Craft Your Unique Selling Proposition (USP) (2023)

Valentin Huang

In today's competitive business landscape, it's not enough to just offer a product or service. You need to stand out from the crowd and make a name for yourself. That's where your Unique Selling Proposition (USP) comes in.

Understanding Unique Selling Propositions

Simply put, a unique selling proposition can be explained as something that represents your company. The USP is the distinguishing factor between your company and others, and generally urges customers to choose it over all other options available in the market.

Instead of focusing on the variety of products and services your company offers, stick to your unique selling proposition. Make it something specific that you are clearly known and recognized for.

Hence, a unique selling proposition can be defined as the key distinguishing factor which makes your business stand out from the other competitors.

Craft Your Unique Selling Proposition (USP) (1)

The Anatomy of a Strong USP: Examples to Inspire Your Marketing Strategy

Now that you know the literal meaning of a unique selling proposition, still not sure where to start? Take a look at some of the winning USPs that have long resonated:

Saddleback Leather: Rugged Leather Goods with a 100-Year Warranty

When you think of a leather satchel company, it seems nearly impossible to create a unique, memorable and exclusive USP. However, Saddleback’s USP does wonders with its “About Us” page.

It reads like one of those gripping episodes of an AMC series, packed and loaded with stories about amateur bullfighting, dodging corrupt Mexican Federal Police, and even trading puppies for 100 tacos in Juarez. It perfectly encapsulates the adventurous and rugged aesthetic that the brand name carries with it.

But that's not all - Saddleback's products are also backed by an astounding 100-year warranty, humorously dubbed as their "They'll Fight Over It When You're Dead" guarantee. This not only speaks to the company's unwavering confidence in the quality of its craftsmanship but also resonates with its ideal customers - daring and thrill-seeking travelers who need gear that can withstand their globe-trotting adventures.

With their bold and confident approach to business, Saddleback’s unique selling proposition is a market leader in the hearts and minds of adventure lovers across the globe.

Starbucks Unique Selling Proposition

Craft Your Unique Selling Proposition (USP) (2)

Have you ever given thought to what makes Starbucks so special? Precisely, do you ever wonder about what they stand for? Well, their unique selling proposition is simple and sweet: it revolves around premium coffee beverages. In other words, Starbucks is not a run-out-of-the-mill coffee shop providing average food and mediocre drinks. Instead, their game is all about quality and excellence.

Starbucks doesn’t strive to be famous for smoothies and sandwiches – that is not its USP. Instead, they focus on being the go-to spot for premium coffee on the go. And hey, if you happen to want a breakfast sandwich or smoothie with your coffee, they've got you covered. Talk about convenience!

Unique Selling Proposition Best Practices

So far, we have seen some really compelling and effective examples of unique selling propositions. When it comes to making one for your own start-up, what should be some of the best practices that you need to keep in mind? Take some time to ponder over the factors that make your business stand out. What aspects, values, and attributes set you apart from other identical businesses within the industry? Is there one particular aspect that makes you ‘better’ than what others offer?

Mastering Customer Insights: How to Get Inside Your Ideal Customer's Head

Before you start brainstorming and devising the aspects that make your business ‘exclusive’ from the crowd, it is particularly essential to have a full grasp of your perfect, ideal customer inside and out. This makes the job so much easier: you can craft targeted marketing strategies that resonate with the perfect customers’ needs and wants.

  • What does your perfect customer truly desire?
  • What problems do they need to be solved?
  • What factors influence their purchasing decisions?
  • And most importantly, why do your current customers choose your business over your competitors?

Take your ideas and brainstorming to the next level. Explore our comprehensive guide to ideation with our recent article. Click here.

Providing Solutions to Your Ideal Customers' Problems

Craft Your Unique Selling Proposition (USP) (3)

Remember that customers don't just want your products and services, they are looking for solutions to their problems. Sometimes these solutions can be as simple as buying a reliable set of tools that will serve them for years to come. Other times, however, their needs may be a bit more complex.

To develop an effective USP similar to those mentioned above, it is crucial to examine the profile of your ideal customer. This must be followed by a proper marketing strategy that shows them how your products are the perfect solution to their problems. Unless you have a clear picture of them in mind, it will be difficult to write a compelling and persuasive copy.

