unique selling proposition business plan example

Unique Selling Proposition: What It Is & How to Develop a Great One

Published: May 03, 2023

As a sales person, you need to have the utmost confidence and belief in the product or service you’re selling. If you don’t believe in your product, it’s likely the prospect won’t believe in it either. 

With that in mind, how can you speak confidently about your company and product?  A well-crafted and rehearsed unique selling proposition. 

In this post, we’ll explain what a unique selling proposition is, how to write one (with data and expert advice), and examples from real businesses. 

Table of Contents:

What is a unique selling proposition (USP)?

How to write a unique selling proposition, examples of unique selling propositions.

A unique selling proposition, or USP, is a tool salespeople use to communicate the key factors that separate your product from the competition and why you’re the best possible solution for your prospects based on their unique needs.

A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition.

An effective USP communicates your brand’s values and differentiates what your company offers through what you stand for and how this benefits your customers. It’s used in the early stages of the sales process, and the guiding question for creating it is asking yourself, “What does my business offer that’s different from the competition?”

It’s best used as a verbal tool in conversation with a prospect, and it’s exclusive to the exact prospect you’re talking to and should be created with them in mind.

Below we'll go over how to write your company's USP. (Psst: This video can also teach you how to create a value proposition, which is helpful to keep in mind when thinking about your selling proposition.) 

So, you're ready to create a unique selling proposition. The first step is to think about your audience, and what you offer that’s most valuable to them. You’ll want to touch on the following elements:

• The products or services you offer your customers
• Your offerings benefit to customers that they can't get from the competition
• Who your target customer is
• The problem you're solving for customers

More than a quarter of salespeople who responded to our Sales Strategy & Trends survey reported that the change in sales between 2021 to 2022 is that personalization is more important than ever. So, you can create a general USP for your business that you customize to each prospect and what they’re looking for. 

Here are a few other things to remember when creating a USP.

1. Make sure you’re targeting the right audience. 

Writing a unique selling proposition first means focusing on the right audience because the truth is, you won’t appeal to everyone's needs. Make sure you have a robust buyer persona and focus on the markets more likely to benefit from your offer. 

With this, you’ll have a unique selling proposition that will likely drive deals because it matches your ideal customer profile. 

Trish Saemann, the founder of True North, told a colleague , "When you focus your energy on targeting a narrower audience, your message can be more customized. Customized messages are the ones that get the real engagement, and when that happens, there is a higher chance they will trust you to understand their needs. They will know you are a good fit for them."

2. Lead with your differentiating qualities.

If you create a unique selling proposition that a competitor could use for their product, it's time to return to the drawing board. Your unique selling proposition should be entirely unique to you, your company, and the product or service you're selling.

Your USP should include the strengths and benefits of your product that distinguish it from the competition. 

For example, one of Hoffman 's unique selling points is live practice plays. Salespeople learn how to engage with prospects, then test their skills by live cold-calling prospects and customers as an in-class exercise. It separates it from normal training programs and is the type of distinguishing factor to include in a unique selling proposition.

3. Present your talking points clearly and confidently.

Unique selling propositions should not only be unique to the company, but they should also be unique to you. You're showcasing yourself and your product or service. And your enthusiasm and authenticity should shine through during your USP.

The unique selling proposition will fail if it doesn't seem to come across as if it's unique to you. Rehearse the unique selling proposition. It gives you confidence and, in turn, the prospect will be confident in you. They'll walk away from a successful USP excited to work with you and to learn more about your product.

4. Include hyperbole.

Your unique selling proposition can be rich with hyperbole. 

Use words like, only, greatest, best, first, favorite , etc. to describe your product. When used appropriately, it's a tool that communicates your enthusiasm and belief in the product.

For example, instead of saying, " We help customers, " say, " Our customers demand the best, and that's why they hire us " instead. The second phrase says more about what you're offering.

You might hesitate to use hyperbole because you don’t want to seem too sales-y, but using it in your USP communicates the price you have in telling it. And it’s an appropriate communication device because you can back it up with your product. 

5. Focus on the benefit to the customer and sell a solution.

Great salespeople don't sell just a product or service — they sell the post-sales environment.

What does this mean? It means your unique selling proposition should be about the world your customer enjoys or the reality they'll see after they purchase.

B2B salespeople responding to our survey also said that selling prospects on a solution is the most effective strategy for converting new customers. Dan Tyre, Inbound Fellow at HubSpot, supports this point and said , “Prospects are less interested in seeing ‘how it works’ and more interested in making sure you understand their needs, have a comprehensive idea of their requirements, and that the product will work.” 

For instance, the process of buying a new car can be tedious and less than enjoyable. But people like the experience of driving a brand-new car. A successful salesperson knows this and can help the customer see the benefits and values that come after the sale goes through. 

You’ll know if your unique selling proposition works based on the prospect's reaction because they’ll engage with the USP, believe in what you’re selling, and be eager to learn more. 

Let’s put this all together using HubSpot as an example.

6. Share your unique selling proposition verbally.

Remember: the unique selling proposition loses its punch if you communicate it via email. Deliver it over the phone or in-person, where they can hear the strength of your words, tone, and confidence of what you're saying. 

Below we'll go over a few real-life unique selling propositions to inspire you. 

• Hoffman: I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.
• Ben & Jerry's: We make the best possible ice cream in the best possible way.
• Yokel Local: It's impossible for one person to do it all.
• Page Eleven Paper Goods: This is not your ordinary datebook.
• Away: Built for modern travel.
• Death Wish Coffee Co.: We rebel against blah beans—and a boring, lackluster life.
• TOMS: Pick your style. Wear TOMS. WEAR GOOD.
• ClassPass: The world's best classes and experiences into one app.
• Thrive Market: Healthy groceries shouldn't break the bank.
• SheaMoisture: A better way to beautiful.
• Anchor: Powerful tools for beginners, pros, and everyone in between—all for free.

1. Hoffman : I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.

Hoffman is an industry leader in sales training and a leading consultant for industry executives. This unique selling proposition was used when talking to a Vice President on the first outreach call.

I've created a quick recording of the USP so you can hear it from the perspective of a prospect.

2. Ben & Jerry's : We make the best possible ice cream in the best possible way.

What's the unique selling proposition for this ice cream company? Ben & Jerry's stands out from the competition by providing, "the best possible ice cream in the best possible way."

The mission of the company is to create sustainable, high-quality ice cream that has a positive impact on its employees and surrounding communities.  If you're a salesperson for Ben & Jerry's, these are the key differentiating factors that would help you create your USP.

3. Yokel Local : We become the digital marketing extension of your team because it's impossible for one person to do it all.

Yokel Local intimately knows its buyer persona: marketing managers who are overwhelmed with everything that they have to learn, execute on, and manage. That's where the benefit of hiring an agency lies. Yokel Local is able to offer a team of experts in an array of disciplines to take that stress away. Their website goes on to say:

"We're a full service marketing agency that helps frustrated or stressed business owners and marketing experts with developing demand generation and growth strategies to increase conversions and get you the results you need." - Yokel Local

4. Page Eleven Paper Goods : This is not your ordinary datebook.

When someone is buying a planner or datebook, they may be thinking about the size, layout, and price. However, Page Eleven stops website visitors in their tracks and reframes the buying process by asserting their product is more than that. It's designed to be a tool for setting and achieving goals. Here's what it has to say about its product:

"It is a reflection of where you have come, the direction you are thriving towards and the path where purpose meets intent." - Page Eleven

5. Away : Built for modern travel.

Away provides its customers with premium luggage for the modern traveler. The company says:

"hat’s why our travel essentials are designed to last (and last) for every trip to come, so you can get out there and explore." - Away Luggage

Not only does Away offer high-quality luggage options at reasonable prices, but it also believes that "to be a great business, you have to be a good one too." And the company strives to have a positive impact on its customers and their communities. This sets them apart from other high-end luggage companies.

6. Death Wish Coffee Co. : We live to rebel against blah beans—and a boring, lackluster life.

Death Wish Coffee Co.'s goal is to fuel customers with the best tasting, highest quality, and strongest coffee. The company even goes as far as to say,

"This seemingly standard flavor is here to flip you on your head with rich, deep notes of vanilla brewed into the boldest medium roast you know." - Death Wish Coffee Co.

7. TOMS : Wear TOMS. WEAR GOOD.

This shoe company does things differently from its competitors. When you purchase a pair of shoes from TOMS, you can pick an issue area that you'd like to stand for.

The mission of the company is to change lives for the better. And since 2006, TOMS has given shoes, safe water, and vision to more than 94 million people . It's a business that's creating change for a better tomorrow — for its customers and the people they're helping.

"We’re in business to improve lives." - TOMS

8. ClassPass : Bringing together the world’s best classes and experiences into one app.

ClassPass makes group fitness accessible for its customer base through partnerships with fitness studios all over the U.S. and virtual class offerings.

It changed consumers participate in group fitness by working with small businesses and studios to introduce them to a new market of consumers who want to get active.

"We lead people to live inspired lives every day by introducing and seamlessly connecting them to soul-nurturing experiences." - ClassPass

9. Thrive Market : Healthy groceries shouldn't break the bank.

Online grocery retailer Thrive Market's membership-based business model aims to make healthy food and household products affordable and accessible.

They offer premium and organic products for wholesale prices and for every annual membership purchased, they donate a membership to someone in need.

"We’re on a mission to make healthy living easy and affordable for everyone." - Thrive Market

10. SheaMoisture : A better way to beautiful.

Beauty brand SheaMoisture provides hair and body care products formulated without harmful ingredients at an accessible price point.

SheaMoisture invests proceeds from every sale towards their community commerce fund that supports small minority business owners.

"At SheaMoisture we invest proceeds from every purchase into the community. When you purchase SheaMoisture, you are investing in women globally. Our educational and entrepreneurial programs are designed to create an inclusive and thriving society." - SheaMoisture

11. Anchor : Powerful tools for beginners, pros, and everyone in between — all for free.

Podcasting is a growing fast-growing medium. As of April 2023, Podcast Index reports that there were 116,895 shows published in the last three days, and 379,448 in the last 30.

Podcast hosting platform Anchor (now part of Spotify for Podcasters) is up for the challenge, providing easy-to-use hosting and publishing software that makes launching a podcast easy, and cost-effective. Through its platform, users are able to create, distribute, and monetize their podcasts for free — a unique differentiator from other podcast hosting companies in the market.

"Our mission is to democratize audio. We believe everyone should be able to have their voice heard, regardless of background or experience level. Our goal is to make podcasting easy and fun, without sacrificing the quality every podcaster deserves." - Anchor

With a carefully crafted, unique selling proposition, you have a greater chance of moving forward with the prospect.

Editor's note: This post was originally published in April 2020 and has been updated for comprehensiveness.

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14 Powerful Unique Selling Proposition Examples From Real-Life Brands

These ecommerce and SaaS unique selling proposition examples will inspire your marketing efforts and help you convert more website visitors into buyers.

Standing out in a sea of online businesses can be hard. You’re not just competing with your local mom and pop stores, you’re also up against companies from all over the world who can tap into your audience with just a few clicks. 

Knowing how to position your brand, products, and services can put you at a serious advantage, not just for standing out, but also for attracting and maintaining a loyal customer base. 

This is where a unique selling proposition (USP) or value proposition comes into play. It differentiates you from your competitors and guides your branding, SEO, and marketing strategy so you can reach the right people with the right message. 

Iconic brands like Warby Parker , Toms , Death Wish Coffee , and Saddleback Leather have all grown huge brands off the back of their USPs – you can do the same. 

What is a USP? 

A unique selling proposition is a definitive feature or benefit that makes your business different from the competition (and, in many ways, makes it better too). 

Your USP can refer to the way you do business, like using sustainable materials and local labor, or the specific benefits it gives prospective customers, like a faster way to manage their accounts or a cheaper alternative to their usual face cream. 

The most important thing about your USP is that it underpins everything you do, from your content marketing efforts, general marketing campaigns, and sales to new product features, customer support, and even your internal operations. 

The 3 elements of a great USP 

Great USPs actively show what makes a brand different. They are clear, concise, and leave absolutely no confusion. But a good USP also: 

• Appeals to a certain audience so you’re not trying to appeal to everyone 
• Focuses on one big benefit or feature rather than trying to be superior in every way
• Encompasses something that your customers want, need, or expect, like stronger coffee or a vegan shampoo 

14 unique selling proposition examples in action

Ready to be inspired? Here are some of the best USPs from 14 ecommerce and SaaS brands.  

Dossier ’s header puts its USP simply: “the fair alternative to luxury perfumes.” 

There’s a good chance consumers associate luxury perfume with a high price tag, but Dossier tries to quell those fears straight away on its homepage, appealing to an audience that might want to smell luxurious but don’t necessarily have the budget. 

The retailer continues this messaging throughout their website. But there is an additional USP that gives Dossier another dimension aside from selling “cheap luxury perfume.” The brand also highlights that its products are ethical and high-quality – it’s not just another knock-off perfume distributor. 

2. Nomadica

“We’re making wine a stress-free experience”, claims the Nomadica website. The brand goes on to state its mission, which is to bring the high-end sommelier experience out of the restaurant and into people’s homes. 

The unique selling propositions example is that the brand sells top-class wines in cans for sustainability (and, arguably, a more relaxed experience) – perfect for wine lovers who rarely frequent high-end restaurants or who simply want to enjoy good wine from the comfort of their sofa.

Like Dossier, Nomadica also has sustainability as a unique selling point. It’s “About” page clearly defines its stance on the environment: “our wines are carefully sourced from growers who practice sustainable farming methods” and the cans reduce emissions from shipping by up to 80%. 

3. Good Dye Young

Good Dye Young ’s USP puts it first and foremost as a community that values vibrant self-expression and creativity. It also happens to “make bad ass hair products.” Interestingly, the USP is less about the product and more about the purpose of the online store and its big-picture vision. 

The strong unique selling proposition is embodied throughout the site, from the copywriting and the bright, bold images to the community hashtag that brings together customer stories in one place. 

4. Fishwife

Tinned fish isn’t a particularly sexy product, but Fishwife has managed to carve a niche in a relatively male-dominated trade. Its USP as a “female-founded and led food company aiming to make ethically sourced, premium, and delicious tinned seafood a staple in every cupboard” sets it apart from other tinned fish brands that are notoriously peppered with pictures of bearded fishermen. 

In this unique selling proposition example, as well as spotlighting the women-focused side of the brand, the website also highlights its commitment to sustainability by sourcing from responsibly managed fisheries. 

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5. Touchland 

Hand sanitizer has been a core part of our lives for the past couple of years, but if you’re tired of the alcohol smell and sticky gel, Touchland has a solution. It touts itself as the “world’s first rejuvenating hand sanitizer mist”, adding that its products are predominantly for the senses (not for eliminating germs as we’re so used to). 

Who is this product for? Touchland states right at the top of its homepage that its beautifully packaged spritzers are for those “who live life sensorily, curiously, passionately, and fearlessly… but not recklessly.” 

Combining its USP (nice smelling, non-sticky sanitizer) with a specific audience has helped Touchland carve a niche in a particularly trendy product category. 

Olipop puts a spin on the “soda you grew up sipping.” We’ve long been told that fizzy pop is bad for us, but the brand has managed to transform an unhealthy treat into a delicious and good-for-you option with “microbiome and digestive health support.” 

The USP on the homepage states it’s “a new kind of soda” (the trademark sign shows this tagline is well and truly entrenched in the brand). It’s easy to see this USP in action throughout the site and Olipop’s products, with its range of old classics that have added “plant fiber, prebiotics, and botanicals” to make them healthy. 

7. Ruggable  

Everybody loves a good rug, but there’s always been a very clear line between an indoor rug and an outdoor rug. Not anymore, thanks to Ruggable , a brand that sells “the indoor, outdoor, use anywhere rug.” 

This USP filters through to the products, which are machine washable and can be used in any room, regardless of whether it has a roof or not. 

8. Robinhood 

Investing is notoriously confusing and can be a huge headache. Robinhood understands its customers’ frustrations and has addressed them with a product that simplifies the investment process. 

The USP on the homepage is short and snappy: “investing is simple here.” It has the potential to put potential investors’ minds at ease the moment they land on the site. 

9. Minisocial

Influencer marketing is huge and many brands are scrambling to partner with well-known social media stars. But Minisocial comes at it from a different angle and this unique selling proposition example is that it “pairs brands with micro-influencer creators.” 

This sets it apart from the influencer tools that pair brands with big-name accounts and instead focuses on matching smaller influencers to DTC brands in the food and beverage industry, the pet food industry, the fashion industry, and many more. 

10. Webflow

Online business is on the rise, which means brands need a website – but what if they don’t have any dev skills? In swoops Webflow , a tool that helps you create “the site you want – without the dev time.” 

Its USP is that it helps users create beautiful and optimized websites without the hassle of coding. In fact, its message is clear: “your website should be a marketing asset, not an engineering challenge.” 

11. Gorgias

There are plenty of customer service helpdesk tools out there, but Gorgias pitches itself as “the ecommerce helpdesk that turns your customer service into a profit center.” 

The USP encapsulates both a target market (ecommerce brands) and a benefit it gives its users (revenue from support tickets). It’s particularly important for brands like Gorgias that have a ton of emerging competition to stand out, otherwise they run the risk of blending into the background and ultimately being a flash in the pan. 

12. Podia 

Podia is an all-in-one course platform. It’s definitely not the only course creation platform out there, which is why it puts its USP right at the top of its homepage. It doesn’t just allow users to set up their courses and run them, it also has features to host webinars and build a community. 

But there’s another spoke to its USP: users never have to “worry about getting a bunch of different tools to talk to each other again.” Tapping into a very specific frustration like this will help them stand out amongst the competition. 

Slack has propelled itself to the top of its industry (partly thanks to remote working during the pandemic), but it’s done this by having a very strong USP: “Slack is your digital HQ.” It isn’t “just” a team chat tool, it also provides a central place to work, store documents and set tasks. 

This USP has capitalized on what consumers need right now and, further down the page, it reiterates this with the slogan “welcome to where the future works.” 

14. PandaDoc

PandaDoc has also risen to fame during the pandemic and that’s because its USP tackles a specific pain point its potential customers were facing: finding a central place to manage, edit, and sign important documents. 

The USP is splashed across the header of the homepage and the use of the word “finally” shows that it understands people are struggling with this pain point.

How to write a powerful USP 

It can be tricky trying to find the right words or even identify your USP when you’re so entrenched in your small business. Obviously , you can see that it’s different from your competitors, but can everyone else? 

Here are some tips for writing a USP. 

• Write a list: jot down all of the things that make your business, products, or services different from your competitor’s – get specific, like your return policy, your low prices, or your quality products.  
• Research the competition: you won’t know what makes you stand out if you don’t know what you’re up against. Dig into their USPs to see how you can position your brand in a different way. 
• Identify your customers’ needs: research your customers using data and surveys to discover their most pressing needs and determine how your USP can address those needs. 
• Combine needs and differentiators: cross-reference the list of things that make your successful business different and your list of customer needs to pinpoint any that overlap. 
• Consider how you will use your USP: think about where you can apply your USP throughout your business, including your name, marketing, and branding. Your USP should embody everything you do! 

Don’t forget to test your USP!

Once you’ve come up with a USP, it’s time to test it. There’s no point going all-in on fresh branding and messaging if your customers don’t relate to the USP you’ve chosen. Instead of just implementing it and leaving it, run tests to see how your customers feel about it. You can: 

• Analyze different USPs using A/B testing across your site with separate landing pages
• Conduct user testing to see if website visitors understand what makes you different
• Run surveys and interviews with customers to get their thoughts on your USP 

Your USP informs everything you do

Your USP is an integral part of your brand. It informs your digital marketing strategy, how you do business, and who you’re targeting, but it also helps customers differentiate you from your competitors. 

Start by figuring out what makes you different and researching your competitors and customers to find out where your niche market lies. Don’t forget to test your USP to make sure it resonates with the right people – try using surveys and data to determine how customers feel about your value proposition and experiment with different ways to present it. And finally, take some of the examples we shared above as inspiration for your efforts.

At the end of the day, your unique selling proposition is a reflection of your core brand value. So, here’s to making it the best it can be! 

About the Author

Caroline appert.

Caroline Appert is the Director of Marketing at The Good. She has proven success in crafting marketing strategies and executing revenue-boosting campaigns for companies in a diverse set of industries.

Sales | Ultimate Guide

What Is a Unique Selling Proposition? Definition, Examples & Templates

Published January 17, 2024

Published Jan 17, 2024

REVIEWED BY: Charity May Amancio

WRITTEN BY: Bianca Caballero

This article is part of a larger series on Sales Management .

• 1 Unique Selling Proposition Examples
• 2 Benefits of Having a Strong USP
• 4 Bottom Line

Your unique selling proposition (USP) explains why customers should choose your company, service, product, or brand over its competitors. Specifically, it’s a value, product, feature, or benefit of doing business with you that others don’t offer or can’t provide nearly as well as you. In this article, we explore different unique selling proposition examples, explain the benefits of having a strong USP, and offer free templates to get you started.

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💡 Quick Tip:

Use a platform like MailChimp to send mass email campaigns that share your USP with leads and customers. Mailchimp offers easy-to-use pre-made templates that make it easy to deploy mass email messages.

Unique Selling Proposition Examples

Between online ads, TV commercials, and social media posts, you likely see dozens of unique selling propositions in action every day. Here are some of the best examples of unique selling propositions you may have encountered without realizing it:

Why it works/why it stands out:

This online brokerage stood out from the highly competitive financial arena by using a low-price value offering—something that the company’s target customers care about. It believes that financial investment is not exclusive to the wealthy and that anyone can purchase fractional shares with as little as $1, even those with no background in market investment. This strategy also appeals to investors who prefer to start their own trading and investment portfolio with a small amount of money and spread it across multiple platforms.

Robinhood investing platform’s USP: “Make your money do the most” (Source: Robinhood )

As an online design platform, Canva focuses on a particular aspect of customer experience—ease of use. Compared to other design platforms, Canva offers features and tools that can be easily used by artists at all experience levels. Its slogan is visible throughout its marketing content. Its free and affordable (starting at $9.99 per month) plans make its user-friendly templates accessible to virtually anyone—truly living up to its USP of empowering the world to create designs conveniently.

Canva’s design platform USP: “Empowering the world to design” (Source: Canva )

Death Wish Coffee

In this unique selling proposition example, the coffee company Death Wish Coffee emphasizes product quality in terms of having a strong taste. By promising “No rest for the wicked,” it confidently hones in on its niche target audience of coffee drinkers who prefer an extremely dark roast. In fact, using strong language or hyperbole in a USP helps a business leave a lasting impression on their target customers.

