unique selling proposition business plan example

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

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

Updated: May 03, 2023

Published: May 14, 2019

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.

Don't forget to share this post!

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10+ Unique Selling Proposition Examples Used by Top Companies

• September 16, 2024

Understanding unique selling proposition examples can be the key to making your business and product stand out . 

In a crowded market, your USP is what sets you apart. 

In this article, you’ll find 12 powerful examples from top companies that have nailed their USPs. 

These insights will help you craft your own and give your product the edge it needs. 

Learn how to create a message that grabs attention and drives sales. 

Don’t miss the chance to take your business to the next level.

What is a Unique Selling Proposition (USP)?

A unique selling proposition (USP) is the defining element that makes your business or product stand out from the competition . It’s what gives customers a clear reason to choose you over others.

Your USP highlights the specific benefit or unique value that only your product or service provides. It could be anything from superior quality, lower pricing, exceptional customer service, or an innovative feature. 

Marketers often condense USPs into short slogans because they need to be memorable and immediately convey why your business is different. Whether you’re selling software, clothing, or food, a strong USP is key to capturing attention and driving customer loyalty.

It’s the backbone of your marketing and helps ensure your message resonates with your target audience .

12 Unique Selling Proposition Examples

A strong unique selling proposition (USP) sets successful software companies apart in a competitive market. Here are 12 real-world examples from top brands that show how they communicate their unique value. 

Use these insights to craft a USP that elevates your own product.

1. HubSpot: All-in-One Marketing Platform

“All-in-One Marketing Platform”

HubSpot’s USP focuses on providing a comprehensive, all-in-one platform that seamlessly integrates marketing, sales, and customer service tools. Whether you’re looking to manage email marketing campaigns , track sales pipelines , or provide customer support, HubSpot brings it all together in one place. 

This eliminates the need for multiple tools and software, simplifying processes for businesses and enabling better team collaboration. It’s especially popular for its user-friendly interface and robust automation features that streamline tasks without overwhelming users—hence their tagline, Powerful, not overpowering .

2. Slack: Simplifying Team Communication

“Simplifying Team Communication”

Slack’s unique selling proposition is built around transforming team communication by offering a platform for real-time, organized conversations. It reduces the reliance on email by allowing users to create dedicated channels for specific teams, projects, or topics. 

Slack integrates with various other tools like Google Drive, Zoom, and Trello, centralizing work in one space. This seamless integration and user-friendly design make it the go-to solution for enhancing communication and improving productivity in both remote and in-office teams.

3. Zoom: Video Conferencing Made Easy

“Video Conferencing Made Easy”

Zoom’s USP is centered on delivering reliable, high-quality video conferencing that’s easy to use for individuals and businesses alike. Its simple interface makes hosting or joining meetings quick, without the need for extensive tech knowledge. 

Zoom’s wide compatibility with different devices and its ability to handle large meetings without significant issues make it suitable for everything from one-on-one meetings to large-scale webinars . Zoom also stands out with features like screen sharing, breakout rooms, and seamless audio/video performance.

4. Mailchimp: Easy Email Marketing for Small Businesses

“Easy Email Marketing for Small Businesses”

Mailchimp’s unique selling proposition lies in providing a straightforward email marketing platform specifically designed for small businesses. 

With an intuitive drag-and-drop email builder, ready-made templates, and automation capabilities, Mailchimp makes it easy for anyone to create and send professional-looking emails. 

It offers scalability as businesses grow, making it ideal for startups and small business owners who need an affordable, powerful marketing tool without the complexity. Mailchimp also integrates with a range of other platforms, further enhancing its functionality.

5. Trello: Visual Project Management

“Visual Project Management”

Trello’s USP is all about simplifying project management through a visual and intuitive interface . Using boards, lists, and cards, Trello allows teams to organize tasks, set deadlines, and track project progress visually, making it easy to understand at a glance.

Its flexibility means it can be adapted for anything from personal to team-based projects. The simplicity of the drag-and-drop system combined with features like task assignment, due dates, and automation through Power-Ups make Trello a versatile tool for managing workflows in any industry.

6. Salesforce: Powering Business Growth with CRM

“Powering Business Growth with CRM”

Salesforce’s unique selling proposition is rooted in being the world’s #1 customer relationship management (CRM) platform , designed to help businesses of all sizes grow.  

Its comprehensive suite of tools allows companies to manage every aspect of customer interactions—from sales and service to marketing and analytics—in one integrated platform. 

With powerful automation features, real-time data insights, and customizable dashboards, Salesforce enables businesses to streamline processes, improve customer engagement, and scale efficiently. The platform’s scalability and adaptability make it a top choice for companies seeking long-term growth.

7. Dropbox: Simple Cloud Storage

“Simple Cloud Storage”

Dropbox’s USP centers on providing a secure, easy-to-use cloud storage solution for both individuals and businesses. With Dropbox, users can store, sync, and share files effortlessly across multiple devices. 

Its intuitive interface and strong security measures, including encryption, make it a trusted choice for anyone looking to safely store important documents. 

Whether collaborating on projects or accessing files remotely, Dropbox simplifies the process with seamless integration with other tools and features like file versioning and recovery.

8. Canva: Design Made Easy for Everyone

“Design Made Easy for Everyone”

Canva’s unique selling proposition is all about empowering non-designers to create professional-quality graphics with ease. 

Its drag-and-drop interface, combined with a vast library of templates, fonts, and images, makes it simple for anyone—regardless of experience—to design everything from social media posts to presentations and marketing materials. 

Canva’s platform removes the complexity of traditional design software, making it accessible to everyone from students to marketers, offering both free and premium features for added customization and flexibility.

9. Shopify: Start Your Online Store with Ease

“Start Your Online Store with Ease”

Shopify’s USP is focused on providing an all-in-one platform that makes it easy for anyone to start, grow, and manage an eCommerce store , even with minimal technical expertise. It offers a wide range of customizable templates, secure payment gateways, and built-in marketing tools to help businesses succeed online. 

Shopify also supports inventory management, customer relationship tools, and multi-channel sales, giving entrepreneurs everything they need to run an online store. Its scalability and user-friendly interface make it the go-to choice for both small businesses and large enterprises.

10. Asana: Work Management for Teams

“Work Management for Teams”

Asana’s USP is centered around simplifying work management for teams by providing tools that help streamline workflows, track projects, and meet deadlines. With its flexible task management system, Asana allows teams to assign tasks, set priorities, and collaborate efficiently on projects of any size. 

The platform’s visual interface, combined with real-time updates, makes it easy to see who’s doing what and when, ensuring accountability and transparency. Asana also integrates with various other tools, helping teams stay organized and productive across multiple platforms.

11. ZoomInfo: Find and Engage with Your Target Market

“Find and Engage with Your Target Market”

ZoomInfo’s unique selling proposition revolves around providing businesses with accurate, up-to-date contact and company data . It simplifies the process of identifying and connecting with your ideal prospects, helping sales and marketing teams find leads quickly and efficiently. 

By offering comprehensive data and insights into potential customers, ZoomInfo enables businesses to engage with the right audience, tailor outreach efforts, and drive better results. 

Its data accuracy and advanced search capabilities make it a powerful tool for businesses looking to streamline lead generation and boost conversions.

12. FreshBooks: Accounting Software for Small Businesses

“Accounting Software for Small Businesses”

FreshBooks’ USP focuses on being the go-to accounting software for small business owners, freelancers, and entrepreneurs. It offers an intuitive, easy-to-use platform that simplifies invoicing, expense tracking, time management, and financial reporting—all without the complexity of traditional accounting software. 

FreshBooks is designed to save small businesses time and hassle, allowing users to focus more on their work and less on managing finances. Its affordable pricing and straightforward interface make it especially appealing to those who need a practical, budget-friendly solution for managing their business finances.

How to Write a Unique Selling Proposition for Your Product

Creating a strong unique selling proposition (USP) is essential for helping your product stand out in a competitive market. A well-crafted USP highlights what makes your product unique and communicates its value to your target audience. 

Here’s a concise 7-step process to help you develop an effective USP that resonates with customers and sets your product apart.

• Understand your audience : Research your target customers to identify their biggest challenges and needs. The better you understand their pain points, the more effectively you can position your product as the solution.
• Analyze competitors : Look at what your competitors are offering and how they present their USPs. Identify gaps or areas where your product offers better or different solutions to stand out in the market.
• Highlight unique features and benefits : Identify what sets your product apart and translate those features into real, customer-focused benefits. Show how your product directly improves their experience or workflow.
• Solve specific problems : Frame your USP around solving your customers’ key issues. Make it clear that your product isn’t just another tool, but a tailored solution to their unique problems.
• Keep it simple : Your USP should be brief and easy to grasp at a glance. Avoid jargon or over-complication—communicate your product’s value in a clear, memorable way.
• Align with your brand : Ensure your USP fits seamlessly with your overall brand identity and tone. It should reflect your core values and the way you communicate with your audience.
• Test and refine : Share your USP with real users or prospects to gather feedback. Refine and adjust it to ensure it resonates with your target audience and clearly communicates your product’s value.

By following these steps, you’ll develop a clear, impactful USP that effectively sets your product apart from competitors.

Common Mistakes to Avoid When Creating a Unique Selling Proposition

When creating a unique selling proposition (USP), there are some common mistakes that can weaken your message and confuse your audience. Avoiding these errors is key to ensuring your USP effectively communicates your product’s value. 

A strong USP should be clear, focused, and truly unique to your business. Here are some common mistakes to watch out for:

• Being too generic : Avoid vague claims like "best service" or "high quality" that don’t differentiate your product from others.
• Focusing on features, not benefits : Customers care about how your product solves their problems, so highlight the benefits, not just the features.
• Trying to appeal to everyone : Your USP should target your ideal customers, not a broad audience.
• Overcomplicating your message : Keep it simple and concise. Don’t use complex language or jargon that can confuse your audience.
• Not backing up your claims : If you make bold promises, ensure you can deliver them with real proof.
• Failing to evolve : Your USP should be revisited as your business grows to stay relevant and competitive.

By avoiding these mistakes, you’ll create a more effective unique selling proposition that resonates with your target audience.

Frequently Asked Questions About These Unique Selling Proposition Examples

When it comes to unique selling proposition examples, you might have a few questions about how to apply them to your own business. Let’s dive into some of the most frequently asked questions to give you more clarity.

Can my unique selling proposition change over time?

Yes, your unique selling proposition should evolve as your business grows or as the market shifts . If you add new features, enter new markets, or face new competitors, you may need to adjust your USP to reflect these changes. 

Regularly revisiting your USP helps ensure it stays relevant and continues to resonate with your audience.

How do I know if my unique selling proposition is effective?

A good way to test your USP is to get feedback from your customers . You want to know if they understand the unique value your product offers and if they see it as a strong reason to choose you over competitors. 

Additionally, monitor key metrics like customer acquisition, engagement, and retention. If your USP is driving these metrics upward, it’s likely effective.

Should my unique selling proposition be included in my marketing materials?

Absolutely. Your USP should be integrated into all your marketing efforts , from your website and social media to email campaigns and ads. It’s the core message that tells your audience why your product is different and worth their attention. 

By consistently highlighting your USP, you reinforce your value and increase the likelihood of converting leads into customers.

Key Takeaways From These Unique Selling Proposition Examples

In this article, we’ve explored what a unique selling proposition (USP) is and how it plays a crucial role in setting your product apart in a competitive market. 

We discussed real-world Unique Selling Proposition examples of successful USPs from software companies like HubSpot, Slack, Zoom, and more, showing how they use their unique features and benefits to attract and retain customers. 

We also outlined a step-by-step process for writing an effective USP, emphasizing the importance of understanding your audience, highlighting your product’s distinct advantages, and keeping your message clear and focused.

The key takeaway is that a well-crafted USP can make a huge difference in how your product is perceived and how well it performs in the market. 

It’s about clearly communicating what makes your solution unique, focusing on solving real problems for your target audience, and ensuring that your message is consistent and memorable.

Edgar Abong

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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.

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Unique Selling Proposition Examples: 21 Brands That Get USP Right

Your unique selling proposition (USP) separates you from the competition. Similar to a unique value proposition , for customers, it’s a reason to trust and choose you ahead of someone else. For you, it’s the linchpin that powers your sales and marketing efforts. But what does a USP look like?   

In this article, we’ll demonstrate what makes an effective USP by sharing some of the best examples from the worlds of SaaS, e-commerce, and DTC. 

You’ll learn why and how these brands get it right so you can follow their lead to unearth your own competitive advantage. 

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Unique selling points vs unique value propositions, spotify for podcasters, goto webinar, death wish coffee, saddleback leather, warby parker, nerd fitness, taylor stitch, what is a unique selling proposition.

A unique selling proposition  (USP) is a statement that communicates your strengths and benefits over your competition’s. A good one makes your product or brand stand out amongst the noise. We have a great blog post on unique selling propositions that you should definitely check out.

USP and UVP are occasionally used interchangeably; but they shouldn’t be. The two are similar, but have different purposes. A unique selling proposition focuses on what separates you from the competition. In comparison, a unique value proposition focuses solely on the benefit that you provide to the customer.

Examples of effective unique selling propositions in SaaS

Stripe is an online payment processing provider that allows businesses to accept payments from their customers. 

It operates in the same market as PayPal, yet distinctly stands out. How? By going after developers. 

Rather than simply providing a payment gateway like PayPal, Stripe offers “Financial infrastructure for the internet.” It gives developers everything they need to manage their online payments. 

Millions of companies of all sizes use Stripe online and in person to accept payments, send payouts, automate financial processes, and ultimately grow revenue. Stripe website

This level of control isn’t for everyone. But for developers and business owners who want to get hands-on with payments processes, Stripe’s software and APIs offer full control, eliminating the hassle of bringing together disparate systems. 

Stripe is a company that knows its target audience—and its USP reflects this. This helps them filter out people who aren’t suitable as much as it attracts those who are.  

Robinhood is an investing platform that believes the financial system should work for everyone, not just the wealthy.

Anyone with an interest can invest in thousands of stocks with as little as $1 from their smartphone with no prior knowledge of the markets. 

Its slogan is as simple and accessible as its platform: 

Make your money do the most. Robinhood website

Robinhood is an example of letting the product guide a USP. The company breaks down barriers in a market that’s traditionally closed off to the everyday person. Uniting people in this way is a powerful selling point.  

What used to be Anchor, now Spotify’s podcasting tool, Spotify for Podcasters gets straight to the point:

Make your podcast the next big thing Powerful tools for beginners, pros, and everyone in between – all for free. Spotify for Podcasters

This USP breaks down any obstacles standing in the way of a customer wanting to start a podcast. Here is a platform that helps you do what you want, from where you want, and doesn’t charge for the privilege. 

If your brand truly offers something no one else does, your USP can be as simple as saying what you see.

Canva is an online design and publishing platform aimed at making it easy for anyone to create and share vector graphics. Its USP reflects this:

“Empowering the world to design”

It’s a nod to the simplicity of Canva’s tools. It also separates the platform from competitors like Adobe PhotoShop and Illustrator, and ProCreate, whose products are aimed towards experienced artists. 

While rival tools offer more advanced editing features, they come with a steeper learning curve. Canva’s drag-and-drop shapes and elements let complete novices design a professional image, flyer, or document in minutes. 

By understanding its place in the market, they’ve been able to unearth a competitive advantage. It’s a lesson in how to turn what could be seen as a weakness into a strength. 

On the surface, there’s not much to separate ConvertKit from other email marketing platforms like MailChimp or iContact. Yet, they’re a SaaS brand that generates over $2 million in monthly recurring revenue every month.

How? Because they know their target audience. ConvertKit provides email marketing tools for independent creators, a segment of the target market only they honed in on when they launched. 

This audience is a central feature of their USP:

Grow your audience and income faster… with a platform made for creators, by creators. ConvertKit website

What does ConvertKit offer that’s different? Faster audience and income growth.

How is it different from its competitors? It’s made by other creators. The implication is that ConvertKit understands and supports creators better than other platforms because of this.

GoTo has pinpointed the key problems that people often have with webinar software: difficult to use and full of minor issues. So its USP is simple:

Hassle-free webinar software… makes events easy. GoTo website

To boost the impression, it makes sure visitors know they can try it before they buy. No drama; just ease of use.

Soundcloud has become renowned as a place for creators and fans to connect, share music and discover new tracks, raw demos, and podcasts. The community aspect of the platform helps it stand out from the likes of Spotify and Apple Music, where artists and fans are separate. This is communicated in its USP:

“What’s next in music is first on SoundCloud. Upload your first track and begin your journey.  “SoundCloud gives you the space to create, find your fans, and connect with other artists.”

