow a direct to consumer business model . The company started off with an eCommerce business plan to focus on online direct to consumer sales . However, they eventually grew and opened brick and mortar locations.

By expanding to physical stores, they’ve been able to take their direct to consumer advertising and DTC marketing efforts to new levels. This was possible by increasing the accessibility of their products and meeting customer needs offline and online. 

Warby Parker’s unique selling proposition, “Try 5 frames at home for free”, focuses on having a seamless customer experience. They offer a virtual try-on service where customers have the ability to test out five frames at home, free of charge. This kind of customer service is highly-valued.

Being able to try on five frames mirrors the physical store experience where most people try on multiple frames before deciding on the one they want. Warby Parker also started off by eliminating the need to travel by taking care of the shipping and handling efforts for customers. This was part of their eCommerce marketing strategy .

9. HelloFresh Unique Selling Proposition Examples

Some unique selling proposition examples prove that businesses focus on communicating that they’re the best at what they do. That’s what HelloFresh, a subscription business , does with its USP, “America’s most popular meal kit.”

HelloFresh delivers social proof by telling people it’s the most popular meal kit in the country which means that it has to be worth it. This USP also creates a fear of missing out (FOMO). People don’t want to miss out on things that are popular. 

The meal kit company goes even further by providing statements on their website as to why they’re the most popular. HelloFresh backs up their USP. Their meal kits save money, time, and stress when it comes to preparing meals which is what they communicate to their customers.

HelloFresh offers different subscription box types . This includes fresh produce , meat products , bulk fish , and dairy . HelloFresh took advantage of how to start a subscription business and created a company that is essential for a large niche.

10. Bee’s Wrap Unique Selling Proposition Examples

Another eCommerce business with a solid unique selling proposition is Bee’s Wrap. Bee’s Wrap focuses on eliminating plastic waste, and they communicate that in their USP, “That’s a wrap on single-use plastic.”

Bee’s Wrap produces a sustainable kind of food wrap made from beeswax and organic cotton. This is an alternative to plastic wrap or foil.

Their unique selling point highlights the alternative to single-use plastic by offering a long-term and reusable solution. Bee’s Wrap does a good job incorporating word play to appeal even more to eco-conscious customers. 

Frequently Asked Questions About Unique Selling Proposition Examples

After reading the unique selling proposition examples above, you’re likely to have a clear understanding of what an effective USP is. Not all businesses will get their USP right the first time around. In fact, the effective USP examples above are the result of proper research and testing. 

To further understand unique selling proposition examples and USP’s in general, read the questions and answers below. 

Are USPs Important?

The reason why we’ve dedicated an entire blog article to unique selling proposition examples is because they are important for businesses that wish to increase their market share . USPs are the key component in the communication between a brand and its targeted audience. Here are some additional reasons why they’re important.

• Brand identity and awareness . There are many unique selling proposition examples where the USP is the same as the slogan of the company.
• Price strategy . Some brands don’t try to compete with other brands in terms of pricing. As we mentioned above in the unique selling proposition example with Starbucks, they count on high quality instead of low prices. Therefore, their USP of offering high-end coffee is the reason for their higher prices.
• Competitive advantage . Having strong USPs gives companies a competitive edge. This advantage can be the reason why a majority of customers choose one brand over the other.

How Do You Write a Unique Selling Proposition?

To write a unique selling proposition for your business, follow these five steps: 

• Identify your niche market  
• Take note of the problem(s) your product or service solves
• Identify the benefits that differentiate your product or service from the competition
• Define your company’s promise
• Combine it all into a paragraph and condense it into a sentence

What’s the Difference Between a Unique Selling Proposition and a Value Proposition?

The difference between a unique selling proposition and a value proposition is that a value proposition is what the company is offering to customers based on what they’re paying for it. However, a unique selling proposition is a reason why customers should choose your product or service over the competition. The USP creates an emotional connection with your customers. 

What Is a Unique Selling Proposition in Marketing?

A unique selling proposition in marketing refers to the marketing statement businesses use to sell their products or services to customers. The USP makes customers understand why they should do business with you instead of the competition. 

What is a Unique Selling Proposition (USP)? Definition & Examples

Brian Connolly

November 17, 2023

Table of Contents

What is a unique selling proposition (usp), why your amazon product or brand needs a usp, unique selling proposition examples on amazon, what’s your unique selling proposition.

In a sea of endless options on Amazon , how will you make your products stand out amongst your competitors? This is a common issue that sellers face when deciding how to brand and market their products. 

This is where a unique selling proposition comes into play. With one, your products will be able to stand out better and more effectively convince customers they should buy your product over another brand’s. 

Continue reading to learn more about what a unique selling proposition is, why your products need one, and some real-life examples of Amazon products with killer unique selling propositions. 

A unique selling proposition (USP) is what makes your products or brand different from the competition. You may sell the same product as another business, but having a solid USP helps differentiate your product from theirs. 

Basically, it’s a specific benefit or reason a customer should buy your product over your competitor’s. 

What a unique selling proposition is:

• Specific. A general statement such as “our products are made with high-quality materials” is not a unique selling point as every brand will use that line; it’s not unique to you. Try to be as specific to your product and target market as possible. Something like “Our phone case makes your phone indestructible” is very specific and unique to a certain niche. 
• Simple. Don’t over-complicate or over-exaggerate your USP – it should be simple and to the point. Think about your target audience and what is important to them. Try conducting market research to get ideas about what your unique selling point may be.
• Provable. Can you back up your claims and prove your unique selling proposition? For example, if your USP is “Our phone case makes your phone indestructible,” you better be sure that statement is true! If it’s not, that could reflect poorly on your brand’s reputation. 
• Valuable to your customers. Is your USP something your customers want or are looking for in that specific product type? Be sure that your USP speaks to your potential customer’s pain points, values, or answers a specific question they have. 

What a unique selling proposition is not:

• A general statement. As mentioned above, statements such as “high-quality materials,” “best selling,” or “one of a kind” are not unique selling propositions. They’re not unique because that’s what every seller will say about their products — no one will say their product is made with poor-quality materials! 
• Promotions or offers. Maybe you offer free shipping or a “buy one get one 50% off” promotion, but that is not a USP because your competition can offer the same thing. While these types of promotions or marketing offers can be effective for your business, they are not unique. 

A few years ago, you could basically throw any random product up on Amazon with a bare-bones product listing , and you would get sales. Today, it’s a little more complicated than that. 

The competition on Amazon is fierce – sellers and brands alike need to do everything they can to stand out and grab customers’ attention. 

A unique selling proposition means you can differentiate your products and brand from your competitors in the search results. Ensure your USP is clearly communicated when a customer clicks through to your listing.

This can be done within your bullet points, product images , product videos, A+ Content , and even your Amazon storefront . 

If customers can’t understand what makes your product special and the more suitable option versus your competition, they may just look for a product that is cheaper or that provides more value. 

Here are some Amazon brands we found that have strong unique selling propositions that help them stand out from the competition. 

Highkey is a healthy snack company that creates cookies, brownies, and other treats without using as much sugar as you would find in the bigger brands. If you look at their listing and Amazon storefront, they present a few unique selling propositions that would be valuable to potential customers. 

The main USP: They make healthier versions of your favorite snacks and treats without the extra sugar and carbs. 

They continue to make it clear throughout all of their branding and marketing that their snacks are low in sugar, keto-friendly, gluten-free, low-carb, and high in protein. They don’t just say they’re a healthy snack alternative; they show you how they are with ingredient lists and clever infographics.

Black Rifle Coffee Company

Black Rifle Coffee Company loves America and freedom, and they aren’t afraid to express that. They are a veteran-owned company that makes high-quality America-themed coffee and supports causes that help veterans, first responders, and law enforcement officers.

BRCC’s mission and unique selling proposition is their love for their country and to give back to causes that help veterans and first responders. 

Throughout their Amazon listings, storefront, and image copy, they make their stance and mission clear. Based on the thousands of positive customer reviews, you can see that their customers align with their values. 

Optimum Nutrition

Optimum Nutrition is a supplement company that makes products such as protein powder, pre-workouts, and vitamins. They claim their products not only help you perform better in the gym or as an athlete but will help improve your muscle growth and recovery. 

Within their Amazon storefront, they present you with many infographics that clearly communicate what their products help you achieve.

They support statement with this fact: 

“For over 30 years, Optimum Nutrition has been the brand professional athletes and gym enthusiasts trust. Everybody has goals – let us help you reach yours.”

This is a great selling proposition as it displays authority and trust in the fitness industry. Optimum Nutrition’s USP is straightforward and specific, their supplements help you perform, recover, and grow in your fitness journey. 

As the weather gets colder, consumers are looking for ways to keep their homes as warm and energy-efficient as possible. If you live in an older home or apartment, you may experience drafts in your windows and doors, causing your heat to escape – and in turn, increasing your energy bills. 

Frost King makes a clear insulation shrink kit designed to block cold air from coming in and prevent your warm air from going out. 

Their unique selling proposition is stated directly on their packaging, answering a question many of their potential customers may have: “Low cost insulation and draft seal solution to save up to 35% of heat loss.”

Magic Spoon

Magic Spoon is a healthy cereal company that makes cereal that is high in protein and low in sugar and carbs. Despite this, their cereal is supposed to taste like the sugary cereals you know and love. 

Throughout their Amazon listings and storefront, they make their unique selling propositions clear: “Healthy cereal that tastes too good to be true.”

Within their infographics, they frequently mention the fact that their cereal is low-carb, low-sugar, and high in protein. They also create comparison charts of their cereal to more well-known, less healthy cereals. This really hammers in their USPs, so consumers fully understand what they will get with this product. 

