Unique Selling Proposition
A Unique Selling Proposition (USP) is a specific benefit or feature that distinguishes a product or service from its competitors in a way that is meaningful to the target audience. It identifies and emphasizes a clear competitive advantage that cannot be easily replicated, giving customers a compelling reason to choose one offering over alternatives. An effective USP is specific, memorable, and focused on a genuine point of differentiation that matters to customers.
Definition
A Unique Selling Proposition (USP) is a specific benefit or feature that distinguishes a product or service from its competitors in a way that is meaningful to the target audience. It identifies and emphasizes a clear competitive advantage that cannot be easily replicated, giving customers a compelling reason to choose one offering over alternatives. An effective USP is specific, memorable, and focused on a genuine point of differentiation that matters to customers.
Examples
Domino's Pizza: '30 minutes delivery or free' - unique guarantee
M&Ms: 'Melts in your mouth, not in your hands' - specific product advantage
Dollar Shave Club: 'Great razors delivered for a few bucks a month' - unique business model
Avis: 'We try harder' - service differentiation
Best Practices
- ✓Focus on genuine points of difference
- ✓Ensure the differentiator is valuable to customers
- ✓Make it simple and memorable
- ✓Verify it can be consistently delivered
- ✓Test resonance with target audience
