YOUR UNIQUE SELLING PROPOSITION (USP)

YOUR UNIQUE SELLING PROPOSITION (USP)

The point of a USP is to give someone a specific and compelling reason to buy from you, rather than
someone else. Most USPs are a vague mess that don’t actually translate why someone should want to
choose a brand, product, or service over another, because they lack clarity and dynamism.
While a UVP is the running “theme” for the life of your brand, a USP can be crafted for each individual
product, service, or sub-brand that you create. The reason being, you need to know the particular reason
why someone would choose that SPECIFIC thing that you offer–because specificity works much better
than generality, every time. This is where we want to CONVINCE someone of something, with sincerity and
transparency of what is so appealing about that something–and why it’s the perfect match for them.

1. List all the problems your product/ service/company/brand can potentially solve
for a client.
2.List all of the objections your product/service/brand could potentially face from
prospective clients for a client.
3. What are the top 3 problems you solve? What are the top 3 objections you need to
overcome?
4.Do any of the problems you solve, connect with and help you overcome any of the
objections?
5. APPEAL: What emotionally appeals most to your target client?
6. EXCLUSIVITY: How are you different than your competitors? What is your “only”
factor? How can you make your target market feel they are special or exclusive?
7. CLARITY: In one sentence, why should someone buy from you over any other
option? Try to include a power, prime benefit, and enabler phrase.