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How to create a unique selling proposition for better marketing13 min read

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How to Create A Unique Selling Proposition for Better Marketing
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Table of Contents

Understanding what your unique selling proposition is would surely help you stand out front the crowd and brand yourself effectively.

Before the end of this study, you should have learnt;

  • What a unique selling proposition is,
  • What you need to know about it,
  • Keys to discovering unique selling point,
  • Advantages of unique selling proposition, among others

NB- unique selling proportion is also known as unique selling point. And the acronym that could be used for them is USP.

Also, market in this study could be substituted for blogs or website.

Why You Should Pay Heed to Your USP

Normally, there’s always competition in businesses, especially for e-commerce brands where it’s not just your local competitors that you need to worry about but international competitors also.

Unless you’re fortunate enough to be the only player in your industry or you run a monopolistic business, you’ll need to differentiate yourself from your competition through your unique selling point.

Customers are overwhelmed with options, and they want to quickly understand what makes one product or brand different than 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 of utmost importance for all entrepreneurs to understand how to identify a unique selling proposition (USP) to help guide your branding and marketing decisions.

Also, a rigid and instantly recognizable USP can make or break businesses operating in competitive markets and niche marketing industries, so it’s essential that you leverage your USP and make it the cornerstone of your overall marketing strategy.

Until you know what your USP is, and how to capitalize on it, your business will be just another random business that wants to attract attention and I’m sure that’s not what you want.

Therefore, in today’s study we would take a deep look at USP and break down guides to developing a unique selling proposition, you’ll learn how to write a truly compelling unique selling proposition, an example, and how is can be used in an advertisement page.

What exactly is a unique selling proposition?

A unique selling proposition, more commonly referred to as a USP, is the one thing that makes your business better than the competition. It’s a specific benefit that makes your business stand out when compared to other businesses in your market.

There are times customers will see the name of a product or the niche they used for the product and they would want to purchase it that is because the products owners made or composed a good USP.

A very good example of a good USP is Nike. When you see Nike, you remember “just do it” or the check sign they used in it, that is a very unique USP.

Something not everybody can think of, but in this study, we are going to look at the top USP’s internationally and locally, by locally I mean Nigeria.

Therefore, for further notice, creating an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions.

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.

What are the features of a good USP?

Already have a Unique Selling Proposition in mind? Well below are two extra characteristics you should check your USP against:

1.        Assertive, but defensible

Instead of just telling your customers that you sell quality products (of which other competitors would also do) let your product do the talking, a good USP must go straight to the point on why It is way better than the others or why customers should patronize you.

Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.

2.         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.

Common misconceptions on what USP is.

1.      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.

2.       A unique selling proposition is not just a random inspiring word, phrase or clause. It is a statement you choose to embody that differentiates your products and your brand from your competitors

3.       A USP is also not 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.

6 examples of the best Unique Selling Propositions.

The best way to understand what makes a powerful USP is through examples. So here are ten examples of unique selling propositions that get it right and what you can learn from each.

1. Saddleback Leather

One of the most creative, in fact the most creative USP a have ever seen or heard One of is the Saddleback Leather which is known for their famous tagline: “They’ll fight over it when you’re dead.”

Saddleback leather
Saddleback leather

Saddleback leather’s Unique Selling Proposition

At first when I heard of this USP, I was like what???? They have so much confidence that their product would last to the extent that they made it a niche or unique selling point.

Though, it’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner.

The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime, head bursting right?

Yeah, I know, what other business does that??? One in a billion because I’ve not seen any other business give so much like that.

2. Pipcorn

You can buy pre-popped popcorn at your local dollar store, so “mini-popcorn” on its own is not much of a USP.

Pipcorn
Pipcorn

Pipcorn’s Unique Selling Proposition

This is another example. Pipcorn’s USP is a great example of a brand showing its specificity and implementing it uniquely to create a place in the market.

They choose to focus on what makes their product a smart choice for the health-conscious or vegan consumer.

They make use of phrases like “all natural,” “whole grain,” and “small batches” on their bag. Their website also highlights health benefits like gluten free, non-GMO, and antioxidants.

