unique selling proposition for business plan

Unique Selling Proposition: What It Is & How to Develop a Great One

Published: May 03, 2023

As a sales person, you need to have the utmost confidence and belief in the product or service you’re selling. If you don’t believe in your product, it’s likely the prospect won’t believe in it either. 

With that in mind, how can you speak confidently about your company and product?  A well-crafted and rehearsed unique selling proposition. 

In this post, we’ll explain what a unique selling proposition is, how to write one (with data and expert advice), and examples from real businesses. 

Table of Contents:

What is a unique selling proposition (USP)?

How to write a unique selling proposition, examples of unique selling propositions.

A unique selling proposition, or USP, is a tool salespeople use to communicate the key factors that separate your product from the competition and why you’re the best possible solution for your prospects based on their unique needs.

A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition.

An effective USP communicates your brand’s values and differentiates what your company offers through what you stand for and how this benefits your customers. It’s used in the early stages of the sales process, and the guiding question for creating it is asking yourself, “What does my business offer that’s different from the competition?”

It’s best used as a verbal tool in conversation with a prospect, and it’s exclusive to the exact prospect you’re talking to and should be created with them in mind.

Below we'll go over how to write your company's USP. (Psst: This video can also teach you how to create a value proposition, which is helpful to keep in mind when thinking about your selling proposition.) 

So, you're ready to create a unique selling proposition. The first step is to think about your audience, and what you offer that’s most valuable to them. You’ll want to touch on the following elements:

• The products or services you offer your customers
• Your offerings benefit to customers that they can't get from the competition
• Who your target customer is
• The problem you're solving for customers

More than a quarter of salespeople who responded to our Sales Strategy & Trends survey reported that the change in sales between 2021 to 2022 is that personalization is more important than ever. So, you can create a general USP for your business that you customize to each prospect and what they’re looking for. 

Here are a few other things to remember when creating a USP.

1. Make sure you’re targeting the right audience. 

Writing a unique selling proposition first means focusing on the right audience because the truth is, you won’t appeal to everyone's needs. Make sure you have a robust buyer persona and focus on the markets more likely to benefit from your offer. 

With this, you’ll have a unique selling proposition that will likely drive deals because it matches your ideal customer profile. 

Trish Saemann, the founder of True North, told a colleague , "When you focus your energy on targeting a narrower audience, your message can be more customized. Customized messages are the ones that get the real engagement, and when that happens, there is a higher chance they will trust you to understand their needs. They will know you are a good fit for them."

2. Lead with your differentiating qualities.

If you create a unique selling proposition that a competitor could use for their product, it's time to return to the drawing board. Your unique selling proposition should be entirely unique to you, your company, and the product or service you're selling.

Your USP should include the strengths and benefits of your product that distinguish it from the competition. 

For example, one of Hoffman 's unique selling points is live practice plays. Salespeople learn how to engage with prospects, then test their skills by live cold-calling prospects and customers as an in-class exercise. It separates it from normal training programs and is the type of distinguishing factor to include in a unique selling proposition.

3. Present your talking points clearly and confidently.

Unique selling propositions should not only be unique to the company, but they should also be unique to you. You're showcasing yourself and your product or service. And your enthusiasm and authenticity should shine through during your USP.

The unique selling proposition will fail if it doesn't seem to come across as if it's unique to you. Rehearse the unique selling proposition. It gives you confidence and, in turn, the prospect will be confident in you. They'll walk away from a successful USP excited to work with you and to learn more about your product.

4. Include hyperbole.

Your unique selling proposition can be rich with hyperbole. 

Use words like, only, greatest, best, first, favorite , etc. to describe your product. When used appropriately, it's a tool that communicates your enthusiasm and belief in the product.

For example, instead of saying, " We help customers, " say, " Our customers demand the best, and that's why they hire us " instead. The second phrase says more about what you're offering.

You might hesitate to use hyperbole because you don’t want to seem too sales-y, but using it in your USP communicates the price you have in telling it. And it’s an appropriate communication device because you can back it up with your product. 

5. Focus on the benefit to the customer and sell a solution.

Great salespeople don't sell just a product or service — they sell the post-sales environment.

What does this mean? It means your unique selling proposition should be about the world your customer enjoys or the reality they'll see after they purchase.

B2B salespeople responding to our survey also said that selling prospects on a solution is the most effective strategy for converting new customers. Dan Tyre, Inbound Fellow at HubSpot, supports this point and said , “Prospects are less interested in seeing ‘how it works’ and more interested in making sure you understand their needs, have a comprehensive idea of their requirements, and that the product will work.” 

For instance, the process of buying a new car can be tedious and less than enjoyable. But people like the experience of driving a brand-new car. A successful salesperson knows this and can help the customer see the benefits and values that come after the sale goes through. 

You’ll know if your unique selling proposition works based on the prospect's reaction because they’ll engage with the USP, believe in what you’re selling, and be eager to learn more. 

Let’s put this all together using HubSpot as an example.

6. Share your unique selling proposition verbally.

Remember: the unique selling proposition loses its punch if you communicate it via email. Deliver it over the phone or in-person, where they can hear the strength of your words, tone, and confidence of what you're saying. 

Below we'll go over a few real-life unique selling propositions to inspire you. 

• Hoffman: I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.
• Ben & Jerry's: We make the best possible ice cream in the best possible way.
• Yokel Local: It's impossible for one person to do it all.
• Page Eleven Paper Goods: This is not your ordinary datebook.
• Away: Built for modern travel.
• Death Wish Coffee Co.: We rebel against blah beans—and a boring, lackluster life.
• TOMS: Pick your style. Wear TOMS. WEAR GOOD.
• ClassPass: The world's best classes and experiences into one app.
• Thrive Market: Healthy groceries shouldn't break the bank.
• SheaMoisture: A better way to beautiful.
• Anchor: Powerful tools for beginners, pros, and everyone in between—all for free.

