A Beginners Guide to Your Company's Unique Selling Proposition (USP)
by Leanne Mordue on 12-Feb-2015 07:52:01
Creating a unique selling proposition (USP) is critical to a business for a number of reasons. For one thing, it’s important because it communicates to people whether or not you have the products or services that can help them. A confused consumer is not likely to stick around. Instead, he will find another business that has a well-defined USP that clearly explains the benefits of its products and the problem it can solve. However, there’s also another, equally important reason a business needs a USP to thrive.
The Importance of a USP in Marketing
Aside from the need to communicate effectively with consumers, a USP will also go a long way in helping you with your marketing strategy. In fact, your USP should be at the centre of your marketing strategy because it helps define your goals, your company, and what it stand for. The USP should be used as a litmus test to confirm that the ads and content that you’re producing are on par with the brand you’re trying to build. We will look at ways to define your USP because it can be tricky, but first, let’s define the term itself.
What is a USP?
What makes your business better than the rest? What does it stand for? What is your reason for “being” ? Those are the questions answered by your unique selling proposition. Your USP should not be general, but specific. Don’t make the error of trying to show that your business is great at (or stands for) everything. All companies want to be known for the “best quality AND the lowest prices”, but when you try to stand for everything, you won’t be remembered for anything. So, focus on finding the thing that makes your business special to people.
How Do You Identify Your USP?
A USP should address some specific demand or need. It can be based on your price structure, promotional strategy, placement strategy, or product characteristics (the ‘4 P’s’ of marketing). The following questions can help you identify your USP:
-
What does your target audience ‘look like’? Who are your customers?
-
What does your customer want and need? How can you solve their problem?
-
What motivates their buying decisions and consumer behaviours?
-
What are the real reasons your customers choose your products or services?
You won’t please everyone. Identifying your target audience before your unique selling point is important because those are the people you want to reach. So, it makes sense that not everyone will be drawn to your USP because not everyone is in your target audience.
Points to Consider
When crafting your unique selling proposition, consider the ‘personality’ you’d like your business to project. If you sell software to CEOs, your USP will likely have a more serious tone than if you sell surfboards to twenty-something’s.
Also, keep the USP fairly short. Consumers don’t need a confusing, long-winded tome. In fact, it shouldn’t even be as long as a paragraph. The more concise, the better, so keep it to just one or two sentences.
Finally, when defining your USP, don’t use it as a way to compete with your competitors. Instead, change the game. Find something truly unique about your business that no one else in your industry is focusing on with their USP. That way, you stand out from the crowd, and get to choose whom you compete with.
Your unique selling proposition may seem elusive, and it may take some time before you define it. However, it is worth the effort. Not only does a USP let consumers know what your business stands for and what your products or services can do for them, but it is also instrumental to any effective marketing strategy.
Article by Leanne Mordue
- Inbound Marketing (SEO, PPC, Social Media, Video) (810)
- Strategy (350)
- Marketing Automation & Email Marketing (183)
- Sales & CRM (179)
- Website Design (157)
- Business Growth (148)
- Hubspot (129)
- Lead Generation (110)
- Google Adwords (97)
- Content Marketing (93)
- News (46)
- Case Studies (44)
- Conversion (43)
- Ecommerce (36)
- Webinars (31)
- SEO (23)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (14)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- HubSpot Case Studies (2)
- September 2025 (9)
- August 2025 (14)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs
.jpg)
How To Strengthen Your Company’s Unique Selling Proposition (USP)
Your Unique Selling Proposition (USP) is what defines the uniqueness of your business in a competitive marketplace. In other words, it’s what distingu …

How To adapt your sales strategy to win more business post covid
Having lived under the shadow of lockdowns for the past two years, businesses have learned how to succeed while working remotely – taking advantage of …

How to use Christmas to increase B2B sales
The run-up to Christmas is a crazy time for a lot of B2C businesses, but is often a quiet period for B2B companies. For many B2B businesses, the coupl …