‹ Return to list

What Is a Unique Selling Proposition?

Greg Swanson

If you're trying to stand out in a crowded market, you need a unique selling proposition. But what is a unique selling proposition, and how do you create one that actually works?

Short Answer: A unique selling proposition (USP) is the one clear benefit that sets your business apart from the competition and makes customers choose you.

Why a USP Matters

Clarity: A good USP instantly tells customers why you're different and worth their attention.
Focus: It helps guide your messaging, marketing, and product decisions.
Trust: When your offer is clear and consistent, customers are more likely to trust and remember your brand.

What Makes a Good USP?

Clear Value: Explain what you do and why it’s better in one sentence.
Specificity: Avoid vague claims like “best quality” or “great service.” Be unique and precise.
Customer Focused: Your USP should solve a real problem or offer a unique benefit for your target audience.

USP Examples

Domino’s Pizza: “You get fresh, hot pizza delivered in 30 minutes or less — or it’s free.”
Dollar Shave Club: “A great shave for a few bucks a month. No commitment.”
TOMS Shoes: “For every pair you purchase, we give a pair to someone in need.”

How to Create Your Own USP

Step 1: Identify your target customer and their biggest need.
Step 2: List what you offer and what makes it different.
Step 3: Combine these into one clear, compelling sentence that focuses on your customer's benefit.

A strong unique selling proposition isn't just a tagline—it's the backbone of your brand. When done well, it grabs attention, builds trust, and helps your business grow faster.

Updated: July 04, 2025