Not only do they tailor their value proposition at the prospect, they tell a story . SoundCloud knows that artists who make it big will likely monetize their music with a record label or streaming platform. It capitalizes on being a place to grow a word-of-mouth following. 

Like Canva, it’s an example of knowing where you fit in the market and using it to your advantage.

Examples of unique selling propositions in e-commerce

In a market dominated by rich blends and smooth tastes, Death Wish Coffee bucks the trend:

“The World’s Strongest Coffee”

Its USP instantly tells you that this coffee packs a punch. Those looking for a smooth taste are probably better served elsewhere. 

Claiming to be the ‘world’s strongest’ anything is a risky strategy—one that means being able to walk the walk as well as you talk the talk. Death Wish Coffee backs itself by showing how their coffee is made and offering a full refund if you’re not satisfied with its strength. 

What’s more, the company’s branding, marketing campaigns, tone of voice, and services all align with its USP.   The bolder the claim, the more likely it is to be challenged. Make sure you can back up your words. Your brand should live and breathe its USP.

Patagonia’s USP isn’t a product or a feature, it’s their reason for existing:

“We’re In Business To Save Our Home Planet.”

This USP sets Patagonia apart from the competition by establishing itself as more than a clothing brand. It’s a lifestyle and movement dedicated to making a difference. In one sentence, Patagonia sums up a number of its unique selling points:

• Fair Trade Certified clothing, made from organic cotton and free from pesticides, herbicides, and GMO seeds
• A trade-in program that lets customers exchange used gear for store credit
• 1% of sales pledged to the preservation and restoration of the planet

It’s a USP that appeals to someone, rather than everyone, which is what all great USPs should do.

“They’ll fight over it when you’re dead”

Saddleback Leather’s tagline conveys the unique value of its products in a single line. These are products that will outlive you.

It’s backed up by substance (each Saddleback leather product is over-engineered, comes with no breakable parts, and is backed by a 100-year warranty) and great storytelling. 

When knock-off Saddleback Leather briefcases started appearing on the market, the company also created a ‘ how it’s made’ video to show off the product quality and add weight to its USP.  

Like your selling points, your story is unique to you. By using storytelling to craft your USPs, you’ll stand a better chance of creating a memorable message. 

TOMS Shoes was one of the first shoe companies in the world to use a buy one, gift one model. For every pair of TOMS sold, another pair was donated to a child in need. 

For a long-time, this was the company’s USP. As other companies have started to offer a similar model, TOMS’ USP has evolved. Today, the company commits one-third of its profits for grassroots goods. 

But what made the one-for-one model so successful as a USP remains. 

“Shoes for Moving Forward”

It taps into our want to help others and makes it easy to do so. Customers can buy shoes and feel good about doing it. 

Building a USP around a cause may run the risk of alienating some people. But in uniting the company, customer, and purpose, you can create brand loyalty that lasts a lifetime.  

Bee’s Wrap is an e-commerce business that produces sustainable food wrap made from organic cotton and beeswax. It’s an outlier in a market of foil and plastic wrap. But even uniqueness needs a USP. 

Bee’s Wrap taps into an important global topic: plastic waste. 

“That’s a wrap on single-use plastic”

The USP promotes Bee’s Wrap as an alternative to single-use plastics and a long-term solution to the problem of plastic pollution. 

But this surface-level wordplay does more than appeal to eco-conscious customers. It goes beyond the product, reflecting the company’s standing as a B Corp and Green America certified company committed to social and environmental change.

Whether your USP is product, purpose, or prospect-led , look at the big picture. Make sure your messaging represents every aspect of your brand. 

Fabletics ’ USP is an example of a brand that knows who it’s talking to. It leads with honesty: 

“We can’t fix your lives but we can fix your activewear. Great fit. Premium fabrics. Tech you actually need. And stylish as hell. You’re welcome.”

Fabletics isn’t a unique brand, but it’s found a unique angle. Its USP tone of voice is aimed at people who are jaded by how other brands talk and act. And its business model serves these customers by saving them time and money. 

This starts with an online quiz that lets customers tailor leggings and deals to their needs, and carries through to a VIP membership program that offers up to 50% off products.

It shows that if you can find one thing the competition isn’t doing, you can use it to build a loyal following.

It’s unusual to hear a fashion brand talking about how the world doesn’t need another fashion brand, but ASKET’s USP taps into the zeitgeist of conscious consumption.

ASKET wants people to buy less and it promotes this in its USP by promising meaningful essentials that are traceable so customers know where their money goes. 

“The Pursuit of Less “The world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever – packing our wardrobes, filling landfills and fueling incinerators. “ Our promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. We can’t live without clothing, but we can make the pieces we choose to invest in count.”

For consumers who monitor their carbon footprint, ASKET is a company you can feel proud to support. That’s a powerful thing in building a lasting brand. 

When crafting your USP, listen to the conversations taking place in your industry. Find what your potential customers are passionate about and use their insights to guide your specific benefit. 

Examples of unique selling propositions by Direct-to-Consumer (DTC) brands

Reading the Billie ‘s USP makes it immediately clear what the brand is about:

“We’re out to build a better shelf” “It started with a razor that changed everything: We noticed that women were overpaying for razors and shamed for having body hair. Kind of a double whammy, when you think about it. So, we did away with the Pink Tax and put body hair on the big screen. Now, meet our sparkling clean collection of better beauty basics for your medicine cabinet (and handbag and gym bag and desk drawer). Powered by ingredients that do no harm, work super hard, and take the guesswork out of clean.”

Billie is an online store and subscription service built for women who are fed up with the current state of sanitary products. It highlights this in its USP by following the problem-solution formula: 

Problem: “We noticed that women were overpaying for razors” Solution: “Meet our sparkling clean collection of better beauty basics” “We’re out to build a better shelf” boils down that formula into a single line. Things aren’t right, so they’re doing something about it. 

Run surveys, read reviews, and conduct market and user research to find the problems customers are having. Then, base your USP around your solution.

Warby Parker is an outlier as an online retailer in that it went from click-to-brick . By expanding its e-commerce business to physical stores they’ve been able to increase accessibility and meet customer needs online and offline.

Its USP is rooted in its ability to offer a seamless customer experience:

“Try 5 frames at home for free”

With a virtual try-on service, customers choose five frames to test at home for free. 

Offering five frames rather than one means they’re able to rival the physical store experience, where you’d typically try on multiple frames. It also brings frames to you, eliminating the need to travel.

This USP disrupts the market, alleviating a pain point and putting customer service at the forefront of the offer. While a USP is about what you do differently from everyone else, always make it about the customer. 

In a fashion market filled with brands that produce multiple items, Hiut Denim is a small business bucking the trend. 

“We make jeans. That’s it. Nothing else. No distractions. We focus all our talents on jeans. And we are proud to say that we make some of the best jeans in the world.”

This USP works as an offer, a mission statement, and a brand story. It’s honest and tells the customer Hiut Denim is a brand that obsesses over every detail of every pair of jeans. No half measures.

It’s backed up by the company’s in-house manufacturing process and a website that breaks down exactly where and how jeans are made. 

When it comes to crafting a USP that stands the test of time, finding the one thing you do well is a good path to follow. 

Visit the Nerd Fitness landing page and you’ll quickly know whether this is a service for you:

“We help nerds, misfits and mutants lose weight, get strong & get healthy, permanently!”

Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. From its video game-inspired customer avatars to its aesthetic and tone of voice, everything is geared towards nerds. 

What makes its USP so effective is that it focuses on the kind of people it helps. If you don’t see yourself as a nerd or misfit, you’re not going to investigate beyond the message. This means Nerd Fitness can attract the people they do want and filter out the rest. 

A strong unique selling proposition that appeals to a few will always serve your brand better in the long run than a vague message that appeals to many.  

HelloFresh’s USP is a bold statement that establishes them as the best at what they do:

“America’s Most Popular Meal Kit”

This tells us that HelloFresh is trusted while delivering social proof: if it’s the most popular meal kit in America, it has to be good. It also creates FOMO: you wouldn’t want to miss out on something this popular. 

Right above that statement are reasons why HelloFresh is so popular. It helps to save you serious time, money, and stress. The three main reasons why you’d look to invest in meal kits.

If you’re the best at what you do and you can communicate it, don’t be afraid to go bold with your USP. 

Patch is a company that aims to bring the joy of gardening to everyone. They recommend, source, and deliver plants to customers’ homes and provide tips to help look after them.

It was born out of its founders’ struggle to a) find the right plants for his home and b) keep them alive. 

The company’s USP communicates these struggles and how it solves them:

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

It shows that if your business model plugs a gap in the market, your USP can be as simple as explaining your offer.

Dig down into the roots of your company. Why do you exist? The reason might well be your USP. 

Taylor Stitch is a clothing brand that uses crowdfunding to design products. Crowdfunding in itself is not a unique selling point. Lots of brands successfully fund products in this way. But it’s how Taylor Stitch uses crowdfunding that helps them stand out. 

“We design new products. You crowd fund them and save 20%. Our planet takes on less waste. We deliver them when they’re seasonally appropriate. Everybody wins.”

This USP makes it clear why customers benefit from crowdfunding. You save money, help the environment and get clothes when they’re needed. What’s not to like? It also highlights the social good of this business model, making it a brand you’d want to support. 

Taylor Stitch is an example of how finding the right angle can turn a common approach into a unique marketing strategy.

Whether they’re based around product, service, prospect, or purpose, each of these unique selling propositions examples is the result of research and testing.

To find your unique angle, ask questions of your audience and drill down into your niche to uncover gaps in the market. Use research to guide your copy, then write and rewrite until you can confidently state your USP in a few sentences. From there, test your USP with your audience. Check that it resonates and, more importantly, makes a difference to your bottom line.

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Gareth Hancock

Gareth is a Content Specialist at Grizzle, a content marketing & SEO agency, and a copywriter and content writer for SaaS and tech brands.

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Win Sales With a Unique Selling Proposition + 9 Examples

A unique selling proposition is one of the keys to developing a memorable brand. Here's how to shape your own USP, plus 9 examples for inspiration.

Competition is the natural order in business, especially for ecommerce brands where it’s not just your local competitors that you need to worry about.

Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different from another . Knowing the right way to position yourself and your products can mean the difference between standing out and blending in.

That's why it’s crucial for all entrepreneurs to understand how to both identify and communicate a unique selling proposition (USP) to help guide your branding and marketing decisions.

What is a unique selling proposition?

A unique selling proposition (USP) is the unique benefit that makes your business or product better than the competition. It’s a short sentence or two defining the specific and clear benefit that makes your business stand out when compared to others in your market.

Forming an opinionated and deliberate  unique selling proposition, or unique selling point,  helps focus your marketing strategy and influences messaging, branding , copywriting, and other marketing decisions, as well as prospective customers.

At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand:

What makes you different from the competition?

Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being “unique” is rarely a strong USP in itself. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won't be nearly as effective.

A compelling USP should be:

• Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “We sell high-quality products.”
• Focused on what your customers value: “Unique” won't count for much if it’s not something your target customers truly care about.
• More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain. You should be able to talk the talk and walk the walk.

It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn’t.

What a unique selling proposition isn't

Specific marketing offers—like 10% off, free shipping, 24/7 customer service, or a strong return policy—are not USPs. Convincing and effective though they may be, they’re not unique on their own, nor are they positions that are easy to defend, as any of your competitors can copy them.

USP marketing isn't  just the header copy on your homepage . It’s a position your small business takes as a whole that can be incorporated into your products, your brand, the experience you provide, and any other touch point your customers have with your business.

The best way to understand what makes a powerful USP  in business is through examples. So here are nine unique selling proposition examples that get it right, and what you can learn from each successful business.

9 impactful unique selling proposition examples

• Death Wish Coffee
• Taylor Stitch
• Saddleback Leather
• Warby Parker

You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own isn’t much of a unique selling point.

Instead, Pipcorn is a great case of a brand using specificity to carve out their own unique place in the market, choosing instead to focus on what makes their product a smart choice for the health-conscious or vegan consumer.

Phrases like “all natural,” “whole grain,” and “small batches'' are seen on the bag, and the brand’s site highlights other health benefits like gluten free, non-GMO, and antioxidants. Pipcorn also gets specific about how its snack food is healthy instead of just saying that it is, listing points of difference that its customers will care about.

By positioning its product around current health-conscious trends, it’s able to create a USP that would not only actively help them attract new customers, but also retail their popcorn as a premium product.

2. Death Wish Coffee

A lot of coffee shops and roasters lay claim to having the “smoothest” or “richest” cup of coffee out there. Death Wish Coffee, however, chose to cater to those who need an extra kick in their cup of joe by instead selling the “world's strongest coffee.”

Death Wish Coffee is an excellent example of developing a product based on a unique selling proposition that was largely left untouched in the crowded coffee market . It’s not a position that will immediately attract every kind of coffee drinker, but the product firmly appeals to a certain segment of consumers, and it’s hard to imitate.

Death Wish Coffee backs it up too. In addition to boldly declaring its USP on its site and packaging, and breaking down how its product is made, it also offers full refunds for anyone who says the coffee wasn't the boldest cup they’ve ever had.

Muse is a noteworthy example of why you need a USP even when your products are truly unique. Muse offers the first consumer tool out there that can provide real-time feedback on your brain’s activity as you meditate.

It is the first company to offer what it does, but having no direct competitors doesn't mean it has no competition at all. People have been doing just fine for centuries without its product, after all.

In this case, Muse's biggest competitor is the status quo: unaided meditation. So its USP, naturally, is around enhancing your existing practice to “ get the most out of meditation .”

You can see how a lot of its copy, while focusing on different selling points, comes together under this single idea.

Throughout its content and marketing messages, it builds a case for both mediation in general and for meditation aided by its product. This is a smart example of acknowledging the norm to position yourself as a truly different solution.

4. Taylor Stitch

Taylor Stitch is a clothing company that relies on crowdfunding in order to develop new products. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how they make it a part of their USP.

Taylor Stitch successfully turns crowdfunding into a competitive edge: “ We design new products. You crowd fund them.”

It immediately lets customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. Customers are assured that:

• They’ll save 20% by preordering.
• It’s better for the environment.
• It gets these products in your hands when you’d actually use them.

These are staples of crowdfunding that have been brought to the surface and translated into value for the customer—it’s hard to argue with saving money and being more environmentally friendly, and supporting a business you believe in is a nice bonus, too.

By positioning its unconventional business model this way, they turn a potentially risky pre-order process into a compelling marketing angle.

Many temporary tattoo products are intended for kids and feature simple and silly designs. Tattly takes a different approach, offering gorgeous, intricate art for people of all ages.

These temporary tattoos are meant to be beautiful like traditional tattoos, allowing customers to express themselves without the commitment or high cost of real tattoos.

Tattly doesn’t have many direct competitors that sell similarly bold designs made from safe materials. This makes it easier for the brand to develop its USP, in theory, but it still needs to differentiate itself from the inevitable comparisons between its products and its more familiar counterparts.

By focusing on the art, it’s able to do that with its USP, which it expresses as: “ Fake tattoos by real artists.”

Many design-centric brands source designs from real artists, but Tattly surfaces this fact about its business. The artists behind its designs are as much a part of what it sells as the tattoos themselves, getting prominent profiles on its site organized under a section dedicated to artists and their works.

It could have left it as a mere line of copy on its site, but instead it chose to incorporate the artists behind its products into the design of its online store , reinforcing the idea that tattoos are a form of wearable art.

6. Saddleback Leather

One of the first things you notice about Saddleback Leather’s site is its famous tagline: “They’ll fight over it when you’re dead.”

It’s a sentence that immediately conveys the unique value of Saddleback’s products to its potential customers, in its signature irreverent tone: this product is built so well it will outlive its owner. The messaging also refers directly to its 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some.

Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look. Longevity is Saddleback’s competitive advantage .

In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of its own craftsmanship. Because it was clear on its USP, it took advantage of the opportunity to further entrench the company’s unique position on quality and craftsmanship.

7. Third Love

Women’s lingerie is a billion dollar industry, so newcomer Third Love had to find a way to make sure it was able to compete with legacy brands.

Third Love made its “We have the right fit” USP an integral part of its branding. It’s not just a key part of the messaging in its ads and the copy on its site—it even has a Fit Finder quiz that allows first-time customers to find the right fit for them.

To go even deeper on its promise, it also offers half-sizes and a “try before you buy” guarantee.

Third Love’s USP is a powerful promise. And while other brands might offer a sizing chart to help shoppers, Third Love prioritizes getting you the right fit based on your individual needs.

Of all the messages it could have focused on around style or quality, it honed in on a pain point that many women experience when shopping for bras, and chose to double down.

8. Beardbrand

A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard.

It wants to create products that “work with your body’s natural chemistry, rather than to disguise or change it.”