Death Wish Coffee’s USP: “No Rest for the Wicked” (Source: Death Wish Coffee )

Pro tip: Easily design and deploy mass email campaigns that communicate your USP using email marketing tools like Mailchimp. This platform makes it simple to create and send marketing emails with premade templates and easy drag-and-drop editing tools.

Visit Mailchimp

Mailchimp email templates (Source: Medium )

This music platform’s unique selling proposition is an example of how a business took one aspect of the user experience and turned it into a slogan. Unlike its biggest competitors like Spotify and Apple Music, SoundCloud allows users to share music and podcasts privately or as a released version without having to pay for distribution. In addition, you don’t have to wait for a month before your music appears on the platform. This feature is especially advantageous for startup music artists for exposure among the online streaming community.

SoundCloud USP: “Connect on SoundCloud” (Source: SoundCloud )

Benefits of Having a Strong Unique Selling Point

Defining your USP makes it easier to highlight compelling selling points in sales and marketing campaigns and helps your customers recognize your company’s value to them. For example, as part of your sales plan , you can use your USP to reinforce unique value propositions (UVPs), which focus more on marketing and branding strategy rather than just product benefits. These selling points could be offering customers low prices, high-quality solutions, a particularly special user experience, or superior customer service.

Establishing a USP also produces a number of positive secondary benefits. These can be condensed into four major components:

Creates Brand Identity

A solid and specific unique selling proposition sets the tone for what your business is, what it stands for, and how it presents itself. In fact, you can build customer loyalty just from having a good brand image. That said, while a strong USP can contribute to a brand’s identity, you also have to ensure that you deliver consistent messaging and high quality of products or services. This way, you can reinforce loyalty among your existing customers.

Pro tip: One of the ways to build a loyal customer base is to regularly ask for feedback from your customers. Use a customer relationship management (CRM) system like HubSpot CRM, which has built-in survey deployment features.

Visit HubSpot CRM

HubSpot CRM automated satisfaction survey after case resolution (Source: HubSpot )

Differentiates Your Business From Competitors

Your USP serves as a key differentiator compared to competing businesses and alternative solutions. This allows you to focus on what your business does better than others, further setting your company apart and providing specific comparative statements for marketing and sales. As a result, you can increase your profit by selling your differentiated product or service at a higher price. When you maintain the perceived quality of your products, you can also increase customer loyalty and satisfaction.

Pro tip: It’s not easy to come up with a branding statement that sets you apart from all your competitors. Check out our list of branding positioning examples and strategies to get insights from top companies on how to establish your brand identity.

Helps Overcome Customer Objections

Having an established value proposition helps you develop ready-to-go responses to overcome common objections. You can do this by emphasizing the unique value given to customers who choose your products or services.

Pro tip: Sales objections are not always easy to handle, so reps need to be prepared for it. Follow our guide on how to overcome customer objections , and use our free template to list potential rebuttals and proposed answers.

Establishes Firm Customer Expectations

Because your USP defines your brand, it sets the expectation that your business will deliver the promised value. For instance, you’re a retail shop with a selling point of having the lowest prices in town. Your customers will expect their overall experience to be a small amount of money spent vs other elements like fast checkout, high-end brands, or curbside pickup.

Pro tip: Use limited-time sales offers to promote product value, boost your revenue, or create brand awareness. Check out our article on creative promotional ideas and follow our tips on how to properly implement a sales promotion.

A well-defined USP helps a business create a unique brand identity, overcome customer objections, and establish firm customer expectations based on a promised value. These benefits all help a business succeed by increasing profits and improving customer loyalty.

Frequently Asked Questions (FAQs)

What are the four usp categories.

The four categories of USP are price structure, product characteristics, placement strategy, and promotional strategy. Price structure highlights how competitive the cost of your product is in the market, while product characteristics are all about the quality of what you’re offering. Placement strategy is about how convenient the location and distribution of your product are. Promotional strategy, meanwhile, focuses on what differentiates your product from its competitors.

What are the key elements of a USP?

The key elements of a USP include a call to action, differentiation, and a compelling closing. The call to action invites the reader to do something, like buy your product, visit your store, or subscribe to your newsletter. Differentiation is all about what makes your product unique from your competitors in the market. Lastly, your closing should include a promised benefit or what problem your product solves for your customers.

How do you write unique selling points?

When writing your USP, remember the What + Who + How formula. State what your business does, describe who your ideal customer is, and explain how your product is different from other brands. For best results, keep it short, and don’t be afraid to change it up if it sounds similar to another brand’s USP.

Bottom Line

A key part of sales management involves understanding how to differentiate your small business from competitors and turning it into a unique selling proposition. Through our examples and template, you can develop your own USP that truly makes your business stand out among your competitors. Our pro tips and software suggestions will also help you establish a firm brand identity that helps you close more deals and serve your customers effectively.

About the Author

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Bianca Caballero

Bianca Caballero is a subject matter expert at Fit Small Business who covers Sales and Customer service topics. Prior to working at FSB, she was in field sales and territory management. When she launched her career as a writer, she worked with companies from the US, Australia, and China. At present, she uses her 12+ years of writing experience to provide FSB readers with the best answers to their questions.

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Unique Selling Proposition (USP): Definition And Examples

Are you struggling to make your small business stand out in a crowded online marketplace? Y ou're not alone. First, you need a strong, unique selling proposition (USP) to set your business apart, highlighting what makes you different—and better—than the rest.

This article will guide you through identifying and leveraging your USP. By the end of this read, you'll know how to use it to your advantage.

Let’s dive in.

• Characteristics of a Strong USP

10 Best Unique Selling Proposition Examples

• How to Identify Your USP in 5 Steps

Test Your USP in 9 Steps

• How to Communicate Your Unique Selling Point

What Is A Unique Selling Proposition (USP)?

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A unique selling proposition (USP) makes your product, service, or brand stand out from your competitors . 

This makes customers choose you over others . Think of it as your business's unique fingerprint in the marketplace.

For instance, if you run a pizza restaurant, your USP could be using organic ingredients, offering a pizza flavor that no one else in town does, or having a record time for delivery that beats all competitors. 

It's all about that one thing that makes you say, " Come to us; we have something special that you won't get anywhere else. "

Characteristics Of A Strong Unique Selling Proposition (USP)

Now, let's explore the brands that have nailed their unique selling points. These brands have mastered the art of defining and communicating their USP. 

We'll find how different selling points resonate with your target audience and give you a competitive edge. 

1. The Coca-Cola Company

The Coca-Cola Company's motto highlights its 2 main goals. 

First, Coca-Cola offers various drinks to suit everyone's tastes, whether you're into classic sodas or looking for comparatively healthier options like sparkling water, Coke Zero, and juices.

Second, they're serious about helping the planet. This means coming up with an environmentally friendly business.

For example, using recyclable packaging and using water wisely.

You can incorporate sustainability into your USP just like Coca-Cola did. Promote eco-friendly practices to enhance your appeal in today's environmentally conscious market.

Nike's powerful message is the key differentiator in the athletic wear market. It positions Nike as a key sports apparel and footwear provider that inspires action and determination.

Nike's USP inspires people to push past their limits and strive for greatness. It deeply resonates with athletes and aspiring individuals worldwide. 

These 3 words speak directly to anyone looking to overcome challenges. It’s a good example of a concise USP with an emotional appeal .

To craft a USP as impactful as Nike's," focus on action-oriented, empowering words . 

Consider terms like " achieve ," " overcome ," " empower ," " unleash ," and " excel " to capture the spirit of motivation and excellence.

3. Transparent Labs

Transparent Labs promises high-quality, transparent, and effective sports nutrition supplements. 

They offer clinically dosed formulas, from pre-workout powders to the best creatine supplements . 

This means you know exactly what's in your supplements and how they help you reach your fitness targets faster.

Their USP highlights what they sell and how they stand out—through honesty and quality .

Their commitment to transparency ensures no hidden ingredients or misleading claims.

Choose words in your USP to reflect honesty and clarity like Transparent Labs' did. This will foster trust and clear value in your offers.

Apple is a brand that values creativity, innovation, and individuality. Their products are seen as a lifestyle choice. 

In just two words, Apple captures the essence of its brand philosophy—encouraging innovation and celebrating individuality. 

The word " Think " challenges customers and the industry to reconsider their approach to technology. 

" Different " underlines the uniqueness of Apple's offerings, setting it apart from competitors.

Apple's focus on design, user experience, and seamless products makes technology simple and elegant for customers. Their business marketing strategy established Apple as a leader in driving technological trends and preferences.

Choose words for your USP that challenge the norm and highlight your uniqueness , just like Apple's " Think Different " slogan. 

Highlight your product as a key lifestyle choice or perspective to make it impactful.

5. McDonald's 

McDonald's USP extends beyond just offering a fast-food menu. The company's USP focuses on delivering familiar and enjoyable meals. 

McDonald's USP is a great example of how to use simple, positive language to create a global connection. This catchy phrase evokes a feeling of enjoyment and satisfaction . 

Their USP highlights the experience and emotions they promise their customers.

Craft a USP with optimistic yet simple language that universally resonates with warmth and happiness. Incorporate words such as "joy," " brighten ," " warmth ," and " happiness ."

6. Ultimate Meal Plans

Ultimate Meal Plans offers personalized plans that fit various diets, easy recipes that use just a few ingredients, and customization options for any family size or food preference. 

What makes them stand out is the automatic shopping list feature and online grocery ordering service.

Their USP promises an easy, straightforward solution to healthy eating. The words " made simple " directly tackle the common pain point of meal planning being time-consuming.

It targets people with busy schedules or specific dietary needs. It shows how you can use concise language that explains how your service or product simplifies their life.

Create a USP that solves your prospects’ pain points . It will show customers how you make their lives easier.

7. Digestive Warrior

Digestive Warrior focuses on finding your digestive issues’ root causes, not just fixing the symptoms. 

Their USP directly addresses the desire for holistic healing with natural ingredients .

The words’ choice emphasizes their commitment to providing pharmaceutical-grade gut-health products. 

For example, they endorse Systemic Formulas , CellCore , and DesBio for systemic health and detoxification.  

This USP teaches clarity and specificity when communicating your mission .

8. FOCL  

FOCL stands out with its focus on promoting self-care for overall well-being. They believe taking care of yourself is a form of self-love.

FOCL's USP uses words like " premium " and " plant-based " to emphasize their products’ quality and natural origin. It targets health-conscious consumers looking for high-end, natural wellness options. 

The words “ wellness solutions ” also highlight it offers more than 1 product category.

For example, their product range includes sleep support supplements, anxiety relief oils, and sexual wellness gummies made from high-quality, natural ingredients.

This makes FOCL a top choice for anyone looking to improve their health naturally.

If you're targeting health-conscious customers, design your USP with words like " non-GMO ," " allergen-free ," " plant-based ," or " organic ." 

This will show your offerings' health-focused and safe nature , just like FOCL did in their USP.

Spotify's USP is strategic and impactful. " Music " instantly communicates the core of Spotify's offering, while " for everyone " emphasizes inclusivity and accessibility.

It indicates that Spotify is a community where all music lovers, regardless of genre preference or financial capability, can find something that resonates with them. 

So, when they say " Music for everyone ," they mean it. Spotify gives everyone—the listeners and the artists—a space to enjoy and share music. 

Mirror Spotify's approach by using clear, inclusive language in your USP . This will ensure your brand becomes a part of their everyday lives.

Airbnb's slogan, " Belong Anywhere ," sets it apart from traditional travel options.

Instead of booking hotels, Airbnb invites travelers to stay in local homes, offering a unique way to experience destinations.

Airbnb's USP uses precise, impactful language to deliver its core message . The word " Belong " taps into a deep human desire for connection and acceptance. 

The word " Anywhere " emphasizes their offerings’ global scale. 

To make your USP inclusive and welcoming , incorporate words like " for all ," " accessible ," and " everyone. " 

These terms emphasize the diversity of your offers, mirroring Airbnb's strategy to make every customer feel included.

How To Identify Your USP in 5 Steps

Here is a guide to pinpoint what makes your unique selling propositions special: 

Analyze Your Product Or Service

Look closely at your offer. List down all the features and benefits. Now, consider which aspects are unique to you or done in a way superior to your competitors.

It could be anything from an innovative feature, a special service nobody else offers, a unique ingredient, or even your customer experience .

For example, if you're selling golf cart tires , Your USP could offer the most durable ones that can last twice as long as any other brand. 

This means your tires are the go-to for lasting quality. Maybe your golf cart tires are made from 100% recycled materials, appealing to environmentally conscious customers.

Here, your USP relies on longevity, performance, and eco-friendliness—making it the go-to choice for golf cart owners who refuse to compromise.

Understand Your Audience

Know who your customers are and what they truly value. Understand their pain points, desires, and what they consider important in a product or service like yours. 

Your USP should directly address these needs or desires in a way that resonates with them.

Let’s say you're selling shoes for the elderly to prevent falls . Your target audience values safety, stability, and comfort. Your unique selling propositions could be any of the following: 

• " Grip Like Never Before "
• " Comfort Meets Security "
• " Safe Steps, Stylish Strides "

Your USP should highlight the key shoe benefits. The ergonomic design for all-day comfort with robust support features that safeguard against falls. 

This way, you’ll appeal to elderly individuals seeking comfort and safety.

Scout The Competition

Take a good look at your competitors. What are they offering? More importantly, what are they not offering?  

Your USP could lie in what they’re missing. This gap in their offers is your opportunity.

Combine Your Strengths With Customer Needs

Now that you know your strengths and what your audience seeks, combine this knowledge. Your USP should leverage your unique strengths to meet your customers' needs like everyone else.

For example, if you run an eco-friendly cleaning service, you're emphasizing 2 things: home cleanliness and sustainability . 

Your USP could be " Sparkling Clean, Green at Heart. " It meets customers' desires for both a clean home and eco-conscious living.

Communicate Clearly

Once identified, your USP should be easy to understand . It should be a clear and concise statement. It should tell why someone should choose you over the competition.

For example, if your initial USP for a digital marketing agency is 

"We leverage synergistic strategies to enhance online presence and drive engagement," 

it might not immediately convey the value to a potential client due to its complexity and jargon.

A clearer and more concise USP could be: " Boost Your Online Visibility, Engage More Customers. " This version directly tells potential clients why they should choose your agency.

Regularly test and refine your USP to ensure it stays compelling and unique in your customers’ eyes. To determine what works and what doesn't in your USP testing, follow the 9 steps: 

• Set Clear Objectives: Define what success looks like for your USP (e.g., higher conversion rates and increased engagement).
• Choose Your Tools: Select tools for tracking and analysis, such as Google Analytics for web metrics and social media platforms' analytics for engagement data.
• Create Variations: Develop two versions of your USP to test against each other in your marketing materials.
• Run A/B Tests: Use the chosen tools to test USP variations across different platforms (websites, emails, social media ads).
• Monitor Engagement: Track engagement metrics like likes, shares, comments, and click-through rates (CTR).
• Analyze Conversion Rates: Evaluate which USP version leads to higher conversion rates on your website or specific calls to action.
• Gather Customer Feedback: Use surveys or feedback forms to get direct responses from your audience about the USP's clarity and appeal.
• Review Performance Metrics: Look at Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Return on Investment (ROI) for each USP version.
• Refine & Repeat: Use insights gained to refine your USP. Continuously test and adapt based on evolving customer preferences and market trends.

How To Communicate Your Unique Selling Point

Consistency across all channels and a clear focus on your unique value will make your USP resonate with your target audience. 

Here are refined marketing strategies to showcase your USP to your audience: 

Leverage Social Media

Develop a robust social media marketing strategy to amplify your USP. Engage with your audience through regular posts, stories, and interactions .

Collaborate with influencers who resonate with your brand. This extends your reach and gives authenticity to your message.

Innovative Content Marketing

Create and share content that captures attention and educates your audience on your unique selling proposition. 

Whether through blog posts , videos, or infographics , tell your brand's story in a way that underscores your unique value proposition.

For example, Casper uses Instagram Stories and posts to educate customers regarding sleep and mattresses. 

They display infographics, customer testimonials, and sneak peeks into their product development process.

Master Search Engine Marketing (SEM)

Enhancing your website's search engine optimization to rank for keywords related to your USP will drive targeted traffic to your site.

Utilize SEO best practices in your content marketing strategy to improve visibility in search engine results. It makes it easier for potential customers to discover what differentiates your brand.

For example, if you’re giving a trenching and excavation training program, your USP could be "Expert-Led Safety Mastery."

To leverage this in search marketing, focus on SEO by targeting keywords like "certified trenching training" and "excavation safety courses."

This will boost your site's ranking and attract professionals seeking top-tier safety training in this specialized field.

A compelling USP connects emotionally with your prospective customers.

It promises them a unique value that only you can offer. Implement these strategies and insights to elevate your online presence and build a strong customer base.

Are you ready to transform your USP into a magnet that attracts your ideal customers? But how do you turn site visitors into loyal customers? 

It's simple: enhance your website's appeal and functionality. POWR makes it easy to customize apps to fit your site perfectly, ensuring a seamless user experience.

The result? Visitors are not just browsing but engaging and buying.

Transform your site from good to great with POWR . Start now and see the difference for yourself.

Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement revenue-driven SEO strategies to increase organic traffic to 1,000,000+ monthly visitors.

Curious about what your true traffic potential is?

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How to Create a Unique Selling Proposition (USP) + Examples

Related articles, lead vs prospect vs opportunity: what's the difference, 52 lead generation statistics to consider in 2024, top 14 email nurture campaign best practices.

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A unique selling proposition (USP) is a value statement that explains why your business is better than the competition. Typically written as an engaging slogan, the USP expresses a key differentiator that's valuable to your customers yet neglected by your competitors, whether that be outstanding service, low prices, or some other factor. Businesses research their audience to find their differentiator, then write a USP to use in their marketing material and sales pitches.

How a Unique Selling Proposition Works

Businesses create a USP to communicate to potential buyers how their brand, product, or service stands out from the other businesses they might be considering. USPs are used throughout sales processes by both sales and marketing teams. Marketers typically place their USP across their marketing assets (e.g., website, marketing emails) to get potential customers into a buying mindset during lead nurturing. Salespeople use the USP to craft their full sales pitch.

USPs most commonly manifest as slogans (around 4-8 words), which are used as headlines for advertisements like social media ads and for web pages like the home page, product page, and landing page. Sometimes businesses will also add a short blurb underneath it elaborating on the USP. Employing a USP requires three overarching steps related to research, writing, and strategic usage:

• Conduct Research to Find Your Differentiator: Conduct customer interviews, competitive analysis, and other methods to find your most valuable and unique differentiator.
• Write an Engaging and Memorable USP: Draft and edit a USP that expresses your differentiator and the value it offers your customers.
• Use Your USP Effectively: Use your USP to create your full sales pitch, which you can then trim down to an elevator pitch. Also, place it across your website's product or service pages.

To create your own effective USP, start by identifying your target audience so you can speak to their desires. Next, brainstorm some differentiators using various methods like interviewing your customers and examining your competition for gaps in their offerings. From there, pick a few of your most unique value propositions and turn them into first drafts of your USP, which you’ll then revise and A/B test. Lastly, use the winning USP to support your marketing and sales strategies.

Common Value Propositions That Effective USPs Communicate

If you look at enough USPs, you’ll start to notice that most of them express one of seven common value propositions in their own unique way. This includes things like price, service, logistics, features, and more. Before writing your USP, you can learn about these value propositions and see if you can use them to position your product as better than your competition’s.

Below are seven of the most common value propositions:

Affordable Price

Convenient buying process, long-lasting value, unique feature, quality service, corporate responsibility, ease of use.

If you’re the low-cost leader in your industry, centering your value proposition around the money your customer will save is a good idea.

Affordable price USP example

A company that reduces friction during the purchase process by delivering quickly, offering free installation, or setting them up with an expert advisor offers immediate value.

Convenient buying process USP example

Some USPs rely on the long-term value or reliability of a product relative to others in the space. This communicates to your target audience that they'll need to buy your product less often than if they choose a competitor.

Long-lasting value USP example

If your product or service has a feature, offering, or use case that your competition doesn’t offer, or if you serve a different market from your competition, make that clear.

Unique feature USP example

If you offer better customer service and a better overall customer experience when compared to the competition, this could be a great angle for your USP.

Quality service USP example

Some USPs focus on how the business helps underserved communities. That could be donating a percentage of profits to a charity or nonprofit organization or using sustainable business practices that protect the environment.

Corporate responsibility USP example

If your competitors’ products are complex, and yours is simple, share that with potential buyers. This is a common tactic in the software industry.

Ease of use USP example

Although they're known to be effective, you don’t have to use these value propositions. If you think of another reason why your business is different from and better than the competition, use it. Now that you know the basics, it’s time to start creating your own USP.

How to Create & Use Your Own USP

The process to building an effective USP starts with identifying your target audience and doing research to find your unique value proposition. Next, you’ll pick two value propositions and write out some rough draft USPs before revising and testing them. Lastly, you’ll use them to create your sales pitch, better advertisements, and arresting web copy. Check out these three main steps below, and expand to see details on the substeps involved in each.

1. Conduct Research to Find Your Key Differentiator

You have to do research to figure out which of your value propositions is unique and valuable enough to deserve the spotlight in your USP. Of course, what’s valuable depends on your audience’s tastes, so first identify your customers and their common frustrations. Next, ask your customers why they chose you and investigate your competition’s USPs. By the end of this process, you should have a key differentiator you can use to write your own USP.

Identify Your Target Audience

Find buyer frustrations, conduct interviews, investigate your competition.

It’s important to first choose and understand the audience segment you want to target with your USP. That way, you can pick a differentiator they want and write it in a way that speaks to their interests and values. To form a solid understanding of your audience, create a customer profile that highlights your existing or target audience’s demographics, cognitive attributes, pain points, and more. Here are the seven steps for creating a customer profile:

• Select a Group of Customers to Profile: Pick a segment of your current or target audience to profile. It’s often smart to profile audiences for different products and services separately.
• Pick Your Customer Profile Categories: Include demographics, psychographics, behavior, firmographics, or geographics, plus any industry-specific categories, to get valuable intel.
• Gather Demographic and Firmographic Data: Uncover common socioeconomic traits, plus business-related data points if you’re a B2B seller.
• Study Your Customer Base’s Behavior: Research how your current or target customers usually learn about, buy, and use your product or ones like it.
• Compile and Analyze Psychographics: Use surveys, focus groups, or other strategies to understand customers’ common values, interests, beliefs, and other cognitive attributes.
• Collect Geographics and Technographics: Understand where your customers live or work, plus which tools they use and how if you’re with a B2B business.
• Build a Buyer Persona: Build a categorical description of a single individual who would be an ideal buyer, including their motivations, fears, challenges, and more.