How does your company improve the lives of your potential customers? In short, why should they choose you? These are absolutely essential questions to ask yourself when developing your USP.

Ideally, the answers to these questions should constitute the foundation of your marketing strategy. By comprehending how your products and services provide value to your customers, the ‘unique’ benefits of choosing your business can be easily communicated to them.

How to better connect with your ideal customers? We have the user story formula for you in our recent article update.

Develop an Elevator Pitch

You’ve done the hard work of recognizing your target audience, explaining how your business is well-equipped to solve their problems, and pointing out your unique selling proposition (USP). However, keep in mind that the customer's attention spans have been shrinking faster than ice cream melting on a hot day. This means that the USP must stand out quickly by capturing their attention in a matter of seconds. Your USP must be a clear, concise and compelling statement. If you hit the nail on the head with your USP, you will quickly make your company irresistible and attractive to consumers.

A Template and Example of a USP

Putting all that we learned above into practice, you will find an example below of creating a unique selling proposition for a fitness studio. You can modify the template according to the specifications of your business and products.

For [fitness enthusiasts]

Who [wants a fun and effective way to get in shape]

[FitHive Studio]

Is [the only fitness studio that offers a variety of high-energy, music-driven workouts]

That [are led by certified instructors and designed to burn calories, build strength, and improve endurance]

Unlike [traditional gyms with basic equipment and limited-class offerings],

[FitHive Studio] is [a vibrant community that fosters camaraderie and support, with state-of-the-art equipment, personalized attention, and an array of fitness options for all levels, from boxing and cycling to barre and yoga].

Making the best use of your USP in advertising

Once you have that perfect unique selling proposition ready for your business and have summarized it in the form of an elevator pitch, it is time to move on to pay-per-click advertisements.

To make the most of this advertising tactic, it is particularly essential that you feature your USP prominently in your ad copy, preferably in the headline or first line of your ad.

If you decide to feature your USP in the headline, make sure it includes relevant keywords to increase its visibility in search results. On the other hand, if you place it elsewhere in your ad copy, try to accentuate and stress the unparalleled advantages of using your products or services.

Many advertisers make the rookie mistake of gibbering about countless product features before highlighting how they satisfy customers' needs and wants. By prioritizing the set of benefits, you are appealing to your potential customers' desires to solve their problems and placing more value on the emotional payoff. Therefore, make sure your USP highlights and emphasizes the unique advantages of using your product or service. This is a key element of effective ad copy that can help you attract and retain customers.

It's also important to keep in mind that you should only target one specific consumer need per PPC ad. If you try to offer solutions to all customer problems in a single ad, you will only dilute its strength.

Be Unique

In short, it's about being unique, original and completely you! Have you already thought about a USP for your company? If not, we hope this guide will serve as a starting point!

Frequently Asked Questions (FAQs)

What is a unique selling proposition example?

A Unique Selling Proposition (USP) is a statement or message that explains what sets your product, service, or brand apart from the competition. It is a key component of effective marketing and can help your business stand out in a crowded marketplace.

Apple: "Think Different." This USP positions Apple as a company that values creativity, innovation, and individuality, setting it apart from other tech giants.

What is Nike's unique selling proposition?

Nike’s USP is ‘Just Do It’. The short yet powerful tagline has been used by the brand since 1988 and expresses a message of empowerment. Using this USP, pushes individuals to pursue their aspirations and goals, regardless of any impediments they face.

What are the 4 USP categories?

  • Product/Service differentiation
  • Price differentiation
  • Positioning differentiation
  • Customer-focused differentiation

What is Coca Cola's unique selling proposition?

Coca-Cola's Unique Selling Proposition (USP) is "Taste the Feeling." This tagline emphasizes the emotional experience of drinking Coca-Cola and positions the brand as a source of happiness and enjoyment. The USP focuses on the emotional benefit of the product rather than its physical attributes, such as the taste or ingredients.

We are confident that you have found it helpful. Unlock more strategies and find more solutions with Harvestr.