Brooklinen is a luxury bedding company that makes a wide variety of products, including sheets, comforter sets, pillows, blankets, towels, and more. Brooklinen claims to cut out the middleman, passing on the savings to their customers.

Their USP is clear, confident, and provides customers with a benefit. 

“We deliver simple, beautiful home essentials at a fair price. By cutting out the middleman, we bypass excess costs that have no bearing on quality. And guess who gets all the savings? (Hint: It’s you.)”

As consumers watch their spending and look for deals, Brooklinen knows how to speak to the customers who want quality products but who don’t want to overspend. 

We hope this article helped give you a better understanding of what a unique selling proposition is and why it is important for your products and brand. 

Do you have more questions about USPs? Let us know in the comments!

Ecommerce Expert & Writer at Jungle Scout

Brian Connolly is an Amazon seller, ecommerce expert, and writer for Jungle Scout. He lives in the New Jersey Shore area with his wife and cat. When he isn’t writing advice online for aspiring and experienced Amazon sellers for Jungle Scout, he spends his free time boating, fishing, and selling boating-themed items on his Amazon business.

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What Is a Unique Selling Proposition and How to Write One

• by Francesca Nicasio

minute read

What makes your business different from others like it? That’s the question a unique selling proposition (USP) answers. While it’s easy to overlook this simple statement when you’re starting a business, this exercise shouldn’t be taken lightly. A unique selling proposition serves as the basis for every other marketing decision you make.

Feeling overwhelmed? Not sure where to start with a USP? Read this guide to learn:

• What a unique selling proposition is
• Why your business needs a USP

How to write a unique selling proposition

Best practices for writing a usp, how to use a usp in your marketing strategy, how and where to use a usp on your online store, examples of strong unique selling propositions, start an online store and scale your business.

Bring your products online and start selling fast with our foolproof quickstart guide.

What is a unique selling proposition (USP)?

A unique selling proposition, also known as a unique value proposition, describes what differentiates your brand, business, or product(s) from the competition. A USP is usually expressed in a sentence or two and explains what you do, who you do it for, the benefits your brand or products provide for your customers, and what makes you different. 

It’s used internally to inform marketing efforts and externally to strengthen brand recognition. A unique selling proposition is supposed to serve as the basis for all marketing decisions at a company. While a USP is similar to a slogan, the two aren’t the same. A unique selling proposition is often longer than a slogan and can be used to help write a slogan.

Why do you need a USP?

Coming up with a unique selling proposition may seem like a small step in the bigger picture of starting a business , but it shouldn’t be overlooked. Here’s why you need a USP.

Guides marketing decisions

Your business should have a unique selling proposition because this statement guides the rest of your marketing decisions, such as your branding and style guides, digital marketing campaigns , design choices, copywriting decisions, and even the types of products you sell. Every font you use, product you develop, and Instagram caption you write should tie back to and support your brand’s USP.

Strengthens brand identity

When you make every marketing decision with your unique selling proposition in mind, you strengthen your brand’s identity and make it more memorable.

Attracts your target market

A well-written USP speaks to your ideal customer. Therefore, when all marketing decisions are based on this statement, every decision helps you attract your target market.

The formula for writing a compelling unique selling proposition is: What + Who + How

What your business does

First, describe what your company, brand, or product does. Write down whatever comes to mind, then edit this statement down to a few words.

Who you do it for

Next, describe your ideal customer. Do they fit a specific demographic? What’s their common interest? What do they believe in? What do they like to do? Summarize who your customer is.

How you’re different

Finally, explain what makes your brand or product different and the value you bring to your customer. Describe the benefits your customers gain when they shop with you or use your products.

After you’ve jotted down some ideas for your unique selling proposition, follow these tips to refine your statement.

• Keep it short. The more concise your USP, the more memorable it will be. Your customers should be able to recall or summarize your statement.
• Don’t be generic. Check out your competitors’ USPs. If yours sounds like theirs, change it up. The more unique your USP, the more memorable it will be.
• Keep your audience in mind. We can’t reiterate this tip enough because it’s so important for writing a compelling USP!

Let your unique selling proposition serve as a guide for your marketing strategy. Here’s how your USP should impact various aspects of your marketing plan .

Your logo should visually express as much about your USP as possible. Ideally, the name of your business will hint at what you do and the design will appeal to your ideal customer.

Brand guidelines

Your USP should be taken into consideration throughout your brand guidelines, including the fonts and colors you use to represent your brand. For example, if your USP has to do with sustainability, you may choose organic-looking fonts and earth tones, like greens, blues, and browns.

Style guide

In addition to visual brand guidelines, you need a style guide that conveys your brand’s voice and tone in writing. Your USP will impact this by steering you towards language that appeals to your audience.

Think of a slogan as a more concise version of your unique selling proposition. It should explain what you do in a way that appeals to your ideal customer and suggests your brand’s benefits.

Keep your USP in the forefront every time you design a new product or consider purchasing a product from a wholesaler. Will this product deliver on your brand promise? Will your target market find it useful? Will it benefit your customers? In your marketing strategy, play up the aspects of your products that relate to your USP.

Store design

Your store should be the spatial embodiment of your USP. Beyond your products and branding, which are guided by your USP, consider using decor and fixtures that also support this vision. For example, if your store specializes in frames made of recycled materials, you could build fixtures out of reclaimed or recycled materials. 

eCommerce store design

The design of your ecommerce site should be influenced by your logo, brand guidelines, and style guide, which all have roots in your unique selling proposition.

Marketing campaigns

Every marketing campaign you implement, and every aspect of the campaign—from email newsletters and social media posts to billboards and in-store posters—should highlight the unique benefits of your brand and products, and do so in a way that appeals to your ideal customers. 

Here’s a deeper dive into where and how to use your unique selling proposition throughout your ecommerce website .

While you don’t need to include your USP word for word on your homepage, placing at least your slogan on the first page of your website will help orient newcomers and strengthen your brand for returning customers.

“About us” page

Your “about us” page is the place to display your unique selling proposition loud and proud. Begin with this key statement, then let customers know other important details about your company.

Meta descriptions

Search engine optimization helps people find your website. Your website’s meta description briefly describes what people will find when they click onto your website from the search engine results page. It’s a good idea to use your USP as the meta description for your homepage to let people know what you’re all about and attract your ideal customer.

Now you know everything you need to know about how to write a unique selling proposition for your brand. If you’re still stumped, take a look at these real-world examples of effective USPs from Reformation and Nordstrom.

Reformation

On sustainable womenswear brand Reformation’s “about us” page you’ll find this statement, which closely resembles a unique selling proposition: 

“Today, we make effortless silhouettes that celebrate the feminine figure and pioneer sustainable practices, focusing on people and progress each step of the way.”

This statement accomplishes the three things every USP needs to do: explain what the brand does, for whom they do this, and how they do it.

The “what” is “mak[ing] effortless silhouettes.” By describing that these silhouettes celebrate the feminine figure, this statement appeals to female customers. Reformation creates this effortless silhouette for its customers by pioneering sustainable practices. That’s how they do what they do.

This USP also informs Reformation’s unforgettable slogan: “Being naked is the #1 most sustainable option. We’re # 2.”

Department store Nordstrom also displays its unique selling proposition on its “about us” page:

“Nordstrom, Inc. is a leading fashion retailer offering compelling clothing, shoes and accessories for men, women and kids. Since 1901, we’ve been committed to providing our customers with the best possible service—and to improving it every day.”

This is a good example of a slightly longer USP that answers the three key questions: what does Nordstrom do? Whom does Nordstrom serve? What makes Nordstrom different?

According to the USP, Nordstrom is “a leading fashion retailer offering compelling clothing, shoes and accessories…” So, the “what” is selling garments, footwear, and accessories.

The “who” is “men, women and kids.” 

And finally, what makes Nordstrom different is its commitment to “providing our customers with the best possible service.” So, if you’re a man, woman, or child who needs clothes, shoes, or accessories and wants an elevated customer service experience, Nordstrom is the retailer for you.

Wrapping up: How to write a unique selling proposition

Not only does a unique selling proposition set your business apart from other businesses like it, it also serves as the north star for all of your other marketing decisions. If you’re just getting started on your entrepreneurial journey, invest ample time into crafting your USP. If you’ve been in business for years and want to strengthen your unique selling proposition, implement our advice.

Once your USP and marketing plan are in order, Lightspeed POS and eCommerce can help you run your business efficiently and effectively. Watch a demo today .

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Francesca Nicasio has been writing about retail and hospitality for over 10 years. She focuses on producing actionable content pieces that helps retailers and restaurants improve their operations and bottom line. Having been featured in Entrepreneur, Forbes, The Huffington Post and other top-tier publications, Francesca stays at the forefront of industry trends, helping businesses adapt and thrive.

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What Is A Unique Selling Proposition And Why It Matters In Business

A unique selling proposition (USP) enables a business to differentiate itself from its competitors. Importantly, a USP enables a business to stand for something that they, in turn, become known among consumers. A strong and recognizable USP is crucial to operating successfully in competitive markets.

Table of Contents

Understanding a unique selling proposition

A unique selling proposition allows a business to stand for something specific that they become known for among their consumers. 

This is in direct contract to businesses that stand for nothing in particular.

They take a generalist approach to marketing and product development and thus do not allow a point of difference to develop in the market.

In attempting to become known for everything, they become known for nothing.