1. Hoffman : I got you live on the first call. When you hire us, we'll teach your sales reps how to do the same thing.

Hoffman is an industry leader in sales training and a leading consultant for industry executives. This unique selling proposition was used when talking to a Vice President on the first outreach call.

I've created a quick recording of the USP so you can hear it from the perspective of a prospect.

2. Ben & Jerry's : We make the best possible ice cream in the best possible way.

What's the unique selling proposition for this ice cream company? Ben & Jerry's stands out from the competition by providing, "the best possible ice cream in the best possible way."

The mission of the company is to create sustainable, high-quality ice cream that has a positive impact on its employees and surrounding communities.  If you're a salesperson for Ben & Jerry's, these are the key differentiating factors that would help you create your USP.

3. Yokel Local : We become the digital marketing extension of your team because it's impossible for one person to do it all.

Yokel Local intimately knows its buyer persona: marketing managers who are overwhelmed with everything that they have to learn, execute on, and manage. That's where the benefit of hiring an agency lies. Yokel Local is able to offer a team of experts in an array of disciplines to take that stress away. Their website goes on to say:

"We're a full service marketing agency that helps frustrated or stressed business owners and marketing experts with developing demand generation and growth strategies to increase conversions and get you the results you need." - Yokel Local

4. Page Eleven Paper Goods : This is not your ordinary datebook.

When someone is buying a planner or datebook, they may be thinking about the size, layout, and price. However, Page Eleven stops website visitors in their tracks and reframes the buying process by asserting their product is more than that. It's designed to be a tool for setting and achieving goals. Here's what it has to say about its product:

"It is a reflection of where you have come, the direction you are thriving towards and the path where purpose meets intent." - Page Eleven

5. Away : Built for modern travel.

Away provides its customers with premium luggage for the modern traveler. The company says:

"hat’s why our travel essentials are designed to last (and last) for every trip to come, so you can get out there and explore." - Away Luggage

Not only does Away offer high-quality luggage options at reasonable prices, but it also believes that "to be a great business, you have to be a good one too." And the company strives to have a positive impact on its customers and their communities. This sets them apart from other high-end luggage companies.

6. Death Wish Coffee Co. : We live to rebel against blah beans—and a boring, lackluster life.

Death Wish Coffee Co.'s goal is to fuel customers with the best tasting, highest quality, and strongest coffee. The company even goes as far as to say,

"This seemingly standard flavor is here to flip you on your head with rich, deep notes of vanilla brewed into the boldest medium roast you know." - Death Wish Coffee Co.

7. TOMS : Wear TOMS. WEAR GOOD.

This shoe company does things differently from its competitors. When you purchase a pair of shoes from TOMS, you can pick an issue area that you'd like to stand for.

The mission of the company is to change lives for the better. And since 2006, TOMS has given shoes, safe water, and vision to more than 94 million people . It's a business that's creating change for a better tomorrow — for its customers and the people they're helping.

"We’re in business to improve lives." - TOMS

8. ClassPass : Bringing together the world’s best classes and experiences into one app.

ClassPass makes group fitness accessible for its customer base through partnerships with fitness studios all over the U.S. and virtual class offerings.

It changed consumers participate in group fitness by working with small businesses and studios to introduce them to a new market of consumers who want to get active.

"We lead people to live inspired lives every day by introducing and seamlessly connecting them to soul-nurturing experiences." - ClassPass

9. Thrive Market : Healthy groceries shouldn't break the bank.

Online grocery retailer Thrive Market's membership-based business model aims to make healthy food and household products affordable and accessible.

They offer premium and organic products for wholesale prices and for every annual membership purchased, they donate a membership to someone in need.

"We’re on a mission to make healthy living easy and affordable for everyone." - Thrive Market

10. SheaMoisture : A better way to beautiful.

Beauty brand SheaMoisture provides hair and body care products formulated without harmful ingredients at an accessible price point.

SheaMoisture invests proceeds from every sale towards their community commerce fund that supports small minority business owners.

"At SheaMoisture we invest proceeds from every purchase into the community. When you purchase SheaMoisture, you are investing in women globally. Our educational and entrepreneurial programs are designed to create an inclusive and thriving society." - SheaMoisture

11. Anchor : Powerful tools for beginners, pros, and everyone in between — all for free.

Podcasting is a growing fast-growing medium. As of April 2023, Podcast Index reports that there were 116,895 shows published in the last three days, and 379,448 in the last 30.

Podcast hosting platform Anchor (now part of Spotify for Podcasters) is up for the challenge, providing easy-to-use hosting and publishing software that makes launching a podcast easy, and cost-effective. Through its platform, users are able to create, distribute, and monetize their podcasts for free — a unique differentiator from other podcast hosting companies in the market.

"Our mission is to democratize audio. We believe everyone should be able to have their voice heard, regardless of background or experience level. Our goal is to make podcasting easy and fun, without sacrificing the quality every podcaster deserves." - Anchor

With a carefully crafted, unique selling proposition, you have a greater chance of moving forward with the prospect.

Editor's note: This post was originally published in April 2020 and has been updated for comprehensiveness.

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More From Forbes

Unique selling propositions: what it is, why you need one and how to write your own.

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Ashley Deland is an award-winning business consultant & owner of Deland Marketing, recognized as winning Business Elite’s 40 Under 40.

All brands face competition in the market.

Consumers are savvy and spend time researching and evaluating their options before making a purchase decision, and you need your brand to stand out to gain their business. The unique selling proposition, or USP, is the factor or consideration presented by a brand as a reason their product or service is superior to or different from that of competitors. You must pinpoint what makes your brand unique in an oversaturated market of homogeneous competitors to target your sales efforts.