This product ethos means that it only sells products that live up to this standard and pits itself against a rampant problem in the industry.

Casting the industry norm as an antagonist is a positioning strategy often used by brands that are confident about their solution to the customer’s problems.

9. Warby Parker

Warby Parker’s USP is all about customer service and experience.

The popular DTC eyewear brand sets itself apart from the crowd by offering a home try-on program. It lets customers try five frames at home, for free .

Once the try-before-you-buy period is over, customers must return the items they don’t want (using a prepaid return shipping label), and can purchase the items they like. 

The service allows it to compete with brick-and-mortar retailers, and stand apart from them. It meets customers where they are by taking something that used to only happen in person (buying glasses) and makes it convenient and easy to do from home.

How to write a unique selling proposition

Now that we’ve looked at unique selling proposition examples from other businesses, you might be wondering how you can go about creating, uncovering, or refining your own unique selling proposition.

Every USP is going to be, well, unique but that doesn’t mean there isn’t a process you can follow to put yourself on the right track. Here’s how you can write your USP :

1. Get specific about your differentiators

Make a list of all the potential differentiators of your brand and what you sell. Get specific . Breakout products and compelling marketing messages rely on precision—they solve the exact right problem and communicate that benefit to customers in their own words.

2. Research the competition

Who are your competitors and what are their USPs? Look for gaps where you can potentially introduce your brand differently. Products in the same category can be positioned in wildly different ways—footwear, for example, can emphasize style, comfort, or durability.

3. Identify your customer needs

Compare your most unique angles against your audience’s needs. Are there any customer needs that haven’t been filled? Do you see any pain points that you can appeal to that your competitors haven't?

4. Compile the data

• Take the information that you’ve learned and sift through it to single out your strongest USP.

5. Write your USP

Once you have a vague idea of what your USP is, it might help to express it as a positioning statement so you can get it down on paper:

[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].

Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].

This won't be exactly what you advertise on your website, but it should help you clarify your USP, its audience, and any specific differentiators that might be worth highlighting.

6. Apply your USP across your business

Applied properly, a USP can be woven into different areas of your business, from your brand name to your return policy, to reinforce the idea to your customers.

While it can take some time to get your USP down, it can then be used across your ads, landing pages, and even social media copy.

Unique selling propositions: Defining your competitive edge

A USP isn’t just a persuasive line of copy on your homepage. It's ultimately how you position your products or even your entire business to the rest of the world.

Your products don’t need to be wholly unique in and of themselves for you to have a strong unique selling proposition. Instead, look for a spot in the market where you can plant your flag that is relatively untouched by the competition.

There may be a dozen ways you could sell your products , but your USP is the big idea that best positions your brand according to what your customers care about and what your competitors aren’t.

Unique selling proposition FAQ

How do you write a unique selling proposition.

• Make a list of all the potential differentiators of your brand and what you sell. Research your competition.
• Compare your most unique angles against your audience’s needs.
• Compile the data.
• Experiment with a few different positioning statements based on your research.

Why do you need a unique selling proposition?

A unique selling proposition is critical for helping you stand out from your competition and really home in on your businesses strengths. Your unique selling proposition can dramatically improve your overall business strategy.

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

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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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Unique Selling Proposition Examples You Should Pay Attention To

Embarking on the marketing journey often starts with fundamental questions like "What is a unique selling proposition?" and "How can we create one that truly resonates with our audience?" 

You're in the right place to get all the answers you need. In this article, we'll showcase inspiring USP examples from 20 brands, guide you on crafting your own, and address some common queries about USP. Let's dive in together!

20 Effective Examples of Unique Selling Propositions and Their Benefits

As we've covered the definition of a unique selling proposition in our FAQ section below, we're convinced that jumping into real-life USP marketing examples is the key to truly grasping its essence, principles, and significance. Draw inspiration from different brands, adopt their best practices, and set the stage for repeating their success! 

1. Hiut Denim Co

This brief USP example communicates two crucial messages to the audience. First and foremost, Hiut Denim Co. highlights its distinctive feature – an exclusive focus on jeans production, setting them apart from brands that offer a broader range of clothing. Second, the company emphasizes that this specialization enables it to deliver exceptional quality beyond what its competitors can achieve.

2. Spotify for Podcasters

Spotify taps into the emotional connection with its audience, promising to elevate their brainchild, that is, podcasts. Simultaneously, the brand underscores its support for podcasters at any level and, equally crucial, the provision of free tools to achieve desired results. This is one of USP marketing examples that dismantles barriers and addresses any doubts in the audience's mind, emphasizing that it's unquestionably designed for them and about them.

3. Nomadica

Nomadica encapsulates three crucial USP elements within a single sentence. They stand out by offering high-quality wine in cans, a departure from the conventional bottle packaging used by most companies. Their competitive edge lies in a commitment to sustainability, resonating with a growing number of individuals each year. Last but not least, Nomadica clearly defines its target audience as environmentally conscious individuals with a passion for excellent wine, seeking to enjoy it not just in upscale restaurants but also while strolling in the park or relaxing at home.

Shopify proudly maintains its status as the top platform for online stores. Its USP example emphasizes that both established brands and aspiring entrepreneurs enjoy an equal opportunity for success. This assurance leaves no room for doubt among e-commerce representatives that Shopify is the ideal space to foster business development.

Shopify provides an extensive array of tools to support business growth and boost sales. One noteworthy tool in this arsenal is Claspo . By opting for our platform to create website widgets, you gain access to intelligent anti-bounce solutions. It ensures a positive user experience and a significant increase in conversion rates.

5. WooCommerce

If you are looking for USP marketing examples that employ superlatives, WooCommerce does it proudly by claiming to be "the most customizable." This instantly positions WooCommerce as superior to its competitors. Beyond that, the company addresses a fundamental need of its target audience – the desire to craft a distinctive website aligned with its ideas and visions rather than another online store that will be lost in the crowd. 

6. Webflow 

Webflow focuses on a common pain point for many entrepreneurs—the requirement to code for an effective website, often serving as a barrier to transitioning a business online. In this USP example, Webflow swiftly presents a solution, assuring potential customers that the platform will handle the intricacies of code writing for them. This approach effectively dismantles doubts and resonates with those seeking a hassle-free path to establishing their online presence.

7. Saddleback Leather

Saddleback Leather strongly emphasizes the exceptional quality of its products in its USP, boldly asserting that they will outlive their owners—an undeniably distinctive characteristic reinforced by an impressive 100-year warranty. This USP example sets the brand apart from competitors who predominantly position their products as status symbols or tributes to style. By highlighting the durability of everyday items, Saddleback Leather wins over an audience that values quality, longevity, and reliability.

With Claspo widgets, you can integrate your USP onto your website in the same way. Our floating bars are strategically positioned at the top or bottom of the screen, accompanying visitors as they scroll. They do not disrupt the viewing experience, subtly capturing attention while ensuring your USP remains prominently displayed and impactful.

Olipop positions its products as the "soda you grew up sipping," tapping into a sense of nostalgia. This evokes fond memories and serves as a subtle quality guarantee, as many can recall the excellent taste. However, as we've grown, our concerns extend beyond taste to the composition of the products we consume. In this USP example, Olipop emphasizes this shift, presenting a distinctive feature of its product—a healthier soda enriched with a range of beneficial elements.

9. PandaDoc

In the wake of the pandemic, businesses have shifted numerous processes online, and document signing is no exception. Recognizing the concerns and mistrust that electronic signing may evoke, PandaDoc strategically addresses these issues in its USP. Including a free trial is a deliberate move aimed at bolstering the confidence of potential customers and dismantling the last barrier to adopting the product.

This is one of Patch's classic examples of unique selling propositions, where they explicitly outline what they bring to their target audience. This tactic is particularly effective for new brands seeking to introduce themselves. Notably, Patch tells plant lovers they'll handle the most challenging tasks, relieving them of potential headaches. It's a straightforward and beneficial approach to connecting with customers.

11. Third Love

Third Love's USP strikes a chord by highlighting a common challenge almost every woman faces — choosing the right bra. It cleverly positions its bras as a solution that "checks all the boxes.” It is not just a marketing promise; it's their distinctive feature. Instead of relying on traditional size charts, Third Love provides a detailed quiz ensuring a perfect match, setting them apart from competitors in the intimate apparel market.

12. Bellroy

In this compelling USP example, Bellroy goes beyond mere description and actively demonstrates how its products stand out from competitors. Prospective buyers can interact with a slider to visually increase the contents of their wallet. It provides a clear and tangible illustration of the brand's superior convenience compared to alternative options. It's an engaging way for customers to experience Bellroy's unique benefits.

13. Warby Parker

E-commerce comes with a challenge — the inability of customers to try on items before making a purchase, leading many shoppers to feel uncertain about their choices. This dilemma results in frustration for buyers and a high return rate for online retailers. Warby Parker strategically constructs its USP around this prevalent issue.

The company provides a unique solution by offering customers the chance to try on frames at home — completely free. What sets Warby Parker apart is that customers can select up to five frames, alleviating the pain of choice and significantly increasing the likelihood that at least one of the products will fit. 

This USP example from Canva succinctly communicates the platform's competitive advantages. First, it highlights its user-friendly interface, a notable contrast to alternatives like Illustrator and ProCreate. Second, Canva boasts more affordable prices. This dual offering sends a clear message to the audience: Canva makes the creation of compelling graphic designs accessible to everyone, not just a realm for professionals.

15. HelloFresh

The "#1" technique in USP marketing examples is inherently positioning a brand above its competitors. HelloFresh takes this a step further by providing social proof – it implies that a substantial number of consumers have already been won over by its quality, making it the #1 meal kit. This USP also cleverly taps into the fear of missing out, prompting potential customers to wonder, "If this meal kit is so popular, why haven't I tried it yet?"

16. Southwest Airlines

Examples of unique selling propositions commonly differentiate a product based on price, but Southwest Airlines uses an additional hook. Beyond emphasizing affordability, the airline also taps into another typical traveler concern – hidden fees. Consequently, when faced with two budget-friendly options, customers are more inclined to choose Southwest Airlines, reassured by their commitment to transparency.

17. Dossier

Dossier employs a savvy strategy to differentiate itself from luxury perfume brands. It doesn't merely emphasize the considerable cost difference (70-90% less!) but also calls attention to the pricing policy, highlighting that luxury brand fans often pay extra for various factors unrelated to quality. Thus, the company challenges the notion that quality should come with an exorbitant price tag.

This unique selling proposition not only appeals to thrifty buyers but also wins the favor of those accustomed to choosing expensive brands.

18. Touchland

During the pandemic, numerous manufacturers flooded the market with hand sanitizers, yet they shared common drawbacks – skin dryness and a strong alcohol odor. Touchland disrupted the status quo, introducing germ-killing sanitizers that nurture the skin and smell perfectly. Positioned as "hand sanitizers for the senses," Touchland has carved a unique niche where everyday products transform into rituals of self-care. 

19. Minisocial

Influencer marketing has become a lasting trend, prompting numerous brands to seek collaborations with niche opinion leaders. However, not all brands are willing or able to invest in user-generated content from high-profile social media stars. This is where Minisocial steps into the game. The USP example from Minisocial distinctly outlines their differentiator – pairing brands with micro-influencer creators. This positioning establishes Minisocial as an ideal choice for direct-to-consumer (DTC) brands or small businesses.

20. Gorgias

Gorgias takes a strategic approach in a market with many customer service helpdesk tools and carves out a niche. It targets online retailers using Shopify, which is clear from its unique selling proposition. Gorgias skillfully addresses two crucial needs of the audience simultaneously – enhancing customer retention and simplifying the support team's workflow. The incorporation of AI serves as a notable competitive advantage that enhances the overall effectiveness of their USP.

How to Create Your USP?

Each of the above USP marketing examples is the culmination of a meticulous process involving research, analysis, the creative process, and rigorous testing. Traversing through each phase, you can craft a truly impactful USP that will significantly benefit your business.

Know Your Audience

All successful examples of unique selling propositions align with the audience's motives, needs, and values, making it imperative to adopt this approach. Millennials, for instance, prioritize a brand's ethics and social responsibility over price. Meanwhile, Gen Xers opt for practical products that simplify their lives. To delve deeper into your audience's preferences, engage in market research focusing on the following key questions:

• Who are my clients, and what are their main characteristics?
• How do they make purchasing decisions, and what influences them?
• Where does your brand fit into their daily lives?
• What problem does your product or service solve for them?
• How are they currently solving this problem, and why is your solution superior?

Conducting interviews or organizing focus groups can provide valuable insights. Additionally, reach out to existing customers for feedback on what prompted their initial purchase or what keeps them coming back.

With Claspo , you can conduct short surveys directly on your website through widgets. Place them on a post-purchase thank-you page to inquire about customers' motivations for the purchase and get valuable feedback that can enhance your understanding of your audience.

Study Your Competitors

Studying your competitors and their USP marketing examples is crucial to understanding how your brand stands out. It can also reveal your competitors' gaps, which you can fill, winning over customers. Questions worth answering in this part of the study include:

• Who are my competitors, and how do they position themselves in the market?
• What are their strengths and weaknesses?
• What is their USP, and why does the audience choose them?
• Which audience problem do they solve, and how can my brand offer a superior solution?

Conduct a SWOT analysis or use a competitive matrix to get valuable insights. Other effective tactics involve listening to their customers and experiencing their services firsthand. 

Competitor Reviews

Explore reviews on various platforms to understand customer feedback. Identify recurring praises and complaints. To craft your USP, focus on addressing the latter. For instance, if a competing restaurant has frequent delivery delays, your USP example could say: "Enjoy any dish without delays" or "Your goodies at your door within an hour!"

Customer Immersion

Take a step further by experiencing your competitor's brand firsthand. Visit their physical location or explore their website, following the entire customer journey up to the purchase (or even beyond). Throughout this process, note what you, as a customer, find lacking and areas you believe could be improved. Base your USP on these insights to offer what customers are missing.

Formulate Your USP

In essence, USP is about fulfilling the customers' needs in ways that distinguish you from competitors. Examples of unique selling propositions typically fall into several categories:

• Price: the lowest price, the best value for money, or the most attractive deal.
• Characteristics: unique properties or the highest quality of your product.
• Innovation: a groundbreaking product or service that can make a significant difference.
• Confidence: specific guarantees that instill trust and assurance in your customers.
• Convenience: your product or service is user-friendly, making it a convenient choice for customers.

Keeping these categories in mind, analyze your distinct features and benefits. Choose those that resonate with your audience and aren't already emphasized by your competitors. This strategic approach will ensure your USP hits the mark.

Write down your USP example using the formula: {Brand name} helps solve/satisfy {problem or need} with {unique feature/advantage/differentiation}. Afterward, review your draft, ensuring that your USP is:

• Easy to understand
• Customer-oriented

Test and Improve your USP

Testing your USP is crucial for two primary reasons. First, during a brainstorming session, you and your team may generate multiple compelling examples of unique selling propositions, making it challenging to determine which one will resonate most with your audience. Second, while the USP may be crystal clear to your team, its effectiveness remains a hypothesis until tested in the real world. Conducting tests allows you to gauge whether the USP truly connects with your target audience and delivers the desired results.

Since Claspo offers A/B testing, you can validate the effectiveness of your devised USPs using widgets. This method presents several advantages:

• Broad audience reach: Placing widgets on your website enables you to reach a significant portion of your audience, providing a robust sample for your experiment.
• Cost and time efficiency: You avoid investing time and money in creating a separate page or banner for your USP. Instead, effortlessly set up your widget to appear on chosen pages.
• No-code implementation: Creating and embedding widgets on your site within Claspo doesn't demand technical expertise. So you can cope without external assistance.
• Easy management: Tracking the testing results and stopping the experiment if necessary is possible in your Claspo account.

1. What is a unique selling proposition (USP)?

A unique selling proposition is a concise statement that distinguishes your product or brand from competitors, highlighting its unique benefits and strengths and explaining why customers should choose you.

2. How long should a unique selling proposition be?

It's generally recommended to keep your USP concise, ideally within one sentence and under 10 words. But you can still test different lengths to find what option appeals to your audience best.

13+ Unique Selling Proposition Examples (& Why They Convert)

by Ryan Johnson

on Jun 15, 2023

Today, we’ll explore 14 simple (but oh-so-effective) unique selling proposition examples.

Now, each one of these USP examples holds a mini-lesson for greatness.

And with these lessons, you’ll be able to uncover your service’s unique strengths, identify gaps in your competition, and discover the precise angle to use when you develop your own unique selling proposition.

So grab your phone with both hands and get your scrolling fingers ready, because the lesson is about to begin.

What is a Unique Selling Proposition?