A strong USP which encompasses a specific consumer benefit has the ability to:

• Attract (and retain) new customers, reducing customer churn rate.
• Build customer loyalty.
• Reduce costs associated with customer acquisition.
• Focus core marketing strategy and subsequent messaging, branding, and copywriting.

Elements of a strong USP

If nothing else, a USP must answer every consumer’s question when encountering a business: what makes this business different from the competition?

It’s important to note that simply being unique is not a valid characteristic in itself.

The point of difference must target something that resonates with the target audience.

The USP must also be bold and assertive in its point of difference, informing consumers that the business has the confidence to stand behind its brand . 

Lastly, the unique selling proposition should be more than just a slogan.

Often, slogans are catchphrases whose benefits are vague and hard to put into practice.

If a business must use a slogan, then it should ensure that every aspect of the business operation can embody its message in reality.

Read : Marketing Strategy: Definition, Types, And Examples

Examples of successful unique selling propositions

Death wish coffee.

There is no shortage of competition among coffee merchants.

However, Death Wish Coffee has managed to make a mark in this industry with their claim of selling the world’s strongest coffee.

Death Wish Coffee backs up their claim by showing how their coffee is made and where it is sourced from.

But they also offer dissatisfied customers a full refund.

In this way, the success of the company is directly tied to its ability to deliver on its USP.

Importantly, the business embodies this USP through every aspect of their branding and marketing strategies.

Voodoo Doughnut

A similarly competitive market can be seen in selling donuts.

Boston donut business  Voodoo   Doughnut  has created a unique selling proposition through a diverse and varied menu.

The company’s USP is further strengthened by its vintage pink décor and late-night opening hours.

While two varieties of donut that contained cold and flu medication attracted attention from the Food and Drug Administration, the overall exposure to the Voodoo Doughnut brand was beneficial. 

Additional case studies

• Lululemon : “Technical athletic apparel for yoga, running, training, and most other sweaty pursuits.” Lululemon’s USP combines high-quality materials, functionality, and a focus on yoga and athletic activities, differentiating it from traditional sportswear brands.
• Coca-Cola : “Open Happiness.” Coca-Cola’s USP is all about delivering a refreshing and joyful experience, associating the brand with happiness and positivity.
• Amazon : “Earth’s Biggest Selection.” Amazon’s USP highlights its vast product range, fast shipping, and convenient shopping experience, making it a one-stop destination for online shoppers.
• Red Bull : “Gives You Wings.” Red Bull’s USP is tied to energy and vitality, positioning the brand as a source of energy and motivation for its consumers.
• Squarespace : “Build it Beautiful.” Squarespace’s USP emphasizes the aesthetics and user-friendly design of its website-building platform, catering to creative individuals and businesses.
• Chick-fil-A : “We didn’t invent the chicken, just the chicken sandwich.” Chick-fil-A’s USP centers around its signature chicken sandwich, focusing on quality and taste in the fast-food industry.
• Harley-Davidson : “American by Birth. Rebel by Choice.” Harley-Davidson’s USP taps into the spirit of rebellion and freedom, creating a strong emotional connection with motorcycle enthusiasts.
• Dyson : “Dyson – The first vacuum that doesn’t lose suction.” Dyson’s USP highlights the innovative technology in its vacuum cleaners, particularly their ability to maintain strong suction over time.
• Airbnb : “Belong Anywhere.” Airbnb’s USP is about offering unique and personalized travel experiences by connecting travelers with local hosts, emphasizing the feeling of belonging.
• GoPro : “Be a Hero.” GoPro’s USP revolves around its action cameras, empowering users to capture their adventures and share them, making them the hero of their own stories.
• Taco Bell : “Live Mas.” Taco Bell’s USP is about embracing a sense of adventure and spontaneity, positioning itself as a fast-food brand that offers unique and bold menu items.
• Patagonia : “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia’s USP is built on a commitment to environmental responsibility and sustainable business practices, resonating with eco-conscious consumers.
• Warby Parker : “Eyewear with a Purpose.” Warby Parker’s USP combines stylish eyewear with a socially responsible mission , providing glasses to those in need for every pair sold.
• Burt’s Bees : “Earth-friendly, Natural Personal Care.” Burt’s Bees’ USP focuses on natural ingredients and eco-friendly practices in the skincare and personal care industry.

Unique selling proposition vs. value proposition

Where the unique selling proposition is primarily customer-facing.

Thus, it serves the purpose of signaling to your customers how your brand differs from all the others.

The value proposition is more internally focused. Where it does translate into the way final customers perceive your product, but as a side effect of how the value proposition is ingrained into your business model.

Indeed, the value proposition informs how the product should be developed, launched, and distributed.

And as a result, how customers should perceive it.

Where the unique selling proposition looks at differentiating the product in the eyes of the customer.

So really putting into a more clear message targeting your audience about what the company stands for.

Key takeaways

• A unique selling proposition defines what a business stands for in relation to its competitors. The point of differentiation must involve benefits the consumer can identify with.
• A strong and compelling USP resonates with the target audience by selling benefits and is an accurate representation of how an organization does business.
• Confident, bold, and assertive unique selling propositions sometimes allow businesses to penetrate extremely competitive markets.

Key Highlights of Unique Selling Proposition (USP):

• Differentiation : A USP enables a business to distinguish itself from competitors, creating a unique identity in the market.
• Consumer Recognition : A strong USP makes a business known and memorable among consumers, fostering brand recognition.
• Attracts and retains new customers while reducing churn.
• Builds customer loyalty.
• Lowers customer acquisition costs.
• Guides marketing strategy , messaging, branding, and copywriting.
• Addresses the question: “What makes this business different from the competition?”
• Resonates with the target audience by offering meaningful benefits.
• Assertive and confident in its uniqueness.
• Goes beyond a mere slogan, with every aspect of the business embodying its message.
• Death Wish Coffee : Known for selling the world’s strongest coffee, backed by quality and a money-back guarantee.
• Voodoo Doughnut : Stands out in the competitive donut market with a diverse menu, distinctive décor, and late-night hours.
• USP is customer-facing, focusing on differentiating the product and signaling to customers how the brand stands out.
• Value proposition is more internally focused, shaping the entire business model, product development, and customer perception.
• A strong USP defines what a business stands for and offers benefits that consumers can relate to.
• A compelling USP resonates with the target audience and accurately represents the organization’s business approach.
• Bold and confident USPs can help businesses enter highly competitive markets successfully.

Case Studies

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Freeterprise

Sales Distribution Framework

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What is a Unique Selling Proposition and 10 Examples You Can Take Inspiration From

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. 

What is a Unique Selling Proposition?

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.

What Should a Strong Unique Selling Proposition Look Like?

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!." ‍

Customer-focused 

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.

Play To Your Strengths

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.

How do I write my unique selling proposition?

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.

Pinpoint The Dividing Edge

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.

Address The Pain Points

Th i nk 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.

Keep Tabs on Your Competitors

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. 

Analyze The Data You Have

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

10 Examples of Unique Selling Propositions

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

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 Leather

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.

• Crafted by true craftsmen,
• High-quality materials.
• 100-year warranty(they guarantee it’s going to last longer than the owner, which is a bold claim)

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

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

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

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.

Tips for Writing Compelling Unique Selling Propositions

‍ deliver on your claims.

When planning your USP, it’s helpful to think about who your customers are and what they want.

• What are the most important things they need from your business?
• Why should they choose you over someone else?

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.

Complete Understanding of Your Target Market

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.

Leverage Your USP To Create a Killer Marketing Strategy

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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FAQs: Unique Selling Proposition

What are examples of unique selling propositions.

• Avis. " We're number two. We try harder."
• FedEx Corporation. " When it absolutely, positively has to be there overnight ."
• DeBeers. " A diamond is forever ."
• Domino's Pizza. " You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."
• M&Ms. " The milk chocolate melts in your mouth, not in your hand ."
• Geico. " 15 minutes could save you 15% on car insurance."

What is a unique selling proposition?

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.

Is USP essential in business?

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.

What are the factors affecting unique selling proposition?

You can base your business' USP on the "four Ps" of marketing: price structure, placement strategy (location and distribution), product characteristics, or promotional strategy.

What role should the Unique Selling Proposition play in a company's advertising 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.

What is Apple's unique selling proposition?

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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Unique selling propositions: what it is, why you need one and how to write your own.

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Ashley Deland is an award-winning business consultant & owner of Deland Marketing, recognized as winning Business Elite’s 40 Under 40.

All brands face competition in the market.

Consumers are savvy and spend time researching and evaluating their options before making a purchase decision, and you need your brand to stand out to gain their business. The unique selling proposition, or USP, is the factor or consideration presented by a brand as a reason their product or service is superior to or different from that of competitors. You must pinpoint what makes your brand unique in an oversaturated market of homogeneous competitors to target your sales efforts.

Identifying your USP takes some effort and creativity. Few brands are truly unique, but they find a way to communicate their value and distinguish themselves from competitors. For example, Apple is selling innovation, not technology tools. Robinhood is selling accessible wealth for all, not a product for the ultra-rich. Patagonia is selling a movement, lifestyle and impact more than a clothing line.

Entrepreneurs need to understand how to identify their USP to boost sales and guide their brand and marketing strategies.

How do you determine your USP?

Your USP is what makes your brand better than the competition—a specific benefit that helps you stand out and leave an impression. Choosing a bold and deliberate USP influences your branding, messaging, copywriting and other marketing messages. At its core, the USP should deliver a quick answer to the customer’s most immediate question: What makes this brand different?

The USP is based on your strengths as a brand and what you provide for your customer. On its own, uniqueness is not enough of a strong sell. You must differentiate your brand in a way that resonates with the target audience. A memorable and compelling USP will be:

• Focused on the customer. What they care about is what matters and what drives business, not necessarily what you believe to be the most unique aspect of your brand.