Identifying your USP takes some effort and creativity. Few brands are truly unique, but they find a way to communicate their value and distinguish themselves from competitors. For example, Apple is selling innovation, not technology tools. Robinhood is selling accessible wealth for all, not a product for the ultra-rich. Patagonia is selling a movement, lifestyle and impact more than a clothing line.

Entrepreneurs need to understand how to identify their USP to boost sales and guide their brand and marketing strategies.

How do you determine your USP?

Your USP is what makes your brand better than the competition—a specific benefit that helps you stand out and leave an impression. Choosing a bold and deliberate USP influences your branding, messaging, copywriting and other marketing messages. At its core, the USP should deliver a quick answer to the customer’s most immediate question: What makes this brand different?

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The USP is based on your strengths as a brand and what you provide for your customer. On its own, uniqueness is not enough of a strong sell. You must differentiate your brand in a way that resonates with the target audience. A memorable and compelling USP will be:

• Focused on the customer. What they care about is what matters and what drives business, not necessarily what you believe to be the most unique aspect of your brand.

• Assertive but justifiable. Your USP can take a specific position that makes a case for your products versus competitor products, which is more memorable. You must have something to support it, however, or else it’s just hollow words and sentiment.

• More than a statement or slogan. While you can communicate your USP through concise statements and slogans, it should pertain to virtually every aspect of your business. Your actions must align with your words.

To be clear, a USP isn’t a marketing offer. Steep discounts, always-free shipping, exceptional customer service or a risk-free return policy are not USPs. These can help with attracting and retaining customers, but they’re not unique. They’re also easy for competitors to copy and difficult for you to defend.

How can you write a strong USP?

Determining your own USP will take some brainstorming and effort. Here’s how you can go about finding yours.

Make a list of potential differentiators of your brand and products.

Be specific. Marketing messages rely on precision and position your product or services as a solution to a customer pain point. Consider every possible USP during this process—you will narrow them down later.

Research your competitors.

To determine what makes you unique, you must know what your competitors have to offer. Research your competitors and their USPs. Consider how you can introduce your brand or products differently.

For example, women’s shoes can be positioned in a variety of ways. They can be stylish, comfortable, durable or designed for a specific purpose. Christian Louboutin set out to create chic and luxurious evening shoes, launching a brand that communicates status instantly with its signature red sole.

Avoid the temptation to develop your USP around denigrating a competitor, however. This rarely succeeds. Emphasize what your brand has to offer instead of highlighting the weaknesses of another.

Compare your possible differentiators against the needs of your audience.

Your USP should communicate your value to the customer. Evaluate your audience’s pain points and gaps left by your competitors.

It’s easy for entrepreneurs to become enamored with their own brand or products and forget that they’re in business to serve the customer. You have to step back and scrutinize what your customers want from your brand. Go deeper than traditional demographics, such as age, gender and income, and look at the underlying motivation for purchase.

Remember, price is never the only factor in the purchase decision. Your competitors may have better prices, but increased brand loyalty leads to less sensitivity to price changes. Customers today are willing to pay more for the experience.

Analyze the data.

You have your list of possible USPs, competitor research and audience information. Compile all this information and look for areas that intersect to single out your most powerful USP. Once you have an idea, you can include it in a positioning statement:

[Your brand] offers [product or service] for [audience] to [unique value proposition].

This may not be the exact statement you will use on your website and marketing materials, but it should offer a starting point to clarify your USP, your audience and the best differentiators for your brand.

Create an elevator pitch.

With your position statement as inspiration, you can create a concise elevator pitch. This is a short description of your brand that explains what you do and builds a connection with the listener. It’s called an “elevator pitch” because it should be short enough to present during a brief elevator ride.

The framework of an elevator pitch includes:

• Stating the problem.

• Presenting the solution.

• Explaining why the audience should trust your brand.

• Describing your USP.

• Concluding with a call to action.

Define your competitive edge with a powerful USP.

A strong USP is more than a persuasive statement or slogan that appears on your About page—it’s the defining characteristic that differentiates your brand or products from the rest of the market.

Your brand and products need not be truly unique, as few are, to develop a powerful USP. Instead, you’re looking for uncharted territory to claim as your own and show your customers what makes you different.

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Unique Selling Proposition Examples: 21 Brands That Get USP Right

Your unique selling proposition (USP) separates you from the competition. Similar to a unique value proposition , for customers, it’s a reason to trust and choose you ahead of someone else. For you, it’s the linchpin that powers your sales and marketing efforts. But what does a USP look like?   

In this article, we’ll demonstrate what makes an effective USP by sharing some of the best examples from the worlds of SaaS, e-commerce, and DTC. 

You’ll learn why and how these brands get it right so you can follow their lead to unearth your own competitive advantage. 

Table of contents

Unique selling points vs unique value propositions, spotify for podcasters, goto webinar, death wish coffee, saddleback leather, warby parker, nerd fitness, taylor stitch, what is a unique selling proposition.

A unique selling proposition  (USP) is a statement that communicates your strengths and benefits over your competition’s. A good one makes your product or brand stand out amongst the noise. We have a great blog post on unique selling propositions that you should definitely check out.

USP and UVP are occasionally used interchangeably; but they shouldn’t be. The two are similar, but have different purposes. A unique selling proposition focuses on what separates you from the competition. In comparison, a unique value proposition focuses solely on the benefit that you provide to the customer.

Examples of effective unique selling propositions in SaaS

Stripe is an online payment processing provider that allows businesses to accept payments from their customers. 

It operates in the same market as PayPal, yet distinctly stands out. How? By going after developers. 

Rather than simply providing a payment gateway like PayPal, Stripe offers “Financial infrastructure for the internet.” It gives developers everything they need to manage their online payments. 