A unique selling proposition (USP), or unique selling point, is the exclusive trait that resonates with customers and differentiates a business from its competition.

And the comparison to competitors is important because this means a USP doesn’t have to compete with every other USP — a clothing company doesn’t need to compete with a coffee shop — it only needs to be unique among the competition.

For instance, most people know someone really tall.

Let’s call this tall friend “Mark.”

He may not be the tallest person out there, but you’d likely mention Mark’s height when describing him to someone new.

Because that trait stands out. It’s unique. If you went to a party with his social group and saw someone standing head and shoulders above the rest, you’d think, “He’s quite tall. I bet that’s Mark.”

But of course, there’s more to a company’s USP than just an identified trait.

And that leads to what a unique selling proposition isn’t.

What a Unique Selling Proposition Isn’t

In general, a unique selling proposition isn’t:

• A Mission Statement – That’s about objectives and approach.
• A Vision Statement – That’s about future hopes and dreams.
• A Slogan Statement – That’s a campaign or product-specific tagline .
• A Value Statement – That’s the benefit the customer receives.

14 Unique Selling Proposition Examples (With Mini-Lessons)

All great USPs are mixed with the same ingredients: focus, creativity, clarity, direction, brevity, and innovation. And the following 14 unique selling proposition examples are no exception.

But why each business chose their ingredients and how they baked them into something special is the focus of the mini-lessons below — so let’s hop to them!

1. Grammarly: “Great Writing, Simplified”

Lesson: A simple solution to a problem can make a clean USP.

Great writing has never been simple.

From prepositions to conjunctive adverbs, not just anyone can write something impressive.

Except now, with Grammarly , they can.

And Grammarly’s USP mirrors this simplicity, especially compared to competitors. Ginger, for instance, can “help people write better, faster, and more creatively in English.” And Hemingway “makes your writing bold and clear.”

They’re not bad. But a clean and simple USP will always be tough to beat.

What problem does your product simplify?

2. WhatsApp: “Simple. Secure. Reliable Messaging.”

Lesson: Removing an enormous obstacle can make a focused USP.

WhatsApp’s USP represents how accessible worldwide communication has become.

Because, don’t forget, long-distance communication used to be impossible.

Then the first transatlantic call launched from New York to London in 1927 and cost $75 , the equivalent of almost $1,300 today. Fast forward, and WhatsApp has made international calling easier and less expensive than buying a pack of gum.

Every business removes some sort of obstacle. But if you can find the biggest one and knock it down, your USP practically writes itself.

What obstacle has your product removed?

3. Butcher Box: “Meat and Seafood Done the Right Way”

Lesson: Improving a broken system can make a magnetic USP.

From overpriced products to unethical farming, meat eating isn’t usually done right. But could it be?

According to Butcher Box’s USP, yes.

But it was no small feat.

The business owner, Mike Salguero, went above and beyond. He didn’t just copy the competition — he created a nationwide supply and delivery system that provides the healthiest, most affordable, and most humanely-raised meat and seafood straight to your door.

And their USP communicates the brand improvements that so many meat eaters have been waiting for.

What system does your product improve?

4. Thrive Market: “Organic Without Overpaying”

Lesson: Adapting to customer needs and wants can make a targeted USP.

Thrive Market’s USP demonstrates they didn’t just know what their target market wanted, but also what they needed.

People want organic groceries…but they need affordable organic groceries.

So Thrive adapted a way to deliver more than 5,000 organic, non-GMO, and nontoxic food, home, and beauty products at affordable prices.

And this one-two value proposition was all it took for their USP to capture what prospective customers both needed and wanted.

What needs and wants does your product adapt to?

5. Monster Energy: “Tear Into the Meanest Energy Drink”

Lesson: Loyalty to a target audience can make a bonding USP.

At first glance, Monster Energy’s USP might not seem like it’s directed at you.

And odds are it’s not.

That’s because Monster’s brand single-mindedly caters to, sponsors, and is embraced by the mean, adrenaline-induced, crazy animals who tear through life’s extremes. In short, if it’s related to extreme sports, Monster is there.

And their USP forgets the rest. Especially bored office workers, unlike certain competitors. (Sorry, Red Bull.)

What target audience is your product loyal to?

6. Levi’s: “You Wear Jeans. You Live in Levi’s.”

Lesson: Creating a category all your own can make a bold USP.

Levi’s USP is one hell of a bold statement. But you can go there when you’re the first denim brand of all time .

Being the first or best [anything] makes for a strong USP, but Levi’s dug even deeper. And just like how Band-Aid didn’t invent bandages, Levi’s didn’t invent pants, they just evolved them.

Similarly, your product doesn’t need to reinvent the wheel to come up with a unique benefit. But if your message can create a new category, your USP can be bolder than your competitors.

What category can your product or message claim?

7. Carhartt: “Outworking Them All Since 1889”

Lesson: Sharing a character trait with your customers can make a respected USP.

Carhartt’s USP represents how they started and what forged them into the brand they are.

They started with hard-use apparel for blue-collar workers, but they had a problem: so did Levi’s, and Levi’s had a 36-year head start.

So what could they do?

Simple — they outworked them.

Hard work is something their customer base was used to, took pride in, and a good USP that highlights a core value shared between company and customer becomes more than just a marketing strategy.

What characteristics do your products share with your customers?

8. Under Armour: “Under Armour Makes You Better”

Lesson: Returning to the basics can make a compelling USP. 

Under Armour’s USP reflects a marketing campaign to rediscover what sports apparel was invented for in the first place: substance over style.

Which, it turns out, is its own style — at least it is to serious athletes who care about performance more than they care about what label they wear.

Besides, competition like Nike already had that covered. (And Adidas and Puma.)

Instead, Under Armour chose to make you look good second  because they make you better first .

And their USP drives this specific benefit home unapologetically.

What ways does your product return to the basics?

9. Package Free: “Sustainable Alternatives for Every Occasion”

Lesson: Ethical problem-solving can make a notable USP.

Package Free sells sustainable products.

All-natural pet brushes? Biodegradable phone cases? Recycled crayons?

And they also ship to consumers with 100% recyclable, compostable packaging (plastic free).

They also work to include more and more products that fit their standard.

That’s why Package Free’s USP marries ethical operation with practical problem-solving because prospective customers will always crave the best of both worlds.

What problem does your product ethically solve?

10. Death Wish Coffee: “The World’s Strongest Coffee”

Lesson: Being the world’s best/most/strongest can make a standout USP.

The world’s most [anything] is definitely an exclusive trait.

But Death Wish Coffee didn’t choose their USP because they had no other marketing choices. They could have focussed on their one-year freshness guarantee or the fact that they only use fair trade organic coffee beans, which are traits that blow competition like Starbucks and Dunkin Donuts out of the water.

Instead, their USP stands out because it reflects their identity: skull and crossbones, dark and gritty, not flowers and fairies. But think more Halloween dress-up than a horror movie — their message is meant to be edgy, not literal.

And any USP that reflects brand awareness while it takes advantage of the world’s [best/most/strongest] will target customers quickly.

What ways is your product the best and how can that represent its identity?

11. Saddleback Leather: “They’ll Fight Over It When You’re Dead”

Lesson: Concentrating on quality can make a memorable USP.

Saddleback Leather produces the highest quality, affordable leather goods without being stuck up about it.

Consider their USP. It’s creative, it’s memorable, and it’s a bit irreverent. Companies don’t usually reference the passing of their potential customers. But competitors selling high-quality bags also don’t make them as affordable or as tough.

Saddleback’s bags are so tough they fend off crocodile attacks .

And their USP infused this built-to-last craftsmanship with a playful tone, and any USP that can pull double-duty like that is sure to attract the ideal customer.

What stereotype does your product break?

12. Dunkin Donuts: “America Runs On Dunkin”

Lesson: Taking pride in your product can make an emotional USP.

Dunkin doesn’t literally fuel America, but they take so much pride in their product they feel as if they do. And compared to the competition, they have some wicked unique brand loyalty.

They’re proud, of course, to be founded near Boston, smack dab in historic New England. And New England has embraced them.

The Seattle Times even agreed that they feel less pride for Starbucks than Bostonians do for Dunkin.

And any USP that’s charged with so much marketing pride is sure to rally the troops.

What does your product take pride in?

13. Dutch Bros: “Because of You Since ‘92”

Lesson: Building a novel culture or customer service can make a welcoming USP.

At first look, Dutch Bros’ USP doesn’t seem like a successful USP.

You could argue it’s a bit bland, even basic.

But anyone who’s been through a Dutch Bros immediately gets it.

After all, there must be a reason they’ve grown to a value of $6 billion, despite being the coffee underdogs of the Pacific Northwest (where coffee is religion).

Well, because of you — the customers, the baristas, everyone!

For example, a few broistas were photographed when they piled out of the drive-through window to spontaneously pray with a newly widowed customer. Another time employees got word that a coworker’s financial aid was cut, so they Venmoed her the money.

And any USP that makes insiders out of outsiders is practically guaranteed to spread.

What product does your business put a novel spin on?

14. Starbucks: “Expect More Than Coffee”

Lesson: Giving customers what they didn’t know they wanted can make an intriguing USP.

Starbucks’ USP captures the essence of their popularity.

And it’s not the coffee.

They’ve created what’s been dubbed “the third place.”

A place, between work and home, where someone can go for hours on end. An idea we now take for granted, but it had to start somewhere. Add that to chipper and attentive baristas, and the Starbuck’s experience gave us far more than coffee.

And any USP that knows what you want before you do will attract attention.

What does your product do to meet wants?

Which Are Your Favorite Unique Selling Proposition Examples?

Strong unique selling propositions can be elusive.

When you spot a great USP it’s a challenge to figure out how exactly they worked their magic, which can make them difficult to create.

But now that you’re equipped with what a USP is, what a USP isn’t, and 14 stellar examples with mini-lessons for each, you should have no problem spotting them from a mile away — or making your own!

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6 Examples of a unique selling proposition and how to write your own

By pam neely july 17, 2024.

Developing a strong unique selling proposition (USP) is one of the best ways to elevate your marketing efforts. Not only does it help define your overall strategy, but it also makes all your marketing endeavors more effective.

What is a Unique Selling Proposition?

A USP answers two critical questions:

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

Your USP should be a concise sentence or phrase that clearly explains why your business stands out. It’s the essence of what makes your business unique.

Characteristics of a strong USP

1. authentic to your business.

Your USP must be rooted in what your business genuinely excels at. It’s not enough to simply claim superiority; your USP should reflect a true strength or focus of your business. 

For instance, if you run a pizza place, claiming “We’re the best” isn’t enough. However, if your pizza place is renowned for using organic, locally sourced ingredients, your USP could be “Farm-fresh ingredients in every slice.”

This authenticity builds trust with your customers. They need to know that what you promise in your USP is what they will experience. A genuine USP is more sustainable because it aligns with your company’s mission and values.

2. Customer-focused promise

A USP should address your customers’ needs and highlight a key benefit. Whether it’s your exceptional product quality or world-class customer service, your USP should communicate what sets you apart in a way that resonates with your ideal customers. 

For example, if your business prides itself on fast delivery, your USP could be “Hot pizza at your door in 30 minutes or less.”

It’s important to understand your customers’ pain points and how your business addresses them. A good USP is less about the product and more about the solution it provides. If your unique offering is an exceptional customer experience, make sure that’s evident in your USP.

3. Distinct from competitors

A good USP leverages the principle of positioning, clearly articulating how your business is different from competitors. It highlights your competitive advantage and helps position your company in the minds of potential customers. 

For example, if you own a coffee shop in a crowded market, your USP might be “The original craft coffee experience since 1966.”

This distinctiveness is crucial because it helps your business stand out in a crowded marketplace. Your USP should succinctly convey why a customer should choose you over your competitors, emphasizing your unique value proposition.

4. Memorable and concise

Your USP should be short and memorable. It should be a statement that encapsulates your company’s identity and can be reflected in all your marketing and communications. A concise USP is easier for customers to remember and recall, which is essential for brand recognition. 

For instance, Apple’s “Think different” is a succinct and memorable USP that encapsulates the brand’s innovative spirit.

Finding your USP

To uncover an effective USP, consider the following questions:

What product or service are you selling?  

Clearly define what you offer. If you’re an affiliate, what businesses or products are you promoting? Knowing exactly what you are selling helps in identifying your unique angle.

What unique features and benefits does it offer?  

List out the features and benefits that set your product or service apart. This could include quality, speed, customer service, or unique ingredients.

Who is your target audience?  

Define your ideal customer. Who are they? What are their demographics and psychographics? Knowing your audience helps tailor your USP to their specific needs and desires.

What are their key pain points?  

Identify the main problems your target customers face. Understanding these pain points is crucial as your USP should address how your product or service solves these issues.

How does your product or service address these pain points?  

Explain how your offering specifically alleviates the pain points of your customers. This is where the core of your USP will come from.

Who are your competitors and what are their USPs?  

Research your competitors. What are they claiming as their unique selling points? This knowledge helps you position yourself distinctively.

What do you do better than your competitors?  

Highlight what you excel at compared to others in your industry. This could be better quality, faster service, more personalized attention, etc.

How do you run your business differently?  

Describe any unique processes or methodologies your business employs. This could include sustainable practices, unique supply chains, or innovative technologies.

How do you treat your customers differently?  

Emphasize your customer service approach. Do you offer 24/7 support, personalized follow-ups, or a satisfaction guarantee?

How would you answer a customer who asks, “Why should I buy from you?”  

Craft a direct response to this question. This will help you distill your thoughts into a clear and compelling USP.

Crafting and using your USP

Once you have your answers, distill them into a brief statement that captures what makes you different. This is your USP. Here’s how to implement it effectively:

Make It visible

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. Ensure it’s visible on your website, marketing materials, and even your office space. This constant visibility reinforces your brand’s unique position in the minds of your team and customers.

Live it daily

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. Your actions should consistently reflect the promises made in your USP, creating a cohesive and authentic brand experience.

Examples of effective USPs

1. canva: online design made easy.

Canva simplifies design, making it accessible to everyone. Their USP is evident in their user-friendly interface and comprehensive design tools. Canva’s promise of ease is reflected in every aspect of their service, from their intuitive drag-and-drop features to their extensive library of templates.

2. Buffer: All-You-Need Social Media Toolkit for Small Businesses

Buffer addresses the pain point of tool overload by providing an all-in-one solution for small businesses. By consolidating multiple functions into one platform, Buffer simplifies social media management, making it more efficient for small business owners. 

Their USP clearly targets a specific audience, ensuring they attract the right customers.

3. Product Hunt: The Best New Products in Tech

Product Hunt’s platform surfaces the best new tools through community voting. Their USP is rooted in their mission to highlight innovation in tech. By allowing users to vote on new products, Product Hunt leverages social proof to validate their selections, making their USP both unique and credible.

4. Nike: Just Do It

Nike’s USP centers on the themes of motivation, inspiration, and empowerment. The brand’s marketing and product design emphasize the idea that with the right gear, anyone can surpass their goals and unlock their full potential. 

This approach not only highlights the functional benefits of Nike’s offerings but also connects with customers on an emotional level, making them feel empowered and inspired to strive for excellence in their athletic endeavors.

5. REI: A Life Outdoors is a Life Well Lived

REI’s USP encapsulates its commitment to the outdoor lifestyle, beyond just selling products. They offer trips, classes, and a vast library of articles about outdoor life. REI’s USP resonates with their audience’s passion for the outdoors, positioning them as more than just a retailer but as a lifestyle brand.

6. Peet’s Coffee: The Original Craft Coffee

Peet’s emphasizes its long history and authenticity in the craft coffee movement. Their USP, “The Original Craft Coffee,” speaks to their pioneering role in the industry. This not only differentiates them from newer competitors but also appeals to customers who value tradition and quality.

A well-defined USP can set your business apart and attract your ideal customers. By answering the right questions and staying true to what makes your business unique, you can craft a USP that not only differentiates you from competitors but also resonates deeply with your target audience. Once crafted, make your USP a central part of your business strategy and daily operations to maximize its impact.

By understanding your strengths, focusing on your customers’ needs, and clearly differentiating yourself from competitors, you can create a USP that drives your marketing success and solidifies your brand’s position in the market. Embrace your uniqueness, communicate it effectively, and let your USP guide your path to business growth and customer loyalty.

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Back to Sales Management

What is a Unique Selling Proposition? (with Examples)

Written by: Victoria Yu

Victoria Yu is a Business Writer with expertise in Business Organization, Marketing, and Sales, holding a Bachelor’s Degree in Business Administration from the University of California, Irvine’s Paul Merage School of Business.

Edited by: Sallie Middlebrook

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

Updated on July 21, 2024

Definition of Unique Selling Proposition

How to make a unique selling proposition, five unique selling proposition examples.