A completed customer profile will give you plenty of intel to work with as you write your USP. Plus, you can use that profile to create your buyer persona . Having this document close by can help you write your USP since you can pretend you’re writing it directly to them, which can keep you focused on making the language interesting to your audience.

It’s time to start gathering research data so you can choose the most unique and desirable value proposition to communicate. Often, a good place to start is with the frustrations your buyers in your industry typically have with your competition. They might have pain points with the buying process, price, durability, or other factors that you can address in your USP.

Below are the main ways to uncover common customer frustrations:

• Send Out a Survey: Send a survey to people who fit your customer profile description and ask them what they wish was different about your industry.
• Talk to Your Team: Ask other sales reps if they’ve heard any customer complaints about the competition during discovery or sales calls.
• Go Through Your Notes: Review your CRM call notes to spot any frustrations your leads and customers seem to mention frequently.
• Read Industry Publications: Read research papers and articles that clue you into the unmet needs of potential buyers in your niche.
• Look at Review Sites: Check out your competition’s Google and Facebook reviews and look over industry-specific review sites to find complaints often cited against your competitors.

As an example, perhaps NYC renters are fed up with poor service from their rental management companies. If a property manager was known for their exceptional service, that’d make a great value proposition for their USP. Challenging industry norms that people dislike is a great way to spark interest in potential leads and gain their trust.

If you're having trouble thinking of ways you differ from the competition, just ask your customers. They’ll happily tell you why they chose you over the competition, and their answers can clue you into your most valuable key differentiator. If you’re a new company and don’t have customers just yet, you can still interview potential buyers in your niche.

Regardless, follow these steps to conduct interviews:

• Set Up Interviews With Happy Customers: Schedule at least 10 interviews with your happiest customers or those who fit your customer profile.
• Engage in Small Talk: Open the conversation with some small talk to get everyone in a good mood and strengthen your relationship.
• Ask Questions That Help You Write Your USP: Ask them why they chose you, what their favorite benefits are, what you helped them accomplish, what pains you removed, and more.
• Thank Them for Their Time: Close out the call with a thank you. If they’re your customer, ask if there’s anything you can do for them.

After engaging in these interviews, you might find that a lot of your customers said your software was the most customizable tool they’ve come across. That’s great material for a USP. Conducting interviews is a reliable approach to find long-lasting value or unique feature value propositions.

Another way to find a differentiating value proposition is by reviewing your competitors’ comparable products or services and looking for any gaps in their offerings. A CRM software company might discover that all of its competitors make users pay for a valuable feature they offer in their free plan. Communicating that lowest-priced value proposition could be their USP.

2. Write Your USP

After you’ve done this research, you’ll likely have multiple value propositions that you feel would work well in your USP. But, it’s time to narrow them down and pick the most unique and valuable, and turn that value proposition into a shining USP that’s written down and usable.

Pick Your Value Propositions

Craft first drafts, finalize your usp copy, a/b test your usps.

Once you’ve gathered your data, decide on one or two value propositions that are most unique to your business and most valuable to your target audience. We say two because some businesses combine them into one USP. For example, Pipedrive highlights that their platform is easy to use and built especially for salespeople:

Remember, the value proposition(s) you choose should be something your customers strongly desire and your competition does poorly or not at all. Next, you’ll turn this into two rough first drafts that you can test against each other.

Now that you have your value proposition, write out two rough first drafts, each expressing the value proposition in a different way. That way, you can test them against each other later on. There are some best practices you can keep in mind that will guide you in this attempt.

Here is a framework for crafting your USP:

• Keep It to 4-8 Words: Stick to only a few words since you have little time to get your lead’s attention. If you have to go over in the first draft, trim it down in the next step.
• Use a Strong Action Word: Start your USP with a verb indicating what your customers get to do — e.g., “try on five pairs at home.”
• Express Your Value Proposition: Make sure you either explicitly state your value proposition (“most durable belt out there”) or implicitly state it (“your grandkids will wear it”).
• Use an 8th Grade Vocabulary: Avoid using big, flashy words that risk confusing your audience. Stick to basic words that are short and punchy and have fewer syllables.

Don’t worry about being perfect. Just get your thoughts on the page. Because the first attempt will likely lack the zing a USP should have, it’s best to edit these first drafts in the next step and add some flair for memorability.

Now edit your rough drafts to create two short and memorable final USPs. Also, try to capture your brand’s voice in the final drafts. One of the best ways to gain inspiration for your USP is to expose yourself to other exceptional USPs. Study them and figure out why they work. Then apply those principles to your own. Later on, we offer examples of real USPs and share takeaways that explain their success.

Once you’ve written two functional USPs, test them against one another using an A/B testing process. That means you’ll split your ad campaign or email marketing audience into two and each will receive a different USP. Whichever performs better will be the USP you use going forward. Typically, better performance means higher conversion rates on the ads or web pages that host your USP.

Here are some steps to follow to test your USP:

• Create Variations: Make two landing pages that are the exact same except for the USP.
• Split Your Audience: Evenly and randomly split the traffic to the page or advertisement.
• Track the Metrics: Track the conversion metrics to tell you if your USP is successful.
• Pick the Winner: Identify the better performing USP and share it across platforms.

Even after you’ve landed on a USP, it’s important to test it against other USPs from time to time. Or, you could simply tweak a few words and see if it performs better. That way, you’ll always be moving towards optimization. For more, check out WebFX’s beginner guide to A/B testing .

3. Use Your USP Effectively

Now that you have a polished and tested USP, it’s time to put it to use. Plaster it across your website and ads, and use it to develop a sales pitch to use in one-on-one meetings with prospects. For your USP to do its magic, your potential buyers need to see and hear it.

Build Out Your Sales Pitch

Add your usp to your website & ad copy.

Your USP should be included in your sales pitch so that prospects understand why you’re better than the competition. A sales pitch is a one- to two-minute value explanation that salespeople give to leads in an effort to convert them into customers. In the sales pitch, your USP will take a sentence form rather than the slogan form it assumes in your advertisements.

Here’s an example of a sales pitch with the USP: “Unlike other {Your Company Type} , we offer {Unique Value Proposition} , so our customers {Avoid/Receive} {Pain or Benefit} .”

For more information on sales pitches, read our guide on how to create and deliver a sales pitch . There you’ll find a sales pitch script and template, delivery tips, and examples.

Place your USP front and center on ads and web pages that need to sell your solution to the customer. That’s often the home page, product or service page, and landing pages . Often, companies will make it the headline of these pages or advertisements. Take a look at what your competition is doing for some ideas of where to put your USP. When you’re on the fence about adding it, it’s best to err on the side of inclusion. Show that winning phrase off.

11 Best USP Examples From Reputable Companies

Studying USP examples is a great way to gain inspiration for your own USP. Below, we’ve listed USPs from such reputable companies as EY, Dell, Robinhood, and TOMS. Each USP corresponds with one or two of the common value propositions we discussed earlier. And the majority of them show the three essential elements of a successful USP: research, writing, and strategic usage.

Value It Communicates: Corporate responsibility

EY’s USP “builders of a better working world” falls under the category of corporate responsibility or social impact value propositions. EY focuses on helping not only their clients achieve success but also the communities in which they operate. The USP doesn’t explicitly express a unique offer, but the slogan is memorable and paints EY as altruistic and visionary, which is attractive to their clients.

Dell Technologies' USP

Value It Communicates: Convenient buying process

Dell Technologies’ USP “Wherever your business journey takes you — we’ll be there with you” is communicating a better purchasing process value proposition. It’s clear when supplemented with the subheading telling readers they have free access to Dell’s Technology Advisors. Buying technology for a small business can be difficult, so this value-add is desirable to potential customers and likely uncommon with competitors.

MasterClass' USP

Value It Communicates: Unique feature

MasterClass’ USP is “MasterClass is where anyone can learn from the world’s best.” It’s an impactful unique feature value proposition. No other online course platform offers access to courses taught by famous experts like Malcolm Gladwell, Gordon Ramsay, and Martin Scorsese. Their USP is attractive to potential buyers because it emphasizes that anyone can learn on the platform, no matter their skill or education level.

Saddleback Leather's USP

Value It Communicates: Long-lasting value

Saddleback Leather uses the USP “They’ll fight over it when you’re dead,” which is a form of the durable value proposition, as it implies it’s so durable that it will outlive the owner. People dislike having to replace expensive bags and briefcases, so this is a valuable promise. It also separates Saddleback from the competition since many bags are prone to wear and tear. Lastly, it's memorable and captures the brand’s voice.

HubSpot CRM's USP

Value It Communicates: Ease of use

HubSpot CRM uses the USP “An easy-to-use CRM. Who knew that'd be revolutionary?” It's an example of an easy to use value proposition. HubSpot is separating itself from its competitors that sell CRM software that’s often difficult to set up and train employees to use effectively. The second sentence of the USP sympathizes with leads who have tried other CRMs and become infuriated at their complexity — this builds trust.

Wave Invoicing's USP

Values It Communicates: Ease of use and affordable price

Wave Invoicing’s USP “invoice software that’s easy and free” is a combination of two value propositions: easy to use and most affordable option. Many of the Wave’s competitors charge fees for invoicing, to the annoyance of their customers. This USP, therefore, lets potential customers know immediately that their invoicing app is completely free of charge, something they’ll find valuable to their small business.

Warby Parker's USP

Warby Parker has a USP that communicates a better purchasing process. The ability to “try 5 frames at home for free” helps generate leads by removing risk or hassle from the purchase. Potential buyers don’t have to go to a store to try them on, which differentiates Warby Parker’s service from other brands. Though the USP is more straightforward than memorable, it does a good job influencing website visitors.

UpLead's USP

Value It Communicates: Quality service

UpLead's USP is “B2B prospecting with 95% data accuracy,” a form of a better service value proposition. Prospecting tools can be known to sometimes have inaccurate data, which can be frustrating to salespeople because an email sent to a faulty email address wastes their time. So, UpLead is doing a nice job of telling leads that they offer high accuracy, thus better service.

Robinhood's USP

Robinhood’s short USP of “investing for everyone” is an easy to use value proposition. They’re declaring that anyone, regardless of investing knowledge or funds, can easily get into investing using their service. They go on to explain in the subheading that the investing is also commission-free, further separating them from competition, which often takes a percentage of earnings from customers as commission.

TOMS has a USP that is focused on sharing a corporate responsibility value proposition: “1/3 of profits for grassroots good.” Other brands might talk about their comfort or price, but TOMS focuses on how it helps communities, thereby promoting itself as the company that gives back. This differentiating factor should capture customers who value charity and want to feel like they’re making a difference when shopping.

Carvana's USP

Carvana’s USP is communicating its better purchasing process value proposition. “We sell cars, but we’re not car salesmen” tells consumers that their salespeople won’t use any of the shady tactics buyers often correlate with car salespeople. Carvana goes on to suggest that they’ll make sure their buyers are satisfied before locking them into the purchase. It also uses a trustworthy voice.

Keep your eyes peeled for other USPs that you come across, and how effective they are in their lead nurturing efforts. Think of your USP as a work in progress, and every so often test your existing USP with a potential new one as you continue getting inspiration from great ones that you come across.

Bottom Line: Unique Selling Proposition

A unique selling proposition expresses how your brand or solution is better than similar companies and is used throughout the sales process. Businesses must write a USP that contains a significant differentiator that customers care deeply about. Salespeople can then expand on that short sentence in their sales pitch. To further bolster your understanding of a USP and a sales pitch, check out our article on the most important sales terms .

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5 Examples of a Unique Selling Proposition and How to Write Your Own

By pam neely april 19, 2022.

Developing a strong unique selling proposition is one of the best ways to get better results from your marketing. Getting your unique selling proposition right will also help you define your overall marketing strategy . It will make all your marketing efforts easier.

What is a unique selling proposition?

Basically, your unique selling proposition (USP) answers these two questions:

• What makes you better or different than your competition?
• Why should people buy from you?

Your unique selling proposition should be a short sentence or a phrase that sums up exactly why your business is better or different from your competition. It’s what makes your business different.

Here are a few characteristics of strong USP:

• It is true to your business.

Unique selling propositions can’t just be made up to sound good and then slapped all over your advertising. They need to come from what your business is genuinely and inherently good at.

It’s not enough to just claim, “We’re the best.” This is especially true if you’re in a business with a lot of competition, like a pizza place or a candle shop. But a USP can illustrate why you think you’re the best. If you say, “All about the quality,” that’s potentially a USP… but only if your business is unusually focused and dedicated to quality – if it’s “your thing.”

Your company mission statement and your USP should be similar, but your mission statement is usually directed at how and why you run your business. A USP is about the essence of your company, like a mission statement, but it is crafted specifically as a message to your target customers. 

• It sums up your promise to your customer. 

Your unique selling proposition is as much about your potential customers as it is about your business. And a USP doesn’t even have to be specifically about your product. It can be how you deliver the product. For instance, do you strive to offer world-class customer service ? That’s something that could be woven into a USP. A good USP explains your key benefit to customers. 

Your unique selling proposition should also be written to attract your ideal customers. You don’t need (or even want) to serve everyone. If your business and USP are well-defined, it will automatically speak to your ideal customers. So for a pizza place, “all about quality,” would automatically attract foodies, not people looking for the cheapest pizza around, or the one that could be delivered the fastest.

• It articulates how your business is different from your direct competitors.

Unique selling propositions leverage the marketing principle of “positioning.” They sum up how you position your company compared to other companies in the minds of your prospective customers. A good USP describes your key competitive advantage over your competitors. 

• It is memorable .

It helps that USPs tend to be short, but your USP should be memorable for more reasons than just being short. Again – the point here is to distinguish yourself from your competitors, so being memorable is a key part of that. 

You’ll know you’ve found your USP when you say it out loud and think, “That’s us. That’s who we are.” You want a statement that is both core to your company’s identity and that is foundational enough to be reflected through all your marketing and your outward-facing communications.  

You want to hit the sweet spot between your company’s identity, how you’re different from your competitors, and what will resonate with your ideal customers.

Here’s a visual way to understand that sweet spot:

What a unique selling proposition isn’t

A USP is not just an advertising slogan. It does not just make a sweeping claim that you’re “the best.” And it doesn’t talk about your market share,or even your business model. It’s written to make your company stand out in your customers’ minds.

Standing out with a well-defined USP may mean you can’t appeal to everyone. That’s OK. Too often, businesses and entrepreneurs try to create something for everyone . The result is generic, trivial, and, well, boring. Sadly, when you try to position a company as being for everyone, it usually ends up being for no one in particular.

For example: A restaurant can’t have the best ice cream and the best ribs. A software company can’t be the best organizational tool for solopreneurs and large multinational corporations. A gym can’t have the best high-intensity interval classes and the best bodybuilding classes.

Sure, it can be scary to go left when everyone else is heading right, but the upside to going left is huge.

Or, as Dr. Seuss put it: “Why fit in when you were born to stand out?” 

5 unique selling propositions examples

1 – canva: online design made easy.

Canva is a great example of being completely true to its USP. They make designing stuff easy. And nearly every aspect of their customer experience conveys that “make it easy,” approach.

Being the easiest thing to use or work with can be a good USP in any industry. Especially in industries known to be difficult to use, like investing (Robinhood makes it easy) or doing taxes.

2 – Buffer: All-you-need social media toolkit for small businesses

Buffer’s unique selling proposition speaks to a pain point of its ideal customers: The pain of too many tools. So instead of having a “stack” of marketing tools, Buffers customers just use Buffer. Everything is all in one place. Also notice how Buffer says it’s for a specific type of customer – small businesses. They aren’t for big multinational companies. They’ve picked an audience and that’s part of their USP. 

3 – Product Hunt: The best new products in tech.

Product Hunt gets away with using the term “the best,” but they aren’t using it to refer to themselves. This is a platform of new SaaS tools, and Product Hunt’s raison d’etre is to let people vote on the best new tools. The purpose of their platform is to surface the best new tools. Their purpose is distilled into that USP. 

4 – REI: A Life Outdoors is a Life Well Lived | REI Co-op

REI is an outdoor goods retailer. Or at least they started out as one. Now, they offer trips, classes, and a vast library of articles about outdoor life. So their unique selling proposition has to be big enough to fit all that in. And it does. REI is all about helping people get outdoors. 

5 – Peet’s: The Original Craft Coffee 

Peet’s uses a claim – “the original craft coffee” that they can back up. There are hundreds (thousands?) of craft coffee companies now. But Peet’s has been brewing for longer than any of them. That “we’re the original” sentiment also resonates with their ideal customers, too. 

How to write your own USP

Finding an effective unique selling proposition can be difficult, but if you put in a little thought and a little work, usually a good USP will become evident.

The challenge is, how many businesses and products are truly one-of-a-kind? There are thousands of life coaches , personal trainers, electricians, therapists, authors, yoga instructors , digital marketers , clothing retailers, and so on. What makes yours stand out?

Pro tip: Don’t be unique for the sake of being unique. Selling wool coats in a heatwave may be unique, but it won’t sell coats. This is why your unique selling proposition has to tie into what people want. And specifically, the type of people who would be your ideal customers 

To uncover your USP, answer these ten questions in as much detail as possible:

• What product or service are you selling? If you’re an affiliate, what businesses or products are you promoting?
• What features and benefits are unique about your product or service?
• Who is your target audience – your ideal customer?
• What are your ideal customers’ key pain points ? 
• What problem do you solve that addresses those key pain points? 
• Who are your competitors and what are their USPs?
• What does your product or service do especially well in comparison to your competitors? 
• How do you run your business differently than your competitors?
• How do you treat your customers differently than your competitors?
• If a customer if they asked you directly, “Why should I buy from you?” or “Why should I work with you?” how would you answer?

Now that you’ve got those answers, sum them up in one brief statement: What makes you different?

That’s your USP.

Once you’ve answered the ten questions, ask yourself: How does my product or service solve my target audience’s biggest problem? What is my competitive edge?

Then try to boil it down to a concise answer. (One to two sentences, maximum.) 

Once you have your unique selling proposition, use it

Don’t just leave your USP in your notebook. Put it everywhere so it stays top of mind. Make it your computer and cellphone background. Frame it on your desk. Sign it at the bottom of your emails.

Even more importantly, live it. Breathe it. Make everything you do and how you do everything embody that USP. Make it as much a focus of your daily work as your mission statement or your business’s financial goals. 

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10 Unique Selling Proposition Examples | USP Examples

A business’s unique selling proposition , or USP, differentiates it from its competitors. The USP is one of the reasons why customers choose to work with, trust, and shop from your business compared to the competition. So, what are some unique selling proposition examples? 

This article provides you with 10 unique selling proposition examples that exemplify the effective use and communication of a USP. The examples are from different types of eCommerce businesses, direct to consumer businesses, and SaaS companies. 

Let’s start by covering the basics of “what is a USP?”. A unique selling proposition (USP) is a distinctive selling point for your business that sets you apart from the competition. It can help raise your sell through rate . Businesses may communicate their USP through a slogan, eCommerce content marketing efforts, and advertising. 

10 Unique Selling Proposition Examples

Before we get into the unique selling proposition examples, it’s important to know what makes an effective USP. Not only is an effective easier to communicate to customers, but it also holds up under scrutiny. 

An effective unique selling proposition is:

• Memorable. A business’s USP should make a long-lasting impression on the customer. Avoid generic wording and focus on the benefits of your business, product, or service.
• Customer-focused. The customer is one of your top priorities as a business owner . When you write a business plan , create a USP that showcases the features your customers want and will value. 
• Tangible. Back up your USP with everything you do. Your USP should represent your company’s reputation, personality, and values.

Now that you understand what it takes to have an effective unique selling proposition, it’s time to dive into some USP examples. 

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1. Robinhood Unique Selling Proposition Examples

Robinhood is a popular investing platform that thinks everyone should have access to the financial markets, not just those that are wealthy. They want investing to be friendly, understandable, and approachable, regardless of the stock experience or knowledge that you have.

This belief is what inclined the creators of Robinhood to create a platform where everyone can invest in thousands of stocks directly from their smartphone. What’s more, is that they have the ability to do so with just $1 and no prior knowledge of the stock market. 

Robinhood’s slogan or unique selling proposition is “investing for everyone”. This is one of the unique selling proposition examples that let the product or service guide the USP. Robinhood unites people by breaking down barriers in the stock market, which is a powerful selling point.

2. Starbucks Unique Selling Proposition Examples

Another one of the worthy unique selling proposition examples to cover is Starbucks. This company started off by opening a coffee shop in the state of Washington. Now, Starbucks is one of the most recognizable brands in America. 

Starbucks became a nationally recognized brand by developing a unique selling proposition that worked. To understand how they did it, think about what Starbucks is known for and what they believe in. The answer is premium coffee beverages.

What makes them stand out from their competition is that they focus solely on premium coffee beverages instead of also having the lowest prices. By trying to focus on also having the lowest prices, Starbucks wouldn’t be head-to-head with gas stations and their product quality would suffer. 

While Starbucks offers other beverage and food options, it’s not their main focus. They don’t want to be known as a coffee, sandwich, and beverage establishment. Instead, they focus on being the coffee shop that offers premium coffee, but also other items that you may want while grabbing your cup of brew. 

3. Canva USP Examples

As an online design and publishing platform, Canva strives to make it easy for individuals to create and share their graphics. “Empowering the world to design” is Canva’s USP, and it reflects its goal. 

Canva’s unique selling proposition is simple which aligns with the simplicity of the tools they offer. The platform differentiates itself from its competitors, like Adobe Photoshop and ProCreate, as these are targeted toward experienced artists. 

The company understood its place in the market by targeting inexperienced and beginner designers and has a competitive advantage. Canva was able to turn a weakness into a strength.

4. FedEx Unique Selling Proposition Examples

Not all businesses find their ideal unique selling proposition the first time around. Some businesses may even decide to change their USP at some point. FedEx is one of those businesses.

Let’s look at two different unique selling proposition examples from FedEx. “When it absolutely, positively has to be there overnight.”, was one of FedEx’s first USP’s. This USP assures customers that their packages will be delivered safely and on time. 

The USP communicates two benefits. The first is that the package will get delivered as promised and the second is that customers can save time by overnighting their packages. Now, FedEx has a new slogan, “The World on Time,” which is less effective. However, the company is more well-recognized nowadays than when it first started out.

5. Death Wish Coffee USP Examples

Death Wish Coffee is an eCommerce brand that sells coffee. Their not only focused on becoming one of the best eCommerce websites for coffee, but also on selling the strongest coffee in the world.

This is one of the unique selling proposition examples that works despite the crowded coffee market. Death Wish Coffee’s USP is “world’s strongest coffee” which doesn’t necessarily appeal to every coffee drinker. However, the company focuses on a very specific niche of coffee drinkers. 

