4 Steps To Developing a Killer Unique Selling Proposition (USP)

Mon, 07/25/2011 - 16:17 — jrchew

What makes your company, product, or service unique? What special qualities separate you from the dozens of other options available to potential customers? Can you nail down a single sentence that sets your company, product, or service apart and use it to win customers time and time again? If not, you do not have a unique selling proposition.

What is a Unique Selling Proposition?

A unique selling proposition or USP is a single statement that defines the unique aspects of your company, product, or service. Developing a well written USP will aid you in building your brand image and provide you with much greater market visibility. A successful USP will persuade customers to buy your product or service even when faced with direct competition. Developing a unique selling proposition for your company is one of the first steps to establishing a successful marketing strategy.

Here are 4 simple steps to developing a killer unique selling proposition:


  1. Start by identifying unique product or service dimensions. Some common dimensions are, bigger, cheaper, fresher, better quality, highest rated, better value etc... Identify unique product dimensions that your competition doesn't have. Identify correlations within your list of product dimensions.

  2. List 3-5 of the the biggest most distinct benefits a customer gets from choosing to work with you or your business. Choose only benefits that could not be obtained from another company. This is what sets you apart from your competition and wins you sales. Try to think from your clients' perspective. Benefits should explain why your product or service is important to them and why they should choose your company over the competition.

  3. This is a big defining factor and the cornerstone of the unique selling proposal. What are you promising your customers? While this can be implied instead of spelled out in your USP, write down this promise you make to your clients in this step.

  4. Now for the tricky part. Take all of the work you performed above and try to fit the most important aspects into 1 or2 sentences. Keep in mind most USP's are usually 1 sentence. Really take your time an craft something truly unique and catchy enough to remember if it was played on the radio.

Successful USP Examples

Here are some examples of really successful USP's:

  • "Always low prices, always Walmart" - Walmart
  • "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free." - Domino's Pizza
  • "When your package absolutely, positively has to get there overnight" - FedEx
  • "The King of Pop" - Michael Jackson
  • "The Greatest Show on Earth" - Barnum and Bailey Circus
  • "The World's Favourite Airline" - British Airways
  • "It's the real thing" - Coca-Cola
  • "Diamonds are forever ..." - DeBeers
  • "The ultimate driving machine" - BMW
  • "The best a man can get" - Gillette
  • "We're Number Two. We Try Harder." - Avis
  • "The milk chocolate melts in your mouth, not in your hand" - M&Ms
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