Unique Selling Proposition

If I asked you what your USP (unique Selling Proposition), would you be able to tell me? Or would you say something like “I offer great value, or I’ve got a fantastic service, or my prices are very competitive?” Unfortunately, those are the things most people say but there’s nothing really unique about any of that is there?

What you need to ask yourself is what is it that makes you more unique, more valuable, and more visible in the market place? In today’s competitive market place you have to be able to stand out by being unique and filling a special niche.

What does a USP (unique selling proposition) do for your business?

  1. Unique – It helps you to stand out from the crowd and sets you apart from the competition.
  2. Selling – It helps people make the decision to part with their money and buy from you, rather than someone else.
  3. Proposition – It is proposing or offering something valuable to the prospect should they take up the offer.

Here are some examples:

American Express – “Don’t leave home without it.”




Dominos Pizza – “Pizza delivered in 30 minutes or it’s free.”




American Express – “When it absolutely, positively has to be there overnight.”


You can see how clearly the message is conveyed to the prospective customer with the promise of what they can expect.

Want to write your own USP? Follow these steps:

1. Describe the 3 BIGGEST BENEFITS of your product or service as clearly as possible. To do this, think about the end results your customer will receive from you.

Write your 3 biggest benefits down.

2. What is so UNIQUE about your product or service that customers will virtually want to bite your hand off to have it?

For example:

“A unique sales letter template that will instantly have you writing like a pro – guaranteed.  In just 30 minutes you will learn these simple copy techniques that will triple or quadruple your customers response. If you are not completely satisfied, I’ll give you your money back – no questions asked.”

What is unique about your product or service?

Write your ideas down.

3. Identify their PAIN. Start by identifying which needs are going unfilled within your target market. For instance, if you take the above example, the pain is in having to write professional sales letters which sell whilst not being time consuming or difficult to get started on. So by offering a unique sales template which, will have you writing like an expert in 30 minutes or less is alleviating their pain in your USP.

Or perhaps their pain lies in their lack of performance such as a low team motivation, or a lack of results. Then you need to identify what that ‘gap’ is and convey it in your USP as to how you will fill that gap.

For instance:

“Lose 20 pounds in 30 days without dieting, with our unique 60 day money-back-guaranteed proven health formula”.

In the example above, you are filling the gap for people who can’t lose their desired weight with the promise of a quick loss in weight and at the same time, you are alleviating their pain of having to diet. It promises results within a very short time frame and the ‘proven’ health formula and money back guarantee give reassurance.

What pain are you alleviating? What gap are filling?

Write your ideas down.

4. Overcome scepticism by giving PROOF of results. This could be a testimonial or a short case study, which supports what you are saying about your product or service.

What proof do you have?

Write your ideas down.

5. Now take all of your ideas that you’ve written down from the steps above and put together one CLEAR and CONCISE sentence. You will know when you’ve got a powerful USP because you won’t be able to move a single word in that sentence.

Write out your USP.

Using a powerful USP makes it much easier to market and sell your business so it makes sense to set aside some time to really work on this. By following the steps above in this order will make it much easier for you to do that.

To Your Wealth, Health & Happiness!


Wendy Howard