How to Write a Unique Selling Proposition USP (+examples)

How do you let your customers and potential clients know that what you’re selling is different? 

The simple answer is to create a unique selling proposition (USP).

How to write a unique selling proposition (USP)
A USP is usually less than 5-20 words and specifically addresses the needs of your target audience. The USP clearly answers for the customer, “Why should I choose to do business with you vs. every other available option?”

Your unique selling proposition is your company’s statement that separates your business from the competition.

Let's now review how to write your USP and review some examples.

How to Write a Unique Selling Proposition

The USP conveys a quality or price that a business offers better than others in the industry.

It could be speaking about your A1 customer service or sustainable practices.

A USP allows you to clearly state what people think when someone mentions your company name. It’s worth noting that a USP isn’t a slogan. 

When crafting your unique selling proposition, your customers and the company’s value must be at the core.

5 steps on how to prepare a compelling USP:

1. Ask the right questions

• Who is your target audience?
• What does your company offer?
• Which statements would you use to describe your business?
• What does your company do differently?
• What are your customers’ most critical demands?
• What category does your business fall into, and who are your competitors?

2. Analyze customer challenges

Identify all customer problems your business is capable of solving. For instance, if your company sells vape cartridges. These products tend to malfunction before users have used up all vape oil.

Writing a USP focusing on this valuable solution would be sensible if your business has solved the problem.

3. Evaluate the company promise

Think about what your business promises its customers. Assurances concerning a product or service are compelling statements. They tend to tap into your audience’s humanity side because they appear personalized rather than transactional.

4. Focus on the customer value and not the product or the service

While your offerings influence your customer base, your USP should pay more attention to customer value. Think about how a client’s purchase changes their life.

For example, the buying process of a vehicle can be tiresome, considering all the factors that come to play, from price to purpose. A strong USP reassures the customer that the process was worth it when they stop at and stare at their new car on the driveway.

5. Craft your unique selling proposition

After completing your research and following the steps above, the final step is to craft a strong USP.

Here are several tips worth considering:

• Use hyperbole, e.g., best and only
• Include customer-centric terms, such as you and yours
• Avoid clichés
• Write your USP in the active voice

6 examples of solid company USPs:

• Away: “thoughtful luggage for modern travel.”
• ClassPass: “sweat in good company.”
• ThriveMarket: “belong to a better market.”
• Saddleback Leather: “they’ll fight over it when you’re dead.”
• Death Wish Coffee: “world’s strongest coffee.”
• Taylor Stitch: “we design new products; you crowdfund them.”

What Are the Factors Affecting Unique Selling Propositions?

Every company’s USP pegs on different company qualities. Even so, specific factors that determine what USP your business decides on exist.

• Products. If your company offers a superior product to what competitors sell, such as original phonograph records, this could influence your USP. Here, your promise will be on the quality you offer.
• Price structure. A price-centric USP emphasizes to the customer that your products offer more for less.
• Support. The type of support you intend to offer customers can also influence your USP. These include return policies, product guarantee and additional resources.

How Does USP Benefit a Business?

There are several ways your business can benefit from having a compelling USP. These include:

• USPs offer Clarity on the company’s offerings. A USP focuses on highlighting the unique factor, whether it be 24hr customer support or durability. Doing so highlights the exact value you offer buyers.
• Increased revenues. A solid USP is an excellent marketing tool that converts prospects into customers. When combined with other intrinsic offerings like quality and affordability, a USP increases sales.
• Loyal customer base. Your USP helps create a brand identity. Once customers believe that only you can meet their exact demands, this bolsters their loyalty.
• USPs streamline your company’s marketing strategy. Every marketing plan and strategy has specific goals. Having a USP acts as a reminder of your company’s promise, ensuring your marketing activities peg on it.

How to Write a Unique Selling Proposition with a Famous Example

A unique selling proposition (USP) is a statement that describes how a company’s product or service is different from its competitors. A USP should be short, memorable, and memorable enough to make customers choose your business over others.

For example, the USP for Amazon’s Prime service is “Unlimited Free Two-Day Shipping.”

This statement immediately sets the company apart from its competitors, and it’s easy to remember.

When writing a USP, start by asking yourself what sets your product or service apart from your competitors.

• What benefits do you offer that they don’t?
• What can you do that your competitors can’t?
• Once you identify these points of difference, you can begin to craft your USP.

Your USP should be concise and clear.

The fewer words you use, the more memorable and impactful the statement will be. It should also be unique and specific to your business.

Try to avoid generic statements like “We have the best products.” Instead, focus on something that sets you apart, like “We offer free same-day delivery.”

Your USP should also be memorable.

Aim to create a statement that customers will remember and recognize. The more you can stand out from the competition, the better.

Finally, make sure your USP matches the tone and style of your brand.

If you’re a luxury brand, your USP should be more sophisticated. If you’re a more casual brand, keep your USP more lighthearted and fun.

By following these tips, you can create an effective USP that will help your business stand out from the competition.

A USP is a must-have for companies that plan to create a brand reputation and get better sales.

While other factors like product price and quality determine your customer base, a well-crafted USP could be what’s missing to convert a prospect into a buyer. If you lack one, it’s not too late.

Brainstorm, research and write with confidence while keeping your audience in mind. Don’t be silent about your company’s uniqueness. Let consumers know why they should choose you.

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