Craft Your Unique Selling Proposition (USP)? ›

What is an example of an effective Unique Selling Proposition? An example of an effective Unique Selling Proposition would be using phrases like “new and improved” or “more advanced” to emphasize the newness, superiority, or advancement in some aspect of your product over one or more competitors' products.

What is your USP examples? ›

What is an example of an effective Unique Selling Proposition? An example of an effective Unique Selling Proposition would be using phrases like “new and improved” or “more advanced” to emphasize the newness, superiority, or advancement in some aspect of your product over one or more competitors' products.

How do I create an USP for my product? ›

To create a USP, start with these four qualities that strong selling propositions should have.
  1. Focus on your customers. Customer experience is at the heart of a good unique selling proposition. ...
  2. Root it in your business values. ...
  3. Highlight your strengths. ...
  4. Position yourself in contrast to competitors.

What is Starbucks USP? ›

Starbucks unique selling point

Starbucks is known for its commitment to tailor made high quality coffee, “We'll always make it right”. The unique selling proposition for Starbucks is simple enough: “Love your beverage or let us know. We'll always make it right”.

What should I write in USP? ›

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.

What is an example of a USP of a product? ›

Domino's Pizza: “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it's FREE!” Domino's Pizza has a memorable USP that consumers associate with the brand. Their specific promise, which they frame as a guarantee, allows customers to form concrete expectations about their service.

What is the USP of Coca Cola? ›

Coca-Cola's Unique Selling Proposition (USP) is "Taste the Feeling." This tagline emphasizes the emotional experience of drinking Coca-Cola and positions the brand as a source of happiness and enjoyment.

What are 4 USP categories? ›

It can go a lot smoother once you understand the four key categories of every USP: price, quality, convenience, and differentiation. Price — Our product is sold at a market competitive cost or lowest cost.

What makes your product unique? ›

It should have the ability to differentiate itself from other products on the market and provide a unique experience to its users. A successful product should also have a clear purpose and value proposition that resonates with customers and meets their needs.

What is the USP of Netflix? ›

Ad-free streaming of content 24*7 in high-definition from anywhere. Getting unlimited access to television shows and movies. Access all the latest and exclusive movies or shows and Netflix Originals at no extra cost.

What is the USP for Apple? ›

Famously, Apple offers unique Apple branded technology. However, the USP Apple focuses on is not the technology itself. Instead, Apple focuses their USP on the lifestyle aspect of the product; that it makes life easier for users and that when you buy Apple, you buy into the Apple lifestyle.

Does McDonald's have a USP? ›

McDonald's USP is "Food, Folks, and Fun". This USP highlights the company's commitment to providing an enjoyable and memorable dining experience for customers of all ages. It emphasizes McDonald's focus on offering high-quality food, friendly service, and a fun atmosphere that appeals to families and individuals alike.

What is the most current USP? ›

The current version of USP–NF standards deemed official by USP are enforceable by the U.S. Food and Drug Administration for medicines manufactured and marketed in the United States. The current version, USP–NF 2023, Issue 1, will become official on May 1, 2023.

What is an example of a proposition? ›

For example, "Grass is green", and "2 + 5 = 5" are propositions. The first proposition has the truth value of "true" and the second "false". But "Close the door", and "Is it hot outside ?"are not propositions.

Is a USP a slogan? ›

Remember that a USP is not a tagline, but a good tagline will effectively summarize the full USP in one sentence to make it impactful and digestible. The purpose of a USP is to answer one question: “Why should a potential customer buy from you?”.

What is the USP of Amazon products? ›

A Unique Selling Proposition (USP) is an essential component of Amazon FBA business. It is a concise statement that conveys the value of your product or service compared to your competitors. This statement should be memorable and communicate what makes your offering unique.

Does Amazon have a USP? ›

It has achieved this by ruthlessly focusing on delivering its unique selling proposition. Amazon provides access to huge choice selection, at low prices, with fast delivery. Since its inception, Amazon has aimed to pinpoint the customer needs it knows will never change.

What is Nike's USP? ›

The Nike brand is about inspiring and empowering athletes worldwide to reach their full potential. Their unique selling proposition is that they provide athletes with the products, services, and experiences they need to reach their goals.