When you first started your business, you might’ve had vague, lofty goals like “I want to run a successful bookstore” or “I want to start my own CPA office.”

But as you look around now, you might see hundreds of thousands of other business owners, all with the same dream as you! With so many competitors, how do you stand out from the crowd and earn a consumer’s dollar?

A unique selling proposition (USP) is what differentiates one business from another in an industry, telling customers why they should pick your business over the next one. If you’ve been struggling to make your business stand out from the competition, this guide will explain everything you need to know about USPs with examples that provide insight to help you create a great USP of your own.

Key Takeaways

A unique selling proposition (USP) is a statement of what makes your business different from others in the industry.

It’s important to have a distinct USP so that customers can remember you and what makes your product or business better than the rest.

A USP focuses a business’s marketing and sales communications and drives strategy.

A unique selling proposition (USP) is a short statement of what differentiates a brand from competitors : a product benefit, feature, or company trait that consumers value and will come to know the company for. It’s also called a unique selling point.

A USP can be based on product characteristics or price structures, but there must be some objective kernel of truth to the claim – if you claim your blankets are softer than a dream, they’d better be appropriately soft! The product itself doesn’t have to be unique, but the message and promise do. 

Why is a Unique Selling Proposition Important?

A USP clues a prospective customer in on what makes a product or company better than another one, making it easier for customers to buy the product that suits them the best. It serves as a guarantee for the customer that even if the product fails in all other aspects, at least the most important feature will perform well.

Marketers and sales reps use USPs to target specific customer pain points, telling consumers that this specific product will meet their needs better than a competitor’s. It can also drive strategy, allowing decision-makers to identify the company’s strengths and strategic position in the industry.

An important thing to note is that USPs are used for products and brands , which sometimes might not be the entire company as a whole. For example, Mars Inc. sells dozens of different candy products, and yet the USP for M&Ms sets it apart from its sibling products made by the same company: “Melts in your mouth, not your hand.”

If you’re a business owner just starting out and haven’t found your niche yet, here are some tips to help you develop and implement a USP.

1. Research your target audience

If you don’t appeal to customers, you’ll never make a single sale! That’s why the first step is to research the product’s target consumer. Create a buyer persona or ideal customer profile of the target customer you hope to sell to: their demographics, location, budget, psychographics, and more. 

Put yourself in your customers’ shoes. Do research and conduct surveys to get a good feel of why customers buy the products they buy: what emotions drive them , what qualities they look for, and the lingo that resonates best with them. Doing this will help you match the product with customer needs.

For example, let’s say you’re starting an online fast-fashion business. Your ideal customer would be young women in their 20s and 30s of medium to high socioeconomic status, who are very conscious of current fashion trends and want to always be wearing the coolest clothes.

2. Identify core competencies

Next up is to focus on yourself: what can your product provide that competing products can’t? It’d be tragic if you found an amazing USP that appealed to buyers, only for a competitor to steal it and do it better.

A strong unique selling proposition is based on something that a company is good at that competitors can’t copy easily, something rooted in proprietary knowledge and core competencies. 

Going back to our clothing business example, you might discover a unique shipping partner that could make your deliveries ultra-fast compared to other companies. If you enter an exclusive contract with that partner, other companies won’t be able to replicate your shipping speed.

3. Look at the industry

As the name implies, a unique selling proposition should be unique from competitors, giving consumers a benefit or emotion that other products can’t. A gap in the industry would represent a prime opportunity for a new brand.

As an inverse to the previous section, it’d be quite the faux pas if a company were to copy the USP of another. In addition to the bad blood, between two products with the same USP, customers would likely default to the better-established one, correctly identifying the other as a copycat.

Additionally, when working on your USP, research future industry forecasts and predictions to see if there are new trends you can get in on early or aging trends that you should stay away from.

With our clothing business example, your closest competitor would be Shein. Though you and Shein might sell the same clothing, Shein focuses on providing them at the lowest price, while you focus on delivering them as fast as possible. Since your USP is different from your main competitor, your USP should be safe even if you have the same items.

4. Center your brand around the USP

So now that you’ve researched your customers, yourself, and the industry and found a benefit that’s valuable and unique, all that’s left is to put it into words and focus your brand around it.

Your company’s activities, messaging, and customer experience should all be focused around your USP. This puts each employee’s activities in step with the others, and gives rise to a distinct company culture and brand identity. From the supply chain, to marketing and sales, to customer service, each action and customer interaction will work towards the same goal. You can also use your USP as the headline for your website.

For your clothing company, you might decide on “Your Closet’s Trendsetter” as your USP. The word “trendsetter” brings to mind two things: the latest fashions, and providing them as fast as possible. Therefore, your procurement managers and stylists will know to always focus on the most recent trends and predict the newest styles, and your fulfillment managers will know that speed is the top priority. Even your customer service reps will know to pay special attention to cases where packages aren’t being delivered on time because those situations break your USP’s promise to customers.

Let’s take a closer look at five strong USPs to see what makes them work.

Costco, the maze-like membership warehouse club, promises “the best possible prices on quality brand-name merchandise,” appealing to consumers’ sense of thriftiness. 

Though many companies can claim low prices and quality merchandise, Costco is unique in how it fulfills this promise – by providing everything in bulk, reducing packaging and warehousing costs, and lowering the final sticker price consumers pay.

2. Ralph Lauren

When you think of Ralph Lauren, you automatically know what they’re about: high-quality, high-end, timeless casual wear. 

Their tagline, “made to be worn,” sets them apart from other premium clothing brands by promising utility and long life of use. Though they don’t offer the latest fashion trends, their apparel looks equally as good at the racetrack as it does at a dinner party and is durable enough to serve as a closet staple for years.

Japanese lifestyle brand Muji took a look at the technicolor industry around it and decided to distinguish itself by being indistinguishable. Rather than being cheaper, more stylish, or more durable than competitors, its products are designed around the concept “this will do.”

Products at Muji are plain and unbranded, appealing to customers that are tired of overthinking purchase decisions and are looking for a minimalist lifestyle. Muji’s full name (Muji Ryohin) translates as “no-brand quality goods.”

4. Starbucks

Rather than a product quality or specific benefit, Starbucks centers its USP on its emotional appeal and service: “Love your beverage or let us know. We’ll always make it right.”

As a nationwide coffee chain, Starbucks knows that it can’t promise the most expensive artisanal coffee in each location. That’s why it focuses its unique selling proposition around excellent customer service, which it can create at any location through employee training. Rather than offering a unique product, Starbucks offers a unique service: drinks customized to the customer’s exact desires. 

CRM provider HubSpot’s USP isn’t readily verbalized on their website headline but can be determined from their product offerings: pick-and-choose hubs for each business function to make a customizable yet integrated CRM platform for the whole business.

As opposed to other CRM providers who might only offer marketing, sales, and customer service functions, HubSpot’s unique benefit is its breadth of options: it also offers content management and operations software, as well as more than a thousand other integrations and extensions. When shopping for a CRM, many new customers choose HubSpot over another service provider because of its versatility.

Having a great USP from the start focuses your efforts as you build your business from the ground up, ensuring that potential customers have a clear sense of your brand identity and immediately letting them know that your products are tailor-made for their needs.

With an effective unique selling proposition, you can focus your business activities on delivering qualities that attract buyers, hone your messages and marketing strategy, and make sales that satisfy.

Unique Selling Proposition FAQs

A value proposition is much longer than a USP, describing the actual job your product or service fulfills. You can share a value proposition with another company, but you should never share a USP.

A positioning statement is very similar to a unique selling proposition: it describes the product or service and explains how it fulfills a particular customer pain point. Internally, the USP and positioning statement might be the same thing; externally, the USP has more value because it could be used as a marketing message.

No, a USP doesn’t have to feature word-for-word in every single marketing material. But an element of the USP’s value should feature prominently in most messaging, even if it’s promoted in different ways. 

For example, if you sell snacks with a focus on health benefits, you could promote one snack as “100% organic” while another snack could have “10 essential probiotics.”

Some common pitfalls to avoid when developing a USP are being too wordy, too vague, not being opinionated enough, and not following through. 

An effective USP should make a subtle statement: if you’re “high-quality,” you imply that your competitors are low-quality in comparison. Internally, your company should also have some way to fulfill the USP’s promise: for example, ensuring high quality by using 100% cotton in your clothing lines.

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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. 

Looking to learn more about what you need when opening a business? Download our The Cost of Opening a Business eBook today!

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. 

What is a Unique Selling Proposition and 10 Examples You Can Take Inspiration From

What is a unique selling proposition? If you want your business to succeed, you must have a unique selling proposition (USP). The Entrepreneur encyclopedia defines a unique selling proposition as

The factor or consideration presented by a seller because one product or service is different from and better than that of the competition.

Do you understand what that means and how it can help your business? If you don’t quite grasp what it means, then you’ve come to the right place. In this article, we’re going to tell you everything you need to know about unique selling propositions.

From explaining the definition of a unique selling proposition to tips for writing compelling ones, you’ll understand everything from this article. Without further ado, let’s begin. 

What is a Unique Selling Proposition?

There are plenty of definitions on the internet explaining what a unique selling proposition is. For example, Wikipedia calls USP as:

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.

In essence, a unique selling proposition means you present the idea that your product or brand is one of a kind. You suggest to the prospective customers that the product you are selling is unique.

A powerful unique selling proposition emphasizes the distinctiveness of your brand or product. Your goal is to set yourself apart from your competitors. 

One of the biggest mistakes you can make when starting is not knowing your unique selling point — which eventually leads to you selling anything and everything and wanting to please everyone in the market.

But it is impossible to do so; you can't impress everyone. You must first focus on what can make your business stand out from the competition, and if you find success from this, you can branch out and target other demographics.

What Should a Strong Unique Selling Proposition Look Like?

Your unique selling point is a lot simpler than you think. It’s just being different from your competition. If you’re not distinctive, you’re just the same as everyone else. To differentiate yourself from your competition, look for an aspect that you can use to set your product apart - the customer benefits of the value it brings to their lives.

A powerful unique selling proposition should be:

A statement that forces you to make a case against anything that competes with your brand should be more memorable than a generic stance, like "We are the best!." ‍

Customer-focused 

You should focus your USP on what your customers value. Use keywords that customers search for; buzzwords won't count for much if it's not something your target customers truly care about.

Play To Your Strengths

Your proposition should focus on what your brand does well. What are your strengths? What do you do better than your competitors?

A USP is not just the message on your homepage. It is a proposition you make and can incorporate in everything, from your small business's products to your brand, to the experience you provide. It is not - "50% off", "End of the season sale", etc.

A USP is a code your brand should live by. It's not easy to come up with a USP. You can't just say "free shipping" or "20% off" because everyone offers those. Specific marketing offers might be good for you, but they're not unique on their own. Shopify aptly states that

A unique selling proposition is a statement you choose to embody that differentiates your products and your brand from your competitors.

How do I write my unique selling proposition?

Everyone in USPs will be unique. But that does not mean there will be no process. You should learn to keep it that way in mind.

Once you know your USP, it might help express that in your marketing efforts. Not exactly what you advertised on your site, but it will help clarify your USP to the target audience. The USP is a critical divergence that prospective customers may be worthy of attention.

To write your business’ unique selling proposition, below are some things you should consider.

Pinpoint The Dividing Edge

Redefine, refine, and refocus your brand. To stay relevant in this new era, retailers must pinpoint what makes their business stand out. The more specific you get, the easier it is to identify the gaps in today's market. 

How do you go about doing that? Start with a list of all the things that make your company unique. For each item on the list, think about how you can translate each differentiator to your customers.

Address The Pain Points

Th i nk of your most unique strengths, and then think about what your audience has been looking for that you can deliver. Find the gaps in the market that you can fill that your competitors haven't. Provide a solution for customers' problems.

Keep Tabs on Your Competitors

Competition is a vital part of the business world. With this in mind, you should do your due diligence and research who your competitors are are and what their USPs are. 

Analyze The Data You Have

Your USP is what will set you apart. Why not take the information you’ve gathered and see how you can apply it to your business? 

Your USP should be woven into your brand name, return policy, and more. If you can display your USP in different ways to your customers, it will reinforce the concept to them.

Developing a solid USP is no easy task, but all you need is ample knowledge about the niche market and your brand. Just state how you are different from every tom, dick, and harry in the trade. What makes your brand any different from others. Your USP should also offer value to potential customers.

Learn more: How to Develop a Unique & Memorable Brand Identity in 2021

10 Examples of Unique Selling Propositions

USP is not just about highlighting your selling points. It also needs to include a value proposition that describes your ideal customer’s offering. 

Do you still need help to create your unique selling propositions? Below are 10 of the best examples we found to take inspiration from and help you get a jump start.

Starbucks doesn't just sell coffee . Its success is based on a fundamental truth: people buy more than a product. They buy a feeling, a promise, a vision of a better life. Starbucks customers trust the brand because it offers luxury and quality.

The company sells an image built around coffee, but what gives it value is something more fundamental: the human connection between barista and customer. It sells an experience.

Starbucks has built its business with an obsessive focus on customer experience. Its tagline is "Everything we do; we do it for our customers." Its mission statement is to "inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time."

They don't simply serve up cup after cup of coffee; they also provide their customers with quality food and excellent customer service. That's why they don't offer products at low prices. Their identity is that they serve premium coffee with an experience, not cheap coffee.

Starbucks is the world's largest coffee shop chain, with more than 23,000 locations in 62 countries. Thanks to a unique selling proposition, Starbucks has become a successful business.

Deathwish Coffee

Deathwish coffee claims to be the World's strongest coffee. If you do not trust us, just visit their online store. They’ve provided details on how they made it and what goes into it. The bold packaging is confident and inviting.

Too many brands try to be funny when they write.  But, this coffee company isn't making jokes with their product. Instead of attempting to be hilarious, Death Wish Coffee is selling with sheer honesty. 

It's safe to say that most people don't drink coffee for the caffeine. It's a bitter, dark liquid that mass-produced companies have watered down to appeal to the lowest common denominator. 

The founder of Death Wish Coffee decided to fix this problem by creating a ridiculously strong brew — making it the world's strongest commercially available coffee.

Death Wish Coffee is a bold, robust, smooth coffee with no bitterness. They have carefully crafted it by using a select family roasters using 100% Arabica beans sourced from South America, Central America, and Indonesia.

Saddleback Leather

Saddleback's messaging is improved upon the idea that their belts and accessories will last a very long time or maybe even forever. That’s a pretty bold claim, but it doesn’t stop there. 

The company goes into detail, literally, about the patented design and the 100-year warranty that backs up its promise of longevity.

They make every product with a guarantee that it’ll last a lifetime. With a 100-year warranty and a wide array of attractive designs, their products are the best you can buy. 

Even if someone else has an identical item, their products won't wear out as theirs will. Made with high-quality materials and crafted by true craftsmen, Saddleback stays ahead of its competitors because of its unique selling points.

• Crafted by true craftsmen,
• High-quality materials.
• 100-year warranty(they guarantee it’s going to last longer than the owner, which is a bold claim)

Saddleback Leather has built a reputation of trust, quality, and excellence. They’re more than just a brand; they’re a legacy. With their signature "They will fight over it when you are dead” tagline, the brand can establish its identity by emotionally connecting with its audience.

Nerd Fitness

Nerd Fitness isn’t for everybody — but if you’re a nerd, a geek, or otherwise like spending your nights and weekends playing games and learning about the latest in science fiction and fantasy, this site is for you.

It doesn’t matter why you try to lose fitness or get healthy; Nerd Fitness can help you get there. From their understanding of your gaming habits to your junk food habits, they know how you live and will allow you to change it up.

The best thing about their program is its simplicity. Nerd Fitness creates your programs for you, so you don’t have to. Their unique selling point? They have a particular advertising area; their target market is the nerds, misfits, and dorks.

Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. The fitness brand’s USP is “We’re here to help the misfits, the dorks, and the unpopular kids get in shape.”

This message resonates with the target audience, who replies to it for strength training, better eating habits, valuable tips on increasing energy levels, and more.

Learn more: Fitness advertisements: Best Ways to promote GYM & Fitness Services

Bee's Wrap

Bee's Wrap is the world's first sustainable food wrap made from organic cotton and beeswax — helping customers save a lot of money in the long run. However,  this isn't  Bee's Wrap’s only USP.

Bee’s Wrap taps into an important global topic: plastic pollution. Sustainable food wrap is made from organic cotton and beeswax. It’s an alternative to single-use plastics that are too often thrown away.

Beyond the product, Bee’s Wrap also works to make the world a better place by meeting B-Corp and Green America certification. It’s vital to note that any message a brand transmits should always represent every aspect of its mission.