• Assertive but justifiable. Your USP can take a specific position that makes a case for your products versus competitor products, which is more memorable. You must have something to support it, however, or else it’s just hollow words and sentiment.

• More than a statement or slogan. While you can communicate your USP through concise statements and slogans, it should pertain to virtually every aspect of your business. Your actions must align with your words.

To be clear, a USP isn’t a marketing offer. Steep discounts, always-free shipping, exceptional customer service or a risk-free return policy are not USPs. These can help with attracting and retaining customers, but they’re not unique. They’re also easy for competitors to copy and difficult for you to defend.

How can you write a strong USP?

Determining your own USP will take some brainstorming and effort. Here’s how you can go about finding yours.

Make a list of potential differentiators of your brand and products.

Be specific. Marketing messages rely on precision and position your product or services as a solution to a customer pain point. Consider every possible USP during this process—you will narrow them down later.

Research your competitors.

To determine what makes you unique, you must know what your competitors have to offer. Research your competitors and their USPs. Consider how you can introduce your brand or products differently.

For example, women’s shoes can be positioned in a variety of ways. They can be stylish, comfortable, durable or designed for a specific purpose. Christian Louboutin set out to create chic and luxurious evening shoes, launching a brand that communicates status instantly with its signature red sole.

Avoid the temptation to develop your USP around denigrating a competitor, however. This rarely succeeds. Emphasize what your brand has to offer instead of highlighting the weaknesses of another.

Compare your possible differentiators against the needs of your audience.

Your USP should communicate your value to the customer. Evaluate your audience’s pain points and gaps left by your competitors.

It’s easy for entrepreneurs to become enamored with their own brand or products and forget that they’re in business to serve the customer. You have to step back and scrutinize what your customers want from your brand. Go deeper than traditional demographics, such as age, gender and income, and look at the underlying motivation for purchase.

Remember, price is never the only factor in the purchase decision. Your competitors may have better prices, but increased brand loyalty leads to less sensitivity to price changes. Customers today are willing to pay more for the experience.

Analyze the data.

You have your list of possible USPs, competitor research and audience information. Compile all this information and look for areas that intersect to single out your most powerful USP. Once you have an idea, you can include it in a positioning statement:

[Your brand] offers [product or service] for [audience] to [unique value proposition].

This may not be the exact statement you will use on your website and marketing materials, but it should offer a starting point to clarify your USP, your audience and the best differentiators for your brand.

Create an elevator pitch.

With your position statement as inspiration, you can create a concise elevator pitch. This is a short description of your brand that explains what you do and builds a connection with the listener. It’s called an “elevator pitch” because it should be short enough to present during a brief elevator ride.

The framework of an elevator pitch includes:

• Stating the problem.

• Presenting the solution.

• Explaining why the audience should trust your brand.

• Describing your USP.

• Concluding with a call to action.

Define your competitive edge with a powerful USP.

A strong USP is more than a persuasive statement or slogan that appears on your About page—it’s the defining characteristic that differentiates your brand or products from the rest of the market.

Your brand and products need not be truly unique, as few are, to develop a powerful USP. Instead, you’re looking for uncharted territory to claim as your own and show your customers what makes you different.

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14 Powerful Unique Selling Proposition Examples From Real-Life Brands

These ecommerce and SaaS unique selling proposition examples will inspire your marketing efforts and help you convert more website visitors into buyers.

Standing out in a sea of online businesses can be hard. You’re not just competing with your local mom and pop stores, you’re also up against companies from all over the world who can tap into your audience with just a few clicks. 

Knowing how to position your brand, products, and services can put you at a serious advantage, not just for standing out, but also for attracting and maintaining a loyal customer base. 

This is where a unique selling proposition (USP) or value proposition comes into play. It differentiates you from your competitors and guides your branding, SEO, and marketing strategy so you can reach the right people with the right message. 

Iconic brands like Warby Parker , Toms , Death Wish Coffee , and Saddleback Leather have all grown huge brands off the back of their USPs – you can do the same. 

What is a USP? 

A unique selling proposition is a definitive feature or benefit that makes your business different from the competition (and, in many ways, makes it better too). 

Your USP can refer to the way you do business, like using sustainable materials and local labor, or the specific benefits it gives prospective customers, like a faster way to manage their accounts or a cheaper alternative to their usual face cream. 

The most important thing about your USP is that it underpins everything you do, from your content marketing efforts, general marketing campaigns, and sales to new product features, customer support, and even your internal operations. 

The 3 elements of a great USP 

Great USPs actively show what makes a brand different. They are clear, concise, and leave absolutely no confusion. But a good USP also: 

• Appeals to a certain audience so you’re not trying to appeal to everyone 
• Focuses on one big benefit or feature rather than trying to be superior in every way
• Encompasses something that your customers want, need, or expect, like stronger coffee or a vegan shampoo 

14 unique selling proposition examples in action

Ready to be inspired? Here are some of the best USPs from 14 ecommerce and SaaS brands.  

Dossier ’s header puts its USP simply: “the fair alternative to luxury perfumes.” 

There’s a good chance consumers associate luxury perfume with a high price tag, but Dossier tries to quell those fears straight away on its homepage, appealing to an audience that might want to smell luxurious but don’t necessarily have the budget. 

The retailer continues this messaging throughout their website. But there is an additional USP that gives Dossier another dimension aside from selling “cheap luxury perfume.” The brand also highlights that its products are ethical and high-quality – it’s not just another knock-off perfume distributor. 

2. Nomadica

“We’re making wine a stress-free experience”, claims the Nomadica website. The brand goes on to state its mission, which is to bring the high-end sommelier experience out of the restaurant and into people’s homes. 

The unique selling propositions example is that the brand sells top-class wines in cans for sustainability (and, arguably, a more relaxed experience) – perfect for wine lovers who rarely frequent high-end restaurants or who simply want to enjoy good wine from the comfort of their sofa.

Like Dossier, Nomadica also has sustainability as a unique selling point. It’s “About” page clearly defines its stance on the environment: “our wines are carefully sourced from growers who practice sustainable farming methods” and the cans reduce emissions from shipping by up to 80%. 

3. Good Dye Young

Good Dye Young ’s USP puts it first and foremost as a community that values vibrant self-expression and creativity. It also happens to “make bad ass hair products.” Interestingly, the USP is less about the product and more about the purpose of the online store and its big-picture vision. 

The strong unique selling proposition is embodied throughout the site, from the copywriting and the bright, bold images to the community hashtag that brings together customer stories in one place. 

4. Fishwife

Tinned fish isn’t a particularly sexy product, but Fishwife has managed to carve a niche in a relatively male-dominated trade. Its USP as a “female-founded and led food company aiming to make ethically sourced, premium, and delicious tinned seafood a staple in every cupboard” sets it apart from other tinned fish brands that are notoriously peppered with pictures of bearded fishermen. 

In this unique selling proposition example, as well as spotlighting the women-focused side of the brand, the website also highlights its commitment to sustainability by sourcing from responsibly managed fisheries. 

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5. Touchland 

Hand sanitizer has been a core part of our lives for the past couple of years, but if you’re tired of the alcohol smell and sticky gel, Touchland has a solution. It touts itself as the “world’s first rejuvenating hand sanitizer mist”, adding that its products are predominantly for the senses (not for eliminating germs as we’re so used to). 

Who is this product for? Touchland states right at the top of its homepage that its beautifully packaged spritzers are for those “who live life sensorily, curiously, passionately, and fearlessly… but not recklessly.” 

Combining its USP (nice smelling, non-sticky sanitizer) with a specific audience has helped Touchland carve a niche in a particularly trendy product category. 

Olipop puts a spin on the “soda you grew up sipping.” We’ve long been told that fizzy pop is bad for us, but the brand has managed to transform an unhealthy treat into a delicious and good-for-you option with “microbiome and digestive health support.” 

The USP on the homepage states it’s “a new kind of soda” (the trademark sign shows this tagline is well and truly entrenched in the brand). It’s easy to see this USP in action throughout the site and Olipop’s products, with its range of old classics that have added “plant fiber, prebiotics, and botanicals” to make them healthy. 

7. Ruggable  

Everybody loves a good rug, but there’s always been a very clear line between an indoor rug and an outdoor rug. Not anymore, thanks to Ruggable , a brand that sells “the indoor, outdoor, use anywhere rug.” 

This USP filters through to the products, which are machine washable and can be used in any room, regardless of whether it has a roof or not. 

8. Robinhood 

Investing is notoriously confusing and can be a huge headache. Robinhood understands its customers’ frustrations and has addressed them with a product that simplifies the investment process. 

The USP on the homepage is short and snappy: “investing is simple here.” It has the potential to put potential investors’ minds at ease the moment they land on the site. 

9. Minisocial

Influencer marketing is huge and many brands are scrambling to partner with well-known social media stars. But Minisocial comes at it from a different angle and this unique selling proposition example is that it “pairs brands with micro-influencer creators.” 

This sets it apart from the influencer tools that pair brands with big-name accounts and instead focuses on matching smaller influencers to DTC brands in the food and beverage industry, the pet food industry, the fashion industry, and many more. 

10. Webflow

Online business is on the rise, which means brands need a website – but what if they don’t have any dev skills? In swoops Webflow , a tool that helps you create “the site you want – without the dev time.” 

Its USP is that it helps users create beautiful and optimized websites without the hassle of coding. In fact, its message is clear: “your website should be a marketing asset, not an engineering challenge.” 

