Using real examples, we explain what a unique selling proposition is and share ready-made formulas that you can use to create it yourself.
What is USP?
A unique selling proposition is a company’s important competitive advantages in a few words. It is often plac on the first page of a landing page or in advertising banners:
What is a Unique Selling Proposition – Example
The USP of the delivery service is an online store with delivery from 15 minutes
Ideally, the USP differentiates you from your key competitors and contains some benefit for the audience. It should not contain common banal phrases – such an offer will not interest customers and will not bring the expect income.
A competent USP ≠ quality service, flexible conditions, delicious food.
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It’s great when a unique offer answers the target audience’s question “Why should I buy from you?” and removes fears and barriers. For example, like here:
Unique Selling Proposition – Example 2
USP on the website of a dry cleaning company
Not every client is ready to spend time on the road, carry a bunch of bags with things to the office and back – this is a barrier that prevents you from asking for dry cleaning. Delivery removes the barrier and simplifies the task. It’s as if they say to the client: “Look how simple it is! We will pick it up and bring it back, all you have to do is fill out a form.
Nuances in creating a USP Every USP should be:
unique – different from competitors’ offerings;
concrete and convincing – emphasize the real benefits, not general characteristics: not “tasty and healthy food”, but “we cook from farm products”;
valuable to the target audience – if the USP does not meet the nes of potential customers, it will be useless.
There are too many offers on the market and it is almost impossible to find something unique. Even in this case, you should not rely on general phrases; it is better, on the contrary, to focus on more specific offers – find something in which you are definitely better than your competitors. For example, instead of “We produce high-quality custom-made furniture”, you can present several USP options for different audience segments:
We produce furniture from waterproof materials
durable countertops made of natural stone,
marble countertops with a guarantee of up to 2 years,
ready-made kitchens up to 100,000 ₽.
How to formulate a USP
Research your target audience
Before developing a USP, study your target audience. Determine who your customers are, what their nes are, and what problems they want to solve. This will help you understand what benefits of your product or service are worth highlighting.
If you have a wide product line, divide phone number list the target audience into segments – each of them will have their own pains and barriers when buying. Therefore, you ne to formulate a unique offer for each.
Let’s explain with an example:
One of the target audience segments of Reg.ru is entrepreneurs and self-employ people who promote services on the Internet and ne a high-quality selling website at an affordable price.
The main barrier of the target audience is the opinion that creating a website for a business is a complex, labor-intensive process:
ordering from a studio is time-consuming and expensive, plus you ne to hire a specialist who will support the site’s operation;
Doing it yourself is long and difficult, you will have to figure everything out from scratch.
So, you ne to offer the audience:
a solution that will help you create a website quickly and without programming knowlge;
comprehensive website creation for those who don’t want to do anything themselves.
➜ Reg.ru has a service for creating websites for business Reg.solutions and a constructor Reg.site . For each segment of the target audience – its own unique selling proposition, removing specific barriers.
Unique selling proposition on the Reg.solutions landing page
The USP is bas on two advantages: turnkey work and website creation in 1 day
Unique selling proposition on the landing page of the Reg.site
The main advantage of the constructor is reflect in the USP – that the user does not ne programming knowlge and experience in creating websites
Analyze your competitors’ offers
Study what your competitors offer and how you can stand out from them. Find the weak points of your competitors and determine what advantages of your company can be highlight in the USP.
You can find competitors in a niche, for example, using Similarweb – to do this, enter the site address in the line and press Enter. All similar sites will be display in a separate tab.
Competitive analysis Competitors of yandex.ru and sites similar to the search engine
Create hypotheses and test them You don’t know jamaica phone number material exactly which USP will resonate with your audience and bring in customers, so it’s more effective to develop several offers and test them. To do this, you can brainstorm with your team and imagine yourself in the customer’s shoes.
Let’s say that for a company that produces honey, the hypotheses for the USP might be:
We produce honey at an apiary in an ecologically friendly region of Altai. To ensure quality, we test each batch in our own laboratory.
Natural honey in handcraft barrels. We personally select coniferous wood to ensure environmentally friendly storage.
We seal honey with wax so it does not oxidize and does not lose its valuable properties.
With each of the ideas, you can launch an advertising campaign or conduct A/B testing on the website , and then conduct a customer survey and find out which of the hypotheses turn out to be more effective.