In 2021, with mounting temperatures and climate change endangering many species, an alternative to plastic will sell big. Bee's wrap capitalizes on its unique product and its purpose.

Basecamp has a straightforward USP in that it simplifies project management for entrepreneurs, freelancers, small businesses. Their ideal customers are people who don't want to spend time on complicated software but want to spend time on their projects.

They aren't interested in sophisticated tools; instead, they're looking for practical project management made simple. 

Furthermore, instead of trying to be everything for everyone, Basecamp was created with only minimal features — leaving them more time and resources for the improvement and new development.

It can help you set up a to-do list, organize your projects, and assign tasks to team members easily. While this may be less useful for large enterprises, it’s the perfect option for freelancers, consultants, and small growing businesses.

Taylor Stitch

Taylor Stitch is an established clothing company that leverages crowdfunding to try new products. Rather than using it to make money, they use it as an innovation board. They explain to customers that they will get better products at a discounted price while staying environmentally friendly by pre-ordering their products.

While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because they make it a part of their USP. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. You crowd-fund them."

This innovative new approach sets their company apart from their competitors.  Taylor Stitch's compelling USP ensures they get sold out pretty quickly. Now, who wouldn't want that?

Honest and authentic, Fabletics is an activewear brand for working women. Fabletics aims to give shoppers affordable activewear and deals without compromising quality or style. That’s why they offer membership to their VIP program, which provides them with access to free shipping, special discounts, workout tips, and more.

The unique selling point of Fabletics is its tone of voice. Because of this, it's vital that you authentically articulate what makes you unique. 

Beardbrand wants to solve a problem that plagues men of all ages: the lack of high-quality beard grooming products on the market. They provide finely crafted, all-natural beard grooming products to men who demand the best.

Do you sometimes feel invisible? Do you struggle to seem confident and authoritative at your job? Can your friends sometimes see your frustration, even though you can’t?

Beardbrand takes on conventional shaving practices, encouraging customers to choose a better alternative for their health and lifestyle. With their premium all-natural products, they provide customers with the tools they need to take control of shaving while also making it easier to engage with like-minded enthusiasts.

Unlike the competition, Beardbrand creates genuinely natural products for men’s grooming that focus on nourishing the skin and preventing problems from occurring rather than trying to fix the symptoms after they happen.

It's a very unique and different way of approaching beards and their maintenance, and one that separates Beardbrand from the pack. Beardbrand is excellent at telling stories and making promotions fun and engaging — they do it in a way that gets people interested and involved.

Tips for Writing Compelling Unique Selling Propositions

‍ deliver on your claims.

When planning your USP, it’s helpful to think about who your customers are and what they want.

• What are the most important things they need from your business?
• Why should they choose you over someone else?

Your USP should answer these questions by selling the aspects of your business that are most valuable to your target audience.  For example, FedEx is an industry leader because of its unique selling proposition. It lives up to the claim that their service is the fastest, and the package will be there when you want it delivered.

Complete Understanding of Your Target Market

The best campaigns succeed based on one principle: they know exactly who they're selling to and why.

Any marketing effort should be laser-focused towards a specific audience; any brand that isn't laser-focused is wasting its resources. You should tailor every message you send to your target audience, and it's never enough just to reach a general group of people — you need to get the right group.

Understanding what your target customer wants is crucial to marketing, especially when you’re on social media. Your audience must know that you listen to them, even if they aren’t talking directly to you.

Leverage Your USP To Create a Killer Marketing Strategy

Your USP is your best friend while creating a killer marketing strategy. Which is why, you need to know how to use it when devising your content marketing strategy (usually consisting of social media , video marketing , etc.), and advertisements . It is an essential feature of your advertising that you highlight your USP. It should be in the headline or first line of your advertisement.

If you choose to feature your USP in the headline, make sure it’s keyword-rich.  Alternatively, if it appears elsewhere in the ad, highlight its benefits to customers.

Learn more: How to Make an Ad

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FAQs: Unique Selling Proposition

What are examples of unique selling propositions.

• Avis. " We're number two. We try harder."
• FedEx Corporation. " When it absolutely, positively has to be there overnight ."
• DeBeers. " A diamond is forever ."
• Domino's Pizza. " You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."
• M&Ms. " The milk chocolate melts in your mouth, not in your hand ."
• Geico. " 15 minutes could save you 15% on car insurance."

What is a unique selling proposition?

A unique selling proposition (USP), also known as a unique selling point, is the one thing that differentiates your product or your service from your competition. When doing online marketing, it's essential to articulate your brand's USP so potential customers are more likely to convert when they access your website.

Is USP essential in business?

Having a USP is vital to every business, brand, and public figure, such as influencers. This is because a unique selling proposition is the best selling point you could have to stand out from more prominent players in the market and help you to compete better.

What are the factors affecting unique selling proposition?

You can base your business' USP on the "four Ps" of marketing: price structure, placement strategy (location and distribution), product characteristics, or promotional strategy.

What role should the Unique Selling Proposition play in a company's advertising strategy?

Your company's unique selling proposition should always be the main focus in your advertising strategy to highlight how distinctive your product or service is from your competitors.

What is Apple's unique selling proposition?

Apple is famous for its sleek design, state-of-the-art hardware, user-friendly software, and an overall 'cooler' alternative to the Windows PC. All of those combined makes them represent Apple as it's USP.

Unique selling propositions focus on what helps your business to stand out. For finding a USP, start imagining with your marketing department.

Ask your customer service representative what customers love the most. Then create a compelling selling proposition that brings the business message home.

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21 Unique Selling Proposition Examples to Inspire You Today

A Unique Selling Proposition (USP), also known as unique selling point, refers to the distinctive characteristic that makes your company or product stand out from the competitors. In other words, what makes you different from other businesses in the sector? What do you offer that they don’t (or do, but not as well)? Today, I will share 21 awesome unique selling proposition examples that we can all learn from.

Also, just a quick disclaimer before we move on. A couple of the links on this blog post are affiliate, which means that I will make a small commission if you end up purchasing after clicking. 

1. The Economist

You’ve seen the news, why not discover the story?

Unique Selling Proposition Examples #1: The Economist

The first on our list of Unique Selling Proposition examples is this one from The Economist. They do a remarkable job on making an unexpected, but powerful twist to a regular service of delivering the news.

While other newspapers and media channels just deliver the news of what happens around us, The Economist goes beyond that – they tell stories.

The Economist builds a Unique Selling Proposition around storytelling , which makes the company different from its competitors. Their initial claim is further supported by the following phrase:

“ Enjoy unrivalled analysis of the issues that lie behind the headlines. ” Which I absolutely love, because they are already constructing a strong Marketing statement by telling us that their analysis is unrivalled.

2. HelloFresh

America’s Most Popular Meal Kit

Unique Selling Proposition Examples #2: HelloFresh

HelloFresh is one step ahead of its competitors with a strong proposition in place: America’s most popular meal kit . However, they are not only making their product stand out by being the most popular.

Looking at their landing page, I can see at least a couple of distinctive characteristics that complement the initial one:

• Offering the biggest recipe variety on the market of meal kit delivery;
• They are also the company with the most 5-start reviews among competitors;
• HelloFresh offers no commitment , which seems to be an issue with other brands;
• Also, they claim to test each recipe 45 times to ensure its simplicity and deliciousness;

The company is doing a great job with their marketing message. In fact, each one of these points could be a USP by itself, which is awesome. Many organizations struggle to think of just one!

3. Tiffany & Co.

The right one is worth waiting for

Unique Selling Proposition Examples #3: Tiffany & Co

Next on our list of Unique Selling Proposition examples is this one from Tiffany & Co. And honestly, I am kind of obsessed with how awesome it is.

First, the phrase “The right one is worth waiting for” is a great play of words. Because it’s a diamond proposal ring, they are obviously referring to the person who would be proposing with it. However, it is also a subliminal message about the right ring worth waiting for (Tiffany’s, of course).

However, we also have another distinctive claim that makes Tiffany stand out from competitors. And that is, “We’re the leader in diamond traceability”, which means that they are responsibly sourced.

And last but not least, they are also implementing elements of storytelling within their unique selling point. When you click on “Shop the story”, you are actually taken to a subpage with mini stories associated with their products:

Can this get any more awesome?

4. WooCommerce

The most customizable eCommerce platform for building your online business.

Unique Selling Proposition Examples #4: WooCommerce

What is one of the most important things that customers value in a product? That’s right: its ability to get customized and adapted to their needs . Well, Woocommerce seems to know this very well because that is exactly what their Unique Selling Proposition is about.

And that is, being the most customizable eCommerce platform for online businesses.

Which, paired with the invitation to get started for free, makes it quite difficult to ignore!

There’s a better way to grow.

Unique Selling Proposition Examples #5: Hubspot

Hubspot (affiliate link) is one of the leading companies for Inbound Marketing and Sales solutions. They are also a reference when it comes to branding and communicating their Marketing messages, and their Unique Selling Proposition is a great example of that.

A lot of companies on the market offer these services in exclusively paid subscription plans. However, Hubspot´s distinctive feature is that it allows you to “Get started with FREE tools, and upgrade as you grow.”

Which they end up resuming as “There´s a better way to grow”. The idea behind it is that you get started by using their tools for free. And then, Hubspot grows with you as your business gets bigger and requires more comprehensive solutions on its journey.

Book unique places to stay and things to do.

Unique Selling Proposition Examples #6: AirBnB

Next on our list of Unique Selling Proposition examples is this one from AirBnB. I love it because they have done a great job summarizing what makes them different from their competitors in just a single phrase.

And that is, their huge variety of unique places to stay in when travelling that you can´t typically find on other platforms or services of similar type. Of course, in this USP we also see their diversification intent towards activities other than just accommodation.

Which is also something that your typical booking platforms or accommodation websites don´t necessarily offer. Just awesome!

The new standard in online payments

Unique Selling Proposition Examples #7: Stripe

With the most complete toolkit on the market for businesses that want to accept online payments, Stripe has established itself as “The new standard in online payments”.

Their user-friendly interface, multiple integrations, variety of tools, and great technical support have ranked them “ the best software platform ” among their clients. And they are taking a great (and well-deserved) advantage of it as their Unique Selling Proposition.

8. Emirates

Don’t just fly, fly better

Unique Selling Proposition Examples #8: Emirates

With their slogan Don’t just fly, fly better, the state-owned airline company Emirates is taking pride in offering the most exclusive experience for their first class passengers:

Which, according to the statement above, has been possible by investing in the largest and most modern fleet of Boeing 777 and A380 aircraft in the world.  But also by providing an incredible attention to their customers and ensuring their great experience from take off to landing.

While many of their competitors are focusing on cost leadership , Emirates are taking a different approach for their brand. And they are doing an excellent job with it.

9. Turkish Airlines

Flying to the most countries

Unique Selling Proposition Examples #9: Turkish Airlines

While Emirates focuses on the experience it provides to passengers, Turkish Airlines highlight its rich offering as a Unique Selling Proposition. And that is, having the resources, capacity and agreements to fly to the biggest number of countries.

At first, this might not seem like something that a customer will necessarily value. I mean, when you are purchasing a ticket to one country, you care more about low prices, security, boarding on time, etc. Not if the airline travels to other countries as well.

However, what actually gives value to the company´s USP is their Miles& Smiles program for accumulating miles and receiving discounts. With this in mind, knowing that you can take this airline for trips to any country means that you can accumulate a lot of miles.

And consequently, get a lot of discounts. Now, it definitely sounds more exciting!

10. Ben & Jerry’s

We make the best possible ice cream in the best possible way.

Unique Selling Proposition Examples #10: Ben & Jerry’s

Next on our list of Unique Selling Proposition examples is this one from Ben & Jerry’s.

When I first read it, I wasn’t sure what they meant with it exactly. Saying “the best” isn’t very specific, and can be very subjective in some cases. So what did this claim mean?

But then, I scrolled down and each of the images revealed the following texts:

• Caring dairy;
• Cage free eggs;
• Fair trade;

By clicking on each of the images , you will be taken to a specific landing that explains the company’s efforts in Sustainability and Corporate Social Responsibility. Which finally made me understand what they meant with their USP.

11. Postmates

Anything, anytime, anywhere.

Unique Selling Proposition Examples #11: Postmates

Postmates is US-based company that employes couriers to deliver goods of all sources locally. They take pride in their unique capabilities and resource availability to match inventories and consumer demand.

This makes it possible to deliver “anything, anytime, anywhere”, more than any other brand on the market. Which is the essence of their Unique Selling Proposition.

In fact, they aim to become a referent in the sector to the point in which the company’s name is used as a verb: “Postmate it”.

The smartest corporate card in the room

Unique Selling Proposition Examples #12: Brex

The startup company Brex aims to differ from its competitors by offering “the smartest corporate card in the room”. It includes unique features such as:

• Instant approvals;
• Modern payment terms;
• No personal guarantee;
• Higher than usual limits;
• Advanced fraud protection.

Their Unique Selling Proposition is built around their main product – the credit card. And of course, the exclusive benefits it offers compared to the competition. Which has been further enhanced by all the clients listed on their website.

13. Robinhood

It’s Time to Do Money

Unique Selling Proposition Examples #13: Robinhood

The next USP from our list of Unique Selling Proposition examples comes from Robinhood.

Robinhood is a company that offers commission-free trading in one, user-friendly platform. I absolutely love their slogan: “ It’s Time to Do Money “. This slogan, paired with the simple, but powerful description, definitely highlights what makes them different from their competitors.

And that is, being the pioneer in commission-free investing. In other words, they are doing something that no one else was doing at the moment.

Disclaimer: I am NOT promoting Robinhood under any shape or form. This is just an example.

14. Salesforce

Connect to your customers in a whole new way with the world’s #1 CRM platform.

Unique Selling Proposition Examples #14: Salesforce

Salesforce is coming strong with their statement, and is quite well-deserved. According to data from their own website, currently over 150,000 businesses are using their CRM! Which is completely mind-blowing.

And definitely a Unique Selling Proposition that every organization would love to have. Simply being the best. (just to make it clear that this is not my claim, but Salesforce´s.)

A quick search also shows us that they have some of the most comprehensive and feature-rich tools on the market. Which enhances their statement even more.

15. Contently

The highest-rated content marketing solution

Unique Selling Proposition Examples #15: Contently

What makes Contently different from competitors is the amount of users who have trusted in their product. This might not be a distinctive feature of the platform, but is a guarantee for unmatched quality that not every organization can provide.

For this reason, being “the highest-rated content marketing solution” is a Unique Selling Proposition for Contently. And it is a definitely a very solid one, as it can be proved with actual ratings from their customers.

The first bank you’ll love

Unique Selling Proposition Examples #16: N26

Next, we have this brilliant example from N26, a German bank that operates exclusively online. They have taken a service that people have to consume, but dislike to, and turned into something enjoyable that takes no time.

For this reason, their USP “the first bank you will love” is definitely something that grabs the attention. And makes you want to learn more about the product. The company´s effort in creating a unique product makes them stand out from the crowd.

To create a better everyday life for the many people.

Our list of unique selling proposition examples continues with IKEA. The company’s strongest selling point is their innovative approach of selling ready to assemble furniture at extremely affordable prices.

The low prices, combined with the wide variety of well designed products that are easy to assemble in comparison to those of other competitors, make IKEA’s USP one of the strongest and most sustainable examples on the list.

Their unique approach really makes them stand out from other competitors on the market.

18. Siteground

Expert Hosting Support Our Customers Love.

Siteground is a web hosting service that stands out with one of the most exceptional customer support within their niche. I can actually confirm that it is pretty amazing, and it is truly worth the money.

They provide a 24/7 support, answer almost immediately, and resolve issues extremely fast compared to other hosting services that I’ve tried myself.

Considering that hosting is an extremely competitive market, and websites experience technical issues all the time, offering an outstanding customer service definitely makes for a very strong USP that customers appreciate.

Hermés, contemporary artisans since 1837.

There are thousands of clothing and accessories brands in the world, but one of the most distinctive ones is Hermés.

Hermés prides itself in their unique, hand-crafted purses that celebrities consider an investment, and may cost up to 300 000 dollars a piece!

The company’s unique selling proposition is not only the fact that their purses are hand-crafted and supported by a rich brand history, but also because they are made using rare and exotic skins, and each model is a limited edition.

To be able to buy a purse, celebrities have to be invited by the company – and they will be put on a waiting list! Needless to say, Hermés Marketing strategy has managed to establish an extremely strong USP for the brand.

20. Starbucks

Expect more than coffee.

Our list of Unique Selling Proposition examples continues with Starbucks – one of the most popular coffee chains in the world.

Starting off as a small coffee shop in 1971, the brand stood out from competitors with one thing – the unique experience that they provide to customers.

