Unique Selling Proposition: What It Means & How to Write One

Unique Selling Proposition
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You must have heard the phrase unique selling proposition before, but if this is the first time you are hearing of it, then you have come to the right place. 

This article would be on unique selling proposition examples, how to write one, and lots more. Sit back and relax in sure you’d enjoy this piece. 

What Does Unique Selling Proposition Mean?

A unique selling proposition (USP) is the one attribute that distinguishes your company from the competition. It is a distinct and obvious benefit that distinguishes your company from others in your industry.

Developing an opinionated and deliberate USP aids in the focus of your marketing technique and influences messaging, branding, copywriting, and other marketing decisions, as well as prospective customers. A USP should, at its core, quickly answer a potential customer’s most pressing question when they encounter your brand.

USP is a very significant image or concept used when a company endorses and promotes its product through promotions on both TV and print media, which ultimately attracts a consumer to purchase a specific product.

 The ticket to effectively increasing product sales through advertising is to prominently emphasize the product’s USP. Prospects/consumers will not be tempted to buy your product unless you accentuate the USP. All products should have a unique selling point that distinguishes them from other commodities in the same category.

What are the 4 USP Categories

Every company or enterprise must strive to have that distinct personality that makes them stand out from the crowd, and to do so, there are four categories of USPs you must take into consideration. They include. 

#1. Determine Your Most Important Advantages

Your prospect isn’t concerned with whether you provide the best quality, service, or price. You must explain why this is important to them. Consider what your company does for its customers and the end result they expect from a product or service like yours. So go ahead and write down the most important advantages you provide.

#2. Determine the Motivation Behind Your Unique Selling Proposition

What influences customer behavior and purchasing decisions? We’ve previously discussed buyer personas and lead segmentation. If you’ve already completed the work in this area, it will be a relief to know that you have it on hand. If not, you can get started by reading our post here.

#3. Determine Your Customers’ Problems

What are the most aggravating aspects of working with you or your industry in general for your customers? Reduce the “PAIN” in your Unique selling proposition and make sure you keep your promises.

#4. Make Content Based on Your Unique Selling Proposition

You are now ready to create your messaging to educate your potential customers on what you can offer that will specifically benefit them – and it will allow you to tell your company’s story, which is another important aspect of branding.

 Your products, sales pages, email sequences, and blog content will all revolve around your unique selling point or USP. As you continue to provide value in a unique way, your conversions will rise and customer friction will fall.

How Do You Write a Unique Selling Proposition?

Now that you know the four categories of unique selling propositions, it’s only right that you know how to write a unique selling proposition. 

#1. Prepare a list of all the potential brand and product differentiators. 

Make your point. Breakthrough products and compelling marketing messages rely on precision—solving the exact right problem and communicating that benefit to customers in their own words.

#2. Investigate the competition.

 Who are your competitors, and what are their differentiators? Look for gaps where you might be able to introduce your brand differently. Different ways can be used to position products in the same category. For example, shoes can be positioned to emphasize style, comfort, or durability.

#3. Compare your most distinctive angles to the needs of your target audience.

 Are there any unsatisfied customer requirements? Do you see any pain points that your competitors haven’t addressed?

#4. Compile the information. 

Sift through the information you’ve gathered to identify your strongest selling point.

#5. Consider how you could use it in your company. 

A USP can be woven into various aspects of your business, from your brand name to your return policy, to reinforce the concept to your customers.

What Are The 3 Unique Selling Points?

For every Entrepreneur, you must consider these three unique selling propositions, now that you know how to write a unique selling proposition it’s only natural you consider these aspects.

#1. Products.

Establishes the company’s claim to be the provider of a better product or service than their competitors. A company selling rare used books, for example, can differentiate itself by offering unique, highly sought-after products that are not available elsewhere.

#2. Costs.

Cost influences every purchasing decision, but it is frequently the primary selling point when selling to comparison consumers. 

Price-based propositions do not undervalue their quality; instead, they emphasize value. Customers who are in search of a reason to cut down costs will appreciate this.

#3. Assistance.

When making a purchase, some customers seek peace of mind and dependability. While product and price are obviously important, what can really sell them is dependable support.

What Is The USP of Starbucks?

Starbucks is well-known for its commitment to providing its customers with coffee that suits their preferences; they deliver high-quality coffee with the promise that “We’ll always make it right.”