Death Wish Coffee made its USP tangible by backing it up with the rest of its business. In fact, they have it written boldly on their eCommerce packaging and across their website. 

The company also offers full refunds to anyone who claims it isn’t the boldest coffee they’ve ever tasted. It’s possible to also get custom subscription boxes delivered to your door as often as desired through their online coffee subscription service. 

Key Takeaway: Businesses don’t always create effective unique selling propositions the first time around. In fact, many will use research and testing to ensure a solid and effective USP that works for their business. 

6. TOMS Unique Selling Proposition Examples

TOMS shoes started off with a very distinct USP. The shoe company’s USP involved donating a pair of TOMS shoes to a child in need for every pair purchased. Over time, the company and its unique selling proposition evolved.

This is another one of the unique selling proposition examples that prove that changing a USP can be beneficial for the business. Today, TOMS donates one-third of its profits to grassroots goods. Now, TOMS’ USP is “Shoes for moving forward.”

The company is consistent when it comes to building a unique selling proposition around a cause. Doing this may risk isolating some people. However, it unites the company, the customers, and the purpose while creating long-lasting brand loyalty. 

7. IKEA Unique Selling Proposition Examples

The globally known Swedish-origin furniture and hardware company, IKEA, has a USP that focuses on benefiting customers through high-quality furniture for a low price. "To create a better everyday life for the many people." is their USP. 

IKEA’s vision goes beyond home furnishing. The company strives to make everyday life better for people through its offerings. 

8. Warby Parker USP Examples

Warby Parker is one of the popular DTC brands that follow a direct to consumer business model . The company started off with an eCommerce business plan to focus on online direct to consumer sales . However, they eventually grew and opened brick and mortar locations.

By expanding to physical stores, they’ve been able to take their direct to consumer advertising and DTC marketing efforts to new levels. This was possible by increasing the accessibility of their products and meeting customer needs offline and online. 

Warby Parker’s unique selling proposition, “Try 5 frames at home for free”, focuses on having a seamless customer experience. They offer a virtual try-on service where customers have the ability to test out five frames at home, free of charge. This kind of customer service is highly-valued.

Being able to try on five frames mirrors the physical store experience where most people try on multiple frames before deciding on the one they want. Warby Parker also started off by eliminating the need to travel by taking care of the shipping and handling efforts for customers. This was part of their eCommerce marketing strategy .

9. HelloFresh Unique Selling Proposition Examples

Some unique selling proposition examples prove that businesses focus on communicating that they’re the best at what they do. That’s what HelloFresh, a subscription business , does with its USP, “America’s most popular meal kit.”

HelloFresh delivers social proof by telling people it’s the most popular meal kit in the country which means that it has to be worth it. This USP also creates a fear of missing out (FOMO). People don’t want to miss out on things that are popular. 

The meal kit company goes even further by providing statements on their website as to why they’re the most popular. HelloFresh backs up their USP. Their meal kits save money, time, and stress when it comes to preparing meals which is what they communicate to their customers.

HelloFresh offers different subscription box types . This includes fresh produce , meat products , bulk fish , and dairy . HelloFresh took advantage of how to start a subscription business and created a company that is essential for a large niche.

10. Bee’s Wrap Unique Selling Proposition Examples

Another eCommerce business with a solid unique selling proposition is Bee’s Wrap. Bee’s Wrap focuses on eliminating plastic waste, and they communicate that in their USP, “That’s a wrap on single-use plastic.”

Bee’s Wrap produces a sustainable kind of food wrap made from beeswax and organic cotton. This is an alternative to plastic wrap or foil.

Their unique selling point highlights the alternative to single-use plastic by offering a long-term and reusable solution. Bee’s Wrap does a good job incorporating word play to appeal even more to eco-conscious customers. 

Frequently Asked Questions About Unique Selling Proposition Examples

After reading the unique selling proposition examples above, you’re likely to have a clear understanding of what an effective USP is. Not all businesses will get their USP right the first time around. In fact, the effective USP examples above are the result of proper research and testing. 

To further understand unique selling proposition examples and USP’s in general, read the questions and answers below. 

Are USPs Important?

The reason why we’ve dedicated an entire blog article to unique selling proposition examples is because they are important for businesses that wish to increase their market share . USPs are the key component in the communication between a brand and its targeted audience. Here are some additional reasons why they’re important.

• Brand identity and awareness . There are many unique selling proposition examples where the USP is the same as the slogan of the company.
• Price strategy . Some brands don’t try to compete with other brands in terms of pricing. As we mentioned above in the unique selling proposition example with Starbucks, they count on high quality instead of low prices. Therefore, their USP of offering high-end coffee is the reason for their higher prices.
• Competitive advantage . Having strong USPs gives companies a competitive edge. This advantage can be the reason why a majority of customers choose one brand over the other.

How Do You Write a Unique Selling Proposition?

To write a unique selling proposition for your business, follow these five steps: 

• Identify your niche market  
• Take note of the problem(s) your product or service solves
• Identify the benefits that differentiate your product or service from the competition
• Define your company’s promise
• Combine it all into a paragraph and condense it into a sentence

What’s the Difference Between a Unique Selling Proposition and a Value Proposition?

The difference between a unique selling proposition and a value proposition is that a value proposition is what the company is offering to customers based on what they’re paying for it. However, a unique selling proposition is a reason why customers should choose your product or service over the competition. The USP creates an emotional connection with your customers. 

What Is a Unique Selling Proposition in Marketing?

A unique selling proposition in marketing refers to the marketing statement businesses use to sell their products or services to customers. The USP makes customers understand why they should do business with you instead of the competition. 

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Unique Selling Proposition Examples That Attract Millions

Creative juices not flowing as you wished they would, huh? They'll thaw by the end of this post.

A unique selling proposition (USP) or Unique Selling Point is what makes your product or service different from the competition. It is what sets your business apart and provides value to customers.

There are many reasons to have a USP, but it primarily allows customers to differentiate you from other businesses out there. It doesn't take long for potential customers to decide whether they want you or not.

To help you capture them in those fleeting seconds, we’ve put together the best unique selling proposition examples from various industries for your inspiration. Let’s roll!

What is a Unique Selling Proposition (USP)?

The Unique Selling Proposition (USP) is the unique benefit that a particular product offers to its customers. It was first coined by E. Jerome McCarthy in his 1960 book Basic Marketing: A Managerial Approach as a way for businesses to set themselves apart from their competitors.

It is often considered as the cornerstone of a marketing strategy and is used as a differentiator from other products within the same category.

In order to make your USP stand out, you need to ask yourself two questions:

1) What can I offer that my competitors cannot?

2) What do my customers already want that they don't know they want yet?

To have more success, it's important to have your USP be clear and concise so that it sticks with the customer. This is an important concept to remember when marketing a product because it helps to set you apart from the competition.

A USP has five basic components:

• Key selling points
• Key difference
• Competitive advantage

The benefit of a product or service is what draws people in, while the key selling point tells people what makes them better than other similar products. The emotive component attracts people on an emotional level and highlights why they should buy it.

The key difference states what makes your company stand out among its competitors, while the competitive advantage speaks to your track record or experience in this field.

What is an example of an effective Unique Selling Proposition?

An example of an effective Unique Selling Proposition would be using phrases like “new and improved” or “more advanced” to emphasize the newness, superiority, or advancement in some aspect of your product over one or more competitors' products.

Best Unique Selling Proposition Examples

"Empowering the world to design"

The online graphic design platform Canva has one of the best Unique Selling Proposition examples among the SaaS industry. Its service primarily focuses on streamlining the graphic design process to let anyone design beautifully without getting stuck at the limitation bar of high-price and difficult design software programs like Adobe Photoshop and Illustrator.

“Empowering the world to design” conveys what makes the service unique and better without using too many words to explain. So what else does it signify?

• The simplicity of the product; drag and drop feature, ready-made templates, etc.
• Low prices more people can afford
• Competitive advantage in the market

"Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete."

Another successful USP example is from Nike, the sports and footwear industry leader. As you might know, Nike sponsors top athletes in many sports branches to promote their products, technology, and design. In fact, you can track that down to the brand’s unique selling point.

By saying that its mission is to bring inspiration and innovation to every athlete in the world, it targets an audience. But what takes it dozens of steps ahead is the “*” sign and its explanation below— ”if you have a body, you’re an athlete.” By saying that Nike;

• Widens the buyer persona to not just athletes but basically anyone
• Signifies affordable prices at athlete-level quality
• Shows the company’s stand in supporting athletes and any sports activity

3. Coca-Cola

"Refresh the world. Make a difference."

Remember how we said ideally, USPs should be one sentence, but two is also okay? No? Now we did. The second one goes for Coca-Cola’s example.

The world-renown beverage corporation Coca-Cola diverts the focus on “refreshment” for their Unique Selling Point. Taking the simplicity of “refreshments and beverages” and connecting them to a more valuable meaning, it emphasizes the product and company difference by;

Stating the company's vision as sustainability for our planet, which is hinted at “Refresh the world.” Focusing on the “Make a difference” part to draw in the customers to consume the products to make a difference by joining the sustainability.

“Grow better with HubSpot”

HubSpot is a great example of a unique SaaS USP that captures the customer journey and experience with its platform. HubSpot provides an all-in-one platform that manages your CRM, sales team, marketing campaigns , and customer service all in one place. But what really makes HubSpot unique is the importance of growing your business with HubSpot.

HubSpot provides a ton of free tools to help build your business from the ground up. As you grow your business, your tools expand with more pricing, capabilities, and features.

With its USP, HubSpot aims to point out that it’s possible to start off with HubSpot’s free website builder and add any tool to integrate seamlessly into your account. Therefore, it’s how you grow better, plus more practical.

"Payments infrastructure for the internet"

Continuing with SaaS Unique Selling Proposition examples, the online payment processing service Stripe emphasizes the high volume of companies that trust it. If you’re not a worldwide SaaS brand, this example might be far-fetched for you. However, Stripe’s USP also underlines that the software is suitable for all online businesses by saying it’s for “the internet.”

"The platform commerce is built on."

Shopify is by far the most popular e-commerce platform, allowing anyone to create an online store without any coding or designing knowledge. It would be a shame if they couldn’t promote this value in their USP. Luckily, they successfully convey their Unique Selling Point by defining the SaaS as “the platform commerce is built on.”

What does it draw attention to?

• How Shopify allows many e-commerce businesses to launch and thrive
• How the platform combines everything needed to run an online store

"The simplest path to customer delight."

Hiver is a customer service software built for Google Workspace users. It is a valuable tool that offers seamless integration with Gmail, allowing teams to bring the entire functionality of a helpdesk and customer service software within someone's Gmail.

The USP of Hiver reflects its ability to allow support reps to deliver exceptional customer service without switching tabs.

This means users can continue working within their Gmail interface while managing customer inquiries, resulting in a more streamlined customer service experience.

Hiver makes us feel like, or very similar to, Gmail. Therefore, you don’t have to learn a new platform since the interface is intuitive enough to work on.

Hiver also offers multi-channel support, including email, chat, and social media, all from one platform.

All these show us how Hiver’s Unique Selling Proposition can meet its promises and presents various features to visitors and users.

"Melts in your mouth, not in your hand."

Let’s continue our list of the best Unique Selling Proposition examples from a sweeter point—but not a sticky situation. The famous candy brand M&Ms stands out among other similar candies by highlighting its hard sugar coating that preserves the chocolate inside and prevents melting in one’s hand. I told you there was no sticky business.

"When it absolutely, positively has to be there overnight."

What would you expect from an ideal delivery and shipping service? To deliver your item fast, right? That’s precisely what FedEx uses for its Unique Selling Proposition. So what makes this a successful example?

It focuses on the customer instead of the brand. The boldness of the promise makes you remember it. It’s simply a tactile promise because FedEx has the infrastructure and network to deliver overnight.

10. Starbucks

"Expect more than a coffee."

Can’t start your day without a good old Starbucks coffee? Same, that’s precisely how genius marketing works. Starbucks is not only good at customer loyalty, but it also excels in Unique Selling Proposition.

The real success behind Starbucks is going beyond coffee. It’s getting people to connect various positive things in daily life with “Starbucks” coffee. For some people, it’s a good chat and tasty coffee with friends; for others, it means the right way to start a busy workday.

The USP “Expect more than coffee” conveys the company mission, which is “connection.”

11. The North Face

"Shaping the future of human/nature."

The famous outdoor recreation products company The North Face has a deeper connection with hiking as its founders were also two hiking enthusiasts. That is why the brand highlights its connection with nature in its Unique Selling Proposition.

The slash between human and nature says more than it seems. It signifies the company’s stand by hinting at sustainability as well as outdoor wear innovation.

12. Domino’s Pizza

"You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."

Differentiating a pizza company from others might be a challenging task. However, years ago, Domino’s came up with the famous USP that made them known to many people. Typically, pizza deliveries take long, but Domino’s made a bold promise of free pizza if the delivery exceeds 30 minutes.

“When you're only No. 2, you try harder. Or else.”

Unique Selling Propositions are all about embracing the difference—even if that seems like a weakness. That’s exactly what Avis Car Rental did in the year 1962. Avis struggled to get to the top in competition with the market leader Hertz for years.

Eventually, the company embraced its second place and turned it into a USP. This means that USPs don’t have to be bold promises; they should point at the unique company identity.

14. Tiffany & Co.

"The right one is worth waiting for."

Among many famous jewelry brands, Tiffany & Co. is specifically known for its timeless and elegant engagement rings. That being said, the brand found a creative way to communicate this uniqueness by making an analogy about love and how the right engagement rings from Tiffany’s.

15. Death Wish Coffee

“We live to rebel against blah beans—and a boring lackluster life.”

The coffee brand Death Wish Coffee is, in fact, a successful underdog that stood apart from industry giants with clever marketing. Its Unique Selling Proposition example stems from the brand’s specialty—the dark roast, in an amusing way.

16. Fullstory

"Craft a more perfect digital experience."

Fullstory is a SaaS product that focuses on user/data tracking to help websites or apps improve user experience. You can understand it from one look at its USP, which is “Craft a more perfect digital experience.” It is not only simple and promising, but it also focuses on the value customers will receive by using it.

"To create a better everyday life for the many people."

The famous Swedish-origin Dutch-headquartered furniture and homeware company, IKEA, focuses on the utmost benefit they bring to customers—offering high-quality furniture at low prices.

As the company explains as their brand vision, their service goes beyond home furnishing. Their aim is to contribute to making a better everyday life for many people.

Unique Selling Proposition - Your Questions Answered

How do you write a unique selling proposition.

Step 1: Identify your target audience.

Step 2: Jot down the problem your product solves.

Step 3: List what benefits set you apart.

Step 4: Clearly define your promise.

Step 5: Combine all in one paragraph.

Step 6: Condense it in one sentence.

What is the Purpose of a Unique Selling Proposition?

The purpose of a Unique Selling Proposition or USP is to explain what unique benefit sets a product or service apart or what makes your business a better choice among competitors.

How Long Should a Unique Selling Proposition Be?

An ideal Unique Selling Proposition (USP) should be no longer than one or two sentences. Keep it short and sweet. Don’t beat around the bush.

How would you differentiate between a value proposition and a unique selling proposition?

The Value Proposition is what you are offering to customers for what they are paying. The Unique Selling Proposition, on the other hand, is why customers should buy from you instead of someone else. It's more about creating that emotional connection with your customers.

The Conclusion Bit & USP Pitfalls to Avoid

You might think that a USP is all about marketing. While this is true to some point, Unique Selling Propositions are also sales presentations because they create a connection with customers as well.

Simply put, it’s a powerful tool when crafted right. However, it’s easy to fall into common pitfalls and create a USP that just doesn’t ring the bells. It might be;

A killer USP captures a lot of meanings in fewer words. It is meant to be inspirational for your target audience.

• Isn’t actually “unique”

It’s nice to get inspired by USP examples but keep in mind that yours need to be “unique” and different from others. It’s your promise, not another company.

Don’t make bold promises if you can’t stand up for them. If your sales team uses a catchy USP line but the product team can’t back it up, it’s sadly dishonesty.

• Is only in the headline

If people see your fancy Unique Selling Proposition only in the headline, they aren't likely to remember it. You need to let that statement melt into your company identity and reflect on every platform.

🎬 That’s a wrap. Which one of the USP examples in this post stuck with you? Share with us in the comments below!

Check out these blog posts:

• 10 Best Popup Message Examples To Get Inspired in 2022
• 23 Competitor Monitoring Tools Marketers Will Love To Use
• 13 Best Email Template Builder Software That You Should Use
• 20 Subscription Management Software To Increase Conversion

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What is a Unique Selling Proposition? With 15 USP Examples (2024)

Every business does something unique that sets them apart from the competition. You might offer a higher-quality product, provide exceptional customer service, or fulfill orders faster than anyone else. But it doesn’t give you an advantage if no one knows about it!

That’s where your unique selling proposition (USP) comes in. As a business owner, you need to sum up your company’s unique strengths in a simple sentence that everyone can understand.

In this post, we’ll go over what exactly a unique selling proposition is, and we’ll examine 15 strong USP examples and tips that will inspire you to create your own.

Let’s dive right in!

Shortcuts ✂️

What is a unique selling proposition, what characteristics make a compelling usp.

• 15 strong unique selling proposition examples and why they work

4 steps for determining your ideal unique selling point

How to find your usp, how to promote your usp.

A unique selling proposition is:

a unique aspect of a company’s products and/or services that sets them apart from what competitors offer. 

It’s often summed up in one statement (ten words or less) that’s concise, catchy, and memorable.

Be careful—business owners often confuse it with a slogan. However, there’s a crucial difference between the two.

To understand the difference, let’s look at this company slogan: “Taking your business to the next level.” or “Our virtual business address is the best business address.”

It sounds great, but it’s not a USP… It doesn’t help prospective customers understand exactly why they should choose you over other brands.

Customers will have lingering questions like, “How are they going to take my business to the next level?” or “Is this company going to help me  finance my business  upgrades?” 

This confusion can cause you to lose business.

Compare that to Sirius XM’s compelling USP: “180+ channels, commercial-free music.” 

Those few words explain exactly what’s unique about their satellite radio in comparison to regular radio. Namely, you’ll have more choices, and you won’t need to listen to ads. 

To sum up, the best answer to the question “What is a USP in marketing?” is that it’s a sentence that expresses the qualities that differentiate your company from other businesses.

Now it’s time for our deep dive into some unique selling propositions and the magic behind their effectiveness.

Here are the key features that contribute to a compelling USP:

• Assertive and defensible: It takes a specific position that forces you to make a persuasive case against competing products or companies. This assertiveness makes it more memorable and impactful compared to generic statements like “We sell high-quality custom products .”
• Customer-oriented: A compelling USP is focused on what your target customers truly value. It goes beyond being merely “unique” and delves into addressing a specific need or desire your customers have. By aligning with their values, your USP becomes more relevant and appealing.
• Holistic and versatile: While a USP can be communicated through a memorable slogan, it should also extend beyond that. A compelling USP can be integrated into various aspects of your business, such as your return policy,  supply chain , or overall customer experience. This consistent representation of your USP reinforces its impact and sets you apart from competitors.
• Unique messaging: It’s not always necessary for the products or services you offer to be entirely unique. Instead, the focus should be on the messaging or aspect of your business that your competition does not emphasize. By highlighting this unique message, you differentiate yourself in the market and attract customers who resonate with your distinct values or approach.

15 strong unique selling proposition examples and why they work

Let’s take a look at some effective unique selling proposition examples.

1. Bee’s Wrap: “A Simple Solution to Plastic Pollution”

Bee’s Wrap sells reusable food wraps that are made from cotton, beeswax, and tree resin to replace plastic wraps.

The name of the company, “Bee’s Wrap,” already denotes natural, healthy products, and their USP reinforces the environmental benefits of using their wrap.

Thus, they’re able to position themselves as solving a problem that no one likes—plastic pollution—differentiating themselves from their competition.

2. FedEx: “When it absolutely, positively has to be there overnight”

FedEx used this strong unique selling proposition between 1978 and 1983. And it’s been taught in business schools ever since.

The whole point of FedEx is getting packages from one place to another, quickly and reliably. They state this clearly in their USP.

The repetition “…absolutely, positively…” subtly draws attention to the fact that FedEx knows the importance of overnight shipping for their customers. And they promise to deliver.

Check out this hilarious FedEx ad from 1983, which shows how they were able to build an entire marketing strategy around a great USP:

3. Hiut Denim Co.: “Do one thing well”

It’s tough to create a USP if you’re a denim manufacturer, because your competitors’ products likely look very similar to yours.

Hiut Denim Co. used an interesting tactic to concoct a winning USP: they simply boasted that they make jeans …nothing else. This statement sews the idea that if a company is devoted to just one task, they can master it.

Furthermore, it implies (without saying so explicitly) that any company that makes both jeans and other types of products isn’t fully committed to making denim clothing. In the consumer’s mind, this translates to a lesser-quality product. 

4. Bellroy: “Slim your wallet without turning your world upside down”

Bellroy’s USP plays on the importance of wallets in our everyday life.

They offer slimmer, less obtrusive wallets that won’t make you feel like you’re losing anything by switching over to their product.

This value proposition is clever because it not only highlights their most important differentiating factor (how slim their wallets are), but also addresses common customer worries, like “can I fit everything?” or “isn’t changing to a new wallet too much trouble?”

And they do it all in a single sentence. Pretty impressive!

5. American Musical Supply: “Rock now! Pay later.”

This is one of the best examples of how a USP can reflect a company’s brand and culture.

American Musical Supply is an online retailer of musical equipment. And they know that their customers want to buy expensive items without breaking the bank (especially people starting a new musical hobby, beginners in school, or shoppers on a tight budget). 

When their customers realize they can use a payment plan, they start to shop more freely without limiting themselves to a certain price point. 

This USP speaks to what matters most to American Musical Supply’s customers—getting the right gear, right now.

6. WooCommerce: “The most customizable eCommerce platform for building your online business”

The company’s USP works for two reasons. First of all, the superlative (“the most customizable”) instantly raises it above the competition. 

But perhaps more importantly, it also speaks to an aspect of  website building  that potential customers worry about: whether their site will look too formulaic or “cookie-cutter.”

WooCommerce successfully builds their USP around an aspect of their service that people care about. 

7. Domino’s Pizza: “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it’s FREE!”

Domino’s Pizza has a  memorable USP  that consumers associate with the brand. 

Their specific promise, which they frame as a guarantee, allows customers to form concrete expectations about their service. It’s also not something you’re used to hearing from delivery services, which makes it stand out.

Finally, the rhyme in their USP (“guarantee” and “free”) helps a customer remember it. People remember rhyming sentences much more easily than sentences that don’t rhyme. 

