What Is So Unique(Or Not) About A USP? | by Aaron Drotts | Oct, 2021

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Aaron Drotts

What is so unique about a Unique Selling Proposition(USP)? A unique selling proposition allows businesses to stand out from their competitors by offering something unique and original that other companies don’t offer.

In marketing, USPs are used to make a product or service more attractive and desirable compared to others on the market. In reality, however, a unique selling proposition doesn’t have to be unique at all — but simply different from those of its closest competitors.

From Apple Computers’ “Think Different” campaign in the 90s to Dove’s “Real Beauty” campaigns today, businesses use USPs as branding devices that build connections with consumers by presenting what makes them unique and engaging with their target audience.

A person selling a product online

When coming up with unique selling propositions, it’s important to identify what makes your business unique and how you can make use of this unique factor.

For example, if you work in the service industry (such as travel agencies, restaurants, gyms, or beauty salons), then one unique selling proposition could be offering free gifts with purchases over a certain amount, sending out email newsletters that include coupons to customers who subscribe etc. These are all different ideas that would differentiate your business from your competitors.

If you’re uncertain what unique factors there are in your business, think about the unique features of your products or services. Even something unique about the location where you operate could form part of a unique selling proposition — for instance, if your restaurant is located close to a market and unique foods could be served there, you can use this as part of your unique selling proposition.

By identifying the unique factors of your business and marketing your business on these unique points, you can set yourself apart from competitors and increase sales.

While creating unique selling propositions might seem like a daunting task, it’s no different than framing the narrative of what makes your product or service unique. Once you know how to do that with ease, writing USPs becomes easy to do.

Another important advantage of making unique selling propositions is that they help brand a business — which means everything from attracting new customers to improving customer loyalty time. If every aspect of a business — from the marketing of its unique selling points, to how it presents itself on social media — is all about unique selling propositions, then a business can build up a strong brand identity.

In summary, unique selling propositions are an important part of developing a successful business and marketing plan. By identifying what makes your business unique from competitors and using this unique factor as a way to engage potential customers, you can set yourself apart from your competitors and potentially increase sales. If nothing else, remember not to make marketing USPs sound like statements!

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