Starbucks’ unique selling proposition is straightforward: “Love your beverage or let us know. We will always make things right”. This right here is an example of Unique Selling Proposition Examples. 

This renowned coffee house began as a small coffee shop in Washington and has since grown to become one of the world’s most recognized names and brands. 

They did, however, achieve their objectives by selecting an important unique selling point.

Starbucks does not position itself as the cheapest or most luxurious coffee shop in town. Instead, they concentrate on the absolute desire of all coffee connoisseurs: discovering their ideal beverage.

What is Nike’s Unique Selling Point?

Another unique selling proposition example is this one from Nike. Nike is the world’s renowned sports and footwear industry.

Nike, as you may know, endorses and sponsors top athletes in a variety of sports to advertise and promote their products, technology, and design. Evidently, you can trace it back to the brand’s distinguishing feature.

It targets an audience by stating that its purpose is to bring inspiration and innovation to every athlete on the planet. “if you have a body, you’re an athlete.” This Unique proposition from Nike makes it stand out from other footwear brands, it propels this brand to the world.

What is Coca Cola Unique Selling Proposition?

Coca-Cola, the world-renowned beverage corporation, concentrates on “refreshment” as its Unique Selling Point. It emphasizes the product and company differences by taking the simplicity of “refreshments and beverages” and connecting it to a more valuable meaning.

The company’s vision is stated as sustainability for our planet, which is hinted at in the phrase “Refresh the world.” Focusing on the “Make a difference” component to entice customers to consume the products in order to make a difference by participating in sustainability.

What is the USP of Skittles?

Since 1994, the colorful candy Skittles has been compatible with its unique selling proposition which is  “Taste the Rainbow,” but in the early 2000s, that unique selling proposition began to undergo some interesting marketing changes.

 Since then, over 40 different TV commercials have aired that play on the phrase, and I am sure you remember at least a few of them. 

Who are Ebay’s Three Competitors?

eBay, the world’s renowned E-commerce platform is used for buying and selling both used and new products. This company has some competitors include

  • Amazon
  • Alibaba
  • Walmart

#1. Amazon

Jeff Bezos founded Amazon in 1994, and it provides eCommerce services, cloud computing, digital content, and attached home technology, among other things. 

Their headquarter is in Seattle and has a universal presence connection of 191 points in 73 cities across 33 countries, employing nearly 650,000 people.

It has managed to expand its business through digital innovation, and it now operates 17 brands. The company has generated a net income of 232.88 billion in 2018, with retail being the primary source of income. Amazon is the most valuable company in the world (2019), with a brand value of $755.7 billion.

#2. Alibaba

Alibaba is one of the biggest e-commerce platforms in China, accounting for 55.9% of retail eCommerce sales. It grew quickly after it was founded in 1999. It’s fast and cheap shipping fast made it one of the most successful e-commerce in Asia and the world at large. 

It now operates in over 200 countries and employs over 100,000 people. It went public in 2014 at an extraordinary record price of $25 billion.

#3. Walmart

This is a retail partnership founded by Sam Walton in the US in 1962. Despite being recorded on the New York Stock Exchange since 1972, it continues to be a family-operated enterprise, with its founders owning 48% of the stock. Walmart is the world’s biggest retailer, employing over 2 million people. Approximately 265 million clients visit the 11,200 stores in 27 countries per week. It made 500.3 billion dollars in revenue in 2018.

Aside from its physical stores, it has built an eCommerce network, the largest of which is Walmart.com, which has 100,000 monthly unique visitors and a 40%  growth per year, accounting for 5% of total retailer revenue. In 2018, it had a 4% market share in the US. It’s the 3rd largest Shopping platform after Ebay and Amazon. 

What is LinkedIn’s Unique Selling Proposition?

The unique selling proposition of this company is pretty straight-forward: “Relationships Matter.”

Why Must You Write a Unique Selling Proposition?

A unique selling point is important for standing out from the competition and putting the spotlight on your company’s strengths. Your unique selling proposition has the potential to significantly improve your overall business strategy.

What Are The Steps Involved In Writing a Unique Selling Proposition?

  • Observe your target audience.
  • Record any issues with your product.
  • Highlight what benefits set you apart.
  • Openly define your promise.
  • Merge all in one paragraph.
  • Put everything in one sentence.


For your business to stand out, you must have a unique selling proposition. So in this article, we have explained the various ways how to write a unique selling proposition, unique selling proposition examples, and what a unique selling proposition is all about. Have fun creation that masterpiece. 




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