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8. Pureformulas: “Orders placed before 6 pm EST ship the same day”

Pureformulas’ unique selling proposition is tailor-made for people who care about their vitamins and supplements. They know that their customers don’t want to miss taking them, even for a single day.

That’s why their USP, with its promise of same-day shipping, perfectly meets their customers’ needs and differentiates them from their competitors.

9. Best Buy: “Find a lower price and we’ll match it”

Best Buy’s famous USP helped define them as a brand. Since consumers usually can’t get a lower price than the sticker price—especially in electronics stores—Best Buy’s USP promises something unique: an unfettered ability to price match.

Interestingly, the subtext of the USP adds another layer: it’s almost like a challenge. Best Buy implies that you won’t be able to find lower prices, because theirs are the best.

10. Warby Parker: “Try 5 frames at home for free”

Warby Parker’s clever USP solves the biggest problem with buying glasses in an online store: it’s very hard to imagine what you’d look like in a pair of glasses without actually trying them on!

That’s why their offer to try on five different frames for free is so effective. They’re eliminating the risk involved with choosing a pair of frames online—if the customer isn’t thrilled with the first pair, it’s no big deal… they’ve also got four other options.

Recommended reading:  How Warby Parker Reached a $3 Billion Valuation and Became an Ecommerce Giant

11. GEICO: “15 minutes could save you 15% or more on car insurance”

Just like FedEx, GEICO uses repetition in its USP to make it more memorable: 15 minutes and 15 percent.

This highlights the benefit new customers can expect by switching to GEICO from their current insurance providers. When you combine their USP with GEICO’s other memorable marketing efforts, you can see why they became such a successful business.

12. TOMS Shoes: “⅓ of profits for grassroots good”

TOMS Shoes has a unique USP in their industry. They make a genuine promise to their customers that they’ll reinvest 1/3 of their profits into grassroots efforts.

Their promise isn’t a vague claim. They specify that they support people by building equity at the local level, and driving progress from the ground up. 

This USP helps a customer feel great about their purchases.

13. M&M’s: “Melt in your mouth, not in your hand”

M&M’s USP shows that being slightly offbeat in your selling proposition can yield great results. 

When you read it, you might be puzzled at first, but then you remember that M&M’s have that hard shell that protects your hands. At the same time, you might imagine melted chocolate all over your hands from eating other types of candy.

At this point, you can almost taste the chocolate melting in your mouth…

By the time you’re done thinking, M&M’s USP has already worked!

14. Colgate – “Improve mouth health in two weeks”

Colgate’s USP highlights the role of toothpaste for mouth health. They know that their target audience wants an established, reputable brand when it comes to health.

And by making a specific, time-limited promise, “improve mouth health in two weeks ,” Colgate projects confidence that they can actually deliver those results.

15. Patch: “Patch helps you discover the best plants for your space, delivers them to your door and helps you look after them”

Patch’s unique selling proposition is a little bit long, but it works because they need to establish what they do for their customers. The company doesn’t have the history and name recognition of FedEx or M&M’s, so they need to be more specific in their USP. 

They offer three services: discovery, delivery, and post-delivery assistance.  

Notice how their USP complements their slogan: Plants made easy.

We’ve gone over some great examples of unique selling propositions. Now, let’s take a look at the steps you need to follow to create your own USP.

1. List your key differences

The first step in coming up with a unique selling proposition is to find aspects of your products or services that your competitors can’t provide or don’t have.

For example, if you’re the only one in your niche market offering free shipping, that could be a part of your USP. Or your products might be more customizable than what other businesses are offering.

Once you have an exhaustive list of what differentiates your company from the rest of your industry, you’ll have tons of options for your USP. But that’s not the end of the process.

2. Research your competition

You also need to research your competition and look at their USPs.

This is another point where making a list is helpful. When you write out the USPs of other businesses in the same category, you’ll be able to see gaps in the market and use them to differentiate your brand. 

For instance, if your competitors are focusing on their shipping policies, you could focus on something else.

3. Think about your customers’ needs

Now, it’s time to research your customers’ needs and expectations.

There are several ways to conduct this research:

• You can look at any customer satisfaction data that you’ve already collected from past surveys . 
• You can also check out your customer reviews on the internet (and compare them to your competitors’ reviews). 
• Another idea is to conduct focus groups with your ideal customer.

Customer interactions are crucial to know your customer expectations. Investing in tools like call center software , CRMs, and customer survey tools always helps in elevating the customer experience that helps to match your customer expectations.

Once you learn what your customers value, you’ll be able to see and solve any pain points that your competitors haven’t even considered.

4. Put it all together

These three steps we’ve just discussed should come together in your unique selling proposition.

The ideal USP should include:

• Something unique about your company
• Something that’s missing from your competitors’ USPs
• Something important to your customers

By looking at your lists, you should be able to find some overlapping ideas that have the potential to feature in your USP.

After you decide which ones you want to highlight in your USP, the last step is to convey them in a catchy sentence with under ten words.

It’s important to integrate these into your business strategy, be it for a trucking business plan , e-commerce, or a gym. 

Finding your unique selling proposition is not always easy, and you probably have a few competing ideas. Not sure which will work best?

We suggest running an A/B test to find out which USP resonates most with your visitors and potential customers. 

Using OptiMonk, you can easily A/B test your unique selling proposition ideas with popups or even optimizing your landing pages with embedded content.  

For example, BlendJet uses two different headlines to promote their product: “The Original Portable Blender” vs “The First Self-Cleaning Blender”.

Here’s another example from Obvi. They have two unique selling propositions: one for visitors who would like to lose weight…

And another for those who want to sleep better: 

Click here for a detailed step-by-step guide on how to test your landing page headline with different value propositions.

Once you’ve identified your USP, make sure to communicate it clearly and consistently.

Once you’ve put in all the work to create a great unique selling point for your company, you need to integrate it into your marketing strategy. Make sure people see it and associate it with your brand!

To achieve that, you should highlight your USP everywhere : not just on the homepage of your online store, but also in your ad copy and on your marketing messages, including your popups. Consider incorporating it into your product catalog  as well. 

Check out this email popup below that’s shown to new visitors after they’ve spent a little bit of time on the site. It reinforces the USP of the website to make sure that visitors know the unique benefits they offer before subscribing.

Here’s another example from ClickUp. They highlight their USP on a simple yet effective popup, which perfectly matches their brand style guide:

Popups and other on-site messages are also a powerful way to highlight your unique selling proposition to visitors who haven’t seen it yet. 

For example, you can use a sticky bar to promote your USP. It displays your message without disrupting your visitors’ browsing experience.

If you’d like to learn about popups and how to use them the right way to increase your revenue, check out The Ultimate Guide to Popups .

Do products need to be completely unique to have a strong USP?

Products do not necessarily need to be completely unique in order to have a strong USP. Instead, it’s important to identify a specific niche in the market where you can establish your brand as distinct from the competition. 

What is not considered a unique selling proposition?

A USP is not simply the headline on your website or a specific marketing offer such as discounts, free shipping, or customer service availability. While these tactics can be effective in persuading customers, they are not inherently unique and can be easily replicated by competitors. 

A USP goes beyond these individual elements and encompasses the overall positioning of your business. It should be ingrained in your products, brand, customer experience, and every interaction customers have with your business.

How can a unique selling proposition benefit your business?

A USP  helps you distinguish yourself from your competitors and stand out in the market. Having a clear and specific USP also guides your branding and marketing decisions.

Furthermore, a compelling USP influences prospective customers in making purchasing decisions. When you clearly outline the benefits that make your brand or product packaging uniquely valuable, it resonates with your target audience and appeals to their needs and desires. 

Understanding your unique selling proposition and effectively communicating it to your customers can lead to rapid business growth. It’s all about letting your target audience know what’s special about your products or services.

Hopefully, our list of unique selling proposition examples and our step-by-step guide inspired you to create your own killer USP.

Did we miss any useful tips to create an effective USP? Let us know in the comments!

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What Is a Unique Selling Proposition & How Do I Create One?

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What Is a Unique Selling Proposition?

How to create a unique selling proposition in 6 steps.

• 1. Define Your Target Market & Conduct Market Research
• 2. Identify Your Product or Service’s Unique Features
• 3. Develop Your Messaging & Position Your Unique Selling Point
• 4. A Strong Unique Selling Proposition Is Clear & Concise
• 5. Test & Revise Your Unique Selling Point
• 6. Promote Your Unique Selling Proposition

Keys to a Successful Unique Selling Proposition

Faqs about unique selling proposition.

As an entrepreneur, you may know that creating a Unique Selling Proposition (USP) for your business is important.

But what is a USP, exactly?

And more importantly, how can you go about creating one for your own business?

Let’s take a closer look at Unique Selling Propositions, why you need one, and how to create one.

A Unique Selling Proposition is a sentence that explains what makes your company unique. It tells customers why they should do business with you instead of one of your competitors.

A Unique Selling Proposition is a one-sentence description of what makes your company unique and valuable to its target audience. It’s a clear statement that explains why a customer should do business with you instead of one of your competitors.

A USP is sometimes referred to as a unique selling point. While it’s not the original term, it conveys the concept well. It’s a company’s main selling point and shapes your brand, market positioning, marketing messages and techniques, and client interaction. Defining your Unique Selling Proposition is an essential part of successful business planning.

Why Is a Unique Selling Proposition Important to My Marketing Strategy?

Your USP is important because it’s what sets you apart from your competition. It’s the key to winning new business and retaining loyal customers. Your USP should be clear, concise, and easy for prospective customers to understand.

If you invest effort in developing a compelling USP, you can use it across all of your digital marketing communications, interactions, and business branding. Your USP, when paired with your mission statement, can give a lot of clarity to your business model, what you do and why you do it.

When creating or revising your company’s USP, keep these factors in mind:

• Your target market: who are you targeting and what needs or desires do they have?
• What makes your company unique: what are your strengths and how can you capitalize on them?
• The benefits of doing business with you: what value do you offer customers that they can’t find elsewhere?
• How will you communicate your USP: what materials or slogans will you use to get the message across in your digital marketing or physical collateral?

Narrowing in on your target audience, assessing your competitors, and taking a straightforward look at what you have to offer are all part of the process of establishing a unique and effective selling proposition.

Uncovering Competitive Advantage

You can learn a lot by exploring how your business sits in relation to target customer needs and your competition’s positioning. Aside from honing in on messaging that will be more effective for you, you will better understand your customer pain points and better understand opportunities for developing your competitive advantage.

Take a look at what your competitors are doing and figure out how you can set yourself apart. By analyzing your competition, identifying their strengths and weaknesses, and visualizing how these elements will influence customer experience, you can begin to craft a unique selling proposition that is authentic to your company.

In other words, what do you have that they don’t?

What are your company’s strengths? How can you capitalize and use them to your advantage?

Creating a strong unique selling proposition isn’t easy, but it’s worth the effort. When done correctly, it will help you attract new customers, differentiate your business from the competition, and convey the value you offer.

While creating a unique selling proposition can be a challenge for most companies, it’s important for businesses to find a way to stand out from the competition.

There is no one-size-fits-all formula for creating a Unique Selling Proposition, but there are some key steps you can take to develop an effective USP for the unique benefit of your business:

• Define your target market. Find out what benefits your target customers are looking for.
• Identify what makes your product or service unique. Identify your competition, what they’re offering, how your offering differs, and which marketing messages are working for other brands.
• Position your USP to highlight benefits. Highlight the benefits of doing business with you. in a way that’s appealing to your target customers.
• Make your USP clear and concise. Keep it short, sweet, and to the point.
• Test and revise your USP. Make sure it’s working, and iterate as needed or test new ideas.
• Promote your Unique Selling Proposition. Get the word out there about what makes you different.

Let’s take a closer look at each of these stages in detail.

1. Define Your Target Market & Conduct Market Research

Before you can even start marketing your services, you need to know your target market.

You then need to understand your market. That means finding out what benefits your customers are looking for.

Many entrepreneurs don’t realize that crafting a successful USP isn’t about inventing something new. It’s about identifying what makes your business unique and focusing on those benefits for your target market.

In this step, you must be as specific as possible.

Identify a market to focus on

If you are a web developer advertising services, targeting anyone who needs help with a website will lead to messaging that is too broad, vague, or bland to work optimally.

It can be challenging to pick a direction if your marketing has favored a general approach before. Evaluate your skills (or product features), unmet needs you identify during this research, and gaps amongst the competition.

Especially for freelancers and small businesses, it can be useful to explore your ideal customer, client, or work engagement. What kind of work do you want to be doing?

These considerations provide you with a starting point for research that narrows down the scope.

Here are some examples of an ideal customer that a web developer might identify:

• A small business owner looking for a WordPress expert to customize their site.
• Startups that need to get their products or services online quickly.
• Businesses that want to increase their online presence.
• Organizations that need to replace their current website (and its developer) after a problematic engagement.

Research your target market’s needs and wants

Once you know who your target market is, it’s time to do some primary and secondary research to figure out what benefits they’re looking for. This can include surveys, interviews, and online forums.

Look for trends in the data you collect. Are people gravitating towards a specific benefit or solution that your business can provide?

What are the specific problems or issues that your target market is experiencing? What are they looking for in a particular product or service to solve these issues or meet these needs?

Some of this research can be done online, but you’ll also want to talk to your target market directly – such as through surveys and interviews.

Again, it’s important to be as specific as possible. Don’t try to guess what your target market wants. Ask them!

2. Identify Your Product or Service’s Unique Features

Identify your competition and research what they’re offering.

It’s not enough to know what your target market wants. You can’t sell your products or services without knowing the different selling points that make them unique. And you won’t be able to create a powerful USP if you don’t know who your competition is, and how they are different from you.

You also need to understand what your competition is offering – and how you can do it better.

Your competition could be direct or indirect. To find out, you’ll need to do some online research as well as talk to people and companies in your target market.

Here are some questions to consider as you research your competition:

• Who are your main competitors?
• What services or products do they offer?
• What is their USP?
• Is it working? What do people think of them? (You can find this out through online reviews, social media, and forums)

Once you’ve answered these questions, you should have a good understanding of what your competition is doing and how you can differentiate yourself from other companies.

3. Develop Your Messaging & Position Your Unique Selling Point

Now that you know who your target market is, what they want, and how you can deliver that better than your competition, you can start pulling together your Unique Selling Proposition.

Develop your messaging

Your messaging should be clear and relevant to your target market. It should also be different from what your competition is offering.

• Identify the main benefit or key differentiator that you offer. Choose one or two key differentiators that set you apart. You might have uncovered a number of options, and you need to decide which value proposition is most appealing and best meets target market needs. This could be a solution to a specific problem, a new or unique feature, or an unbeatable price.
• Communicate it in a way that’s simple and to the point. Don’t try to cram in every benefit or differentiator identified during research. The ideal Unique Selling Proposition fits in one sentence. It’s a focusing tool that cuts through the noise and grabs attention.
• Make sure your messaging is relevant to your target market. Don’t try to appeal to everyone – it’s impossible and will lead to bland messaging. You’ll refine this next, but your copy will work best when you speak your target market’s language from the start.
• Focus on what makes you unique. Remember those differentiators that set you apart from the competition? This is where they come into play.

Position Unique Selling Propositions to highlight benefits for prospective customers

Highlight the benefits of doing business with you in a way that’s appealing to your target customers.

Simply defined, market positioning is a process that aims to establish a brand’s or product’s identity and image in the minds of target consumers.

It’s about figuring out how you want customers to think of you and then delivering on that promise. Done well, it can be extremely effective in gaining market share or increasing sales.

When we developed the base of our messaging, our focus was on our own products and services and what they can bring to the table. When communicating that to potential customers, we want to flip the focus to the end result for them.

Here are some tips for doing so:

• Highlight the benefits of doing business with you. Don’t focus on features. What’s in it for the customer?
• Be specific. Vague statements like “we’re the best” or “we’re the cheapest” are not going to cut it. You need to be specific about what makes you different and why customers should care.
• Use strong language and powerful imagery. You have seconds to grab attention in a crowded market. Use emotive language to really drive home your message.
• Make it easy to understand your USP. Use simple, straightforward language that packs a punch. The benefit should be immediately clear to prospective customers. Don’t achieve a concise USP by relying on abstract, literary, and idiomatic expressions.
• Make it believable. Customers are not going to believe you if you make claims that are far-fetched or impossible to deliver on. Be honest and realistic in your USP.
• Support it with proof. If you can back up your USP with facts, data, or testimonials in surrounding copy, you’ll help customers feel confident that you’re truly different from the competition.

4. A Strong Unique Selling Proposition Is Clear & Concise

Keep it short, sweet, and to the point.

A strong Unique Selling Proposition is clear and concise so that your audience can understand what you’re offering and how it benefits them.

You might have noticed a theme here, so much so that boiling your message down to achieve the most impact in the fewest words deserves its own step in the process.

Here are some tips for clarifying your unique selling point:

• Think of your USP as a memorable tagline or slogan. USPs and taglines are separate entities, but how difficult would it be to create one from your USP?
• Use active voice. Active voice is more direct, which means it takes less thought to understand. Passive voice also tends to require more complicated language, making this an easy way to eliminate unnecessary words.
• Remove any qualifiers (“almost,” “better than,” etc.) from your USP so that it is as strong and confident as possible.
• Use positive language that tells your audience what they will gain from using your product or service, rather than what they will lose.
• Make it unique. If your brand positioning communicates your differentiators using language everyone in your industry uses, it won’t be clear or memorable.

5. Test & Revise Your Unique Selling Point

Make sure your Unique Selling Proposition is working, and iterate as needed or test new ideas.

A company’s USP is the foundation of your business, so it’s important to make sure it’s working well.

Test it out regularly and revise it as needed to ensure that it’s still relevant and effective. You can also test out new ideas to see if they might be even better than your current USP.

Use social media

Create a social post that incorporates your USP candidate on social media and see how people react. Do they share it? Do they seem confused? Engage with them in the comments to get feedback and ideas for improvement.

This is a great way to test your candidates without needing to commit to them beforehand.

Analyze your website traffic data

Look at where your visitors are coming from and what they’re doing on your site. This will give you insight into whether or not they’re responding to your USP.

Look at your conversion rates

If you have a higher bounce rate after making a change, this could be an indication that your USP isn’t resonating with your audience. Test out different variations and see which one works best.

Ask customers for feedback

Get customer feedback for qualitative testing of your USP’s impact on brand identity.

Send out a survey to your customer base and ask them how they heard about you, what their initial impression was, and if they found the unique selling proposition helpful in making a decision.

You can also ask them how they found out about your company’s products and what made them decide to do business with you.

You can also interview your customers to get their thoughts on your USP and brand strategy.

A/B test your marketing materials

Try out different versions of your USP in your ads and on your website to see which one performs the best. A/B testing is a great way to fine-tune your message and make sure it’s resonating with your audience.

Keep track of your sales data

Look at how well your products or services are selling over time. If you see a sudden drop in online store sales, for example, it could be a sign that your USP isn’t working well.

Whether you’re testing a new message or validating the efficacy of your existing unique selling point, this ensures that it’s always relevant and effective. Keep iterating and improving to keep your business on the top.

6. Promote Your Unique Selling Proposition

Get the word out there about what makes you different.

Make sure your website, social media, and other marketing materials highlight your company’s unique position and inform the core of their overall message.

Talk about it in your sales conversations, and be prepared to explain why it matters to potential customers. If you can’t expand on what makes you special, it will be hard for customers to see the value.

Develop an elevator pitch that explains why people should buy from you instead of your competitors

A USP is a key part of your elevator pitch . If you can quickly and succinctly explain what makes you different, you’ll be in a better position to close deals.

Your elevator pitch should be succinct enough that it can be conveyed from memory, but allows for more detail about your business and serves as an adaptable basis for marketing materials.

Come up with a tagline that sums up your USP in a catchy and memorable way

A tagline is a short, memorable phrase that communicates the key benefit of your brand or product. A good tagline is driven by a clearly-defined USP.

As with your USP, it should be clear, concise, and easy to remember. A good tagline can be the difference between a successful marketing campaign and one that falls flat.

What makes a good tagline memorable?

There are a few key things that make a good tagline memorable. It should be:

• Unique: Don’t try to be like everyone else. Stand out from the crowd and be creative.
• Concise: Keep it short and sweet, no more than 10-15 words at the outside.
• Relevant: Make sure the tagline captures your product or brand.
• Energetic: Use strong, active words to capture people’s attention.

Create marketing materials that support your USP

Create marketing materials that support your USP. Every touchpoint should reinforce what makes you different from your competition, from your primary landing page to your customer support templates. Your marketing materials should be easy to understand, visually appealing and easy to navigate.

There are endless ways to promote your USP. Get creative and think outside the box to come up with unique ways to get the word out there.

Train your team on your USP

Make sure everyone on your team, from customer service to sales, is familiar with your unique selling point. They should be able to articulate it clearly and confidently to potential customers.

Invest in training so they can learn how to effectively communicate your USP and close sales.

Make it a part of your brand identity

Your USP should be a central part of your overall brand identity. It should inform everything: your messaging, visual identity, content marketing, landing pages, email marketing, and beyond.

Consistency is key when it comes to branding. If your USP changes with every new campaign, people will get confused and lose trust in you.

Stay consistent

Your unique selling proposition should be a key part of your branding and marketing efforts.

It should be reflected in everything you do, from the words you use to the way you interact with customers, and from your marketing to your customer service.

Keep your messaging consistent across all channels. Have a clear, concise message that you stick to throughout your marketing materials, website, content marketing, and other customer-facing communications.

Remember: consistency is key when it comes to establishing a strong brand identity.

Continue to measure and optimize

In the previous step, we validated our new USP messaging. But market needs and tastes change. It’s important to continue validating and refining your USP over time.

Whether you’re publishing a new landing page or redesigning an entire online store, keep track of how well your unique selling proposition is working. Measure its impact on sales, customer loyalty, and other key metrics.

Make tweaks as needed to improve results. If something isn’t working, don’t be afraid to change it up. But always make sure you know what’s working and why, so you can continue to replicate success.

We’ve explored the process of creating a USP in detail, and there’s a lot of work ahead. To ensure you stay focused and get the right result, it can be helpful to bear these key factors in mind.

• Benefit-focused: A great USP should be benefit-focused. It should make it clear what your product or service can do for the customer, not just what it is.
• Simple, clear, concise, consistent: Keep your USP simple and easy to understand. This isn’t the time to get creative with complicated language – you want your customers to be able to easily remember what you offer.
• Unique and differentiable: Make sure your USP is different from that of your competitors. If it’s not, then it won’t be very effective in helping you stand out from the crowd.
• Authentic: Be sure that your USP is authentic – in other words, it’s something you can truly deliver on. There’s no point making promises you can’t keep, as this will only damage your reputation in the long run.
• Positive, impactful, and memorable: You want your USP to be something that leaves a positive impression on customers and is easy for them to remember.

