How Do You Write a Unique Selling Proposition (USP)?

As a business owner or a marketer, having direct competitors is a standard situation. 

So, 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).

A unique selling proposition (USP) is written to clearly answer this question for the customer, “Why should I choose to do business with you vs every other available option?” A USP is usually less than 15-20 words and specifically addresses the needs of your target audience.

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

How to Write a Unique Selling Proposition

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

Here’s 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/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 instance, 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
  • Use Search Engine Optimization
  • Avoid cliches
  • Write your USP in the active voice

Examples of solid company USPs

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.

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.

FREE Marketing Budget and Sample Template

You'll get the exact template we use to manage multiple million-dollar marketing departments.

Join our email list and get yours, FREE, instant download, easy access, no hassles.

Please wait...

Thank you! Check your inbox in about 2 minutes.



Marketing Push vs. Pull Strategies (the Difference)

If you have ever wanted to know the difference between a marketing push and a marketing pull strategy, you are […]

Read More »

Unique Selling Proposition vs. Value Proposition (with examples)

We are regularly asked, “What is the difference between a unique selling proposition and a value proposition? In this tutorial […]

Read More »

What Are the Best Marketing Tools?

Making sales, keeping your customers coming back and boosting traffic to your business requires more than just a great marketing […]

Read More »