Pipcorn also takes thing further and lets you know how exactly their product makes you healthy instead of just saying that it is. This makes a convincing point to customers that they care about..

Pipcorn’s USP Breakdown

By positioning their product around current health-conscious trends, they’re able to create a USP that would not only actively help them attract new customers, but also retail their popcorn as a premium product. So, I think a very good thing was considered white creating this business, “health” of which is very paramount in human lives.

3.  Indomie

Indomie is a unique brand of Instant Noodles and it is loved by a majority of Nigerians. It has become a household name in Nigeria owing to its delightful taste and wholesomeness and unique branding.

Indomie Instant Noodles
Indomie Instant Noodles

The indomie brand has managed to win over the hearts and taste palates of both the young and the old.

Indomie is the Market Leader in the noodles industry in Nigeria. They have been feeding households since 1988 and impacting the lives of Nigerians from various walks of lives. Without a doubt, Indomie is fast replacing the term “noodles” in Nigeria.

This produces USP can be seen as “indomie instant noodles, good for you” people love this produce because they also go further go give children free stickers and comic books when they purchase it, they also have a guarantee for expired or exposed product.

4.  Death Wish Coffee

This is also one of the most popular USP in the world, Death wish coffee owner probably knew that there is so much competition in the coffee business so they decided to sell the “world’s strongest coffee”.

Death Wish Coffee
Death Wish Coffee

Death wish coffee’s Unique Selling Proposition

This brand shows 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 it on their site and packaging, and breaking down how it’s made, they also offer full refunds for anyone who says that the coffee wasn’t the boldest cup they’d ever had, that’s amazing!! I think I’ll try to buy it and tell them all the ones I drank weren’t that bold so I’ll drink forever.

5.  Domino’s Pizza

“You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free”

Domino's Pizza
Domino’s Pizza

This slogan is really too long to be catchy, but it’s still an excellent USP because it’s spells out a guarantee with perfect clarity. The terms of the deal are laid out so specifically that Dominoes customers know they can hold the company to it.

Sadly, Domino’s no longer uses this slogan or offers this deal because it led to a series of car accidents when delivery drivers started driving like maniacs so that they could beat the thirty-minute limit. That actually sounds funny, it reminds me of need for speed.

6. Third Love

Generally, businesses that focus on women needs have a very high-profit rate. Therefore, this women’s lingerie is a billion-dollar industry, so newcomer Third Love had to find a way to make sure they were able to compete with the legacy brands.

Third love unique selling proposition

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

Third love’s Unique Selling Proposition

To go even deeper on their promise, they also offer 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 they could have focused on, around style or quality, they honed in on a pain point that many women experience when shopping for bras, and they chose to double down.

How to write your own unique selling proposition

From the above Examples of strong USPs 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 yours:

1. Research your competitors

Firstly, research your competitors, take a deep look at their business and how and why people like them, you could visit them, be their customer and have a full insight of the business, what you think the flaws can be, what you think can make yours unique. Because majorly, you would likely be a preferred choice is your business or website is flawless.

2. Find your unique characteristics

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?

3. Compile the data.

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

4. Apply what you have learnt

Think about viable ways to apply it 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.

When you have a vague idea of what your USP is, it might help to express it as a positioning statement as a USP Formula.

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

From our above example, (saddleback leather) offers (leather products) for (fashion) to (last forever).

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

Also from our above example on death wish coffee, unlike (normal coffees), we produce (The world’s strongest coffee).

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

Also download a PDF for USP generation here

There you have it!!!!

Also don’t forget to revisit and always make your research from time to time because of there could be changes in internet trends and search volumes so you don’t keep feeding your SEO and digital marketing strategy on outdated information.

If you run into any trouble, let us know how we can help you out just make sure you subscribe to our list and comment on whatever you don’t understand.

Editorial Team

Editorial Team

Fovero Digital Technologies' Editorial Staff is a team of Tech experts led by Odewale Ayomide. We are a world class Graphics, Web and Digital Marketing agency operating from Lagos, Nigeria.

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