Like a good USP, there should be no surprises here! These key factors are all recurring themes throughout the process. Treat them like a cheat sheet for quick reference wherever you are in the process.

Now that you know the keys to creating successful unique selling points, it’s time to get to work. Follow these steps and make sure you stay focused on delivering a message that resonates with your customers. Remember: consistency is key when it comes to branding, so be sure to keep your USP front and center in all of your marketing efforts.

What is a Unique Selling Proposition?

A Unique Selling Proposition (USP), often referred to as a Unique Selling Point or Unique Value Proposition, is a fundamental marketing concept. It identifies and communicates the unique and distinct qualities or benefits of a product, service, or brand compared to its competitors. The central question it answers is, “Why should a customer choose your product or service over others?” A USP should possess the following key characteristics: Uniqueness: The USP must highlight something that sets the product, service, or brand apart from competitors. This unique aspect could be a feature, a benefit, a quality, or a combination of these elements. Value: The USP should effectively communicate the specific value or benefit that the customer will receive. It should directly address the customer’s needs, wants, or pain points, making it compelling. Clarity and Conciseness: An effective USP is clear, concise, and easy to understand. It should be memorable and resonate with the target audience, leaving a lasting impression. Relevance: The USP should be relevant to the target market, aligning with their preferences, desires, or problems. It must address an aspect that matters to the potential customer. Credibility: A good USP is credible and supported by evidence or proof. Claims made in the USP should be substantiated, as empty or unverifiable claims are less effective. Consistency: The USP should be consistent with the overall brand message and should reflect the brand’s values and positioning in the market. Longevity: Ideally, a USP should have a degree of longevity. Constantly changing USPs can confuse customers, so it’s important to craft a message that remains relevant over time. Competitive Analysis: Developing a USP often involves conducting a competitive analysis to identify gaps in the market or areas where your product or service can excel and stand out. A well-crafted USP is a potent tool in marketing and sales. It helps differentiate a product or service in a crowded marketplace by highlighting the unique benefits customers will receive. This unique positioning forms the basis for effective marketing campaigns and messaging, enabling businesses to stand out and connect with their target audience effectively.

Why do you need a Unique Selling Proposition?

A Unique Selling Proposition (USP) is essential for several compelling reasons: Differentiation in a Crowded Market: In most industries, competition is fierce, and customers are inundated with choices. A strong USP sets your product, service, or brand apart from the competition. It provides a clear and distinctive reason why a customer should choose you over others. Without a USP, you risk blending into the crowd and becoming indistinguishable from competitors. Effective Communication: A USP serves as a concise and powerful communication tool. It conveys, in a few words or sentences, the unique benefits or value your offering provides to customers. This clarity is vital because customers often make quick decisions, and you need to capture their attention and interest immediately. Customer-Centric Focus: A well-defined USP is customer-centric. It addresses the specific needs, desires, or pain points of your target audience. By identifying and addressing what matters most to customers, you create a compelling proposition that resonates with them. Competitive Advantage: A strong USP gives you a competitive advantage. It enables you to emphasize what you do exceptionally well, making it difficult for competitors to replicate or surpass your offering. This advantage can help you maintain or expand your market share. Brand Identity and Loyalty: Your USP is a fundamental part of your brand identity. It communicates what your brand stands for and what customers can expect from your products or services. A compelling USP can foster brand loyalty as customers come to associate your brand with a unique and valuable experience. Marketing Effectiveness: A USP provides a foundation for effective marketing campaigns. It shapes your messaging, helping you craft marketing materials that resonate with your target audience. This leads to more effective marketing efforts and a higher return on investment. Product Development Focus: When you have a clear USP, it guides your product or service development efforts. You can prioritize features or attributes that align with your unique value proposition, ensuring that you deliver what you promise to customers. Customer Acquisition and Retention: A strong USP not only attracts new customers but also retains existing ones. When customers perceive unique value in your offering, they are more likely to stay loyal and refer others. Business Sustainability: In a dynamic marketplace, businesses need to adapt and evolve. Your USP can serve as a source of stability and adaptability. Even as market conditions change, your USP remains a core aspect of your identity. In summary, a Unique Selling Proposition is essential for establishing a distinct and memorable identity in the market, effectively communicating your value to customers, and achieving a competitive advantage. It guides your marketing efforts, influences product development, and fosters customer loyalty. Without a strong USP, your business may struggle to stand out and thrive in today’s competitive landscape.

What Is an example of a Unique Selling Proposition?

Here are a few examples of Unique Selling Propositions (USPs) from well-known brands: Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.” This USP emphasizes speedy delivery, which was a unique offering when it was introduced. FedEx: “When it absolutely, positively has to be there overnight.” FedEx’s USP highlights the reliability and speed of its overnight shipping services. Apple iPhone: “The world’s most powerful personal device.” Apple’s USP focuses on the iPhone’s performance and versatility as a personal device. M&M’s: “Melts in your mouth, not in your hand.” This USP highlights the candy’s resistance to melting, making it a convenient choice for consumers. Amazon Prime: “Free two-day shipping on eligible items.” Amazon’s USP for its Prime membership emphasizes fast and free shipping, along with additional benefits like streaming content and exclusive deals. Volvo: “For life.” Volvo’s USP focuses on safety and longevity, highlighting its commitment to building durable and secure vehicles. Geico: “15 minutes could save you 15% or more on car insurance.” Geico’s USP emphasizes the potential for quick and significant savings on car insurance. These examples show how USPs can vary in focus, emphasizing different aspects such as speed, reliability, convenience, performance, safety, and emotional appeal. A strong USP should resonate with the target audience and effectively communicate the unique benefits or value that a product, service, or brand offers.

How to write a Unique Selling Proposition?

Crafting an effective Unique Selling Proposition (USP) is a strategic process that involves several key steps: Understand Your Target Audience: Start by gaining a deep understanding of your ideal customers. This includes demographics, preferences, pain points, and desires. Conduct thorough market research to gather insights into what matters most to your target audience and what they value in a product or service. Analyze Your Competitors: Research your competitors to identify gaps in the market or areas where you can excel. Determine how your offering compares to others in your industry. What sets it apart from the competition? Identify Your Unique Qualities: Consider your product or service’s unique features, benefits, and attributes. What makes it distinct from similar offerings? Are there unique features, technology, ingredients, processes, or benefits that you can highlight? Also, think about the emotional or experiential aspects that differentiate your offering. Solve a Problem or Fulfill a Need: Clearly define how your product or service addresses a specific problem or fulfills a need for your target audience. What pain points does it alleviate? Highlight the practical or emotional benefits that customers will gain from choosing your offering. Be Clear and Concise: When formulating your USP, keep it clear, concise, and straightforward. Aim for brevity and clarity in your messaging. Avoid jargon or technical language that might confuse your audience. Focus on the Value: Emphasize the value that customers will receive from your offering. Clearly communicate the benefits and advantages they can expect. Use specific language to articulate how your product or service meets their needs. Highlight What’s Unique: In your USP, state explicitly what sets your product, service, or brand apart from the competition. Avoid generic or overused phrases like “high quality” or “best in class” unless you can provide specific evidence to support these claims. Make it Emotional (if relevant): If your product or service can tap into emotions or aspirations, consider incorporating emotional elements into your USP. Emotional appeals can be powerful in influencing consumer choices, as people often make buying decisions based on emotions. Test and Refine: Once you’ve crafted your USP, test it with a focus group or sample audience to gather feedback and ensure that it resonates effectively. Be open to refining and iterating on your USP based on feedback and changing market conditions. Incorporate it into Your Branding and Messaging: Integrate your USP into your branding, marketing materials, website, and advertising campaigns. Ensure consistency in your messaging across all customer touchpoints to reinforce your unique value proposition. Monitor and Adapt: After launching your USP, monitor its performance in the market. Track customer responses and engagement. Be prepared to adapt your USP if market conditions change or as your product evolves. A strong USP not only attracts customers but also aligns with your brand’s values and delivers on its promise. It provides a compelling reason for customers to choose your product or service and creates a memorable and distinct identity for your brand in the marketplace.

Joel Falconer is a technical content strategist . He has been managing editor at SitePoint, AppStorm, DesignCrowd, and Envato, and features editor at The Next Web.

How to Create a Unique Value Proposition + Examples

Lisa Furgison

10 min. read

Updated March 15, 2024

If you’re starting your own business you’re probably already thinking about what sets you apart from competitors in your space. Coming up with your unique value proposition (UVP) or unique selling proposition (USP) creates a strong foundation for all your marketing messages and strategies for engaging new customers.

This article is a handy guide that will define what a UVP is, and help you write your own.

• What is a unique value proposition (UVP)?

Your unique value proposition (UVP) is the promised value customers can expect from your business. It explains what separates your business from your competitors, how your solution solves your customers’ problems, the specific benefits, and why your target customers should choose you.

In a nutshell, your UVP covers: 

• How your product or service works
• What makes it valuable
• Why it’s better than the rest

Your UVP should be front and center on your website, and it should be completely free of jargon—it’s like a very short elevator pitch that someone who has never heard of your company before would understand immediately.

• What is the purpose of a value proposition?

Your value proposition is designed to introduce your company’s brand to potential customers. It defines what you stand for, what you do, how you operate, and why you should be chosen over the competition. 

Every competitor in your field is vying for attention. From marketing plans to advertisements, consumers hear a lot of noise. To cut through this clutter and turn your target audience into loyal customers, you need a value proposition that mere mortals can understand easily—and remember. You want your customers to hear your name and think, “oh, that’s the company that does (your unique solution).”

• How do you write a unique value proposition?

Finding a value proposition takes some time and legwork. A real UVP is more than a clever tagline. For it to be meaningful, you have to know your customer and your business. Plus, you have to understand how your product or service fits into our consumer-driven world.

So while your UVP is probably always in the back of your mind, don’t write it based on what you think is true about your solution and your customers. Do some research and testing so that you are sure.

And for that matter, keep testing. Once you’ve come up with your UVP and put it all over your marketing materials and website’s landing pages, it might be tempting to set it and forget it. Keep testing it over time—the more your business grows, the more you’ll know about your customer’s pain points and how your solution helps them. Here are the five steps needed to develop a value proposition.

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1. Define your target market

First, you need to figure out who your customers are. Who will buy (or is buying) your product or service? A lot of first-time business owners want everyone to be a customer; this is a rookie mistake. Marketing to everyone is the opposite of marketing to your target market. If you try to appeal to everyone, your business and product will get lost in the noise. An example of this kind of mistake is a shoe company trying to market to everyone with feet! You’ll waste a lot of time and money that way.

Instead, hone in on exactly who your audience is. Do some market research—both based on your existing customers (if you have them) and other populations you think might be good potential customers. You want to know and understand their pain points—the problems they have that you might be able to solve.

But you’re also interested in their demographic information, income statistics, and family makeup. How old is your target audience ? Are they male or female? What kind of income does your target audience have? Get specific. What does your target audience do on the weekend? What kind of music do they listen to?

You might think these last questions are a bit far-fetched, but you want to create a buyer or user persona of your target audience. A buyer or user persona is a fictional representation of your ideal customer—but it’s a very useful tool to help you hone your messaging and who you consider to be a part of your target market.

You can’t create a unique value proposition alone in your basement, either. You have to test it. Run it by a small group of customers, or people you think are in your target market to ensure it resonates with customers you’re trying to reach.

2. Explain why customers should buy from you instead of a competitor

To separate yourself from your competitors, you have to know who they are and what they stand for. Research your competitors inside and out , from their mission statement to the types of employees they have. You can only set yourself apart if you know what’s already been done.

Putting together a competitive matrix can be a helpful way to visualize how you stack up against them. Don’t make the mistake of assuming you don’t have any competition. Every business has competition , even if you’re in a brand new industry. When you’re writing your UVP, see if you can articulate why your customers should buy from you instead of your competitors in ten words or less. If you can’t, keep revising.

3. Define the pain point your product or service solves

Write down how your business or product solves a problem or alleviates a pain point for customers. Can your product do something that other products can’t? Does it save time? Is it more affordable than other products? What about your product or service makes it a must-have for customers—why can’t they live without it?

Take that list and cross off any need pain point that your competitors can claim to address too. Your competitive matrix might be helpful here.

This exercise is meant to help you find areas where your business is different than others. Simply having the best product or the best customer service in the market isn’t enough differentiation.

Remember, every business thinks they have the best product. Take some time to figure out how your product meets the needs of your target audience in a way that others can’t.

4. Connect to your company mission and what you stand for

What does your business stand for? It’s a big question, one that takes some time to figure out. Once you have a solid and clear answer, see if your mission overlaps or coincides with the list of things that sets your business apart. Now you’re starting to hone in on your value proposition.

Once you’ve done your digging, write down a few different possible value propositions that fit your business. Again, this isn’t going to be something you whip up in 20 minutes. Write a few down, stew on them for a bit, and refine them. Ask yourself if someone could read your UVP and think it’s talking about another company. If the answer is yes, you have a selling or value proposition, but it’s not unique yet.

Rework it until you have one succinct sentence that makes you stand out from your competitors. What do you want your customers to remember about you when they hear your brand or product name?

5. Craft a single message

Once you’ve defined what you will cover in your value proposition, you need to land on a single core message. Not every pain point or benefit needs to be listed here. You’ve done the research to ensure you are landing on the right message for your audience, the last thing you want to do is overcomplicate communications

Focus on communicating one key value that connects to your customer’s pain point. The goal is to hook their interest so that they want to explore what else you have to offer. If they take that first step, then look for opportunities to elaborate on the additional value you provide.

Additionally, just because you’ve honed in on a core value proposition, doesn’t mean that it can’t change. You may need to make adjustments for sub-sections of your audience, change out keywords for different platforms, and even fully restructure your UVP if it doesn’t resonate. 

The key here is to not just write up your UVP and walk away. Look for opportunities to test it directly with your target audience either through interviews, surveys, or even through live testing. 

• 4 examples of great value propositions

One of the best ways to learn is by example, so let’s take a look at a few businesses that have created unmistakably unique selling propositions.

The Mast Brothers Chocolate

This duo of bearded, lanky brothers creates chocolate bars by hand . Their dedication to their craft alone is unique, but the brothers have infused their love of old-time traditions into their business.

When they need to purchase more cocoa beans, they charter a wooden sailboat to stay true to their pioneer-like roots. Now that’s a unique position you can market.

Dollar Shave Club

This online business sells and ships razors and blades to its audience for a buck. They poke fun at the fancy, vibrating 10-blade razors that are on the market today and encourage men to go back to basics.

But, don’t think that means they’re selling an inferior product. Their slogan is: “Our blades are f***ing great,” a tagline that points to (but isn’t the same as) their selling proposition. Remember, if other companies can also say their product is “great,” you have a catchy tagline, not something that sets you apart from the competition.  

Ellusionist

Here’s a business that created a value proposition by catering to a very specific audience. Ellusionist is an online store that sells playing cards to magicians.

Some of the decks are marked, others have a vintage appearance, but the variations are meant to build showmanship for its unique target audience.

Palo Alto Software

Shortly after publishing this article, one of our readers asked if we could share our own USP. Bplans is a resource offered by Palo Alto Software, so here’s what Noah Parsons, our chief operating officer, has to say about our UVP:

For Palo Alto Software, our goal is to provide entrepreneurs with the tools, knowledge, and know-how to help them grow faster and better than their competition.

We’re not just in it to make a buck—we actually want to help people succeed in business as much as possible. Our commitment to entrepreneurs is shown in our thousands of pages of free content that helps demystify the complexities of starting and running a business.

We also provide simple yet powerful tools for entrepreneurs so they can focus more on doing what they love and less on trying to build and understand complex reports and spreadsheets.

• Create a compelling value proposition

The process to land on what differentiates your business and resonates with your audience is well worth the effort. Not only will it help you define a compelling value proposition, but it will make it far easier to streamline your focus as a business owner. Everything from developing audience personas to crafting and testing copy, it encourages you to work through the needs of your customer.

If you’re struggling to work through these steps the best thing you can do is revisit your business plan . It should have everything you need including the problem you’re solving, how your business operates, who your ideal customers are, and what your business stands for. 

*Editor’s note: This article was originally published in 2018. It has been updated for 2021.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Lisa Furgison is a multimedia journalist with a passion for writing. She holds a graduate degree in mass communications and spent eight years as a television reporter before moving into the freelance world, where she focuses mainly on content creation and social media strategies. Furgison has crisscrossed the U.S. as a reporter, but now calls Key West, Florida home. When she's not conducting interviews or typing away on her laptop, she loves to travel.

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How to write a unique value proposition (+ templates), share this article.

Close your eyes and think of a brand you frequently patronize. It could be in any industry or vertical — sports, technology, clothing, or even fishing, if that floats your boat. Have you got one? Great! 

Now, ask yourself: What exactly makes the brand attractive to you? Why do you prefer to buy from that brand as opposed to similar brands? Is it superior product features? Responsive customer support, maybe? Or is it the easy-to-use interface (if you’re thinking of a software business)? Or it could be the way the product makes you feel, in general. 

If you have several answers (and I bet you do), it’s by design. 

To build brand awareness and get customers, brands highlight the compelling features and benefits of their products in their ads and marketing materials. But beyond that, they create a statement that embodies the essence of their products (and brand, by extension) and they infuse it into everything they release — from blog posts and emails to website copy and videos. 

This statement is known as a Unique Value Proposition, and it is central to effective marketing. In this piece, you’ll learn: 

• What a UVP is;
• Why it matters;
• Steps to create a compelling UVP;
• Examples of compelling UVPs; and
• How to incorporate your UVP across marketing channels. 

Skip ahead:

What is a Unique Value Proposition and why does it matter? 

Steps to create a compelling unique value proposition, incorporating your uvp across marketing channels, case studies and examples of successful uvps, unique value proposition template, let thinkific help you find your unique value proposition.

A Unique Value Proposition (UVP), also known as a Unique Selling Proposition (USP), is a concise statement that communicates the unique and compelling benefits of a product, service, or brand to its target audience . It’s a key element in marketing and branding strategies, and is designed to evoke a feeling in prospective customers to convince them to buy the product. 

Instead of a brand saying outright that its product is the best in the world, it creates a slogan that convinces its target audience to believe that it’s the best brand. 

One of the most popular and most effective UVPs in the world is Nike’s Just Do It . 

On its own, the statement is vague and dull; it has no exciting meaning. But when ushered in with an impeccable ad campaign, like the one Nike did in 1988, Just Do It evokes a strong feeling in the minds of Nike’s target audience, mostly athletes and fitness enthusiasts. 

The 1988 Just Do It campaign featured athletes like Bo Jackson, Michael Jordan, and Roger Federer — people who’ve weathered storms and moved mountains to become some of the best athletes to ever exist; people who embodied what determination and perseverance looked like. 

With the combination of these athletes, Nike’s stellar products, and a well-crafted ad campaign,  Just Do It became about more than just shoes. It became a slogan that encouraged people to pursue their dreams relentlessly, no matter the hurdles and obstacles they encountered. 

At its core, a UVP inspires. Whether it inspires belief in yourself or trust in the brand, a good UVP leaves you thinking, “That’s the right brand for me.”

Here are a few reasons why brands should create UVPs: 

• Differentiation. In a crowded marketplace, businesses need to stand out. A well-crafted UVP helps distinguish a product or service from competitors by highlighting what makes it unique or superior. 
• Clear communication. A UVP succinctly communicates the most important benefits of a product or service. It helps customers understand what sets it apart and why they should choose it over similar options. 
• Brand identity. Just like the slogan Just Do It has become synonymous with Nike, a strong UVP contributes to shaping the overall brand identity. It becomes a central part of how a brand is perceived and remembered by customers. 
• Conversion and sales. A compelling UVP can influence purchasing decisions. When customers see a clear and unique value in a product or service, they are likelier to choose it, leading to increased conversion rates and sales. 
• Market positioning. The UVP helps companies carve out a niche and position themselves as leaders in specific areas, catering to a particular segment of the market.
• Customer loyalty. When customers experience the unique value promised by a brand in its UVP, they’re more likely to become loyal customers. Not only will they keep buying (or subscribing to) the brand’s offerings, but they’ll also recommend the company to others, which results in more business and bigger revenue.

It’s easy to think that creating an effective UVP means you only have to think very hard about a quippy and memorable tagline to describe your brand. That’s not all there is to it, though. Behind every great UVP, no matter how brief, is a thorough research, brainstorming, and iteration process that considers the target audience, competitive landscape, and the unique aspects of a product or service. 

Here are the steps to help you craft an effective UVP: 

Understand your target audience 

The first step is to figure out the people you aim to reach with your product or service (if you haven’t already). To do that, you’ll need to conduct surveys, interviews, and focus groups to gain insights directly from your audience. You should also pay attention to customer reviews, comments, and social media interactions to understand their opinions and experiences. 

Here are some data points you should collect: 

• Demographics. Identify your audience’s basic demographic information, such as age, gender, income, education, marital status, and geographic location. 
• Psychographics. Explore the attitudes, lifestyles, interests, and values of your audience. This will help you understand their motivations, aspirations, and the factors that drive their decision-making.
• Behaviors. Analyze the behaviors of your target audience, both online and offline. What websites do they visit? Do they prefer to shop online or offline? What kind of media do they consume? The answers to the questions will determine how you’ll incorporate your UVP into your marketing channels.  
• Needs and pain points. Identify your audience’s specific needs, challenges, and pain points. This way, you’ll know the problems they’re trying to solve and the goals they’re trying to achieve.
• Communication channels. Determine the preferred communication channels of your target audience. Are they active on social media? Do they prefer email communication or traditional advertising? This helps you figure out the best channels to use to draw attention to your brands’ UVP.
• Competitive awareness. Analyze how your target audience interacts with your competitors. Find out what they’re looking for in alternative products or services so you can highlight your product’s ability to provide that in your UVP. 

Pro tip: To help organize this data, create detailed buyer personas representing different segments of your target audience. Personas should include fictional characters that embody the traits, preferences, and behaviors of real customers.

Know your competitors

Since your goal is to stand out among your competitors, it only makes sense for you to do a comprehensive analysis of businesses in the same or similar markets as yours so you can understand the competitive landscape, identify the strengths and weaknesses in your industry, and formulate strategies to differentiate your product or service.