11. Gorgias

There are plenty of customer service helpdesk tools out there, but Gorgias pitches itself as “the ecommerce helpdesk that turns your customer service into a profit center.” 

The USP encapsulates both a target market (ecommerce brands) and a benefit it gives its users (revenue from support tickets). It’s particularly important for brands like Gorgias that have a ton of emerging competition to stand out, otherwise they run the risk of blending into the background and ultimately being a flash in the pan. 

12. Podia 

Podia is an all-in-one course platform. It’s definitely not the only course creation platform out there, which is why it puts its USP right at the top of its homepage. It doesn’t just allow users to set up their courses and run them, it also has features to host webinars and build a community. 

But there’s another spoke to its USP: users never have to “worry about getting a bunch of different tools to talk to each other again.” Tapping into a very specific frustration like this will help them stand out amongst the competition. 

Slack has propelled itself to the top of its industry (partly thanks to remote working during the pandemic), but it’s done this by having a very strong USP: “Slack is your digital HQ.” It isn’t “just” a team chat tool, it also provides a central place to work, store documents and set tasks. 

This USP has capitalized on what consumers need right now and, further down the page, it reiterates this with the slogan “welcome to where the future works.” 

14. PandaDoc

PandaDoc has also risen to fame during the pandemic and that’s because its USP tackles a specific pain point its potential customers were facing: finding a central place to manage, edit, and sign important documents. 

The USP is splashed across the header of the homepage and the use of the word “finally” shows that it understands people are struggling with this pain point.

How to write a powerful USP 

It can be tricky trying to find the right words or even identify your USP when you’re so entrenched in your small business. Obviously , you can see that it’s different from your competitors, but can everyone else? 

Here are some tips for writing a USP. 

• Write a list: jot down all of the things that make your business, products, or services different from your competitor’s – get specific, like your return policy, your low prices, or your quality products.  
• Research the competition: you won’t know what makes you stand out if you don’t know what you’re up against. Dig into their USPs to see how you can position your brand in a different way. 
• Identify your customers’ needs: research your customers using data and surveys to discover their most pressing needs and determine how your USP can address those needs. 
• Combine needs and differentiators: cross-reference the list of things that make your successful business different and your list of customer needs to pinpoint any that overlap. 
• Consider how you will use your USP: think about where you can apply your USP throughout your business, including your name, marketing, and branding. Your USP should embody everything you do! 

Don’t forget to test your USP!

Once you’ve come up with a USP, it’s time to test it. There’s no point going all-in on fresh branding and messaging if your customers don’t relate to the USP you’ve chosen. Instead of just implementing it and leaving it, run tests to see how your customers feel about it. You can: 

• Analyze different USPs using A/B testing across your site with separate landing pages
• Conduct user testing to see if website visitors understand what makes you different
• Run surveys and interviews with customers to get their thoughts on your USP 

Your USP informs everything you do

Your USP is an integral part of your brand. It informs your digital marketing strategy, how you do business, and who you’re targeting, but it also helps customers differentiate you from your competitors. 

Start by figuring out what makes you different and researching your competitors and customers to find out where your niche market lies. Don’t forget to test your USP to make sure it resonates with the right people – try using surveys and data to determine how customers feel about your value proposition and experiment with different ways to present it. And finally, take some of the examples we shared above as inspiration for your efforts.

At the end of the day, your unique selling proposition is a reflection of your core brand value. So, here’s to making it the best it can be! 

About the Author

Caroline appert.

Caroline Appert is the Director of Marketing at The Good. She has proven success in crafting marketing strategies and executing revenue-boosting campaigns for companies in a diverse set of industries.

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Unique Selling Proposition (USP)

By Entrepreneur Staff

Unique Selling Proposition (USP) Definition:

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition

Before you can begin to sell your product or service to anyone else, you have to sell yourself on it. This is especially important when your product or service is similar to those around you. Very few businesses are one-of-a-kind. Just look around you: How many clothing retailers, hardware stores, air conditioning installers and electricians are truly unique?

The key to effective selling in this situation is what advertising and marketing professionals call a "unique selling proposition" (USP). Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully.

Pinpointing your USP requires some hard soul-searching and creativity. One way to start is to analyze how other companies use their USPs to their advantage. This requires careful analysis of other companies' ads and marketing messages. If you analyze what they say they sell, not just their product or service characteristics, you can learn a great deal about how companies distinguish themselves from competitors.

For example, Charles Revson, founder of Revlon, always used to say he sold hope, not makeup. Some airlines sell friendly service, while others sell on-time service. Neiman Marcus sells luxury, while Wal-Mart sells bargains.

Each of these is an example of a company that has found a USP "peg" on which to hang its marketing strategy. A business can peg its USP on product characteristics, price structure, placement strategy (location and distribution) or promotional strategy. These are what marketers call the "four P's" of marketing. They are manipulated to give a business a market position that sets it apart from the competition.

Sometimes a company focuses on one particular "peg," which also drives the strategy in other areas. A classic example is Hanes L'Eggs hosiery. Back in an era when hosiery was sold primarily in department stores, Hanes opened a new distribution channel for hosiery sales. The idea: Since hosiery was a consumer staple, why not sell it where other staples were sold--in grocery stores?

That placement strategy then drove the company's selection of product packaging (a plastic egg) so the pantyhose did not seem incongruent in the supermarket. And because the product didn't have to be pressed and wrapped in tissue and boxes, it could be priced lower than other brands.

Here's how to uncover your USP and use it to power up your sales:

• Put yourself in your customer's shoes. Too often, entrepreneurs fall in love with their product or service and forget that it is the customer's needs, not their own, that they must satisfy. Step back from your daily operations and carefully scrutinize what your customers really want. Suppose you own a pizza parlor. Sure, customers come into your pizza place for food. But is food all they want? What could make them come back again and again and ignore your competition? The answer might be quality, convenience, reliability, friendliness, cleanliness, courtesy or customer service.

Remember, price is never the only reason people buy. If your competition is beating you on pricing because they are larger, you have to find another sales feature that addresses the customer's needs and then build your sales and promotional efforts around that feature.

• Know what motivates your customers' behavior and buying decisions. Effective marketing requires you to be an amateur psychologist. You need to know what drives and motivates customers. Go beyond the traditional customer demographics, such as age, gender, race, income and geographic location, that most businesses collect to analyze their sales trends. For our pizza shop example, it is not enough to know that 75 percent of your customers are in the 18-to-25 age range. You need to look at their motives for buying pizza-taste, peer pressure, convenience and so on.

Cosmetics and liquor companies are great examples of industries that know the value of psychologically oriented promotion. People buy these products based on their desires (for pretty women, luxury, glamour and so on), not on their needs.

• Uncover the real reasons customers buy your product instead of a competitor's. As your business grows, you'll be able to ask your best source of information: your customers. For example, the pizza entrepreneur could ask them why they like his pizza over others, plus ask them to rate the importance of the features he offers, such as taste, size, ingredients, atmosphere and service. You will be surprised how honest people are when you ask how you can improve your service.

If your business is just starting out, you won't have a lot of customers to ask yet, so "shop" your competition instead. Many retailers routinely drop into their competitors' stores to see what and how they are selling. If you're really brave, try asking a few of the customers after they leave the premises what they like and dislike about the competitors' products and services.

Once you've gone through this three-step market intelligence process, you need to take the next--and hardest--step: clearing your mind of any preconceived ideas about your product or service and being brutally honest. What features of your business jump out at you as something that sets you apart? What can you promote that will make customers want to patronize your business? How can you position your business to highlight your USP?

Don't get discouraged. Successful business ownership is not about having a unique product or service; it's about making your product stand out--even in a market filled with similar items.

More from Sales

Customer relationships.

The ways in which your company communicates and deals with existing customers

Customer Service

The degree of assistance and courtesy granted those who patronize a business

Prospecting

The search for potential customers or buyers

Manufacturer's Representative

An independent sales agent who works on commission

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Discover the Unique Selling Proposition of Your Business

Without a USP, your business is like a ship that has lost its rudder.

Table of Contents

Whether you run a mom-and-pop store, an e-commerce business or a startup, you need to find your business’s unique selling proposition (USP). When you know what makes you different from or better than your competition, it’s harder to get lost among the crowd.

What is a unique selling proposition (USP)? 

A USP is the unique quality that sets your business apart from the thousands of other businesses out there. It’s the distinguishing factor that makes your customers come back, again and again for your products or services.

The concept of a USP was introduced by Rosser Reeves of the legendary Ted Bates advertising agency in the 1940s. According to Reeves, a USP is what gives marketing campaigns an extra jolt and makes customers notice and connect with the product.

There’s no denying that without a USP, your business is like a ship that has lost its rudder. Your USP is what steers all of your business operations on the right path. So how do you identify your business’s USP?

How can you determine your business’s USP? 

This definitive guide includes a step-by-step approach to figuring out your business’s USP. By the time you finish reading this, you will have a clear strategy for identifying and defining your USP. 

Step 1: Brainstorm ideas.

Creating a business’s USP is not a task for a single individual – it’s a team effort. It should include people from all departments, like customer support, marketing, sales, finance, IT, product development and HR. Get them together and start collecting their ideas.

Ask your team what they think separates your business from its competitors . Initially, you may get only vague answers like “our product is better,” “we provide better customer service,” “we have more experience,” and so on.

But that’s OK. Don’t be judgmental. Remember, this is a brainstorming session, and all you’re doing is gathering ideas. Keep a record of this input for later.

Step 2: Identify your customer.

