If you aren’t lucky enough to be the only company in your industry (for instance, the only business specializing in lion-taming gear in North America), you need to stand out from competitors with your unique selling proposition, or USP.

A powerful, instantly recognizable USP can determine the success or failure of businesses in competitive markets and niche sectors, making it crucial to leverage your USP and make it central to your overall marketing plan. Without understanding your USP and how to use it effectively, your business will merely be another voice lost in the crowd. This guide on crafting a unique selling proposition will teach you how to write a truly persuasive one, providing help in these five areas:

• Definition of a unique selling proposition
• Examples of unique selling propositions
• Best practices for unique selling propositions
• Utilizing a unique selling proposition in your advertisements
• Implementing a unique selling proposition on your landing pages

Defining a Unique Selling Proposition

In simple terms, your unique selling proposition is what distinguishes your business from all others in your market. A strong USP can attract and retain customers, as well as minimize customer turnover.

Identifying a USP will be more straightforward for some businesses than others. Take our hypothetical lion-taming equipment supplier in North America - that distinct specialization becomes their USP. While many companies sell general circus equipment, your business concentrates solely on premium accessories for the discerning big cat performance artist – a key difference. However, for most businesses, pinning down a unique selling prop isn’t as simple. In fact, it can be quite challenging for more conventional companies. Thankfully, several approaches can help you stand out, even when offering common products or services. Let’s explore some unique selling proposition examples.

Examples of Unique Selling Propositions: What Makes a Strong One?

The most effective USPs directly address a particular need of a company’s target customer. A great unique selling prop, sometimes called a value proposition, should also emphasize the specific quality that sets a business apart from its competition. Let’s look at some examples of successful unique selling propositions.

Vistaprint’s Unique Selling Proposition: Quick, Affordable Printing for Budget-Conscious Growing Businesses

Small businesses and solopreneurs juggle countless tasks, one being the need for business cards. They may also require signage, branded merchandise for conferences, labels, brochures, and more. So where do they turn?

Vistaprint acts as a centralized online printing hub: Order everything needed online and receive it quickly. It’s a user-friendly, budget-friendly solution designed with small businesses in mind. What’s not to love?

Saddleback Leather’s Unique Selling Proposition: Durable Leather Goods with a Century-Long Warranty

Let’s give credit where it’s due - without the folks at Fizzle, I might have lived my whole life without experiencing Saddleback Leather. This company’s USP (and its entire website) perfectly embodies how to address customers’ specific needs and showcase a truly unique product quality. Now, you might assume creating a distinctive and memorable USP for a leather bag company would be tough. However, a glance at Saddleback’s 10-part “About Us” page changes that. Amateur bullfighting, escaping corrupt Mexican police, trading puppies for tacos in Juarez - Saddleback’s “About Us” page reads like the pilot episode of a gritty new TV series. This aligns seamlessly with the rugged, adventurous image of their products.

As if that wasn’t enough, Saddleback offers a 100-year (!) warranty, humorously dubbed the “They’ll Fight Over It When You’re Dead” warranty. How many companies encourage you to include their product warranty in your will? This bold statement not only demonstrates the company’s confidence in its craftsmanship but also resonates with its target demographic – adventurous, thrill-seeking individuals who need bags as resilient as their travels. Seriously, writing about these bags makes me want one. Pure marketing genius.

Voodoo Doughnut’s Unique Selling Proposition: Donuts So Unique, the Wait Becomes Part of the Experience

Donut shops are everywhere, but Voodoo Doughnut in Portland, Oregon, injects excitement into traditional pastries in a remarkably unique way.

While practically everything about Voodoo is distinctive, its extensive range of donuts (and the clear passion with which the owners craft their sugary creations) set it apart from every other donut shop. In their pursuit of a truly unique menu, Voodoo’s owners even encountered the FDA’s scrutiny after experimenting with Pepto-Bismol and NyQuil in their recipes – risky moves that could have jeopardized their business but ultimately propelled the small donut shop to viral fame. However, a diverse menu isn’t the only factor contributing to Voodoo’s uniqueness. Its vibrant pink rockabilly decor, cash-only policy, and late-night hours have elevated Voodoo beyond a mere donut shop – it’s a destination. Sure, donuts are readily available, but Voodoo’s USP lies in its menu variety and the experience of eagerly awaiting a taste of the decadent treats within. The shop’s popularity (and notoriety) have even allowed for expansion to Denver, with plans for more locations nationwide. Voodoo’s USP sparks conversation in a way few social media campaigns could ever hope to achieve.

Osmium’s Unique Selling Proposition: Entirely Hand-Crafted and Locally Sourced

The clothing and fashion industry is fiercely competitive, making it challenging to establish a unique selling proposition. However, as Osmium proves, it doesn’t have to be complicated.

The recent surge in handmade goods’ popularity has transformed traditional crafts into significant businesses, largely thanks to Etsy’s success. Yet, mass-produced clothing remains the norm due to cheaper materials and overseas labor used by most retailers. This is where the simplicity of Osmium’s USP allows the small company to thrive. Every garment sold by Osmium is handmade, with most of their inventory crafted right in Boston. The company prioritizes ethical production and product durability, contrasting sharply with conventional clothing manufacturers.