Millions of companies of all sizes use Stripe online and in person to accept payments, send payouts, automate financial processes, and ultimately grow revenue. Stripe website

This level of control isn’t for everyone. But for developers and business owners who want to get hands-on with payments processes, Stripe’s software and APIs offer full control, eliminating the hassle of bringing together disparate systems. 

Stripe is a company that knows its target audience—and its USP reflects this. This helps them filter out people who aren’t suitable as much as it attracts those who are.  

Robinhood is an investing platform that believes the financial system should work for everyone, not just the wealthy.

Anyone with an interest can invest in thousands of stocks with as little as $1 from their smartphone with no prior knowledge of the markets. 

Its slogan is as simple and accessible as its platform: 

Make your money do the most. Robinhood website

Robinhood is an example of letting the product guide a USP. The company breaks down barriers in a market that’s traditionally closed off to the everyday person. Uniting people in this way is a powerful selling point.  

What used to be Anchor, now Spotify’s podcasting tool, Spotify for Podcasters gets straight to the point:

Make your podcast the next big thing Powerful tools for beginners, pros, and everyone in between – all for free. Spotify for Podcasters

This USP breaks down any obstacles standing in the way of a customer wanting to start a podcast. Here is a platform that helps you do what you want, from where you want, and doesn’t charge for the privilege. 

If your brand truly offers something no one else does, your USP can be as simple as saying what you see.

Canva is an online design and publishing platform aimed at making it easy for anyone to create and share vector graphics. Its USP reflects this:

“Empowering the world to design”

It’s a nod to the simplicity of Canva’s tools. It also separates the platform from competitors like Adobe PhotoShop and Illustrator, and ProCreate, whose products are aimed towards experienced artists. 

While rival tools offer more advanced editing features, they come with a steeper learning curve. Canva’s drag-and-drop shapes and elements let complete novices design a professional image, flyer, or document in minutes. 

By understanding its place in the market, they’ve been able to unearth a competitive advantage. It’s a lesson in how to turn what could be seen as a weakness into a strength. 

On the surface, there’s not much to separate ConvertKit from other email marketing platforms like MailChimp or iContact. Yet, they’re a SaaS brand that generates over $2 million in monthly recurring revenue every month.

How? Because they know their target audience. ConvertKit provides email marketing tools for independent creators, a segment of the target market only they honed in on when they launched. 

This audience is a central feature of their USP:

Grow your audience and income faster… with a platform made for creators, by creators. ConvertKit website

What does ConvertKit offer that’s different? Faster audience and income growth.

How is it different from its competitors? It’s made by other creators. The implication is that ConvertKit understands and supports creators better than other platforms because of this.

GoTo has pinpointed the key problems that people often have with webinar software: difficult to use and full of minor issues. So its USP is simple:

Hassle-free webinar software… makes events easy. GoTo website

To boost the impression, it makes sure visitors know they can try it before they buy. No drama; just ease of use.

Soundcloud has become renowned as a place for creators and fans to connect, share music and discover new tracks, raw demos, and podcasts. The community aspect of the platform helps it stand out from the likes of Spotify and Apple Music, where artists and fans are separate. This is communicated in its USP:

“What’s next in music is first on SoundCloud. Upload your first track and begin your journey.  “SoundCloud gives you the space to create, find your fans, and connect with other artists.”

Not only do they tailor their value proposition at the prospect, they tell a story . SoundCloud knows that artists who make it big will likely monetize their music with a record label or streaming platform. It capitalizes on being a place to grow a word-of-mouth following. 

Like Canva, it’s an example of knowing where you fit in the market and using it to your advantage.

Examples of unique selling propositions in e-commerce

In a market dominated by rich blends and smooth tastes, Death Wish Coffee bucks the trend:

“The World’s Strongest Coffee”

Its USP instantly tells you that this coffee packs a punch. Those looking for a smooth taste are probably better served elsewhere. 

Claiming to be the ‘world’s strongest’ anything is a risky strategy—one that means being able to walk the walk as well as you talk the talk. Death Wish Coffee backs itself by showing how their coffee is made and offering a full refund if you’re not satisfied with its strength. 

What’s more, the company’s branding, marketing campaigns, tone of voice, and services all align with its USP.   The bolder the claim, the more likely it is to be challenged. Make sure you can back up your words. Your brand should live and breathe its USP.

Patagonia’s USP isn’t a product or a feature, it’s their reason for existing:

“We’re In Business To Save Our Home Planet.”

This USP sets Patagonia apart from the competition by establishing itself as more than a clothing brand. It’s a lifestyle and movement dedicated to making a difference. In one sentence, Patagonia sums up a number of its unique selling points:

• Fair Trade Certified clothing, made from organic cotton and free from pesticides, herbicides, and GMO seeds
• A trade-in program that lets customers exchange used gear for store credit
• 1% of sales pledged to the preservation and restoration of the planet

It’s a USP that appeals to someone, rather than everyone, which is what all great USPs should do.

“They’ll fight over it when you’re dead”

Saddleback Leather’s tagline conveys the unique value of its products in a single line. These are products that will outlive you.

It’s backed up by substance (each Saddleback leather product is over-engineered, comes with no breakable parts, and is backed by a 100-year warranty) and great storytelling. 

When knock-off Saddleback Leather briefcases started appearing on the market, the company also created a ‘ how it’s made’ video to show off the product quality and add weight to its USP.  

Like your selling points, your story is unique to you. By using storytelling to craft your USPs, you’ll stand a better chance of creating a memorable message. 

TOMS Shoes was one of the first shoe companies in the world to use a buy one, gift one model. For every pair of TOMS sold, another pair was donated to a child in need. 

For a long-time, this was the company’s USP. As other companies have started to offer a similar model, TOMS’ USP has evolved. Today, the company commits one-third of its profits for grassroots goods. 

But what made the one-for-one model so successful as a USP remains. 