Businesses often make the mistake of promoting their products and services without understanding their target audience. Before you can sell to your customers, you need to identify them based on their age, location, gender, earning levels and other such characteristics.

Then, you can group them into different buyer personas, and be specific. The more you’re able to define the characteristics of your target audience, the better.

Step 3: Analyze your competitors.

This step is all about market research. Before you find out what makes your product unique, you have to discover what’s available to your target audience. Start by listing your direct competitors, then do an in-depth analysis of each of them.

Find similar products offered by competitors. Focus on how your competitors promote their products. Take a look at their social media pages, websites and other marketing materials.

Try to get a clear picture of all your competing products’ strengths and weaknesses. 

Step 4: List your strengths.

Consider your strengths as a business. What makes your products better? Is your pricing competitive? Do you make it easier for the customer to order products? Do customers like your free delivery option? What are the features that make your product stand out?

Once you identify your strengths, you can market them to attract your target audience.

Step 5: Know your weaknesses.

This step is crucial. You can only overcome your weaknesses if you’re aware of them. Once you understand what your weak spots are, come up with a strategy for improvement. For instance, if your products are priced higher than competitors’ because you offer extra features, then make sure that you don’t mention pricing in your marketing.

Step 6: Figure out what makes you unique.

This is the crux of the whole exercise – what makes you unique? How do you stand out from your competitors?

Use all of the data collected in the previous steps to think about the features that make your brand distinct. This could include data from the input of your employees as well as your analysis of your strengths and weaknesses.

Think of something none of your competitors offer, something that resonates with the needs of your target audience . Look for that magic element in your business that isn’t found anywhere else. Voila – that’s your USP.

Step 7: Translate your USP into the right words.

Once you have your USP, find a way to sum it up. Be clear and concise.

Stay away from big words that make it difficult for the customer to connect with your brand. Keep your USP short and sweet for maximum impact.

What are examples of successful USPs? 

Let’s take a look at the USPs of some famous businesses to give you an idea of why they work.

“We’re number two. We try harder.” – Avis

This USP is effective because it transforms Avis’s weakness into a sign of positivity. The car rental brand doesn’t want to be stuck at No. 2, and it has managed to convince customers it will give its all to move up. The best part? Avis expresses all of this in six short words.

“Love your beverage. Or let us know, we’ll make it right.” – Starbucks

Starbucks isn’t the cheapest coffee brand out there, nor is it the most luxurious. So how do you transform a brand that’s somewhere in the middle to the world’s most popular coffee chain? It taps into what all coffee lovers expect – a drink tailored to their specific tastes. This is Starbucks’ USP, and the company nailed it.

“Sheer driving pleasure.” – BMW

Nothing more needs to be said. BMW knows what it’s good at, and it communicates that message effectively. 

What is the strategy behind developing a USP? 

Your USP is all about answering these questions from your customers: “Why you?”, “Why should I buy from you?” or “Why should I pay for your services?”

Your USP is the core personality of your business. It is the reason people should be willing to spend their hard-earned money on your business.

Keep it simple, short and genuine. Once you have uncovered your USP, use it consistently in all of your branding and marketing strategies to attract your target audience.

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Optimization glossary

Unique selling point

What is a unique selling point.

A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site.

Why are unique selling points important?

A unique selling point defines your company’s unique position in the marketplace, getting at the heart of your business: the value you offer and the problem you solve. A strong USP clearly articulates a specific benefit – one that other competitors don’t offer – that makes you stand out.

If all the products appear to be the same, your prospective customers won’t know which one is right for them. Being clear about your unique selling proposition helps them differentiate between the variety of choices available to them. It is a crucial part of effective selling, otherwise all your marketing efforts will go unnoticed and blend in, especially online with so many options.

A USP can also serve an important role internally, as it forces you to consider your company’s mission and its very reason for being. A successful business often determines which of their key competitive differentiators are clear.

As a business owner, you need to consider and communicate who your business is for, what drives you to offer the services you offer, and how you want to make impact in the target market.

Your USP is your key differentiator and the reason your customer will buy from you and an important part of your marketing strategy for attracting new customers.

Examples or good unique selling points

Toms Shoes is a shoe manufacturer. Again, there is nothing especially unique about that. But Toms Shoes’ unique selling point is that for every pair of shoes a customer purchases, the company donates a pair to a child in need. Toms Shoes helps put shoes on needy children’s feet; this is a strong unique selling proposition.

Nike is yet another company known for selling shoes. Yet they are differentiated from Toms because they focus primarily on athletic shoes with prominent sponsorships with star athletes. Their USP is that they provide the best quality shoes for athletes and fitness in general.

Those are just a few examples of unique selling propositions. USPs are by their nature unique to each business, but roughly fall into three major categories:

Superior materials or ingredients, superior craftsmanship, proprietary manufacturing methods, one of a kind

The lowest price guaranteed, price matching, free shipping, bulk discounts, special offers

Easy returns, personalization, great customer service or even advice and a curated selection of products and goods

For established companies, the USP can eventually become synonymous with their brand, as the company’s name is automatically associated with the unique value proposition that the brand offers.

Unique selling points differences per industry

Depending on the type of products or services your company is trying to sell, different selling points may be relevant. For example, if you’re and entrepreneur selling clothing goods as a retailer, you might find different selling points appeal to customers than if you’re a small business selling consulting services. Here are some templates you can follow:

For retail, typically customers are looking for unique selling points around products and services. You can add value to existing products as well, if you’re not producing them yourself.

Are your goods unique to your store, or is your selection hand-curated. An example of the latter could be products that are very durable or environmentally friendly, customers would seek out your store for that guarantee.

Do you offer any services other retails don’t, like payment plans or free returns

If you’re reselling goods, can your goods be personalized or made unique

For Manufacturing and Wholesale companies, it can be hard to find a competitive advantage when most companies compete on price. It’s important to be entrepreneurial and offer compelling usps to set your company apart.

Are you offering faster shipping or securities (like insurance)

Special bulk or tiered pricing for purchasing commitments

Do you have stock of products that are hard to come by otherwise, like local distribution or EOL (end of life) products

Services might find different reasons appeal to customers all together. It can be hard to adapt your business model to feature more unique selling points, but that’s all the more reason to focus on them to set yourself apart from the pack.

Focus on high-quality services, maybe your company can differentiate itself in quality of services delivered

Address common pain points customers might be dealing with, for example a travel agency might add car rentals on top of their flight and hotel offerings to save customers a step when planning a trip

Why the selling points need to be ‘unique’

In the age of the e-commerce business, apps and social media, everything and everyone is accessible online. The same resources you have at your disposal, your competitor has at their disposal too. You have to stand out from the crowd. If you’ve ever heard the principle ‘purple cow’ before, that’s a great analogy for this situation.

As marketing guru Seth Godin once described in his aptly titled book “Purple Cow: transform your business by being remarkable”, you’d never notice a normal cow as you’re driving past an open field. But an purple cow, that would be remarkable. It’d stand out from the other cows.

You need to solve customer needs in the same way. Customers online will come across many businesses that offer similar, if not the exact same, set of products and services you do. You might figure your offering to be unique already, but if you fail to address your marketing messages specifically at your ideal customer in a compelling way, you’ll blend in with all the other cows.

Something you shouldn’t forget is that unique selling points may become commoditized and less unique over time. Probably the best example of this for e-commerce businesses and retailers is free shipping. A purple cow at first, but now that everyone is offering it, that cow starts to look less purple by the minute. The best way to prevent blending in, is to reevaluate your USPs every once in a whole, talk to your ideal customers directly and figure out if you’re still addressing all their pain points.

How to communicate your unique selling point

There are many ways a company can communicate their USP to their customers and prospects. A few commonly employed methods include:

Advertising

Traditional media advertising and brand marketing campaigns can be a good way for a new business to get their brand in front of their target audience and communicate their USP.

Social media

Social media is a large driver of brand awareness for many companies. Having a strong presence on social networks and working with social media influencers can be a way for companies to communicate their USP.

Content marketing

Creating interesting or viral content that also talks about how and why a company is different from the competition can be a good way to communicate USPs.

Digital marketing

For an online store or digital business, the USP is often presented as the tagline of a webpage or as a bulleted list on a product page.

Search marketing

Improving a website's SEO and ranking for key terms in search engines such as Google can be a good way for a company to generate visibility and communicate their USPs.

How to test your USP with A/B testing

If you are uncertain about what drives your customers to buy from you, then A/B testing your company’s USP on landing pages can help. By testing different USPs against each other, you can determine the messages that resonate best with your target audience by measuring a specific conversion goal such as a product purchase.

Let’s say that you sell Lutz marbles, a rare collectible type of marble. You are not sure whether people are more compelled to buy them for the ‘goldstone’ in the marbles or their age (they are more than 100 years old).

Should your unique selling point be the goldstone or their age?

You could find the answer to this question by setting up an A/B test for your landing page where you test two different headlines:

Variation A -  Precious & Rare ‘Goldstone’ Marbles for Sale

Variation B -  Precious & Rare 100-Year Old Marbles for Sale

(By the way, the USP on a landing page isn’t always just the headline; it usually consists of some combination of a headline, subheadline and a bulleted list of benefits).

Using a service like Optimizely Web Experimentation , you can track marble purchases as your conversion goal and see which USP gets a higher percentage of conversions.

How to Create a Unique Value Proposition + Examples

Lisa Furgison

10 min. read

Updated May 10, 2024

If you’re starting your own business you’re probably already thinking about what sets you apart from competitors in your space. Coming up with your unique value proposition (UVP) or unique selling proposition (USP) creates a strong foundation for all your marketing messages and strategies for engaging new customers.