What is Gucci's USP? ›

Gucci's USP, so to speak, is their unique craftsmanship. Going by the records, the top three Gucci items explored by shoppers online are flip-flops, shoes, and belts. With a brand value of $ 12.7 billion, Gucci is one of the richest brands in the fashion world.

What is M&M's USP? ›

M&M's: “Melts in your mouth, not in your hand.” (1954) As a unique selling point, M&Ms used a patented solid sugar crust that holds chocolate from melting in one's hands. Thus the sweets could be safely carried compared to other brands. This USP was extensively used in campaign slogans for decades.

What is the USP of Burger King? ›

Burger King Threats
Burger King Overview
USPBurger King has a lot of burger varieties at affordable prices
Burger King STP
SegmentationPeople willing to have a hygienic and delicious non conventional meal at a restaurant
Target MarketChildren and youth from middle and upper class
5 more rows
Jan 28, 2022

What does 3 USP mean? ›

Look in your medicine cabinet, chances are you have a popular first aid antiseptic with a label that reads “Hydrogen Peroxide Topical Solution 3% USP” or something similar. Those 3 letters on the label means this product was made to USP standards. However, the situation with dietary supplements is different.

How do you write a personal USP? ›

  1. Write down all of your abilities and experiences.
  2. Tailor them.
  3. Find your distinctive style.
  4. Focus on the best USPs.
  5. Prove it to people.
  6. Show your personality.
  7. Keep it simple.
  8. Be honest.
Apr 2, 2022

What three unique selling points are offered by your product? ›

Three Types of Unique Selling Propositions That Differentiate a Business
  • Products. Establishes the business's claim as the provider of a product or service superior to what their competitors provide. ...
  • Prices. ...
  • Support.

How do I create something unique? ›

  1. Create A Unique Format. Let's say you're a comedian who decides to start a podcast. ...
  2. Aim For A Specific Audience. Let's say you're a musician about to make a video for your new song. ...
  3. Combine Two Unrelated Influences. Let's say you want to write a blog post about marketing. ...
  4. Amplify A Weakness As A Strength.
Nov 13, 2019

What are 3 things that make you unique? ›

Listed below are 15 qualities creating uniqueness.
  • Genetics. Our genetic make-up is one component that makes us different from everyone else. ...
  • Physical Characteristics. Every individual is not physically created the same. ...
  • Personality. ...
  • Attitude. ...
  • Perspective. ...
  • Habits. ...
  • Intellect. ...
  • Goals.

How do I make my business stand out from competitors? ›

How to stand out from the competition
  1. Know the competition. Take the time to research your direct competitors. ...
  2. Know your audience. You can't sell to everyone, so there's no point in trying. ...
  3. Personalise your offer. ...
  4. Branding. ...
  5. Innovate. ...
  6. Communication. ...
  7. Social responsibility. ...
  8. Reviews.
Jan 17, 2023

What is Spotify's USP? ›

Freemium Model is the USP of Spotify

It has been found that this freemium model approach has worked amazingly for Spotify because users can take benefit of free music without paying for a subscription.

What is the USP for Hulu? ›

The real USP of Hulu lies in the fact that it offers a monthly $45 plan which bundles the regular Hulu subscription along with Live TV thrown in. This allows users to customise and view live TV channels anywhere in the world on their device running Hulu.

What is the USP of Amazon Prime video? ›

Easy to Access: The platform is easy to access. Anyone can use the platform at any time from anywhere. Prime Video allows its customers to view shows or movies from anywhere using the web or the Prime Video app, which is accessible on a range of devices.

Does Nike have a USP? ›

Nike. (“Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”)

Does Tesla have a USP? ›

Let's expand on the Tesla USP

1) creating an amazing driving experience and 2) incentivizing people to switch to electric cars. Let's take a closer look at these two points. The driving experience is key for Tesla. Their cars are the only ones that can be driven without gasoline, which makes them unique and exciting.

What is Domino's USP? ›

Domino's Pizza

Though Domino's runs dine-in restaurants, its USP relies more on the home delivery aspect of the service. “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” Domino's advertises this claim and promises to not charge for the order if it's not delivered in 30 minutes.

What is a USP food? ›

USP – which stands for unique selling proposition –is a term that you can use to explain what makes your restaurant unique compared to the competition. Think of it like understanding the similarities between your restaurant and another, but being able to identify the “extra things” that set you apart.