Best Practices for Unique Selling Propositions

Having explored strong unique selling proposition examples, let’s discuss what to keep in mind when creating your own.

Understand Your Ideal Customer

Before analyzing what differentiates your business, you need a deep understanding of your perfect customer. Consider these factors when identifying your ideal prospect:

• What does your ideal customer truly desire?
• How can your product or service address their problem(s)?
• What influences their purchasing decisions?
• Why do existing customers prefer your business over competitors? Remember – targeting a broad demographic isn’t enough. You need a precise understanding of your target audience and their motivations. This knowledge forms the basis for the next unique selling proposition best practice…

Explain How Your Business Solves Customers’ Problems

Consumers seek solutions to their problems, not just products. This could be as simple as needing durable tools but is often more complex. Consider the cosmetics industry. Companies in this space sell more than just makeup; they sell lifestyle aspirations - glamour, confidence, style. This translates to problem-solving: Individuals who may not feel glamorous, confident, or stylish believe they will by using a particular product. This concept, central to most cosmetics advertising, applies to many other industries. To build a strong USP, analyze your ideal customer’s profile and market your products in a way that demonstrates your ability to fulfill their needs and solve their problems. You can’t write persuasive copy that resonates with customers without understanding them. How will your products improve their lives if they choose you? What sets your business apart and compels prospects to choose your offerings? The answers to these questions should underpin your USP.

Make Your Business Irresistible

Now that you understand your ideal customer and their challenges, it’s time to convey why they should choose you over the competition.

FedEx exemplifies this principle. While numerous package carriers exist, FedEx’s slogan “When it absolutely, positively has to be there overnight” transformed them into a market-leading brand. Despite retiring the slogan years ago, FedEx’s USP and branding made it a proprietary eponym – a trademarked name used generically, like Kleenex or Band-Aid. Another important USP best practice is making a promise to your customers. FedEx guarantees overnight package delivery. This not only addresses the need for reliable delivery but also establishes a promise – to handle packages with care and deliver them on time, every time.

Craft Your Elevator Pitch

You’ve identified your ideal customer, explained how your business solves their problems, and highlighted your advantages over competitors. However, you rarely have the luxury of lengthy explanations. Just as ads have seconds to capture attention, your USP must be instantly clear.

Framing your USP as an elevator pitch effectively summarizes your business’s uniqueness and its role in your marketing strategy. Need help getting started? Don’t worry, we have 13 fantastic elevator pitch examples and templates to assist you.

A Unique Selling Proposition Template

Let’s use our lion-taming equipment example to illustrate. Replace the bracketed information with your company specifics. This framework applies to both companies and individual products.

• For [lion tamers]
• Who [need high-quality lion-taming equipment]
• [Lucky Leo’s Lion-Taming Emporium]
• Is [the world’s only dedicated online lion-taming equipment distributor]
• That [provides the very best lion-taming equipment, delivered straight to your door].
• Unlike [other circus equipment supply companies],
• [Lucky Leo’s Lion-Taming Emporium] is [the only e-commerce business in North America that caters specifically to these performers]. See how simple it is with all the pieces in place? Use this as a concise explanation when someone asks about your business. This exercise helps you focus on your ideal customer and identify potential issues with your USP.

Incorporating Your Unique Selling Proposition into Advertising

Now that you have a compelling USP condensed into an elevator pitch, how can you utilize it in your PPC ads? By applying these principles to writing effective ads. Highlighting your USP in your ad copy is crucial, preferably in the headline or first line. Ensure it’s keyword-rich if featured in the headline. If placed elsewhere, emphasize the benefits of your product or service. Avoid focusing on features before benefits – a common mistake. Highlighting benefits emphasizes the emotional payoff and appeals to prospects’ desire for solutions.

Safety was the primary benefit in this ad. What about choice or expertise? Create ads emphasizing your inventory’s diversity or staff knowledge, weaving it into your ad copy:

Regardless of how you incorporate your USP, target one specific need per ad. Addressing all problems in a single ad dilutes its impact and reduces conversions.

Implementing Your Unique Selling Proposition on Landing Pages

With compelling PPC ads that highlight your USP and its benefits, shift your focus to optimized landing pages. Let’s revisit the first ad. A dedicated landing page for this ad could emphasize the USP in several ways and reinforce the advantages of choosing Lucky Leo’s:

• Reinforce the inherent dangers faced by lion tamers and how inadequate equipment amplifies these risks.
• Highlight the quality and craftsmanship of your products – emphasizing that Lucky Leo’s is the only specialized distributor in North America – before…
• Including a strong call to action and providing details about your delivery services. Create dedicated landing pages for each ad, each highlighting a different USP benefit and including relevant calls to action.

Embrace Uniqueness

What’s your company’s USP? Was it immediately apparent, or did it emerge over time? Share your thoughts in the comments!