Here are some crucial things to do when researching your competitors: 

• Identify your competitors. Clearly define who your direct and indirect competitors are. Direct competitors offer similar products or services to the same target audience, while indirect competitors may address the same needs but with different solutions.
• Product or service offerings. Analyze the products or services your competitors offer. Understand their features, quality, pricing, and any unique selling points they emphasize. This helps you identify gaps or opportunities for improvement in your offers. 
• Strengths and weaknesses. Assess the strengths and weaknesses of your competitors. This includes factors like brand reputation, distribution channels, customer loyalty, innovation capabilities, and financial stability. Identify areas where you can capitalize on their weaknesses or differentiate yourself. 
• Customer reviews and feedback. Examine customer reviews, testimonials, and feedback about your competitors. This information can reveal customer satisfaction levels, common pain points, and aspects of their products or services that resonate positively or negatively with their audience. 
• Pricing strategies. Evaluate the pricing strategies adopted by your competitors. Compare prices, discounts, and value propositions to assess how your offerings stack up. This will help you set competitive prices for own products or services . 

Pro tip: Conduct a SWOT analysis for each competitor. This structured approach helps you systematically evaluate their competitive position and identify areas where you can capitalize on opportunities or mitigate threats.

Identify what makes you unique 

After dissecting your competitors’ products, turn your attention to your own. Thoroughly explore the distinctive qualities, features, and characteristics that set your product, service, or brand apart from others in the market. 

Here are some things you should pay attention to: 

• Strengths. What are you exceptionally good at? This could include specialized skills, unique resources, or a particular expertise that gives you a competitive advantage. 
• Unique features. If you’re selling a product, identify any unique features or attributes of your product or service. This could be innovative technologies, exclusive designs, proprietary formulas, or any other elements that make your offering stand out. 
• Quality. Evaluate the quality or performance of your product or service. If it exceeds industry standards or offers exceptional value, this can be a key differentiator. For example, Wiza , a B2B sales prospecting platform differentiates itself from competitors by highlighting that its email verification tool has a 99% accuracy.

• Customer-centric approach. Consider how your business prioritizes and meets the needs of your customers. Exceptional customer service , personalized experiences, and/or tailored solutions can be powerful selling points. 
• Market niche or specialization. If your business serves a specific niche or specializes in a particular aspect of the market, highlight that in your UVP to position yourself as the go-to provider for a specialized audience.  
• Brand personality. Assess the personality and values of your brand. If you have a distinct brand identity with a compelling story, mission, or set of values, emphasize these elements as part of what makes you unique. 
• Social responsibility. If your business emphasizes sustainability practices or engages in socially responsible initiatives, highlight these efforts. Showing that your company is eco-friendly and environmentally conscious can endear people with the same values.

Pro tip: Conduct a SWOT analysis of your brand, too — the same way you did for your competitors. 

Craft a clear and concise message

At this point, you know who your target audience(s) is, the ins and outs of your competitors, and what makes your product unique. The next step is to distill all this information into a brief and impactful statement that communicates the unique benefits and value you offer in a way that’s easily understood and memorable. 

As you iterate through different UVPs, here are some best practices to keep in mind:

• Simplicity and clarity. Use straightforward language that’s easy to understand. Avoid complex jargon or technical terms that might confuse your audience. The goal is to create a statement that people immediately understand when they read or hear it. 
• Focus on core value. Zero in on the key value proposition you want to communicate. Keep your message focused on the primary benefit or advantage that matters most to your target audience and sets you apart from competitors.
• Eliminate unnecessary details. Your UVP will likely be way too long on your first attempt, but that’s okay. Once you have a first draft, streamline it by removing unnecessary details. Instead of making an exhaustive list of features, highlight the most compelling reason why customers should choose your brand. 
• Emphasize the customer. Your UVP is not about your brand; it’s about your customer. So instead of saying your brand does “X” and “Y” exceptionally well, clearly articulate how “X” and “Y” can solve a problem, fulfill a need, or improve the lives of your target audience. 
• Use powerful language. Choose words that evoke emotion and resonate with your audience. Persuasive language that conveys a sense of urgency or exclusivity can be particularly effective at helping you create a memorable impression. 
• Consider the medium. Tailor your message to the medium through which it will be communicated. Whether it’s a website headline, a social media post, or a verbal pitch, adapt the language and length of your UVP to suit the medium while maintaining clarity. 
• Test for understanding. Test your message with a sample audience to ensure that they easily understand and resonate with it. Adjust your wording based on feedback to improve its effectiveness.
• Repeatable. It’s best if your UVP is like a catchphrase: repeatable and memorable. Ideally, your audience should be able to recall and communicate your UVP to others. This increases brand recognition and word-of-mouth marketing. 

Let’s go back briefly to Nike’s UVP, Just Do It . It started as a marketing campaign in 1988 and its enormous success caused Nike to adopt it as a tagline for the business. Now, Just Do It is on Nike’s website, on multiple products, and their social media profiles. 

Integrating your Unique Value Proposition into your website, social media, and other marketing channels can help you build brand consistency, reach a wider audience, and reinforce the unique benefits of your product or service. 

Here’s how you can do this: 

• Hero section or homepage banner. Feature your UVP prominently on the homepage using a compelling banner or hero section, so it’s one of the first things visitors see when they come to your site.
• About Us page. Provide a detailed explanation of your UVP on your About Us page. Share the story behind your brand and how your UVP addresses customer needs.  

Social media 

• Profile bios. Update your social media profile bios to include your UVP (or a concise version of it). Use the character limit judiciously to convey your message. 
• Posts and updates. Infuse your UVP into your regular social media posts and updates. Use visuals, hashtags, and captions to center your UVP, as Nike did with this tweet: 

Email marketing 

• Subject lines. Incorporate elements of your UVP into email subject lines to grab your subscribers’ attention. Relate your UVP to the value they can expect from opening the email.
• Email copy. Integrate your UVP within the body of your email messages by articulating how your product or service can address the recipient’s needs or problems. 

Content marketing

• Blog posts. I ntegrate your UVP naturally within your blog content . Use storytelling or case studies to illustrate how your product or service embodies your unique value. 
• eBooks and whitepapers. If you create longer, more in-depth content like eBooks and whitepapers, weave your UVP into them by clearly demonstrating how your solutions differ from others in the industry.

Product creation 

If you sell physical products, incorporate your short and memorable UVP into your product design. For example, if you make custom shirts, emblazon your UVP across the front, back, hem, or arms of the shirt. If you can’t put the UVP on the product, include it in its packaging. 

Online advertising 

• Ad copy. Craft ad copy that succinctly communicates your UVP. Whether it’s a digital display ad or a print advertisement, focus on the key message that sets you apart. 
• Visuals. Use visuals that support or enhance your UVP. The images and graphics you post should align with the unique benefits you’re promoting.  

In-person events 

• Booth displays. If you participate in trade shows or events, design booth displays that prominently feature your UVP.
• Networking and presentations. Include your UVP in your networking conversations, slide decks, and presentations. This allows you to communicate your unique value to potential partners, clients, or investors. 

Nike’s Just Do It isn’t the only successful UVP there is. Tons of other companies have created effective UVPs that have carried them through the years. Here are three other examples of successful UVPs and why they work: 

Apple – Think Different 

Just like Just Do It, Think Different, on its own, is a pretty vague statement. But when you think about the history of Apple, its innovative former CEO, Steve Jobs, and all the amazing technology the company has put out since its inception, you’ll understand why Think Different makes sense as Apple’s UVP. 

When Steve Jobs released the Think Different ad in 1997, Apple was selling the MacIntosh, which was a simple personal computer. But the slogan promised much more than a PC. Apple used this slogan to tell consumers that it’s taking a novel approach to technology and that buying Apple’s products is a chance for them to become part of the revolution. 

The Think Different slogan also appealed to creative tech professionals who were looking to pioneer a new wave of technology. It said to them, “Come work at Apple; we need people like you who think differently to help us bring our vision to life.”

Fast forward 27 years later and Apple has now established itself as a leader in the technology industry. The company’s dedication to innovation, introduction of mindblowing products, and outstanding customer service have earned it a loyal customer base. 

Lesson: What’s the core reason you provide the product or service that you do? Highlighting this reason in your UVP can help you speak directly to people who share the same values as you. 

Amazon – Earth’s most customer-centric company

Of all of Jeff Bezos’ annual letters to shareholders, my favorite is the 1997 letter , where, after describing the long-term goals of the company, he emphasized how Amazon plans to leverage the Internet to serve its bibliophile customers. 

In the letter, Jeff Bezos writes, “From the beginning, our focus has been on offering our customers compelling value. We realized that the Web was, and still is, the World Wide Wait. Therefore, we set out to offer customers something they simply could not get any other way, and began serving them with books. 

We brought them much more selection than was possible in a physical store (our store would now occupy 6 football fields), and presented it in a useful, easy-to-search, and easy-to-browse format in a store open 365 days a year, 24 hours a day… We dramatically lowered prices, further increasing customer value… Repeat purchases and word of mouth have combined to make Amazon.com the market leader in online bookselling.”

Amazon’s UVP, which doubles as its mission, centers around customer service, convenience, and a vast selection of products — all of which Amazon has aspired to for nearly 30 years as seen in Bezos’ letter. 

Now, Amazon is the go-to marketplace for just about anything — books, toiletries, clothes, skincare, home appliances, etc. — and its reliable delivery service and amazing customer service team only serve to improve the shopping experience for its loyal customers. 

Lesson: Focus on your customers. Every step you take, product feature you release, and service package you offer should benefit your customers somehow.

Uber – The smartest way to get around 

Uber takes the classic “Identify a problem, provide the solution” approach to its UVP. Without explicitly saying it, Uber reminds you of how deeply inconvenient it is to find and book a traditional taxi. 

You’ll have to make multiple phone calls to impassive dispatchers in hopes of finding a taxi, and when the taxi arrives, you have to explain to the overworked driver how to get to where you’re going. when you manage to get there, you have to pay cash — which isn’t ideal because sometimes, you may not have enough cash or the cabbie may not have change. 

It’s a frustrating experience. 

But Uber offers a more streamlined alternative. With just a few clicks, you can get a car to come directly to you, with the driver knowing exactly where you’re going. And when it’s time to pay, you can go cashless, so you don’t have to worry about not having enough bills.

It is the smartest way to get around. 

Lesson: Distill all the benefits of your product or service into a single statement. 

Here’s a comprehensive template you can use to craft an effective UVP for your brand, product, or service: 

[Your business name]

[Your product/service name]

Step 1: Identify your target audience

• Description:
• Demographics (age, gender, location, income, etc.)
• Psychographics (interests, values, pain points, etc.)
• Needs and wants:
• What are the primary needs and wants of your target audience related to your product/service?
• How they use your product/service:
• Describe how your target audience will use your product/service to solve their problems or meet their needs.

Step 2: Conduct competitor analysis

• Competitor 1:
• [List the competitor’s strengths]
• [List the competitor’s weaknesses]
• Competitor 2:
• [Listthe competitor’s weaknesses]
• [Add more competitors as necessary.]

Step 3: List the key features of your product or service:

• [Feature 1]: [Brief description of the first key feature]
• [Feature 2]: [Brief description of the second key feature]
• [Feature 3]: [Brief description of the third key feature]
• [Include additional key features as necessary]

Step 4: List the benefits customers get from your product/service: 

• [Benefit 1]: [ Explanation of the first primary benefit to the customer]
• [Benefit 2]: [Explanation of the second primary benefit to the customer]
• [Benefit 3]: [Explanation of the third primary benefit to the customer]
• [List additional customer benefits as necessary]

Step 5: Describe what sets your product/service apart from competitors:

• [Differentiator 1]: [Explanation of the first key differentiator that sets your offering apart]
• [Differentiator 2]: [Explanation of the second key differentiator]
• [Differentiator 3]: [Explanation of the third key differentiator]
• [Include additional differentiators as necessary]

Step 6: Define your Unique Value Proposition

• [Create a clear, concise statement that combines your target audience’s needs, how your product/service meets those needs, and what distinguishes it from competitors.]

Step 7: Validate your UVP

• Feedback gathering method:
• How will you gather feedback on your UVP (e.g., customer interviews, surveys, focus groups)?
• Adjustments:
• Note any adjustments or iterations made to your UVP based on feedback received.

For even more free templates check out the guide below!

There are about 350 million companies worldwide right now, and the products and services each of them offer vary across industries. However, if you offer digital products like online courses, eBooks, and paid communities, Thinkific is a great platform to use to help you decide on your unique value proposition. 

This may seem like a bogus statement to make, but the truth is that the tools you use to make your offers play a significant role in how you position your products in the market. If your tech stack doesn’t allow you to incorporate Virtual Reality into your products, then VR can’t be a part of your UVP. This means that competitors who use VR in their products might have a competitive advantage over you. 

If you choose to use Thinkific to create and sell online courses, and build a thriving community, you’ll get access to a myriad of scalable features that can differentiate you from your competitors. These features include: 

• Stunning course templates designed by experts;
• Drag-and-drop course builder, so you can design your courses the way you want;
• Interactive elements like gamification, simulations, quizzes, assessments, and surveys to keep learners engaged and boost their retention;
• Customizable website and landing page themes, so you don’t have to create your site from scratch;
• Marketing and eCommerce features to help you sell and promote your digital products;
• Optimized checkout options, so customers can pay you from anywhere in the world;
• Community-building tools to encourage collaborative learning and foster human connections;
• Ability to monetize your community by selling gated content, selling as an add-on to a course, or selling as a standalone product;
• Robust analytics to gain insights into student progress and engagement;
• Custom mobile apps for your online courses and communities;
• Access to 80+ apps in the Thinkific App Store to improve engagement, boost sales, and customize your learning environment.

Want to check out Thinkific? Sign up for the free plan today . 

Althea Storm is a B2B SaaS writer who specializes in creating data-driven content that drives traffic and increases conversions for businesses. She has worked with top companies like AdEspresso, HubSpot, Aura, and Thinkific. When she's not writing web content, she's curled up in a chair reading a crime thriller or solving a Rubik's cube.

• 10 Best Marketing Courses
• How To Use Webinars To Promote Your Courses (Complete Guide)
• How to Create a Sales Funnel to Sell Online Courses (Sales Funnel Template)
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How to Create a Compelling Value Proposition (with 6 Examples…)

How many products have you come across with “award-winning” or “unlock your potential” smeared across their marketing collateral? Urgh . In a crowded market, these worn-out pitches just don’t work.

To snag your prospect’s attention, you need to replace those fancy-sounding promises with a solid value proposition. You need to clearly articulate your product’s unique benefits in a way that’s relatable to your target customers.

If you’re a lesser-known company, your value proposition statement carries even more significance. It needs to intrigue and compel a prospect to try your company’s products.

In this article, you’ll learn how to create a compelling value proposition that persuades your prospects to choose you over your competitors. Let’s start by defining what, exactly, a value proposition is–and what it isn’t.

What Is a Value Proposition?

For businesses, a value proposition is crucial to communicate their product or service's benefits clearly and differentiate themselves from competitors. It provides a clear and compelling reason for customers to choose their product or service.

For example Wynter, a B2B message testing platform, puts a data-backed proposition on its homepage for its visitors. “Get up to 73% more demos and signups through better messaging.”

Do not confuse the value proposition with the tagline of your company– your value prop lays out the benefits of your product, while the tagline is a catchphrase to help prospects remember and recall your brand.

According to Mihaela Muresan , marketing strategist and brand architect, “The slogan should be the artistic and condensed expression of a well-defined value proposition, memorable and embedded in the brand personality.”

It’s also different from your positioning statement —which is a subset of the value prop—and meant to communicate the benefits of your product for a particular campaign or a specific audience persona:

Importance of a Value Proposition

Many founders struggle to articulate what their company offers in a succinct manner. If it’s such a common challenge, why even bother creating a good value proposition?

Here are the top three reasons:

• Differentiation from competitors: As per Gartner’s Global Software Buying Trends , the average buyer considers up to five software providers before making a choice. Your value proposition statement is a competitive advantage that convinces them you’re better than the rest. It can align your marketing strategy across different channels.
• Ensure prospects spend more time on your website: In a 2011 study , NNGroup found that users spend only 10-20 seconds on a website. If you can clearly communicate your value proposition in under 10 seconds, you can get visitors to spend a few minutes on your company website. Today, users may press the back button even sooner, so your proposition is even more important.
• Increase your sales: The best value propositions make your sales team’s job easier. They give your potential customers a compelling reason to buy from you that isn’t based on price. In fact, we mention ‘nailing down your unique value prop’ as the first step for practicing value-based selling .

How to Write a Strong Value Proposition for Your Business

Picture this: You conduct market research to get a feel of the competition. Then you begin writing your value prop. You badly want to craft something unique . But you end up hitting a wall. What if I told you that you don’t need to compose something out of this world?

Here are a few simple steps you can follow to draft an effective value proposition:

Learn the Types of Consumer Benefits

Even if the product or services you sell aren’t unique—which will be the case for most of us—you simply need to find a weakness of the competition that your product excels at. Then, highlight that benefit in your value proposition. This will help you stand out in your target market’s mind.

And there are only so many ways you can offer benefits to consumers. Below is a categorization based on Anthony Tjan’s (CEO, Managing Partner and Founder of the venture capital firm, Cue Ball) Harvard Business Review article that can come in handy:

• You offer high quality
• Be the cheapest product in the market
• You sell a wealthy lifestyle to aspirational consumers
• You offer basic goods or critical info that your target market can’t do without

If the above framework doesn’t resonate, you can read the five value nets suggested by strategists David Bovet and Joseph Martha. The goal of the exercise is to find what you’re selling: the customer experience, ease of use, or something else.

Conduct Customer Interviews

If you already have your ideal customer profile (ICP) figured out, you can probably skip this step. Otherwise, you need to conduct some research on your customer’s needs , pain points, and understand how they imagine their world, and phrase the problems your product solves. Interviewing them is one of the best ways to tighten your positioning.

Emma Straton, a messaging and positioning expert at Punchy , recommends a few questions in a LinkedIn post below that you can use to get to know your customers better.

Alternatively, unlock the power of effective customer profiling with our comprehensive Ideal Customer Profile Templates, designed to help you understand, attract, and engage your target audience like never before.

Use the Value Proposition Canvas

Integrating elements from behavioral psychology and design thinking, the value proposition canvas is a great visual tool to craft your unique value proposition (UVP). It consists of two parts: the customer profile and the value map.

In total, it consists of seven areas to explore, with a question for each area of exploration (as visible in the graphic below). If it interests you, you can learn more about Peter Thomson’s proposition canvas here .

For example, below is a canvas for Evernote, a note taking mobile app. Its value proposition is “anchored on simplicity and speed.”

Settle on a Simple Structure

You’ve learned various tactics and frameworks to create a UVP. But don’t overcomplicate the process. Remember, a key ingredient of a value prop for visitors is clarity. It even triumphs over persuasion .

How can you keep your message clear?

Peter Caputa, the CEO at Databox, highlights the importance of defining “who you help” first when thinking of your positioning. Therein lies the answer.

He says, “Your buyers don’t care about how you do what you do or what beliefs you have, at first. (That matters, but not at first).

They want to glance at your home page or your LinkedIn profile , do a quick Google search & find someone who helps PEOPLE LIKE THEM with PROBLEMS THEY HAVE. You get one second of consideration before they swipe left.”

He offers a simple starting point for your positioning (which you can also use for your value prop): "I help [type of companies] who struggle with [problems].”

“Let them ask how, why, etc,” he goes on to say.

You can model the above statement in the second person to begin drafting your UVP. Indeed you can expand it into a simple structure below:

• A benefit-driven headline : Based on Caputa’s suggestions above, you can use a simple statement like, “We help [your target market] who struggle with [problems in the words of your customers]” to start.
• Subheadline : You can use what they call an H2 (or heading 2 tag) in SEO to expand on the benefit above. It can include specific features, why what you do matters, or even another follow up benefit.
• Hero image : Using a visual that shows your product in action is a nice touch. They can convey your value faster than words or support your copy.
• Relevant call to action (CTA) : Most software product landing pages follow on their promises made with a relevant CTA, such as “Sign up for free” or “Get a demo.”

The Trello homepage follows a neat structure of the kind we discussed above. Besides a headline, subtitle, and a visual on the right-hand side, they also have a link to “Watch video” of the product.

Note that research by Speero found descriptive value propositions get noticed quicker. So put your copywriting chops to use to ensure you get more text on the page.

Validate Your Value Proposition

Peep Laja, the founder of Wynter and a conversion rate optimization thought leader, says, “If I could give you only one piece of conversion optimization advice, 'test your value proposition' would be it.” So once you have your UVP, here are some ways to A/B test it:

• Run PPC ads : Once you’ve your company’s value proposition, put it front and center on a landing page. Then run Facebook or Google ads to validate it.
• Use A/B testing tools : You can also use Wynter , a B2B message testing tool, to put your value proposition in front of your ideal customers. It can help you derive qualitative insights into where you’re falling short.

Before you use your value proposition in your marketing campaigns, you want to feel confident about it. Emma Stratton drives the point home beautifully , “I believe validation is really confidence. Do whatever it takes for you to feel confident about the new positioning and messaging.

Because if you don’t feel confident, you might not put it out there consistently – which is the only path to true validation. Validation is confidence. And confidence is critical!”

6 Great Value Proposition Examples (+ 2 Average Ones)

To get your creative juices flowing, I have compiled eight examples of compelling value propositions with some notes on why they work. You won’t find large corporations like Apple or Uber—instead, they are all B2B and SaaS companies that did a great job.

I am not the ideal customer for some of these businesses, so take my comments with a grain of salt. :)

App and software deals are appealing to most SaaS professionals. So AppSumo drives its value prop with a convincing promise. They already live up to this promise in the second line itself by offering an “additional 10% discount” on the first order.

I also like how they've displayed their software lineup, along with the offered deals, right next to the key messaging.

2. Y Combinator

Y Combinator puts forth its selling point to entrepreneurs in a succinct yet impactful sentence. The photo and impressive numbers on the RHS back them and make a strong case for startups to work with them.

3. Linktree

The headline hooks with an emotional phrasing "Everything you are." But, in the second half, they get functional and speak of a tool their audience may relate to. The numbers establish strong social proof, while the CTA prompts users to claim their username. The images on the right show the tool in action and highlight the use cases.

The headline of CXL is attention-grabbing for an ambitious marketer. The text below elaborates on what they teach (in-demand marketing skills) and the mode through which they do it ( online courses ). The testimonial on the right establishes social proof as well.

Using simple text, Beacons nails their UVP. They lead with what matters the most to their audience of creators. Then, the subheadline expands on how they do it and nudges the visitor to sign up by offering a “free” version.

The company puts a couple of key benefits for drivers—its target audience —front and center. The added bullet pointers are straightforward and elaborate on these. And the visual on the RHS creates intrigue about its unique feature.

