By Clint Sanchez · Published · Updated · 3 min read
Quick answer
A unique selling proposition (USP) is a statement that tells your target audience how your business, product, or service is different from and better than the competition. Write one in four steps: keep it simple by answering what you sell, to whom, and why; identify the customer problem you solve; name the differentiators that make your solution better; and combine them into a concise promise, such as fresh gluten-free pizza delivered in 30 minutes or less.
Key takeaways
- A USP, per Entrepreneur's definition, is a statement that outlines how your business, product, or service is different and better than competitors'.
- A good USP focuses the marketing strategy and checks that every piece of marketing collateral sets the business apart.
- Step one is answering four questions: what you sell, who your audience is, what you do well, and your most important customer-focused goal.
- Step two is naming the customer's problem, such as no way to get gluten-free pizza delivered.
- Step three, identifying differentiators, is the step that most directly influences buying decisions.
- Step four turns the problem and differentiators into a promise: Fresh Gluten-Free Pizza Delivered to Your Door in 30 Minutes or Less.
- Test a draft USP on friends, coworkers, or a social media post before committing to it.
Baton Rouge has more plumbers, roofers, and pizza places than any one customer can tell apart, and most of their websites say the same three things: family owned, licensed and insured, free estimates. A USP is what gets a Denham Springs company past that. The post's pizza example works because it names a specific gap, gluten-free delivery, that nobody else in the market was filling.
In the current competitive market, an awesome unique selling proposition can help you get noticed from your competition.
But how do you write one?
In this post, you’ll learn how to write a strong unique selling proposition for your small business to make sure your potential customers choose you over the competition.
What is a Unique Selling Proposition?
A unique selling proposition (USP), also known as a unique selling point, is a statement that outlines and tells your target audience how your business, product, or service is different (and better) than that of your competition.
A solid and unique selling proposition can be a useful tool to help you focus your marketing strategy and helps you verify that every piece of marketing collateral you create absolutely, positively sets you apart from the competition.
Want this handled for you? We build and market websites for Louisiana businesses, and we will tell you honestly if you do not need us.
Your USP can also be an essential part of your branding that makes your small business memorable to prospective customers.
How do you create a Unique Selling Proposition
Now that you know what a USP is let’s discuss the four steps to craft the perfect one for your small business.
Step One: Keep it Simple
The first step in writing a USP requires you to take a step back and review the basics included in your marketing plan:
- mission statement
- business plan
- market analysis
- overall business goals
Begin by answering some basic questions that explain what your business is selling, whom you’re selling it to, and why you’re selling it.
For example, let’s say you’re a small Pizza Restaurant in Baton Rouge.
Your USP writing process may look like this:
What products or services are you selling?
Fresh hot gluten-free pizza delivered directly to customers.
Who is your target audience?
Baton Rouge and surrounding area customers who want handmade, authentic, and gluten-free pizza.
What does your business do well?
We provide quick, delicious pizza delivered to your door in 30 minutes or less.
What is your most important customer-focused business goal?
Helping our customers get the best pizza that they need quickly, easily, and affordably.
Step Two: Solve a Problem
Next, you need to identify your target audience’s problem, and then explain how your product or service solves it.
For example, our pizza restaurant may identify their potential customer’s problem as not having options to have gluten-free pizza delivered.
Step Three: Identify the Differentiators
The third step focuses on identifying what it is about your solution to the customer’s problem that is better than or different from the solution(s) offered by your competition.
In our experience, this is one of the most critical steps.
Why?
The value you identify here is one of the easiest ways to influence your customer’s buying decisions.
The potential differentiators of our pizza company may be that they offer fresh hot pizza delivered to their customers, the gluten-free options available, their fast and free delivery, and their exceptional customer service.
Step Four: Make a Promise
This step combines the most critical elements of steps 1 and 2 into a concise statement that sums up the value that your company brings to the table.
Keep in mind that your USP implies a promise or a pledge that you make to your customers.
For example, our pizza restaurant may create a USP that says, “Fresh Gluten-Free Pizza Delivered to your Door in 30 Minutes or Less.”
Just for reference, we’ve included Domino’s Pizza’s unique selling position.
Once you have a working USP, it’s always a good idea to kick it around for a bit.
Run it by your friends, coworkers, or even create a social media post to measure the impact it has.
It may take you several tries, but once you hit the perfect USP, it can be an integral element of your marketing toolbox.
Conclusion
Now we want to hear from you.
Let’s hear some of those new USPs that you craft for your local business.
How can you make your business get noticed from the competition?
Remember, a solid USP is what separates a successful business from a failed one.
Send your USPs to us at info@blaksheepcreative.com, or leave a comment below. We would love to see what you can come up with.
About the author
Founder & Lead Developer · Denham Springs, LA
Clint has built and marketed websites for 26 years, since founding BlakSheep Creative in 2000. He is also a 29-year firefighter and a 23-year member of IAFF Local 557, which is where the bias toward plain answers over sales copy comes from.
- Veteran-owned
- Firefighter-owned
- IAFF Local 557
Common questions about digital marketing
What is the difference between a USP and a tagline?
How long should a unique selling proposition be?
What questions should I answer before writing a USP?
Why are differentiators the most important step?
How do I know if my USP is any good?
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