Unique Selling Proposition: What it is and Why Every Business Needs One

09.07.21 10:13 AM By Stuart Forrester

Unique Selling Proposition: What it is and Why Every Business Needs One

Unique Selling Proposition

Unless you are the only player in your industry, you need a strong and unique selling proposition (USP) to differentiate yourself from your competitors. The USP you choose can make or break your brand, especially if you are operating in a competitive niche. 

What is a USP, anyway and why is it important? Let’s find out! 

What is a USP?

The unique selling proposition embodies what sets you apart from your competitors. It highlights everything that distinguishes you, your company, and your products or services from everyone else in the market. 

You can think of it as the sweet spot where “what your customers want” and “what you do the best” overlap. To put it simply, your USP play to your strengths and help your customers realise why you are better than the rest. 

Why is it Important?

So, why should you put all that time and effort into formulating a strong USP? Is it even worth it? Scroll down to take a look at the top three advantages of a USP to decide for yourself! 


Your USP tells your customers exactly what you have to offer. The stronger the USP, the more customers you will attract. It will bolster your revenues by giving your customers specific reasons to trust you. It highlights the best aspects of your business, compelling potential customers to buy from you!

Build a Loyal Customer Base

Your USP can help you promote a strong and positive identity in the market for your brand, which in turn will allow you to build a loyal customer base. In other words, your USP will not only help you attract customers but also retain them in the long run.

Streamline Sales Strategy

Another advantage of a strong USP is that it can streamline the entire sales strategy for you. It helps you understand your selling point. Once you know your USP, you can direct your strategy towards how you want your customers to perceive your brand. USP will give you a sense of direction required to develop a winning sales strategy.

What You Need to Know about USP 

Imagine you run a local taco business that claims to have “the best taco in town.” The problem is that dozens of other companies can make the same claim. However, if you formulate a strong USP, such as “Yummy tacos with home-grown herbs & veggie – anywhere, anytime,” it is something that no other taco business can offer. It will set you apart from the crowd. 

Here are a few tips that can help you develop a strong USP and leverage the many advantages of a USP.    

Being too generic won’t help. Your USP must be specific yet concise

Don’t be afraid to explore unusual selling points and take a different approach

Make sure you don’t oversell

Create compelling adverts using your USP

Highlight your USP on your landing page

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the Bottom Line

While it is easy to understand the idea behind USP, formulating a ferocious USP is an entirely different story. Many companies struggle to develop an effective USP because whatever selling proposition you develop, chances are someone already thought of it before. What you need is out-of-the-box thinking and strong marketing knowledge to formulate an extraordinary USP. A creative strategy and marketing agency can help you in this regard. 

If you are looking for a creative strategy and marketing agency to help you format a compelling USP, you’ve come to the right place. We can take care of all your marketing needs.