What is USP?
USP is short for Unique Selling Proposition or Unique Selling Point and refers to the benefits and selling points that differentiate your company and products from other companies and products. In other words, it's what makes your business in particular better than the competition and the benefits that make your target audience choose your business.
Developing good USPs helps your company focus on your marketing strategy and sales messages, influencing the way you communicate and brand yourself. A USP is not just the headline on your website. It's a position your company takes as a whole that can be integrated into your products, your brand and the experience you give customers.
Competition is a natural part of business, especially for e-commerce companies. Customers are overwhelmed with options on the internet and they quickly want to know exactly what makes one product or brand different from another. Knowing the right way to position your business and products can therefore mean the difference between standing out and blending in.
Examples of areas in a company's USPs.
What sets you apart from the competition?
Your USPs should focus on your company's strengths and should be based on what makes your brand or product particularly unique and valuable to your customers. Being "unique" is rarely a strong USP in itself. You need to differentiate around an aspect that your target audience cares about, otherwise your way of communicating will not be very effective.
A compelling USP must:
- Be confident but responsible.
- Focus on what your customers value! "Unique" doesn't count for much if it's not something your target audience really cares about.
- Be more than a slogan: While a tagline is one way to communicate your USP, it's also something you can use in other areas of your business, from your return policy to your supply chain.
It's not necessarily what you sell that needs to be unique, but the message you choose to focus on.
What is a USP not?
When creating your USP, it's important to know what a USP is not. Your USP is not an offer, such as: Get 10 % off, free shipping, great customer service or an attractive return policy.
They can be great selling points as they can be persuasive and effective. Unfortunately, they're not unique on their own, nor are they easy to defend as your competitors can easily copy them.
Frequently asked questions
USPs are your unique selling points that differentiate your company and products from your competitors.
USP is an abbreviation for Unique Selling Proposition or Unique Selling Point. In Danish, the English abbreviation is commonly used.
Examples of USPs could be that you offer 24/7 user support every day of the year or that your products contain only natural biodynamic ingredients.
ESP is an abbreviation for Emotional Selling Proposition and refers to emotional USPs, the emotional effects your products create in the customer.