“Shoes for Moving Forward”

It taps into our want to help others and makes it easy to do so. Customers can buy shoes and feel good about doing it. 

Building a USP around a cause may run the risk of alienating some people. But in uniting the company, customer, and purpose, you can create brand loyalty that lasts a lifetime.  

Bee’s Wrap is an e-commerce business that produces sustainable food wrap made from organic cotton and beeswax. It’s an outlier in a market of foil and plastic wrap. But even uniqueness needs a USP. 

Bee’s Wrap taps into an important global topic: plastic waste. 

“That’s a wrap on single-use plastic”

The USP promotes Bee’s Wrap as an alternative to single-use plastics and a long-term solution to the problem of plastic pollution. 

But this surface-level wordplay does more than appeal to eco-conscious customers. It goes beyond the product, reflecting the company’s standing as a B Corp and Green America certified company committed to social and environmental change.

Whether your USP is product, purpose, or prospect-led , look at the big picture. Make sure your messaging represents every aspect of your brand. 

Fabletics ’ USP is an example of a brand that knows who it’s talking to. It leads with honesty: 

“We can’t fix your lives but we can fix your activewear. Great fit. Premium fabrics. Tech you actually need. And stylish as hell. You’re welcome.”

Fabletics isn’t a unique brand, but it’s found a unique angle. Its USP tone of voice is aimed at people who are jaded by how other brands talk and act. And its business model serves these customers by saving them time and money. 

This starts with an online quiz that lets customers tailor leggings and deals to their needs, and carries through to a VIP membership program that offers up to 50% off products.

It shows that if you can find one thing the competition isn’t doing, you can use it to build a loyal following.

It’s unusual to hear a fashion brand talking about how the world doesn’t need another fashion brand, but ASKET’s USP taps into the zeitgeist of conscious consumption.

ASKET wants people to buy less and it promotes this in its USP by promising meaningful essentials that are traceable so customers know where their money goes. 

“The Pursuit of Less “The world doesn’t need another fashion brand. Garments, products of delicate labour and precious resources, have lost their value. We buy more and use them less than ever – packing our wardrobes, filling landfills and fueling incinerators. “ Our promise is to restore the value of garments by creating meaningful essentials: A permanent collection of zero-compromise pieces, their stories uncovered and told. We can’t live without clothing, but we can make the pieces we choose to invest in count.”

For consumers who monitor their carbon footprint, ASKET is a company you can feel proud to support. That’s a powerful thing in building a lasting brand. 

When crafting your USP, listen to the conversations taking place in your industry. Find what your potential customers are passionate about and use their insights to guide your specific benefit. 

Examples of unique selling propositions by Direct-to-Consumer (DTC) brands

Reading the Billie ‘s USP makes it immediately clear what the brand is about:

“We’re out to build a better shelf” “It started with a razor that changed everything: We noticed that women were overpaying for razors and shamed for having body hair. Kind of a double whammy, when you think about it. So, we did away with the Pink Tax and put body hair on the big screen. Now, meet our sparkling clean collection of better beauty basics for your medicine cabinet (and handbag and gym bag and desk drawer). Powered by ingredients that do no harm, work super hard, and take the guesswork out of clean.”

Billie is an online store and subscription service built for women who are fed up with the current state of sanitary products. It highlights this in its USP by following the problem-solution formula: 

Problem: “We noticed that women were overpaying for razors” Solution: “Meet our sparkling clean collection of better beauty basics” “We’re out to build a better shelf” boils down that formula into a single line. Things aren’t right, so they’re doing something about it. 

Run surveys, read reviews, and conduct market and user research to find the problems customers are having. Then, base your USP around your solution.

Warby Parker is an outlier as an online retailer in that it went from click-to-brick . By expanding its e-commerce business to physical stores they’ve been able to increase accessibility and meet customer needs online and offline.

Its USP is rooted in its ability to offer a seamless customer experience:

“Try 5 frames at home for free”

With a virtual try-on service, customers choose five frames to test at home for free. 

Offering five frames rather than one means they’re able to rival the physical store experience, where you’d typically try on multiple frames. It also brings frames to you, eliminating the need to travel.

This USP disrupts the market, alleviating a pain point and putting customer service at the forefront of the offer. While a USP is about what you do differently from everyone else, always make it about the customer. 

In a fashion market filled with brands that produce multiple items, Hiut Denim is a small business bucking the trend. 

“We make jeans. That’s it. Nothing else. No distractions. We focus all our talents on jeans. And we are proud to say that we make some of the best jeans in the world.”

This USP works as an offer, a mission statement, and a brand story. It’s honest and tells the customer Hiut Denim is a brand that obsesses over every detail of every pair of jeans. No half measures.

It’s backed up by the company’s in-house manufacturing process and a website that breaks down exactly where and how jeans are made. 

When it comes to crafting a USP that stands the test of time, finding the one thing you do well is a good path to follow. 

Visit the Nerd Fitness landing page and you’ll quickly know whether this is a service for you:

“We help nerds, misfits and mutants lose weight, get strong & get healthy, permanently!”

Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. From its video game-inspired customer avatars to its aesthetic and tone of voice, everything is geared towards nerds. 

What makes its USP so effective is that it focuses on the kind of people it helps. If you don’t see yourself as a nerd or misfit, you’re not going to investigate beyond the message. This means Nerd Fitness can attract the people they do want and filter out the rest. 

A strong unique selling proposition that appeals to a few will always serve your brand better in the long run than a vague message that appeals to many.  

HelloFresh’s USP is a bold statement that establishes them as the best at what they do:

“America’s Most Popular Meal Kit”

This tells us that HelloFresh is trusted while delivering social proof: if it’s the most popular meal kit in America, it has to be good. It also creates FOMO: you wouldn’t want to miss out on something this popular. 