What does USP mean in restaurant? ›

Writing a USP (unique selling proposition) helps you, your team, and your diners understand what makes your restaurant different from the other 14,999,999 restaurants out there. A USP can guide you through business decisions and ensure your restaurant upholds its “secret sauce” in everything it does.

What is 100% USP? ›

USP stands for the United States Pharmacopeia and designates that a certain product has been manufactured using a standard, approved, and uniform process. This designation also guarantees that they have undergone the proper testing and ensures that they have met certain standards.

What is USP standard? ›

1. What is USP? The United States Pharmacopeial Convention (USP) is a nonprofit scientific organization founded in 1820 in Washington, D.C., that develops and disseminates public compendial quality standards for medicines and other articles (Bylaws, Articles II, and VII).

How many USP standards are there? ›

The most trusted Reference Standards

USP currently offers more than 3,500 Reference Standards—highly characterized specimens of drug substances, excipients, food ingredients, impurities, degradation products, dietary supplements, compendial reagents and performance calibrators.

What are the 3 types of proposition examples? ›

Propositions of fact focus on establishing that something “is or isn't” or is “true or false.” Propositions of value focus on persuading an audience that something is “good or bad,” “right or wrong,” or “desirable or undesirable.” Propositions of policy advocate that something “should or shouldn't” be done.

What is an example of three propositions? ›

In English, we can modify, combine, and relate propositions with words such as “not,” “and,” “or,” “implies,” and “if-then.” For example, we can combine three propositions into one like this: If all humans are mortal and all Greeks are human, then all Greeks are mortal.

Is today is Monday a proposition or not? ›

Notation: p: “Today is Monday” means that p is the proposition “Today is Monday”. Definition A compound proposition is a proposition that involves the assembly of possibly multiple propo- sitions, where the assembly is performed using logic operators.

What is USP in simple words? ›

A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors.

Do all businesses have a USP? ›

Every business needs one defined, unique quality to connect with customers and show what sets your brand apart. A unique selling proposition, or USP, sets your product and brand apart from the competition. A USP fosters repeat business and should drive your marketing message.

What is not a USP? ›

Let's start with what a USP isn't:

a statement or which can be easily copied and applied by the competition. a fake USP which promises only empty words.

What is your USP examples interview answer? ›

Ask yourself: What is that one thing that makes me unique? What makes you better than other candidates applying for a similar position with this company? What can you offer that no other candidate can? This could be a specialisation or experience in some specific area, which the hiring company views as significant.

What is a great USP? ›

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.”

How do you write an USP statement? ›

Best practices for writing a USP
  1. Keep it short. The more concise your USP, the more memorable it will be. ...
  2. Don't be generic. Check out your competitors' USPs. ...
  3. Keep your audience in mind. We can't reiterate this tip enough because it's so important for writing a compelling USP!
Jan 13, 2023

What makes your business unique answers? ›

It's often not the business itself that makes a company unique; it's the people, their approach, the intangible elements. The work to be done is self-reflection to explore what the company's specific vision or mission is, and how that differs from other brands in the marketplace.

What is an example of product uniqueness? ›

The milk chocolate melts in your mouth, not in your hand.” This is an example of how even a quirky USP can attract customer interest. Who would think of making a selling point out of the fact that your product doesn't melt when you hold it? M&Ms did, and it worked very well for them.

Top Articles
Latest Posts
Article information

Author: Rev. Leonie Wyman

Last Updated: 06/01/2024

Views: 5263

Rating: 4.9 / 5 (59 voted)

Reviews: 82% of readers found this page helpful

Author information

Name: Rev. Leonie Wyman

Birthday: 1993-07-01

Address: Suite 763 6272 Lang Bypass, New Xochitlport, VT 72704-3308

Phone: +22014484519944

Job: Banking Officer

Hobby: Sailing, Gaming, Basketball, Calligraphy, Mycology, Astronomy, Juggling

Introduction: My name is Rev. Leonie Wyman, I am a colorful, tasty, splendid, fair, witty, gorgeous, splendid person who loves writing and wants to share my knowledge and understanding with you.