Unique Selling Proposition (USP)
The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
A Unique Selling Proposition (USP) (also called Unique Selling Point) is the one thing that makes your business better than the competition. It’s a specific benefit that makes your business stand out when compared to other businesses in your market.
Elements of a Strong USP
- Assertive but Defensible: A specific claim that you can prove (e.g., “The only dentist with a 5-year guarantee”).
- Focused on Value: It explains how your product solves a problem or improves the customer’s life.
- More than a Slogan: It’s a fundamental piece of your business strategy, not just a marketing tagline.
Examples
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.”
- FedEx: “When it absolutely, positively has to be there overnight.”
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Related Concepts
Conversion Funnel
The set of steps a visitor takes on a website to become a customer, visualized as a funnel that gets narrower at each stage.
Landing Page
A standalone web page created specifically for a marketing or advertising campaign, designed with a single focused objective.
A/B Testing
A method of comparing two versions of a webpage against each other to determine which one performs better.