Right above that statement are reasons why HelloFresh is so popular. It helps to save you serious time, money, and stress. The three main reasons why you’d look to invest in meal kits.

If you’re the best at what you do and you can communicate it, don’t be afraid to go bold with your USP. 

Patch is a company that aims to bring the joy of gardening to everyone. They recommend, source, and deliver plants to customers’ homes and provide tips to help look after them.

It was born out of its founders’ struggle to a) find the right plants for his home and b) keep them alive. 

The company’s USP communicates these struggles and how it solves them:

“Patch helps you discover the best plants for your space, delivers them to your door and helps you look after them.”

It shows that if your business model plugs a gap in the market, your USP can be as simple as explaining your offer.

Dig down into the roots of your company. Why do you exist? The reason might well be your USP. 

Taylor Stitch is a clothing brand that uses crowdfunding to design products. Crowdfunding in itself is not a unique selling point. Lots of brands successfully fund products in this way. But it’s how Taylor Stitch uses crowdfunding that helps them stand out. 

“We design new products. You crowd fund them and save 20%. Our planet takes on less waste. We deliver them when they’re seasonally appropriate. Everybody wins.”

This USP makes it clear why customers benefit from crowdfunding. You save money, help the environment and get clothes when they’re needed. What’s not to like? It also highlights the social good of this business model, making it a brand you’d want to support. 

Taylor Stitch is an example of how finding the right angle can turn a common approach into a unique marketing strategy.

Whether they’re based around product, service, prospect, or purpose, each of these unique selling propositions examples is the result of research and testing.

To find your unique angle, ask questions of your audience and drill down into your niche to uncover gaps in the market. Use research to guide your copy, then write and rewrite until you can confidently state your USP in a few sentences. From there, test your USP with your audience. Check that it resonates and, more importantly, makes a difference to your bottom line.

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Back to Sales Management

What is a Unique Selling Proposition? (with Examples)

Written by: Victoria Yu

Victoria Yu is a Business Writer with expertise in Business Organization, Marketing, and Sales, holding a Bachelor’s Degree in Business Administration from the University of California, Irvine’s Paul Merage School of Business.

Edited by: Sallie Middlebrook

Sallie, holding a Ph.D. from Walden University, is an experienced writing coach and editor with a background in marketing. She has served roles in corporate communications and taught at institutions like the University of Florida.

Updated on July 21, 2024

Definition of Unique Selling Proposition

How to make a unique selling proposition, five unique selling proposition examples.

When you first started your business, you might’ve had vague, lofty goals like “I want to run a successful bookstore” or “I want to start my own CPA office.”

But as you look around now, you might see hundreds of thousands of other business owners, all with the same dream as you! With so many competitors, how do you stand out from the crowd and earn a consumer’s dollar?

A unique selling proposition (USP) is what differentiates one business from another in an industry, telling customers why they should pick your business over the next one. If you’ve been struggling to make your business stand out from the competition, this guide will explain everything you need to know about USPs with examples that provide insight to help you create a great USP of your own.

Key Takeaways

A unique selling proposition (USP) is a statement of what makes your business different from others in the industry.

It’s important to have a distinct USP so that customers can remember you and what makes your product or business better than the rest.

A USP focuses a business’s marketing and sales communications and drives strategy.

A unique selling proposition (USP) is a short statement of what differentiates a brand from competitors : a product benefit, feature, or company trait that consumers value and will come to know the company for. It’s also called a unique selling point.

A USP can be based on product characteristics or price structures, but there must be some objective kernel of truth to the claim – if you claim your blankets are softer than a dream, they’d better be appropriately soft! The product itself doesn’t have to be unique, but the message and promise do. 

Why is a Unique Selling Proposition Important?

A USP clues a prospective customer in on what makes a product or company better than another one, making it easier for customers to buy the product that suits them the best. It serves as a guarantee for the customer that even if the product fails in all other aspects, at least the most important feature will perform well.

Marketers and sales reps use USPs to target specific customer pain points, telling consumers that this specific product will meet their needs better than a competitor’s. It can also drive strategy, allowing decision-makers to identify the company’s strengths and strategic position in the industry.

An important thing to note is that USPs are used for products and brands , which sometimes might not be the entire company as a whole. For example, Mars Inc. sells dozens of different candy products, and yet the USP for M&Ms sets it apart from its sibling products made by the same company: “Melts in your mouth, not your hand.”

If you’re a business owner just starting out and haven’t found your niche yet, here are some tips to help you develop and implement a USP.

1. Research your target audience

If you don’t appeal to customers, you’ll never make a single sale! That’s why the first step is to research the product’s target consumer. Create a buyer persona or ideal customer profile of the target customer you hope to sell to: their demographics, location, budget, psychographics, and more. 

Put yourself in your customers’ shoes. Do research and conduct surveys to get a good feel of why customers buy the products they buy: what emotions drive them , what qualities they look for, and the lingo that resonates best with them. Doing this will help you match the product with customer needs.

For example, let’s say you’re starting an online fast-fashion business. Your ideal customer would be young women in their 20s and 30s of medium to high socioeconomic status, who are very conscious of current fashion trends and want to always be wearing the coolest clothes.

2. Identify core competencies

Next up is to focus on yourself: what can your product provide that competing products can’t? It’d be tragic if you found an amazing USP that appealed to buyers, only for a competitor to steal it and do it better.

A strong unique selling proposition is based on something that a company is good at that competitors can’t copy easily, something rooted in proprietary knowledge and core competencies. 

Going back to our clothing business example, you might discover a unique shipping partner that could make your deliveries ultra-fast compared to other companies. If you enter an exclusive contract with that partner, other companies won’t be able to replicate your shipping speed.

3. Look at the industry

As the name implies, a unique selling proposition should be unique from competitors, giving consumers a benefit or emotion that other products can’t. A gap in the industry would represent a prime opportunity for a new brand.

