How to Create a Killer Unique Selling Proposition (USP)

Your brand's unique selling proposition will help differentiate it from other brands and solidify your message in consumers' minds, but it can be difficult to know which one is the best or how to create one. This article will walk you through unique selling propositions. I'll show you some examples and explain how you can create your own to start amplifying digital marketing with them immediately.

What's a Unique Selling Proposition?

Commonly shortened to "USP," the unique selling proposition answers the question, "What is the most important thing that sets us apart from our competitors?"

Unique Selling Proposition Examples

The four Ps of Marketing are the most important USPs.

• Product (unique characteristics or traits)
• Ex. Death Wish Coffee: "World's Strongest Coffee"
• Price (structure, value)
• Ex. Walmart: "Save Money."
• Place (placement strategy, distribution, location)
• Ex. Visa: "Everywhere You Want to Be"
• Promotion (advertising and public relations, promotion strategy)
• Ex. Robinhood: "Investing For Everyone"

What a Unique Selling Proposition is NOT

You may already be thinking, “Aha! I can model mine around one of those.” That may be so, but other brands don’t easily duplicate a good USP because it covers what makes a brand distinct.

If you search for "World's strongest coffee," you will almost certainly find Death Wish Coffee among the top results. Even if you own a coffee company and your coffee is strong, you’d have trouble convincing consumers that yours is the strongest. If you own a tea company, you might have a chance at becoming known as the “world’s strongest tea” if that represents your brand. At present, no known brands are using that as their USP.

Here are some other things that a USP isn't:

• The company slogan. It could be the tagline or slogan, but it’s not always.
• Your website's headline. It may be listed there, but it should reflect the essence of your brand, not just catchy copy.
• Marketing offers such as free shipping or 25% off

Why you need a unique selling proposition in your marketing strategy

You probably felt an emotional reaction to the USPs earlier. Perhaps you laughed a bit when you saw, "World's Strongest Coffee" and thought, "Bring it on! Or, perhaps you thought, “No, that stuff would kill me.”The product was understood by the intended audience when they saw the USP.

A USP can be the defining feature of your marketing campaign. Death Wish, for example, doesn't just use the phrase "World's Strongest Coffee" as its tagline. Instead, the phrase is used three times on the company's homepage in different ways. This concept is also carried out in different texts, such as "coffee that slaps" or "double the strength of an average cup."

A USP gives marketing teams clear direction and allows them to communicate cohesively.

The same could be said about Walmart’s use of “save money.” However, in addition to evoking emotion, building ties with the intended audience, and serving as the basis for cohesive marketing, it helps lead the company’s product and pricing decisions. While the company dabbles in high-end goods occasionally, it would not run on a platform of exclusivity or luxury. Those things don’t identify with the USP.

6 Steps for Creating a Unique Selling Position

It's easier than you think to create a strong USP. You'll be able to stand out from the rest of the pack if you follow the steps below.

1. Find Out What Your Target Market Values

Surveys can be used to determine what is most important to customers and what they think distinguishes your brand. To better understand consumer sentiment, you can also conduct market research.

2. Identify Your Product or Service's Unique Features

Spend some time learning about your competition to see how they offer products and services that differ from yours. You may find it helpful to identify their USPs, but try not to copy them. You're going for unique!

3. Be Clear and Concise in Your Unique Selling Proposition

You shouldn't attempt to combine all that makes your brand special into one USP. It won't be easy to understand or follow. Your USP should have one central point. It should be concise and without ambiguity.

4. Quality Check It

The following list can be used as a quality checklist to create a more powerful USP.

• Positive: Avoid negative language and focus on the benefits the customer is receiving. It's better to say "Simpler workflows" rather than "Workflows that are less complicated."
• Powerful: Use power words such as "discover," “create," "save," or "protect" to increase your USP.
• Use active voice: A more actionable voice will make your USP sound better and be easier to understand. Passive voice, for example, is less impactful than active voice.
• Memorable: Make it simple and memorable so people can remember it and associate it with your brand.
• Qualifier-free: Avoid using phrases that weaken your message such as "usually," "compared to," or "almost."
• Authentic: Your USP must be true to your brand's core and supported by statistics. Death Wish Coffee does more than just claim it's "World's Strongest Coffee." They also back this up with statements like "double the strength of an ordinary cup."

5. Revise and Test Your Unique Selling Proposition

Before you go all-in, make sure to test your USP. This can be done with different email campaigns, emails, and other initiatives. If your USP is outdated or there are changes in consumer behavior, you may have to modify it. So keep trying new things even if you have a winner.

6. Use Your Unique Selling Proposition

Your USP should be the guidepost for all your marketing efforts. It should be part of your brand and ethos. It should be shared with your team so that the sentiment is reflected in all you do.

Get Help Leveling Up Your Digital Marketing

A compelling USP is a key step in creating a digital marketing strategy that will give your business an edge. Contact me if you have any questions or need help with your USP.

You can also read the article on my website, Unique Selling Proposition: How to Create a Killer USP.

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