This article is a handy guide that will define what a UVP is, and help you write your own.

• What is a unique value proposition (UVP)?

Your unique value proposition (UVP) is the promised value customers can expect from your business. It explains what separates your business from your competitors, how your solution solves your customers’ problems, the specific benefits, and why your target customers should choose you.

In a nutshell, your UVP covers: 

• How your product or service works
• What makes it valuable
• Why it’s better than the rest

Your UVP should be front and center on your website, and it should be completely free of jargon—it’s like a very short elevator pitch that someone who has never heard of your company before would understand immediately.

• What is the purpose of a value proposition?

Your value proposition is designed to introduce your company’s brand to potential customers. It defines what you stand for, what you do, how you operate, and why you should be chosen over the competition. 

Every competitor in your field is vying for attention. From marketing plans to advertisements, consumers hear a lot of noise. To cut through this clutter and turn your target audience into loyal customers, you need a value proposition that mere mortals can understand easily—and remember. You want your customers to hear your name and think, “oh, that’s the company that does (your unique solution).”

• How do you write a unique value proposition?

Finding a value proposition takes some time and legwork. A real UVP is more than a clever tagline. For it to be meaningful, you have to know your customer and your business. Plus, you have to understand how your product or service fits into our consumer-driven world.

So while your UVP is probably always in the back of your mind, don’t write it based on what you think is true about your solution and your customers. Do some research and testing so that you are sure.

And for that matter, keep testing. Once you’ve come up with your UVP and put it all over your marketing materials and website’s landing pages, it might be tempting to set it and forget it. Keep testing it over time—the more your business grows, the more you’ll know about your customer’s pain points and how your solution helps them. Here are the five steps needed to develop a value proposition.

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1. Define your target market

First, you need to figure out who your customers are. Who will buy (or is buying) your product or service? A lot of first-time business owners want everyone to be a customer; this is a rookie mistake. Marketing to everyone is the opposite of marketing to your target market. If you try to appeal to everyone, your business and product will get lost in the noise. An example of this kind of mistake is a shoe company trying to market to everyone with feet! You’ll waste a lot of time and money that way.

Instead, hone in on exactly who your audience is. Do some market research—both based on your existing customers (if you have them) and other populations you think might be good potential customers. You want to know and understand their pain points—the problems they have that you might be able to solve.

But you’re also interested in their demographic information, income statistics, and family makeup. How old is your target audience ? Are they male or female? What kind of income does your target audience have? Get specific. What does your target audience do on the weekend? What kind of music do they listen to?

You might think these last questions are a bit far-fetched, but you want to create a buyer or user persona of your target audience. A buyer or user persona is a fictional representation of your ideal customer—but it’s a very useful tool to help you hone your messaging and who you consider to be a part of your target market.

You can’t create a unique value proposition alone in your basement, either. You have to test it. Run it by a small group of customers, or people you think are in your target market to ensure it resonates with customers you’re trying to reach.

2. Explain why customers should buy from you instead of a competitor

To separate yourself from your competitors, you have to know who they are and what they stand for. Research your competitors inside and out , from their mission statement to the types of employees they have. You can only set yourself apart if you know what’s already been done.

Putting together a competitive matrix can be a helpful way to visualize how you stack up against them. Don’t make the mistake of assuming you don’t have any competition. Every business has competition , even if you’re in a brand new industry. When you’re writing your UVP, see if you can articulate why your customers should buy from you instead of your competitors in ten words or less. If you can’t, keep revising.

3. Define the pain point your product or service solves

Write down how your business or product solves a problem or alleviates a pain point for customers. Can your product do something that other products can’t? Does it save time? Is it more affordable than other products? What about your product or service makes it a must-have for customers—why can’t they live without it?

Take that list and cross off any need pain point that your competitors can claim to address too. Your competitive matrix might be helpful here.

This exercise is meant to help you find areas where your business is different than others. Simply having the best product or the best customer service in the market isn’t enough differentiation.

Remember, every business thinks they have the best product. Take some time to figure out how your product meets the needs of your target audience in a way that others can’t.

4. Connect to your company mission and what you stand for

What does your business stand for? It’s a big question, one that takes some time to figure out. Once you have a solid and clear answer, see if your mission overlaps or coincides with the list of things that sets your business apart. Now you’re starting to hone in on your value proposition.

Once you’ve done your digging, write down a few different possible value propositions that fit your business. Again, this isn’t going to be something you whip up in 20 minutes. Write a few down, stew on them for a bit, and refine them. Ask yourself if someone could read your UVP and think it’s talking about another company. If the answer is yes, you have a selling or value proposition, but it’s not unique yet.

Rework it until you have one succinct sentence that makes you stand out from your competitors. What do you want your customers to remember about you when they hear your brand or product name?

5. Craft a single message

Once you’ve defined what you will cover in your value proposition, you need to land on a single core message. Not every pain point or benefit needs to be listed here. You’ve done the research to ensure you are landing on the right message for your audience, the last thing you want to do is overcomplicate communications

Focus on communicating one key value that connects to your customer’s pain point. The goal is to hook their interest so that they want to explore what else you have to offer. If they take that first step, then look for opportunities to elaborate on the additional value you provide.

Additionally, just because you’ve honed in on a core value proposition, doesn’t mean that it can’t change. You may need to make adjustments for sub-sections of your audience, change out keywords for different platforms, and even fully restructure your UVP if it doesn’t resonate. 

The key here is to not just write up your UVP and walk away. Look for opportunities to test it directly with your target audience either through interviews, surveys, or even through live testing. 

• 4 examples of great value propositions

One of the best ways to learn is by example, so let’s take a look at a few businesses that have created unmistakably unique selling propositions.

The Mast Brothers Chocolate

This duo of bearded, lanky brothers creates chocolate bars by hand . Their dedication to their craft alone is unique, but the brothers have infused their love of old-time traditions into their business.

When they need to purchase more cocoa beans, they charter a wooden sailboat to stay true to their pioneer-like roots. Now that’s a unique position you can market.

Dollar Shave Club

This online business sells and ships razors and blades to its audience for a buck. They poke fun at the fancy, vibrating 10-blade razors that are on the market today and encourage men to go back to basics.

But, don’t think that means they’re selling an inferior product. Their slogan is: “Our blades are f***ing great,” a tagline that points to (but isn’t the same as) their selling proposition. Remember, if other companies can also say their product is “great,” you have a catchy tagline, not something that sets you apart from the competition.  

Ellusionist

Here’s a business that created a value proposition by catering to a very specific audience. Ellusionist is an online store that sells playing cards to magicians.

Some of the decks are marked, others have a vintage appearance, but the variations are meant to build showmanship for its unique target audience.

Palo Alto Software

Shortly after publishing this article, one of our readers asked if we could share our own USP. Bplans is a resource offered by Palo Alto Software, so here’s what Noah Parsons, our chief operating officer, has to say about our UVP:

For Palo Alto Software, our goal is to provide entrepreneurs with the tools, knowledge, and know-how to help them grow faster and better than their competition.

We’re not just in it to make a buck—we actually want to help people succeed in business as much as possible. Our commitment to entrepreneurs is shown in our thousands of pages of free content that helps demystify the complexities of starting and running a business.

We also provide simple yet powerful tools for entrepreneurs so they can focus more on doing what they love and less on trying to build and understand complex reports and spreadsheets.

• Create a compelling value proposition

The process to land on what differentiates your business and resonates with your audience is well worth the effort. Not only will it help you define a compelling value proposition, but it will make it far easier to streamline your focus as a business owner. Everything from developing audience personas to crafting and testing copy, it encourages you to work through the needs of your customer.

If you’re struggling to work through these steps the best thing you can do is revisit your business plan . It should have everything you need including the problem you’re solving, how your business operates, who your ideal customers are, and what your business stands for. 

*Editor’s note: This article was originally published in 2018. It has been updated for 2021.

Lisa Furgison is a multimedia journalist with a passion for writing. She holds a graduate degree in mass communications and spent eight years as a television reporter before moving into the freelance world, where she focuses mainly on content creation and social media strategies. Furgison has crisscrossed the U.S. as a reporter, but now calls Key West, Florida home. When she's not conducting interviews or typing away on her laptop, she loves to travel.

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8 Aspects of a Comprehensive Pet Bakery Business Plan

Starting a pet bakery is incredibly rewarding — especially as pet ownership rises and pet owners increasingly seek premium, specialized treats for their furry companions. 

Pet owners aren’t just looking for basic treats, though; they are discerning consumers who prioritize quality ingredients, unique flavors, and health benefits for their pets. Offering gourmet, customizable, and health-conscious baked goods lets you tap into a lucrative niche that values both luxury and wellness. 

Also, the bond you form with your customer base is unparalleled. Pet owners are passionate and loyal, often becoming repeat customers and enthusiastic brand advocates. Make your bakery a cornerstone of the pet community by hosting events, sharing pet care tips, and fostering a sense of belonging among pet owners.

However, like any business, a successful pet bakery requires a well-thought-out business plan. 

8-Step Pet Bakery Business Plan

This blog guides you through the essential eight aspects of a comprehensive pet bakery business plan, from market research and product lineup to financial planning and marketing strategies.

1. Market Research

Conducting thorough market research is the cornerstone of a strong pet bakery business plan and can significantly bolster the success of your pet bakery.

Understanding the Industry

Before getting into any business, it’s important to understand the market landscape . The pet bakery industry has seen significant growth, driven by increased spending and a growing preference for high-quality, organic treats.