While most coffee shops are focused mainly on selling coffee, Starbucks decided to take a different approach and provide a full experience from the moment you enter their shop to the moment you get out.

There is a reason why many people take their laptop and go to work there – from the cozy environment to the coffee cups with their name on it, they can really enjoy spending their time there. Which is something that many competitors don’t really offer.

Reliable light and power when you need it.

Speaking of awesome unique selling proposition examples, we also have XTorch – a company that appeared on US reality show Shark Tank seeking an investment of $150,000 in exchange for a 10% equity.

Although they didn’t score a deal from the sharks, they taught us a valuable Marketing lesson on Shark Tank – the importance of having a solid USP. Companies should be able to explain what exactly differentiates them from competitors , what makes their product stand out from the crowd?

XTorch explained that they are not a simple torch. They are “the only rechargeable, solar powered flashlight – lantern – phone charger that you can count on”. Powerful, right? I absolutely love this, and it was the perfect answer for the sharks who wanted to know why purchase XTorch and not a regular , much cheaper torch from the store.

That was all from me, folks! I hope you liked my article on the best unique selling proposition examples. When it comes to writing a USP, it is extremely important that every business knows their strongest points and what makes them stand out from competitors. This will be the key to identifying a unique selling point that actually sells.

In addition, if you liked this article, you may also like the following ones:

• 7 Powerful Ways to Create a Unique Selling Proposition
• 101 Incredible Mission Statement Examples (in 2021)
• 73 Amazing Vision Statement Examples to Spark Your Creativity

Also, let’s answer some of the most important questions when it comes to USP:

What is a Unique Selling Proposition (USP)

A Unique Selling Proposition (USP) refers to the biggest strength of a company, that feature or service that makes them stand out from competitors within a particular niche. For example, providing an outstanding customer service or offering the fastest shipping.

What is the purpose of a Unique Selling Proposition (USP)?

The purpose of a Unique Selling Proposition (USP) is to identify the feature or characteristic that makes your business better than the competition, and to help you drive more sales through it.

What are some Unique Selling Proposition examples?

Some Unique Selling Proposition examples include: Siteground's outstanding customer support, Magento's most customizable ecommerce platform, Hubspot's free CRM tool, and Starbucks' unique coffee experience.

If you have any questions, do not hesitate to leave them in the comments below. And I hope to see you again soon!

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My expertise covers areas such as Google Ads, Google Analytics, Search Engine Optimization, Content Marketing, and Social Media.

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How to Define Your Unique Selling Proposition: 10 Examples

At the heart of all of your sales and marketing activities is a proposition. You are offering something in return for their money. 

Every business has a selling proposition, but not all businesses have a unique selling proposition (USP). 

With so many options in the marketplace, unless you can put together an effective USP, your competition will consistently beat you out. 

In this post, we’ll cover:

• The Basics of a Unique Selling Proposition
• How to Create a Unique Selling Proposition
• 10 Examples of Great USPs (in B2B and B2C)

What is a Unique Selling Proposition?

A unique selling proposition, or USP, is the key benefit that makes your business stand out from competition. 

Said another way, a unique selling point is a unique aspect of a company’s products or services that sets them apart from what the competition offers. 

A USP should make it immediately clear what value a customer gains from your product or service. 

Often the best USP’s sound like a clever slogan or a bit of micro copy on your homepage – but it should be much more than that. 

A great USP should do a few things:

• Communicate Value: A catchy slogan is nice, but what makes your product or service unique needs to be clear and memorable.
• Tell the Truth: Your business must be able to back up its claim.
• Focus on the Customer: Your USP must showcase a benefit that your target audience craves.

It’s worth noting that a unique selling point doesn’t have to highlight a unique product or service – it’s okay if your offering itself isn’t unique. But the unique value you bring to the table needs to be communicated uniquely.

How to Create A USP

At the core of a great USP are three things:

• What your business does best
• What your customer desires most
• What your competition’s messaging lacks

A unique selling proposition that connects what your business and with what your customers want, but doesn’t stand out from the competition – won’t stand out in the market.

A unique selling proposition that connects with your customers and stands unique in the marketplace, but can’t be fulfilled by your business processes will quickly lead to disappointed customers and a poor reputation.

A unique selling proposition that accurately portrays what your business can do, and is unique, but doesn’t connect with your customers will lead to an empty sales pipeline and little revenue.

The key is to find the perfect blend.

Here are a specific steps you can take for nailing down your own USP:

• Make a list of everything that makes your product or service unique. List all of your potential key differentiators. 
• Research your competition. Take a hard look at your competitors, what they offer, and how they offer it. What from your list of potential differentiators is truly unique?
• Research your audience. Does your current product or service meet your customers’ needs? Is anything missing? Interview customers to find out.
• Study the data. Take the information that you’ve learned, and sift through it to single out your strongest differentiator.

Defining Your Unique Selling Proposition

Once you have a good idea, you need to define it and work it into your marketing messaging.

It doesn’t have to be a catchy slogan that lives on your homepage, though it certainly can be. But it does need to be clear and easy to understand. 

Here’s a good sample template:

We offer [product or service] for [your target audience] to [your value proposition].

Unlike [one of your competitors], we [key differentiator].

Once defined, get creative with it. If you follow the template above, your USP probably doesn’t pack a punch. That’s okay. But when you start working it into your website copy and using it in ads, you’ll want to spice it up a bit. Take note from the examples below.

What if You Don’t Have a Unique Product or Service?

Your USP isn’t necessarily about having an entirely unique product or service. If you did, your selling proposition wouldn’t be all that important – because you wouldn’t have any competition. 

You’re looking to identify what it is about your product or service that you do in a unique way, or in a way that adds unique value. 

Even if you don’t do anything super unique compared to your competitors, the goal is to communicate your value proposition better than everyone else.

How Do I Create a Unique Selling Proposition for B2B?

In B2B marketing , there’s often a little less room for differentiation. There’s a good chance there are a number of other companies who do exactly what you do – unless you’ve created a software or product that really stands out in the market.

You’ll have to dig deep into what you do really well, and observe holes in the industry. For example, perhaps you provide your service much more quickly or provide a more pleasant experience than your competition. Maybe you approach one aspect of your business in a unique way no one else does.

Once you’ve identified a key differentiator, use social proof to help back up your selling point.

10 Effective Unique Selling Proposition Examples

We’ll look at five B2B brands and five B2C brands:

1. Saleswhale’s Automated Selling Point

Saleswhale is a sales and marketing platform founded in Singapore. They help sales and marketing teams optimise their pipeline at the bottom of the funnel.

Plenty of sales and marketing tools exist on the market, but what makes Saleswhale particularly unique is their ability to automate lead flow conversion with the help of AI.

They make this proposition abundantly clear on their website and throughout other messaging. 

What makes their USP effective?

• A specific offering catering to a specific customer need
• Thoroughly spotlighting what makes them unique in the marketplace

2. Stripe’s Powerful USP

Stripe makes payment processing extremely easy for developers.

They’ve been able to define and target their ideal customer – and craft their messaging specifically for them. 

“We bring together everything that’s required to build websites and apps that accept payments and send payouts globally.”

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Plenty of other businesses offer payment processing, but Stripe offers an integrated suite of products, giving developers everything they need to make payment processing as straightforward as possible.

Later on their homepage, they use the phrase, “Powerful and Easy to Use.” That’s a strong USP in a market full of complex solutions that often require additional products for a complete solution.

What makes their USP effective? 

• It targets a specific audience, solving a big pain point
• It clearly stands out from competitors

3. Enovatek’s One-Stop Proposition

Enovatek is an energy company dedicated to energy-saving technology solutions.

Plenty of other companies offer energy solutions, but Enovatek makes it clear they’re a “One Stop Solution” who prioritizes practical solutions and energy efficiency.

They save clients time and hassle of dealing with multiple energy saving vendors and products.

• It hits on a common pain point for their target audience
• Their practical and efficient solutions stand out in the market

4. Fast’s Quick One Liner

Fast is another company in the payment and checkout space. Their popular tagline is, “One-click checkout.” Of course this doesn’t fully explain their USP in and of itself – but it does fully get the message across.

You can checkout in just one click. 

It communicates everything you need to know: easier, faster, and streamlined online shopping for online retailers.

It is worth noting that Fast truly has a unique product. Sure plenty of other companies offer payment processing, but their product is actually a standalone in the market (for now). This makes it pretty easy to craft a winning selling point.

• They’re able to communicate value with three words
• Their offering is incredibly unique

5. HubSpot’s Paradoxical Selling Proposition

HubSpot is a great example of a company who does a lot, yet is still able to sum up their USP succinctly. 

They offer a CRM , marketing automation tools, design tools, sales tools, service tools, and more. In a market saturated with different tools and integrations, having a software that’s strong yet easy to use is unique.

“Powerful, not overpowering.”

• It’s short and sweet, while communicating a whole lot
• It not only addresses a pain point, but a fear many have when engaging similar products

6. Canva’s Empowering Proposition

Canva is an online design platform that makes it easy to create and share beautiful designs.

Their USP is that they make design easy and accessible – even for those who wouldn’t call themselves “designers.” 

When you consider their competition like Adobe’s suite of products, this stands out. Designing with Illustrator or Photoshop can be complicated and require some training.

But with Canva, anyone can design. And they make that clear.

• It taps into a pain point many didn’t even know they had
• It’s aspirational, appealing to making the world a better place 

7. Orion Orthopaedic’s Unique Selling Point

Orion Orthopaedic is an orthopaedic surgery centre in Singapore specializing in world-class solutions.

Their USP: “Preserving Joints and Restoring Active Lives.”

Orion has honed in on the benefit of what they offer within their USP, restoring active lives. This is the greatest pain point for anyone struggling with joint issues or sports injuries.

Not only that, but the “preservation” route is one not many competitors take in their messaging.

What makes this USP effective?

• It gets at a unique benefit – not just a feature
• It highlights a unique approach

8. Lorna Whiston’s Targeted USP

Lorna Whiston is a school in Singapore offering preschool and enrichment programmes for children.

Their unique selling proposition is that they transform children’s lives and unlock their potential. Their target audience is parents – who want their children to achieve and find success in life.

Lorna Whiston’s USP communicates just that. It’s a tall claim, but they use testimonials and messages from parents throughout their marketing material to justify their selling point.

• It pinpoints a key aspiration for their target audience
• They bolster their USP with social proof

Learn how we helped Lorna Whiston use marketing automation to gain a 305% return on marketing investment.

9. ADDX’s Inviting USP

ADDX (formerly iStox) is a Singapore based investment company that makes it easy to invest in hedge funds, unicorns, and other companies that typically wouldn’t be available to the public.

They communicate their value in their homepage heading, highlighting the idea that this is private market investing for all.

Further down, they double down on the proposition: “It’s simple… This is how we’re changing a two-hundred year old system that has excluded most people.”

Not only are they opening the door for you to invest, but all who have previously been excluded. 

• It clearly communicates what they do and what separates them from other investment platforms
• It’s aspirational, appealing to innovating the whole industry

10. Warby Parker’s Picturesque Selling Point

Warby Parker makes trying on and buying glasses easy and affordable. They use compelling copy to get this point across:

“Buying eyewear should leave you happy and good-looking, with money in your pocket.”

When communicating your unique selling proposition, there’s no better way to do it than painting a picture. Instead of saying, “We make buying glasses cheap and easy,” – which would be a fine USP – they paint a picture: “When you work with us, you’re happy and have more money.”

That’s a strong proposition!

• Their process stands out among competitors
• They communicate it with a picture, rather than being explicit

Take Notes from These USP Examples

If you’re struggling to define your own unique selling proposition, take inspiration from these examples. 

As you probably noticed looking through these examples, the easiest products and services to craft USP’s around are those that are truly unique and valuable. If you can’t find anything that makes your product or service stand out – it may be a good idea to take a fresh look at your offering.

Take your time defining your USP, use these examples to help, and go stand out in your industry.

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How to Create a Unique Value Proposition + Examples

Lisa Furgison

10 min. read

Updated May 10, 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.

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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Write a Unique Selling Proposition With These 5 Questions

Get ready to write a unique selling proposition that screams "Pick Me"!

By Ivana Taylor

Published on August 28, 2023

In This Article

Small businesses have the unique ability to be flexible and focus on solving customers’ problems in a way that helps those customers make a good purchase decision.

To get your creative juices flowing, you can use these exercises and examples of unique selling proposition templates.

In a Hurry to Write a Unique Selling Proposition? Click straight to the exercises:

• Use These 5 Questions to Build an Irresistible Marketing Message
• Write a Unique Selling Proposition Based on What Frustrates Your Customers
• FREE Templates to Write a Unique Selling Proposition
• Where to use your USP (Unique Selling Proposition)

Is it time to write your unique selling proposition?

It’s time to write a new unique selling proposition when you see:

• Visits to your blog drop.
• Email open rates go down
• Your conversion rates drop
• Your bounce rates go up

Assuming those are happening (and they can happen to even the best of us), it’s time to take a close look at re-connecting with your ideal customer, what matters to them and to get them choosing you again.

The 5-Power Questions for Developing a Unique Selling Proposition

Can I just tell you that this is the easiest, shortest, least complicated way to get laser-focused on your ideal customer and to craft a unique selling proposition , platform and brand that I’ve run across. You will be able to answer these questions in less than 30 minutes. But I want to warn you that actually CRAFTING the message will take a little longer.

When I first ran through this process, I answered the questions in just minutes, but it took me about 20 hours over the course of two weeks to tighten it up enough to create an explainer video and to use it as part of my signature talk.

Who is your ideal customer or audience

Who are you talking to? You know this drill. Find a single individual to talk to.

Put yourself in their shoes, follow them through their day, create an avatar or profile.

Do what you need to do so that you not only KNOW who they are. Your goal is toknow them as well as you know yourself, your spouse, your kids, your dog.

What is the problem that they are trying to solve?

Now, pretend that you’re a camera, or fly on a wall or silent observer and watch your ideal customer.

What is the problem they are desperately trying to solve? They may not even KNOW what the problem is, but YOU know. You can tell by observing and watching their actions,

How they do what they do,

how do they feel about what they are doing and where they are getting stopped and frustrated.

It’s a lot like watching a toddler trying to figure something out or a pet chasing its tail. You see what’s happening, you feel their frustration, and you know what to do. This is the moment you are capturing.

What is their perceived notion of how this problem is solved?

Let’s stay with the toddler/pet analogy.

How does your ideal client THINK they have to solve this problem? They try this, they do that, what is the outcome? Again, you are the observer, what happens when they try something and it doesn’t work?

What are they trying, what’s the outcome and how does it make them feel?

How does everyone tell them their problem is solved?

Now we’re at the point where they go looking for solutions.

What is everyone telling them they have to do? Are they doing that?

If they are doing it, why isn’t it working for them? And, i f they aren’t doing it, what’s stopping them?

Notice how I’m describing this, it’s absolutely critical to stay in observation mode and NOT in thinking mode.

Thinking will come later. For now, just watch and observe your ideal customer going through the process of solving this problem from only what they see and what they know.

How do you believe this problem is solved?

This is the fun part ! This is where you step in and save the day! What is it that YOU KNOW that they don’t yet know?

It’s really important that you share this information in a kind and nurturing way as in “It’s not your fault” or another option is to sweep in and say — “It used to be this way, but NO MORE”.

The most important point is NOT to make them feel stupid because that will just drive them away. Your goal is to make them feel SMART for having been through the process and finally discovering your amazing solution

9 ways to spin your USP so that your ideal customer sees the wisdom of choosing you.

You can choose to use one or as many as three in your marketing message.

Make it Exciting

What can you say about your message that would make it sound exciting to your audience? “Losing weight doesn’t have to be difficult. Have fun shedding pounds while you dance” Make your message exciting when your product or service is perceived as difficult or elusive.

Make it Interesting

To make your message interesting, create contrast and controversy. Take a common belief and turn it on hits head. For example; “Make more money by doing less and focusing on what delivers results.”

Keep it Simple

Create a simple statement that summarizes the core message in just a few words. Like, “Do Less Marketing Make More Money.”

Make it Newsworthy  

Write a message that sounds like a news story or news announcement. For example, “Not following a sales system is costing you customers! You are working harder, spending more money and letting ideal customer slip through your fingers, because you aren’t focused on ideal customers, your?e not following a process, and you treat all customers the same.”

Give it a Unique Spin

Position your product or service as being truly unique. If you have a unique process or system of delivering a result – that is unique. If your product has a unique design, then feature it in your message. “Get a better night’s sleep with our unique sleep number technology that allows you and your partner to each have your own firmness setting.”