As an inverse to the previous section, it’d be quite the faux pas if a company were to copy the USP of another. In addition to the bad blood, between two products with the same USP, customers would likely default to the better-established one, correctly identifying the other as a copycat.

Additionally, when working on your USP, research future industry forecasts and predictions to see if there are new trends you can get in on early or aging trends that you should stay away from.

With our clothing business example, your closest competitor would be Shein. Though you and Shein might sell the same clothing, Shein focuses on providing them at the lowest price, while you focus on delivering them as fast as possible. Since your USP is different from your main competitor, your USP should be safe even if you have the same items.

4. Center your brand around the USP

So now that you’ve researched your customers, yourself, and the industry and found a benefit that’s valuable and unique, all that’s left is to put it into words and focus your brand around it.

Your company’s activities, messaging, and customer experience should all be focused around your USP. This puts each employee’s activities in step with the others, and gives rise to a distinct company culture and brand identity. From the supply chain, to marketing and sales, to customer service, each action and customer interaction will work towards the same goal. You can also use your USP as the headline for your website.

For your clothing company, you might decide on “Your Closet’s Trendsetter” as your USP. The word “trendsetter” brings to mind two things: the latest fashions, and providing them as fast as possible. Therefore, your procurement managers and stylists will know to always focus on the most recent trends and predict the newest styles, and your fulfillment managers will know that speed is the top priority. Even your customer service reps will know to pay special attention to cases where packages aren’t being delivered on time because those situations break your USP’s promise to customers.

Let’s take a closer look at five strong USPs to see what makes them work.

Costco, the maze-like membership warehouse club, promises “the best possible prices on quality brand-name merchandise,” appealing to consumers’ sense of thriftiness. 

Though many companies can claim low prices and quality merchandise, Costco is unique in how it fulfills this promise – by providing everything in bulk, reducing packaging and warehousing costs, and lowering the final sticker price consumers pay.

2. Ralph Lauren

When you think of Ralph Lauren, you automatically know what they’re about: high-quality, high-end, timeless casual wear. 

Their tagline, “made to be worn,” sets them apart from other premium clothing brands by promising utility and long life of use. Though they don’t offer the latest fashion trends, their apparel looks equally as good at the racetrack as it does at a dinner party and is durable enough to serve as a closet staple for years.

Japanese lifestyle brand Muji took a look at the technicolor industry around it and decided to distinguish itself by being indistinguishable. Rather than being cheaper, more stylish, or more durable than competitors, its products are designed around the concept “this will do.”

Products at Muji are plain and unbranded, appealing to customers that are tired of overthinking purchase decisions and are looking for a minimalist lifestyle. Muji’s full name (Muji Ryohin) translates as “no-brand quality goods.”

4. Starbucks

Rather than a product quality or specific benefit, Starbucks centers its USP on its emotional appeal and service: “Love your beverage or let us know. We’ll always make it right.”

As a nationwide coffee chain, Starbucks knows that it can’t promise the most expensive artisanal coffee in each location. That’s why it focuses its unique selling proposition around excellent customer service, which it can create at any location through employee training. Rather than offering a unique product, Starbucks offers a unique service: drinks customized to the customer’s exact desires. 

CRM provider HubSpot’s USP isn’t readily verbalized on their website headline but can be determined from their product offerings: pick-and-choose hubs for each business function to make a customizable yet integrated CRM platform for the whole business.

As opposed to other CRM providers who might only offer marketing, sales, and customer service functions, HubSpot’s unique benefit is its breadth of options: it also offers content management and operations software, as well as more than a thousand other integrations and extensions. When shopping for a CRM, many new customers choose HubSpot over another service provider because of its versatility.

Having a great USP from the start focuses your efforts as you build your business from the ground up, ensuring that potential customers have a clear sense of your brand identity and immediately letting them know that your products are tailor-made for their needs.

With an effective unique selling proposition, you can focus your business activities on delivering qualities that attract buyers, hone your messages and marketing strategy, and make sales that satisfy.

Unique Selling Proposition FAQs

A value proposition is much longer than a USP, describing the actual job your product or service fulfills. You can share a value proposition with another company, but you should never share a USP.

A positioning statement is very similar to a unique selling proposition: it describes the product or service and explains how it fulfills a particular customer pain point. Internally, the USP and positioning statement might be the same thing; externally, the USP has more value because it could be used as a marketing message.

No, a USP doesn’t have to feature word-for-word in every single marketing material. But an element of the USP’s value should feature prominently in most messaging, even if it’s promoted in different ways. 

For example, if you sell snacks with a focus on health benefits, you could promote one snack as “100% organic” while another snack could have “10 essential probiotics.”

Some common pitfalls to avoid when developing a USP are being too wordy, too vague, not being opinionated enough, and not following through. 

An effective USP should make a subtle statement: if you’re “high-quality,” you imply that your competitors are low-quality in comparison. Internally, your company should also have some way to fulfill the USP’s promise: for example, ensuring high quality by using 100% cotton in your clothing lines.

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Unique Selling Proposition

A Unique Selling Proposition (USP) is a quality unique to a business’s product or service that differentiates it from its rivals and compels customers to make a purchase.

The concept’s origin dates to the 1940s when advertising agencies used it as a tool to develop strong messages to communicate to target audiences. The term was coined by television advertising pioneer Rosser Reeves of Ted Bates & Company [1].

In his book, Reality in Advertising [2], Reeves describes three key points that sum up to define a USP:

• A product or a service must have ( or rather be perceived to have ) an evident proposition – “Buy this product, and you will get this specific benefit”.
• The proposition must be one that the competition either cannot or does not offer. It must be either a uniqueness of the brand or a claim that others cannot make.
• The proposition must be so strong that it has the power to move the masses, in other words, it must pull new customers.