Target Audience Identification

Identify your target audience by creating customer profiles. Your typical clients might be pet owners who prioritize health and wellness, are willing to spend more on premium products, and are likely to be repeat customers.

Competitive Analysis

Analyze your competitors . Look at what successful businesses are doing, their strengths and weaknesses, and identify opportunities where you can differentiate your offerings. This might include unique flavors, better pricing, or superior customer service.

Location Analysis

Choosing the right location can make or break your business. Look for areas with high pet ownership, easy access, and visibility. If opting for an online model, consider logistics for shipping and delivery.

By thoroughly understanding the market landscape, audience, competition, and optimal location, you lay a solid foundation for your pet bakery's success.

2. Business Model and Unique Selling Proposition

Establishing a clear business model and defining your unique selling proposition (USP) are fundamental steps in distinguishing your pet bakery from the competition.

Business Model Selection

Decide whether you want a physical store, an online presence, or a hybrid model . Each has its pros and cons, and your choice will impact other aspects of your business plan.

Defining Your USP

Your USP sets you apart from competitors. It can be anything from using only organic ingredients to offering customized pet cakes. Make sure your USP is clearly communicated in all your marketing materials.

Revenue Streams

Diversify your revenue streams to reduce risk. Apart from selling baked goods, consider offering add-on services like pet grooming or hosting pet parties.

By selecting the right business model and effectively communicating your USP, you create a unique identity and multiple revenue streams, setting the stage for long-term success in the pet bakery market.

3. Product Lineup and Services

A well-rounded product lineup and complementary services can significantly enhance the appeal and profitability of your pet bakery. Carefully consider your product lineup and services when creating your pet bakery business plan.

Core Products

Define your core products . Popular items include birthday cakes, biscuits, and seasonal treats like pumpkin-flavored snacks for the fall.

Additional Services

Consider additional services that complement your bakery , such as pet grooming, pet photography, or even offering pet nutrition consultations.

Product Sourcing

Ensure you have reliable suppliers for high-quality ingredients. Building strong relationships with your suppliers can lead to better pricing and more consistent supply.

Seasonal Offerings

Plan for holidays and special events by offering limited-time products. Seasonal offerings can create buzz and drive sales during specific times of the year.

By thoughtfully curating your product lineup and offering valuable additional services, you can create a unique and compelling customer experience that keeps pet owners coming back.

Related Read: 7 Must-Know Pet Care Industry Trends

4. Marketing Strategy

Crafting an effective marketing strategy is essential for attracting and retaining customers while building a strong brand presence.

Brand Development

Developing a strong brand identity is crucial. This includes your logo, color scheme, and overall messaging. Your brand should reflect the quality and care that goes into your products.

Digital Marketing

Plan to utilize social media platforms like Instagram and Facebook to reach a broader audience. Search engine optimization (SEO) and email marketing can also be powerful tools for driving traffic to your website.

Local Marketing

Engage with your local community through events, partnerships with local pet shops, and sponsorships of pet-related events. Local marketing can build a loyal customer base.

Customer Loyalty Programs

Design loyalty programs to encourage repeat business. Offer rewards or discounts for frequent purchases to keep customers coming back.

A well-rounded marketing strategy that combines brand development, digital outreach, local engagement, and customer loyalty programs will position your pet bakery for sustained growth and success.

5. Operations Plan

Establishing an effective operations plan is vital for your pet bakery to run smoothly and to deliver a top-notch experience for pets and their owners.

Store Layout and Design

Design a welcoming and functional store layout . Make sure your space is pet-friendly and easy to navigate for both pets and their owners.

Equipment and Supplies

List all the necessary equipment , from industrial ovens to packaging materials. Investing in quality equipment can improve efficiency and product quality.

Inventory Management

Efficient inventory management is crucial. Use inventory management software to keep track of ingredients, packaging, and finished products. This ensures you never run out of stock or overorder.

Hire and train staff who are passionate about pets and customer service. A knowledgeable and friendly team can enhance the customer experience and build loyalty.

By meticulously planning your store layout, equipment, inventory, and staffing, you set the groundwork for operational excellence and a memorable customer experience in your pet bakery business plan.

6. Financial Plan

A robust financial plan is indispensable for ensuring the long-term viability and profitability of your pet bakery.

Startup Costs

Estimate your initial investment , including equipment, inventory, store setup, and marketing. Be thorough to avoid unexpected expenses.

Revenue Projections

Forecast your sales and revenue for the first few years. Use market research and competitor analysis to make realistic projections.

Expense Management

Keep track of all expenses , from rent and utilities to salaries and marketing. Look for ways to reduce costs without compromising on quality.

Funding Options

Explore various funding options like loans, investors, or grants. Clearly outline how you intend to use the funds and your repayment plan.

By meticulously planning for startup costs, revenue projections, expense management, and funding options, you equip your pet bakery with the financial stability it needs to thrive and grow.

7. Legal and Regulatory Considerations

Navigating legal and regulatory considerations is important for the smooth and lawful operation of your pet bakery.

Licenses and Permits

Understand the legal requirements for operating a pet bakery. This includes health and safety regulations, business licenses, and food handling permits.

Health and Safety Regulations

Comply with local health and safety regulations to ensure your products are safe for consumption. Regularly update your knowledge to stay compliant.

Protect your business with the right insurance . This can include liability insurance, property insurance, and employee insurance.

Policies and Procedures

Establish clear policies and procedures for your business. This ensures consistency and helps you manage staff and operations efficiently.

By staying informed and compliant with legal requirements in your pet bakery business plan, you safeguard your pet bakery against potential legal issues and build a robust foundation for sustainable growth.

8. Technology Integration

Leveraging technology is essential for optimizing your pet bakery operations and enhancing the customer experience.

POS Systems

Invest in a pet-specific point of sale (POS) system like eTailPet to streamline your operations. Features like smart ordering and robust reporting can save you time and improve efficiency.

Online Ordering and Delivery

Set up an e-commerce platform for online orders. Integrate it with your inventory management system to keep track of stock levels.

Automated Marketing Tools

Use automated marketing tools to manage email campaigns, social media posts, and customer interactions. This can free up your time for other important tasks.

Customer Relationship Management

A good customer relationship management (CRM) system can help you manage customer information and interactions, offering personalized experiences that can boost loyalty.

By integrating advanced technology solutions into your pet bakery business plan, you can streamline your operations, improve customer engagement, and drive the overall success of your pet bakery.

Get Started With a Comprehensive Pet Bakery Business Plan

Starting a pet bakery requires careful planning and execution. By focusing on these essential aspects, you can build a successful and sustainable business. For more insights and tools to help you streamline your operations, visit eTailPet . 

Schedule a demo today to see how eTailPet can revolutionize your pet bakery business.

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UPDATED 21:48 EDT / SEPTEMBER 01 2024

Report: Intel CEO Pat Gelsinger to reveal new plan to cut costs and sell off business units

by Mike Wheatley

Intel Corp. Chief Executive Pat Gelsinger is expected to present a plan to the company’s board of directors this month that will outline the next steps of its ongoing restructuring, as it looks to revive its flagging chipmaking business.

The company, which was formerly widely regarded as the biggest chipmaker in the world, has seen its fortunes dwindle in recent years after falling behind rivals such as Nvidia Corp. in the artificial intelligence industry. It has also faced increasing competition from Advanced Micro Devices Inc. in its traditional markets – chips for personal computers and data center servers.

A report from Reuters  today said Gelsinger and other top executives at the company are drawing up a blueprint for the future that will likely involve selling its programmable chip business Altera . In addition, the plan might see Intel cut back on its factory ambitions. An unnamed source told Reuters that Intel may pause or scrap an existing plan to build a $3.2 billion chip manufacturing plant in Germany.

Last week, Bloomberg reported that Intel may be looking to sell its nascent foundry business , which manufactures semiconductors for other chipmakers. Intel’s stock jumped more than 10% on Thursday after that report was published, even though the plan to become a contract manufacturer was previously thought to be a major element of Gelsinger’s revival strategy .

Reuters’ sources said the sale of the foundry unit is not yet part of Gelsinger’s proposal, though since the plan has not yet been completed, it could change before it’s presented to the company’s board of directors in mid-September.

Intel has already taken steps toward a possible sale, having split the foundry unit from its main chip design business. The two units have been reporting financial results separately since the first quarter of the current fiscal year. Analysts say that was done to separate the two businesses, in order to reassure customers of Intel’s design division that no one involved in the foundry business will have access to their secret chip designs.

Meanwhile, the Altera unit, which was acquired by Intel for $16.7 billion in 2015, is likely to be sold, the sources said. As with the foundry business, Intel has already made moves toward a sale, spinning the unit out as a separate but still wholly owned subsidiary. The company has previously said it might sell off part of Altera through an initial public offering, though it has never set a date for this.

But rather than list the unit on the stock market, Intel might simply try to sell it off in its entirety to another chipmaker, Reuters said today. Executives have reportedly began sounding out prospective buyers of the unit, and Marvell Technologies Inc. has been touted as a possible option.

Intel has been struggling to turn around its business for years, but the efforts made so far have failed to achieve the kind of results Gelsinger and the company’s shareholders had hoped for. While Nvidia now enjoys a market capitalization of over $3 trillion, Intel’s has fallen below $100 billion following a dismal second quarter earnings report last month. In the year to date, Intel’s stock has fallen about 56%.

Last month, in its earnings call, Intel announced it will suspend its dividend for shareholders and cut its workforce by 15%, as part of a plan to save about $10 billion in costs. That came after it revealed a net loss and followed with a disappointing forecast for the current quarter.

Photo:  Thomas Cloer/Flickr

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