Position it as a Secret Weapon

This is ideal for a product or service that makes your custoers and clients look and feel superior. “While all your friends are slaving away at the gym, you’ll be eating what you love while losing weight.”

Give it a Customer Focus

Look for elements of your message that meet the needs, wants, desires and removes fears, solve pains and problems. Remind customers of their pain and problem, then state the promise of your benefit and outcome. “Being maxed out and burned out leaves you feeling stressed and overwhelmed — invest just 5 minutes a day and free up 10 hours a week.”

Make it a BIG Breakthrough

Feature your product and service as a brand new and improved breakthrough. Make a statement comparing what people had to do before and what they can do now. “You used to have to spend hours at the gym to burn the same number of calories …”

Be the missing link to success

Take the blame away from your customers by telling them it’s not their fault because they didn’t know about your product or service or they didn’t have access to it. “The reason your sales & marketing hasn’t been successful is that you’ve been adding on more and more to the mix — what you SHOULD be doing is taking things AWAY and only doing the strategies that are generating your ideal clients.”

Where to Use Your New Marketing Message

I think there used to be a rule in marketing and marketing materials and messaging that says don’t try to accomplish too many things with one exercise — well I’m breaking that rule right here. This outline is SO POWERFUL and I’m so grateful for having run into it in my travels.

You can use this for:

• Developing your USP (Unique Selling Proposition)
• Crafting a signature talk or presentation
• Explainer videos to use on your site
• Articles for your blog or your guest posts
• Developing training and informational products to help other people
• Entire content calendars

Potential Customers Peeves, Passions and Frustrations

Draw a rather large circle on a piece of paper .

Make the circle big enough so that you can write all kinds of words in it – maybe even draw some basic pictures or icons as well. Give the circle the name “My Customers’ World”.

Now put yourself in the mind of your customer. Picture them clearly going about their day.

• What are your customers committed to during their day?
• How do they define excellence?
• What are the things that thwart their being excellent as far as your product or service is concerned?

Mine this Information

Mining this kind of information is literally GOLD for your business. Remember, your customer isn’t thinking about your product or service, they are thinking about what they need to be successful. Then as they go through that, there are things that come up that STOP them from being successful.

This is when they start looking for solutions to what’s stopping them. This is where they start self diagnosing. The company that is THERE at this moment and that uses the words to what their problem is and gives them a solution will go to the top of the list.

Draw another large circle on another piece of paper.

Label this circle “My World”. This is where you get to list all the cool stuff you product or service does.

Don’t be shy. List each button, each feature, each doo-dad.

Write down each process, each question you ask, each special little thing you do. Then write down all the reasons that you do it exactly that way.

Don’t think about the customer right now – just think about why you do what you do. You have reasons — write them down.

Look for overlaps. Now, take a look at the circle labeled “My Customers’ World” and

• Pick out the ONE thing that you KNOW frustrates them and keeps them from being the best they can be.
• Place that ONE obstacle that keeps them from being their best in the intersection between the two circles.
• Then look at the circle labeled “My World” and find the ONE item that most closely solves their problem.

What do you see?

What you should see is the perfect marriage between frustration and solution. If you don’t like what you see or it doesn’t excite you — don’t worry. Go back to the circles and try again. Mix and match your world with your customers world until you hit on the perfect HOOK.

Use These Fill-In-The-Blank Templates to Write Your Unique Selling Proposition

Personal introduction.

My name is [NAME], the CEO of [COMPANY]. Our company manufactures [PRODUCT] for [TARGET CUSTOMER] that allows them to [OUTCOME FROM YOUR PRODUCT OR SERVICE.]. Unlike [OUR COMPETITION], we [PRIMARY COMPETITIVE POINTS OF DIFFERENCE].

“Have You Ever” USP

Have you ever [THE SITUATION THAT THE PROSPECT FACES]? [COMPANY NAME] manufactures [PRODUCT LINE] for [TARGET MARKET] so that you can [PRIMARY VALUE PROPOSITION / BENEFIT]. Unlike [TRADITIONAL ALTERNATIVES/COMPETITIVE OFFERINGS], [OUR PRODUCT] is [COMPETITIVE POINT OF DIFFERENCE].

What Do You Do USP Template

We (or I) work with … in this section DESCRIBE your ideal customer. Who struggle with … This is where you want to put in THE ONE biggest, most emotional frustration that your ideal customer has around what you’re selling. And would like to … Here is where you put what your customer WANTS — you know emotionally wants — not some pablum – something that would make their heart sing. What makes my…Different From…. Is that we (or I)… This is where your differentiator – competitive advantage – or USP goes. As a result, my clients receive …. What benefit do your customers get from your experience?

The Problem-Solution  USP

Problem: “[Customer Type] are often frustrated by the effort it takes to [Action].” Solution: “[Your New Solution] eliminates the need to [Customer’s Old Solution].” Why You: “For [Duration], [Customer Type] have trusted [Your Company] to provide the best solutions in [Customer’s Industry].” Value: “With [Your New Solution], you can [spend less/make more] [time/money] [Action].” CTA : “I’ll give you a call to learn more about your situation (Get Contact Info). Thanks for your time.”

Subject Line “Unique Selling Proposition”

In the same way that an email subject line piques your interest and introduces what’s in the email, a subject line elevator pitch can do the very same thing in a conversation.

To create a subject line elevator pitch simply start by brainstorming and writing down everything you want to say regardless of word count.  You can use this basic outline:

• who are you
• what problem you solve for customers
• why is your solution unique
• how will they benefit

The Examples of Unique Selling Proposition

Here are a few examples of unique selling propositions from a variety of companies that might give you some more ideas.

Lawn Doctor

CrazyEgg – “Make Your Website Better. Instantly”

Goshare – “your friend with a truck”, unbounce – “convert more”.

Now it’s your turn! See what amazing unique selling proposition ideas you come up with for your business.

More From Forbes

Unique selling propositions: what it is, why you need one and how to write your own.

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Ashley Deland is an award-winning business consultant & owner of Deland Marketing, recognized as winning Business Elite’s 40 Under 40.

All brands face competition in the market.

Consumers are savvy and spend time researching and evaluating their options before making a purchase decision, and you need your brand to stand out to gain their business. The unique selling proposition, or USP, is the factor or consideration presented by a brand as a reason their product or service is superior to or different from that of competitors. You must pinpoint what makes your brand unique in an oversaturated market of homogeneous competitors to target your sales efforts.

Identifying your USP takes some effort and creativity. Few brands are truly unique, but they find a way to communicate their value and distinguish themselves from competitors. For example, Apple is selling innovation, not technology tools. Robinhood is selling accessible wealth for all, not a product for the ultra-rich. Patagonia is selling a movement, lifestyle and impact more than a clothing line.

Entrepreneurs need to understand how to identify their USP to boost sales and guide their brand and marketing strategies.

How do you determine your USP?

Your USP is what makes your brand better than the competition—a specific benefit that helps you stand out and leave an impression. Choosing a bold and deliberate USP influences your branding, messaging, copywriting and other marketing messages. At its core, the USP should deliver a quick answer to the customer’s most immediate question: What makes this brand different?

The USP is based on your strengths as a brand and what you provide for your customer. On its own, uniqueness is not enough of a strong sell. You must differentiate your brand in a way that resonates with the target audience. A memorable and compelling USP will be:

• Focused on the customer. What they care about is what matters and what drives business, not necessarily what you believe to be the most unique aspect of your brand.

• Assertive but justifiable. Your USP can take a specific position that makes a case for your products versus competitor products, which is more memorable. You must have something to support it, however, or else it’s just hollow words and sentiment.

• More than a statement or slogan. While you can communicate your USP through concise statements and slogans, it should pertain to virtually every aspect of your business. Your actions must align with your words.

To be clear, a USP isn’t a marketing offer. Steep discounts, always-free shipping, exceptional customer service or a risk-free return policy are not USPs. These can help with attracting and retaining customers, but they’re not unique. They’re also easy for competitors to copy and difficult for you to defend.

How can you write a strong USP?

Determining your own USP will take some brainstorming and effort. Here’s how you can go about finding yours.

Make a list of potential differentiators of your brand and products.

Be specific. Marketing messages rely on precision and position your product or services as a solution to a customer pain point. Consider every possible USP during this process—you will narrow them down later.

Research your competitors.

To determine what makes you unique, you must know what your competitors have to offer. Research your competitors and their USPs. Consider how you can introduce your brand or products differently.

For example, women’s shoes can be positioned in a variety of ways. They can be stylish, comfortable, durable or designed for a specific purpose. Christian Louboutin set out to create chic and luxurious evening shoes, launching a brand that communicates status instantly with its signature red sole.

Avoid the temptation to develop your USP around denigrating a competitor, however. This rarely succeeds. Emphasize what your brand has to offer instead of highlighting the weaknesses of another.

Compare your possible differentiators against the needs of your audience.

Your USP should communicate your value to the customer. Evaluate your audience’s pain points and gaps left by your competitors.

It’s easy for entrepreneurs to become enamored with their own brand or products and forget that they’re in business to serve the customer. You have to step back and scrutinize what your customers want from your brand. Go deeper than traditional demographics, such as age, gender and income, and look at the underlying motivation for purchase.

Remember, price is never the only factor in the purchase decision. Your competitors may have better prices, but increased brand loyalty leads to less sensitivity to price changes. Customers today are willing to pay more for the experience.

Analyze the data.

You have your list of possible USPs, competitor research and audience information. Compile all this information and look for areas that intersect to single out your most powerful USP. Once you have an idea, you can include it in a positioning statement:

[Your brand] offers [product or service] for [audience] to [unique value proposition].

This may not be the exact statement you will use on your website and marketing materials, but it should offer a starting point to clarify your USP, your audience and the best differentiators for your brand.

Create an elevator pitch.

With your position statement as inspiration, you can create a concise elevator pitch. This is a short description of your brand that explains what you do and builds a connection with the listener. It’s called an “elevator pitch” because it should be short enough to present during a brief elevator ride.

The framework of an elevator pitch includes:

• Stating the problem.

• Presenting the solution.

• Explaining why the audience should trust your brand.

• Describing your USP.

• Concluding with a call to action.

Define your competitive edge with a powerful USP.

A strong USP is more than a persuasive statement or slogan that appears on your About page—it’s the defining characteristic that differentiates your brand or products from the rest of the market.

Your brand and products need not be truly unique, as few are, to develop a powerful USP. Instead, you’re looking for uncharted territory to claim as your own and show your customers what makes you different.

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Optimization glossary

Unique selling point

What is a unique selling point.

A unique selling point (USP), also called a unique selling proposition, is the essence of what makes your product or service better than competitors. In online marketing, communicating your USP clearly and quickly is one of the keys to getting potential customers to convert on your site.

Why are unique selling points important?

A unique selling point defines your company’s unique position in the marketplace, getting at the heart of your business: the value you offer and the problem you solve. A strong USP clearly articulates a specific benefit – one that other competitors don’t offer – that makes you stand out.

If all the products appear to be the same, your prospective customers won’t know which one is right for them. Being clear about your unique selling proposition helps them differentiate between the variety of choices available to them. It is a crucial part of effective selling, otherwise all your marketing efforts will go unnoticed and blend in, especially online with so many options.

A USP can also serve an important role internally, as it forces you to consider your company’s mission and its very reason for being. A successful business often determines which of their key competitive differentiators are clear.

As a business owner, you need to consider and communicate who your business is for, what drives you to offer the services you offer, and how you want to make impact in the target market.

Your USP is your key differentiator and the reason your customer will buy from you and an important part of your marketing strategy for attracting new customers.

Examples or good unique selling points

Toms Shoes is a shoe manufacturer. Again, there is nothing especially unique about that. But Toms Shoes’ unique selling point is that for every pair of shoes a customer purchases, the company donates a pair to a child in need. Toms Shoes helps put shoes on needy children’s feet; this is a strong unique selling proposition.

Nike is yet another company known for selling shoes. Yet they are differentiated from Toms because they focus primarily on athletic shoes with prominent sponsorships with star athletes. Their USP is that they provide the best quality shoes for athletes and fitness in general.

Those are just a few examples of unique selling propositions. USPs are by their nature unique to each business, but roughly fall into three major categories:

Superior materials or ingredients, superior craftsmanship, proprietary manufacturing methods, one of a kind

The lowest price guaranteed, price matching, free shipping, bulk discounts, special offers

Easy returns, personalization, great customer service or even advice and a curated selection of products and goods

For established companies, the USP can eventually become synonymous with their brand, as the company’s name is automatically associated with the unique value proposition that the brand offers.

Unique selling points differences per industry

Depending on the type of products or services your company is trying to sell, different selling points may be relevant. For example, if you’re and entrepreneur selling clothing goods as a retailer, you might find different selling points appeal to customers than if you’re a small business selling consulting services. Here are some templates you can follow:

For retail, typically customers are looking for unique selling points around products and services. You can add value to existing products as well, if you’re not producing them yourself.

Are your goods unique to your store, or is your selection hand-curated. An example of the latter could be products that are very durable or environmentally friendly, customers would seek out your store for that guarantee.

Do you offer any services other retails don’t, like payment plans or free returns

If you’re reselling goods, can your goods be personalized or made unique

For Manufacturing and Wholesale companies, it can be hard to find a competitive advantage when most companies compete on price. It’s important to be entrepreneurial and offer compelling usps to set your company apart.

Are you offering faster shipping or securities (like insurance)

Special bulk or tiered pricing for purchasing commitments

Do you have stock of products that are hard to come by otherwise, like local distribution or EOL (end of life) products

Services might find different reasons appeal to customers all together. It can be hard to adapt your business model to feature more unique selling points, but that’s all the more reason to focus on them to set yourself apart from the pack.

Focus on high-quality services, maybe your company can differentiate itself in quality of services delivered

Address common pain points customers might be dealing with, for example a travel agency might add car rentals on top of their flight and hotel offerings to save customers a step when planning a trip

Why the selling points need to be ‘unique’

In the age of the e-commerce business, apps and social media, everything and everyone is accessible online. The same resources you have at your disposal, your competitor has at their disposal too. You have to stand out from the crowd. If you’ve ever heard the principle ‘purple cow’ before, that’s a great analogy for this situation.

As marketing guru Seth Godin once described in his aptly titled book “Purple Cow: transform your business by being remarkable”, you’d never notice a normal cow as you’re driving past an open field. But an purple cow, that would be remarkable. It’d stand out from the other cows.

You need to solve customer needs in the same way. Customers online will come across many businesses that offer similar, if not the exact same, set of products and services you do. You might figure your offering to be unique already, but if you fail to address your marketing messages specifically at your ideal customer in a compelling way, you’ll blend in with all the other cows.

Something you shouldn’t forget is that unique selling points may become commoditized and less unique over time. Probably the best example of this for e-commerce businesses and retailers is free shipping. A purple cow at first, but now that everyone is offering it, that cow starts to look less purple by the minute. The best way to prevent blending in, is to reevaluate your USPs every once in a whole, talk to your ideal customers directly and figure out if you’re still addressing all their pain points.

How to communicate your unique selling point

There are many ways a company can communicate their USP to their customers and prospects. A few commonly employed methods include:

Advertising

Traditional media advertising and brand marketing campaigns can be a good way for a new business to get their brand in front of their target audience and communicate their USP.

Social media

Social media is a large driver of brand awareness for many companies. Having a strong presence on social networks and working with social media influencers can be a way for companies to communicate their USP.

Content marketing

Creating interesting or viral content that also talks about how and why a company is different from the competition can be a good way to communicate USPs.

Digital marketing

For an online store or digital business, the USP is often presented as the tagline of a webpage or as a bulleted list on a product page.

Search marketing

Improving a website's SEO and ranking for key terms in search engines such as Google can be a good way for a company to generate visibility and communicate their USPs.

How to test your USP with A/B testing

If you are uncertain about what drives your customers to buy from you, then A/B testing your company’s USP on landing pages can help. By testing different USPs against each other, you can determine the messages that resonate best with your target audience by measuring a specific conversion goal such as a product purchase.

Let’s say that you sell Lutz marbles, a rare collectible type of marble. You are not sure whether people are more compelled to buy them for the ‘goldstone’ in the marbles or their age (they are more than 100 years old).

Should your unique selling point be the goldstone or their age?

You could find the answer to this question by setting up an A/B test for your landing page where you test two different headlines:

Variation A -  Precious & Rare ‘Goldstone’ Marbles for Sale

Variation B -  Precious & Rare 100-Year Old Marbles for Sale

(By the way, the USP on a landing page isn’t always just the headline; it usually consists of some combination of a headline, subheadline and a bulleted list of benefits).

Using a service like Optimizely Web Experimentation , you can track marble purchases as your conversion goal and see which USP gets a higher percentage of conversions.