7. ConvertKit

While I love the company’s email marketing software and its founder, Nathan’s, wisdom on social media, their value prop falls short. They probably want to become the default marketing platform for all creators —so they use a rotating value proposition. The keyword ‘book’ and the image on the left keep rotating to address different types of creators. This leads to a “ fuzzy positioning ,” as Peep Laja would say.

Their headline itself, “the creator marketing platform”, doesn’t communicate any strong benefit of using the product.

Agencies are challenging to differentiate. In the case of CIENCE, they begin with a rather generic title that they offer services and software. In the subheadline, they expand on that with more of what they offer. And use some high-sounding language to go with it. Their messaging seems focused on themselves instead of making their audience the hero.

Value Proposition Template

If you’re looking for a quick template to write your value prop, here are a couple of options:

1. Geoff Moore’s value proposition template: A management consultant, Geoff’s framework relies on five simple questions:

• For [your target customer]
• Who [statement of need or opportunity]
• Our [product name]
• Is [your product’s category]
• That [the main benefit your product offers]

Here’s an example showing the framework in action:

2. Venture Hacks’ high-concept proposition template: Created by venture capitalists, this framework relies on piggybacking on top of an existing renowned company that has disrupted its industry.

It goes: [Proven industry example] for/of [new domain].

Here are a few examples using this template:

Pro Tip: Use ChatGPT to Generate a Several Value Propositions

How would you like some automation from AI overlords to help write the first few drafts of your value prop?

Here’s a prompt you can use in ChatGPT to get started: “I'm the sales leader of a B2B SaaS company. Ask me five specific questions - one by one. Wait for my response before asking the next question. When you have answers to these five questions, use them in a one-line strong compelling value proposition statement that my sales team members can use while pitching on cold calls .”

Once you share your answers, you may need to give a follow up prompt, such as, “Make 5 of these statements. Make them one-liners.”

Below are five value prop statements I got. Any guesses on what SaaS product this company sells?

If you prefer following a specific framework or want to align your value prop to your brand personality, you can even train ChatGPT on it first by sharing those details. Then have it ask you questions and come up with some value propositions. Of course, treat any of these UVPs as starting points and make them your own.

Your Value Proposition Should be Relevant, Short, and to the Point

Consumers are spoiled for choices today. Further, many SaaS businesses have similar website designs with vague promises. You need a clear value prop that speaks to your customer’s problems in the language they speak. That’s the only way to get your prospects to pause and pay attention.

So embrace the process, invest time in refining your message, and let your value proposition shine as a powerful magnet, attracting your ideal customers and propelling your business toward greatness.

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How to Write an Online Business Plan in 2024

Written by Vanessa Petersen on July 26, 2023 Blog , Sell Online .

You’ve committed to turning your ecommerce or online business idea into something real. You want your small business to produce revenue and change the course of your life, but what’s your first step in realizing your dream? Developing a plan. If you’re not sure about how to write an online business plan, you’ve come to the right place.

One of the most essential tasks involved in starting any kind of business is to write a business plan. An online business plan won’t look that different from a traditional business plan and will include many of the same elements.

In this post, we’ll show you how to write an online business plan, including all the components and sections. We’ll also walk through how WooCommerce can help you put your plan to action and achieve your business goals.

Why write a business plan? 

Starting your own business is a great experience and something that will shape your life, fill you with self-confidence and independence, and inspire other people around you. A new business is also a serious endeavor that will take time, money, sweat, lots of decisions, and a degree of risk.

A traditional business plan template helps you document and keep track of your business goals, challenges, opportunities, and all the steps and processes involved with making your idea work. It will help you conduct thorough market research and set you up for success.

When you write a business plan, it can confirm that you’ve found the best online business to start , or provide clarity about the need to pivot.

It details all the things you will need to do in order to successfully launch and grow your business, and may include revenue projections, timelines for specific goals, concept art for products, and architectural drawings for any brick and mortar aspects of your business. 

Business plans help create a structure for your company’s development and keep you grounded in reality, focused, and not distracted by less important matters. 

If you have more than one person helping run the business, the business plan also keeps everyone unified around the same set of goals and objectives. 

Another reason to write a business plan is for situations where you are presenting your idea to someone else and asking them to invest. In that scenario, your business plan is also a sort of sales document. It makes the argument for why your business idea is so good and well-considered that an investor should want to be a part of it. 

But even if you’re self-funding your entire business — which is more common with online businesses — you still want to write the plan for the reasons given earlier.

The benefits of running an online business

Starting an online business or ecommerce store offers many of the same great benefits as any other business, but without as much risk. If you’re thinking of starting a business, here’s why an online one is a great option:

It has low startup costs

Without a storefront, you eliminate so many costs of running a business. With all the bills that come with having property — like rent, parking, furnishings and decor, etc. — there’s a much higher investment required to start a brick-and-mortar-based business. Online businesses still have startup costs, but they are much lower. 

It gives you freedom over your schedule

With an online business, you have more freedom to set your own hours, because you don’t always have to be open during the usual times. You can build your business to suit the lifestyle you want. Rearrange your time to get things done in the fastest possible way and take time off when you need it. 

You can start small

Once you have a location, it’s yours, and you have to make it work. With an online business, you can start very small, offering just a few products or even just a single service. You can more easily test the waters without making huge commitments with inventory, and other physical investments.

You can more easily pivot

If your online or ecommerce business doesn’t do as well as you expected, it’s easier to pivot and adapt to something new because you haven’t committed so much to making your original idea work. There are many business success stories where the business owner adjusted their idea after gaining some experience, and then it took off. It’s a lot easier to do that when you aren’t tied to a physical location.

But, there’s one thing online businesses have in common with every other type of business: You need a robust business plan to help guide your idea from concept to a successful reality that makes money and fulfills your dreams and goals. 

So, let’s get into business planning. 

How do I write my own online business plan?

Most formal business plans and business plan templates include seven sections, plus an executive summary. You’ll need to keep in mind who you’re writing your business plan for. If you are taking this to potential investors or will be seeking a business loan, your business plan needs to sell the idea of your business as a great investment opportunity and communicate the skills, expertise, and commitment you personally bring to the table. 

Here are the key sections of a traditional business plan format:

• Executive summary
• Company description
• Market analysis
• Organization and management
• Service and product line
• Sales and marketing plans
• Financial projections
• Funding request (if working with investors or partners)

Here’s a brief look at each step of creating an online business plan:

Draft an executive summary

In the executive summary, the first section of almost every business plan template, you’ll present your vision and focus on building excitement. If the business plan is a sales document, the executive summary is the lead. It gets the reader engaged and excited to hear more. 

Your executive summary should achieve two goals:

• Deliver the basic facts about your business
• Motivate the reader to keep going and get them excited about your idea

What facts should you include? Whatever helps the reader understand your business idea. Describe the industry and niche. Mention the target market. Briefly state the needs or problems your products and services will be solving. Touch on the potential for growth in terms of revenue and customers. 

For motivation, describe your mission statement and company values. What will set you apart from the competition? What is your value proposition as a business owner? What makes you different? Again — keep this brief. You’ll elaborate later. 

It might be a good move to write all the other sections first, then finish with the executive summary so it will be the most concise and best version of how you describe your business.

Write a company description

Here, you’ll give a brief overview of your company. What are your strengths, skills, and areas of expertise as a business owner that will position you for success? If you have a compelling story behind why you’re starting your business, you can include that too.

Conduct a SWOT analysis 

If you’re not sure where to start, consider doing a SWOT analysis , which is a diagram outlining your strengths, weaknesses, opportunities, and threats. 

It’s a common part of many business plans and will help paint a realistic picture of what your business can achieve, and what stands in the way. You won’t include all of this in the company description, but your strengths and opportunities may fit here. 

Create a mission and vision statement

The company description is also the place to create a mission statement and a vision statement. What’s the difference between these? 

The vision is where you’re going, the mission is how you’ll get there. A vision statement paints a picture of a future reality for your customers and perhaps the world at large, as a result of your company’s influence. A mission statement expresses how you will achieve that.

The company description can elaborate on your vision and mission beyond just a single sentence, and later you can fine-tune what you write into a succinct pair of statements. Feeling some writer’s block? See company description templates by industry for some inspiration.

Include any unique attributes

If your company will involve particular attributes such as manufacturing, supply chains, dropshipping, affiliates, coaching or advising, online courses, or other relevant particulars, include that in your company description, too. 

State your business location, industry, niche, and other details

Also, state the location of your business, even though it’s online. Name your industry and niche target market again, and describe the nature of your company. For example, is it an ecommerce business, a consulting firm, delivery service, wholesale, or ad-based website? These are just some of many types of online business structures. 

You may also want to include whether your business is in any special class of business that might position it for special loan or grant opportunities like women-owned businesses or veteran-owned businesses.

After reading your description, readers should have a good understanding of what your business is about, why it exists, and how it works. Here’s a detailed look at company descriptions , with an example.

Perform a market analysis

A market analysis uses industry research to assess the scope of your business’s target market and describe the current competition in your industry. It can help you estimate the potential for success and prepare for the challenges you may face when you launch your online business or ecommerce shop.

Doing this research, and including it your business plan, can also help you:

• Identify industry trends
• Pinpoint opportunities 
• Diminish risks and reduce costs
• Generate new ideas for products and services
• Learn from the failures and shortcomings of your competitors
• Find ways to stand out from your competitors
• Discover new markets
• Refine your marketing plans

Now let’s dig into the elements involved in a thorough market analysis.

Understand your audience

Here, you will explain in detail who your target customers are and why they want or need what you’ll be selling. What problems or needs does your product solve? What will motivate people to buy from you? And why can’t they get it somewhere else just as easily? An ecommerce business competes against other ecommerce businesses as well as brick-and-mortar stores and shopping malls. Stores with omnichannel strategies compete with both. Why would someone choose you?

Share your key customer demographics, psychographics, and interests. Who will you be serving? What drives them? 

What are their values? If your product, service, or personal brand will appeal to a customer segment that also shares particular values, that’s a strength, not a weakness, and you can use that to win them over. 

Perform customer segmentation

Break down different categories of target customers your business plans to serve. One category could be age. Another might be life situations such as retirees, parents, divorcees, or living with older relatives. You could create a segment of people with particular health conditions, or who live certain lifestyles. 

But you can also get way more specific than that. Runners are different from hikers, who are different from bikers, yoga enthusiasts, and gym enthusiasts. Different supplements, philosophies about food, motivations for eating various foods — all of these present near endless possibilities for more narrowly defining your customer segments, all under the broad category of ‘health.’ And you might serve multiple segments. 

The more customer segments you know, the more effectively you can market to them. In an online store, good product descriptions call out the various customer segments that product is designed for.

Also, give a sense of the potential size of your target market. How many people need what you’re selling? Show how this market is large enough to justify your business and drive revenue. You might do this by studying revenue reports from other companies in your industry. Or look at specific products related to yours and research their sales and revenue performance. 

You may also perform a survey of some kind, or an online quiz, and use that to express the needs your potential customers have that aren’t currently being met.

Perform a competitive analysis

Study your competition. What are they doing well? What areas are they underserving? Where are they underperforming? Make note of what other companies in your industry are struggling with or failing at so that you can deliver something more valuable and gain a competitive advantage.

It could be product quality, customer service, or selection. Maybe their ecommerce store is badly designed and hard to use. Perhaps there’s a huge industry serving the masses, but customers who have more particular tastes or needs aren’t being well-served by the big companies. Those customers might spend more on something that delivers what they really want. 

Maybe your key competition has been rocked by scandal. Maybe a company went out of business, was sold, or closed down due to retirement and there’s an opening in the market you want to leverage. 

The main point of the competitive analysis is to persuade investors that there’s an underserved market that your business plans to cater to. You must be able to promise something that no one else is currently delivering. Otherwise, why should your business exist? Put them at ease by demonstrating proper market research.

Refer to your SWOT analysis and present any potential threats from the competition here, too.

Outline management and organizational structure

Next, present your management and legal structure. Is your company an LLC, sole proprietorship, S corporation, partnership, or some other arrangement? Who’s in charge of what? If you have different departments, list out the leadership for each one. If relevant, you might even include some information about the expertise of your leaders concerning the areas under their charge and the tasks they’ll be performing.

Remember — if your business plan will be used to persuade investors to help fund your business idea, this sort of information will reassure them that your company has strong and competent leadership. 

If there’s a chain of command, use a diagram or other method for laying out who reports to whom. 

List your products and services

What are you selling? You’ll touch on this briefly in the earlier sections, but here is where you’ll expand on the details. If you have an array of similar products, such as food flavors or clothing variations, list as many as seem relevant. But focus on the spirit of the business plan — you’re simply communicating what your business is about, not listing every SKU in your projected inventory. 

Also, include information about your products such as quality, durability, expirations, patents, and whatever else will give a clear picture of what you’re selling.

For service businesses and memberships that may include multiple packages, bundles, or tiers, describe each of these so your readers get a sense of how you’ll appeal to different types of customers and price points. 

Develop a sales and marketing strategy

Having products is great, but how do you intend to sell them? How will people find your business? How will anyone know you exist? And once they know, what will motivate them to buy from you and not from your competition? What is your unique value proposition — the thing that sets you apart from your direct competitors?

You’ll need to develop an initial marketing plan to help promote your business, products, and services to your target customers.

And remember, competition isn’t limited just to other businesses. Sometimes, competition is against the customer’s time, or their budget, or mere indifference — the conflict between doing something and doing nothing. Your SWOT analysis should touch on several of these potential barriers to the success of your online business.

Your marketing plan will obviously change over time, but give your readers and potential investors a sense of how you plan to launch and grow your business. 

Discuss media channels you plan to use, such as pay-per-click (PPC) ads , social media , email marketing , affiliate marketing , direct mail, referrals, joint ventures, search engine optimization (SEO), webinars, influencer marketing , and live events. Describe the ones you actually plan to use, and explain the core strategy you’ll begin with and how you will measure success. 

Also, include a sense of your marketing budget. If you will have a dedicated marketing team, or actual sales professionals using a particular process or sales script, discuss that as well. 

For ecommerce businesses, include a discussion of how you plan to leverage platforms like WooCommerce, which features a host of extensions that can help manage your business , engage customers, save money, and promote growth .

Make financial projections

You’ve made a lot of claims in your business plan, but how will your investors be convinced of your future success? At some point, you have to show them the money. 

If this is a brand new business with no income, where will your finances come from for the first year? Give realistic financial projections for anticipated profits and losses, as well as growth expectations for the first five years. Include financial documents if you have them, including profit and loss statements, balance sheets, and cash flow statements. Include costs of employment, manufacturing, and other investments both one-time and ongoing.

Your financial projections should reference your:

• market analysis 
• anticipated sales volume 

Investors will feel more confident when they can see your business plan does not rely entirely on just one or two ‘wins.’ For example, if your entire plan hinges on selling on eBay or Amazon , what happens if Amazon suspends your store, changes the terms, or you struggle to get noticed there? 

If your plan depends on winning over a few Instagram influencers, what if they don’t come through? It’s really easy to say what you hope will happen. But actually making it happen is another thing. Business success happens more easily when you apply a multi-channel marketing and sales approach. 

Your financial projections will feel based in reality, when you can demonstrate some prior successes, either in other businesses you’ve already launched, test audiences, local sales you made, prior experience, or data from other businesses. 

Explain your funding request — if applicable

If you intend to ask investors to help fund your business idea, present your request in the final main section of your business plan. If you’ve already secured funding from other sources, include that here as well. An investor will feel better knowing they are not the only one who believes in the potential of your business. 

Will your funding request be for a one-time payment, monthly, annually, or at some other interval? How do you plan to repay their investment? Will you allow them to charge interest? How much ROI can you promise them? 

How WooCommerce can help

WooCommerce can help you build a scalable online business that supports your business plan. No matter what you’re selling, WooCommerce offers a suite of flexible tools that allows you to customize your store to meet your needs and goals. 

Here are just some of the benefits your business will enjoy when you choose to build your store with WooCommerce:

• Sell absolutely anything you can imagine . From physical items and digital downloads to subscriptions, memberships, bookings, courses, and affiliate products, WooCommerce provides everything you need. Want to run a wholesale store? You can do that, too!
• Harness the power of WordPress . Since WooCommerce is a plugin specifically for WordPress, you can take advantage of powerful features like the block editor and blogging capabilities. 
• Capture payments securely. Choose from a large number of payment gateways, from popular options like PayPal and Stripe, to more niche processors for specific locations and types of regulated products. And with tools like WooPayments , you can keep customers on-site, capture a variety of currencies, and even accept digital wallets like Apple Pay and Google Pay.
• Customize your shipping options. Offer free shipping, charge based on weight, set fixed prices, or calculate shipping costs based on real-time carrier rates. You can even use extensions like Table Rate Shipping to create complicated shipping rules based on conditions that you set. And with WooCommerce Shipping , you benefit from discounted shipping labels and the ability to print right from your dashboard. 
• Connect to your social media channels. Use extensions to sync your store with social media platforms like Facebook, Instagram, and Pinterest. You can even sell on those platforms alongside your store without having to update inventory and information manually.
• Integrate with marketing tools. Quickly connect your store to any number of marketing tools, from email platforms like MailPoet to CRMs like Jetpack CRM . You can also implement a number of marketing strategies, from abandoned cart emails to loyalty programs.
• Keep track of your numbers. Ecommerce accounting is a big part of running an online business. While you can easily view data in your dashboard, you can also sync with tools like QuickBooks to make your accountant’s life a little bit easier.
• Manage inventory. Update your inventory levels manually or connect to tools like Scanventory to sync with your warehouse. Running low or out of stock? Add a wishlist option so customers get an alert as soon as it’s available.

As you can see, WooCommerce is well-equipped to handle any type of online store and support you as you grow. Here are a few more reasons that WooCommerce should be your go-to choice for implementing the ecommerce side of your online business plan:

WooCommerce itself is free! Many extensions for WooCommerce can also be found for free in the WordPress.org plugins library or on the Woo Marketplace . If you need to start your website with a limited budget, but want to build on a platform that can grow to support a thriving, high-traffic store, WooCommerce is an excellent option.

You have full control over your store

Unlike other ecommerce solutions that are tied to the platform’s own web hosting, WooCommerce is designed to be used with WordPress along with any hosting provider of your choice. You are also free to use whatever payment processor you want without any additional fees from WooCommerce. You can also customize your site’s appearance and functionality more extensively than you can with other ecommerce platforms and with less (or no) coding knowledge.

Thousands of free and premium extensions

There are over 800 free and premium extensions for WooCommerce on WooCommerce.com alone and over 1,000 in the WordPress.org plugins library . There are also hundreds of independent developers and agencies that offer premium and custom extensions for WooCommerce so that you can customize your store with the exact features you need. 

Excellent support and large community of users

WooCommerce is used by over 3.9 million stores — 23% of all online stores worldwide . The support team is available to answer questions and the documentation library is extensive and thorough. There are also plenty of independent resources for learning how to use WordPress and WooCommerce.

Dedicate time and resources to put your online business plan in action

A successful business plan is one that empowers and guides the business owner to launch their online or ecommerce business, and possibly secure funding. But it only works if you use it.

One advantage of starting an ecommerce store or online business is that you aren’t as locked down by deadlines. With a physical location, once you start paying the rent, you better have your business plan ready to put into action. 

But the beauty of being online is that you have more flexibility on the front end. Despite having more wiggle room with your timelines, you still need to keep your momentum going forward. Staying on track with your business projects and goals is one of the keys to reaching profitability sooner and turning your business plan into reality. A few quick tips:

• Schedule your time. Block out hours and specific days to work on your business.
• Treat it like a job, not a hobby. Build on your momentum week after week.
• Always keep learning. Research your industry, competition, target audience, and potential customers. Learn marketing — you can never know too much.
• Try stuff! Take risks, make calls, create campaigns, write content.

Your business plan template should give you a concrete list of tasks and business objectives. Once you write a business plan, then you can implement it.

Frequently asked questions about writing an online business plan

What are the seven steps of a business plan.

The seven key elements of a business plan are the executive summary, company description, market analysis, organization and management, services and products, marketing plan, and financial projections. If you’re making a funding request, that would be an eighth section.

Where can I find business plan templates?

You can find a free business plan template online, for general business plans as well as for specific industries. However, since each business is different and your plan must be authentic and specific to your company — a business plan template can only get you so far. 

If you need design inspiration for your own custom business plan template or want to start with a pre-designed template that you can customize, you can purchase one for a relatively low cost through a stock resources site like Envato Market or Creative Market .

Do I need a business plan if I am already running an online business or ecommerce shop?

Business plans aren’t only for people who are launching new businesses. You can create a business plan at any time to help you maintain or change the direction of your store or just to get a better picture of the health of your business. Below are a few different types of business plans that you might want to consider for your established online business:

• Operational business plan. Outlines the structure of your business operations, staffing, and logistics.
• Feasibility plan. Feasibility plans are like mini business plans that cover new business ideas and outline steps for implementation.
• Growth business plan. This plan is for businesses that want to demonstrate opportunities and plans for growth to attract investors.
• Maturing business plan. This plan is for businesses looking to merge with or acquire other companies, significantly expand, or go public.
• Strategic business plan. Any time your business wants to shift strategies regarding products or marketing or any other major changes to your previous business plan, you’ll want to create a new strategic business plan to address your new goals and the steps involved in achieving them.

What software should I use for my online business plan?

Your business plan should include some images, graphs, and graphic elements in the layout, so you’ll want to at least use word processing software to put your business plan together. If you have access to Google Workspace, Microsoft 365, Canva, or Adobe Creative Cloud, you’ll have some other options that might lead to a more professional layout.

Here’s a list of free and paid software that can help you put together your online business plan outline:

What do investors want to see in a business plan?

The most important piece of information to show investors in your business plan is potential for profitability. Investors don’t want to throw money at a sinking ship, no matter how cool and exciting the business sounds. 

Most investors also want to make sure that they’ll see a decent return on their investment in a relatively short time period — probably around 5-7 years. How much of a return they’ll expect will depend on your industry and what kind of investor they are. 

Investors will also want to see that you clearly understand your business, your industry, and that you have concrete, actionable steps for achieving, maintaining, and growing profitability. They’ll want to make sure that the key people on your team also understand your business and the roles they play and they’ll want to see that each person has a good amount of experience in their field and the required skill sets to fulfill their job duties, if not go above and beyond. 

Any details you can include that highlight unique aspects of your business will also be important. Any area where you have a competitive edge, are offering a unique or proprietary solution, have established any celebrity endorsements, have the backing of other investors, or have secured special grants will be of special interest to investors.

Create your plan for success

Now that you understand what goes into creating a formal business plan, it’s time to write one! Take the time to think through and consider each aspect of the list included in this article, and you’ll be well on your way to finding success.

And WooCommerce is here to support your business every step of the way, with powerful and flexible tools that help your business grow. Start selling online today !

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