Do You Stand Out from Your Competition? How to Create a Unique Selling Proposition in 3 Easy Steps!

​A Unique Selling Proposition, or USP, is a concept you bring to your marketing that clearly defines what makes your business stand out from the competition.

It should directly illustrate to your potential customer why your product or service is different and how it offers solutions to them.

It’s the statement you’ll use to position yourself in the marketplace.
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Whether you realize it or not, you’re probably familiar with many iconic USPs. 

De Beers has used the USP slogan A diamond is forever to define their brand and offer their customers a symbol of love that is eternal. It’s simple and to the point.

Advertising Age magazine named it the best advertising slogan of the 20th century.

JIF peanut butter has used some variant of their USP--Choosy mothers choose JIF—since the 50s. The implication being, of course, that if you strive to be a good mother, you’ll feed your child JIF peanut butter as opposed to some inferior brand.

Gieco’s 15 minutes could save you 15% on car insurance, along with their cheeky gecko spokes-icon, tells its customers that their company offers a car insurance purchasing process that saves both time and money.

If you’re in the process of launching your own business or even if you’re rebranding your existing one, before you begin marketing or advertising, it’s important to determine your company’s USP.

Step by step, here’s how to do just that:

1. Make a list of all the features and benefits your product or service provides.

       
         For example, if you’re opening a coffee shop, do you offer a wide selection of coffee that is freshly               ground daily? Free WiFi in your café? Pastries that are baked fresh every day? Comfortable seating?              A cozy atmosphere? Unusual hours?
 
     2. After you’ve compiled your list, single out those features and benefits that distinguish you from the             competition. 

         What do you offer that the competition doesn’t?
 
          Is your company or are your services new?
 
          Are your products or services an improvement over what the competition is offering?
 
          Are they more convenient to use?
 
         Do you specialize in an area that others don’t?
 
         Is the quality of your product or service superior to the competition’s?
 
      3. Using the terms from your list, write short phrases that will clearly and effectively communicate                  with your audience, answering their single most important question— “What’s in it for me?” 

         Going back to our imaginary coffee shop example, let’s say you’re located near a college campus and           all the other cafes in the area close at 6pm.
 
         If you’re trying to attract students who like to study late into the night, perhaps your USP could be,               "Insomnia Café--open until midnight, when real students actually study.”

Creating a USP can be a fun exercise and will help you determine a clearer picture of your brand’s identity.

Need help creating your own Unique Selling Proposition? Let’s chat. I’d love to help you take your business where you want it to go.
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