Using the above principles, Reeves developed a television commercial in the 1950s for Anacin, an analgesic for headaches, that featured the USP of the product. The ad lasted seven years, grated and annoyed most viewers but tripled the product’s sales [3].

The ad’s success stemmed from its clear, potent claim (“like a doctor’s prescription”) which was repeated for years, and the fact that it relied on the audience’s ability to reason going against the trend toward emotional, not rational, appeals at the time.

Evolution of USP

The term USP originated in the field of advertising in the 50s. It was a product era where a firm with a “better mouse trap” and some money could promote its product.

But soon came the technology era where it became increasingly difficult to establish USP amidst an avalanche of me-too products that flooded the market. The “better mousetrap” was quickly followed by two more just like it claiming to be better than the first one in a market where competition was fierce and not always honest.

Then came the image era where successful companies discovered that reputation, or image, was more important in selling a product than any specific product feature.

But just as the me-too products killed the product era, the me-too companies killed the image era as every company tried to establish a reputation for itself. The noise level became so high that relatively few companies succeeded.

Today, firms operate in a market where advertising creativity is no longer the key. To succeed in an overcommunicated society, they must create a position in the prospect’s mind – a position that takes into consideration not only a company’s own strengths and weaknesses but those of its competitors too.

The idea of USP today stands usurped by the view that what really matters in marketing a product or service is its positioning and where it sits on the spectrum of customer needs.

For example, automobile brands today claim to address all sorts of customer needs and place themselves in different positions – comfortable and reliable, powerful, and economical, feature-rich and sophisticated, rugged and tough etc. However, few ( almost none of them ) can claim to have a USP. For every Honda, there is also a similar Hyundai.

Thus, it has become more important to link the brand position with a strong claim about what makes the company special. The brand-positioning concept today has become more important than the product-positioning concept.

The eight-step process to discover USP

In the modern context, the term USP relates better to the uniqueness of a firm rather than the uniqueness of a product. It is not necessary (and extremely difficult) to find a product at which a firm is the absolute best. Most companies must compete against firms that have quite similar offerings.

But this does not mean a firm cannot find something that stands out as its own ‘high ground’. For most firms today, their USP lies in the thin zone that overlaps what they do best with what their customers want and avoids those areas where their competitors do better:

Thus, to have a USP, firms must find something that matters to customers and that no one else has (yet) made their forte. If a firm can defend its ability to provide that USP, it can use it as a lasting advantage.

In discovering USP, firms can make use of the eight-step process:

Step 1: Identify the target audience

The term “target audience” refers to all the people that the firm intends to reach with its idea, product, or service. Identifying the target audience automatically narrows down potential customers, although they remain faceless.

Firms can also use Customer Personas [5] (also known as “Buyer Personas” or “Marketing Personas”) which are fictional representations of the target customer audience. Personas give a concrete but fictional face to the customers and delve into the stories of buyers and their consumer behaviour.

In the Business-to-Business (B2B) context, a firm can ask additional questions such as:

• What is the nature of the decision-making?
• What is the composition of a decision-making team?
• Describe the “persona” of a decision-maker.
• Describe the “personas” of those who may influence the decision.

Developing Personas for the target audience helps in the next step which is to identify their needs.

Step 2: Identify the needs of the target audience

The target audience will have a variety of different needs. Those needs create demand in the market that decides whether something can be successfully marketed. It is important that a firm seriously considers the factors that potential customers could find interesting and desirable along with their reasons for the same.

Needs are not always about objective qualities; they also include subjective perceptions.

For example, a customer may choose an eco-friendly laundry detergent not only because it is good for the environment but also because he/she feels good about doing something right.

Potential emotional and psychological considerations can be strong drivers. No matter how big or small, a firm must identify and list all the needs of the target audience.

A firm can ask the following questions to better identify the needs of the target audience:

• What makes people go for the firm’s product and what prompts them to do so?
• To what extent do people buy competitor’s products? What prompts them to do so?
• What does a firm’s product offer that competitors cannot?
• What is a competitor’s central message when they promote similar products?
• Beyond the obvious, what are some subtle differences between a firm’s product and its competition?

Step 3: Identify the unmet needs of the target audience

While customer needs can be far and varied, so are competitor’s offerings that race to meet those needs. The key to building a USP lies in identifying those grey areas where there is an unmet customer need that the competition hasn’t noticed or is unable to address.

The following questions can help a firm identify unmet needs:

• How would a perfect product that meets every customer’s need differ from the existing product?
• To what extent does the current product meet the customer’s needs? Where is the gap?
• Whose needs within the decision-making unit are not fully met (B2B)?
• If the gaps were to be met, how big an advantage would this be over the competition?

Identifying unmet needs is a good way to narrow down the list before scrutinizing the opportunities that are worth pursuing.

Step 4: Rank the needs and unmet needs

A firm must organize the identified needs in order of importance to the target audience. This includes both the met and unmet needs of the customer (those identified in Steps 2 & 3). Such a ranking provides a clear hierarchy and aids in prioritization.

There are two important aspects to be considered when ranking a need:

• How important is it to the customer
• How well do products currently in the market satisfy those needs

If a desired product feature is valued but unsatisfied, it’s a potential opportunity for the firm to offer and enhance its product appeal. A firm can undertake such a study based on the views of market research, the sales team, or customer enquiries.

The table below provides an example of how customers see the importance of various smartphone features (Col A) and their current satisfaction level (Col B) on a scale of 1-10.

These features are then arranged in descending order by considering both, the importance to the customer and the current satisfaction level to calculate an opportunity score (Col C).

Col D shows the opportunity that exists for the firm to address the unmet need that both customers value and the market currently doesn’t provide.

Step 5: List all the elements of the firm’s value proposition

A firm’s value proposition is made up of all the different features and benefits of its product together with supporting services. This must be weighed against its relative importance in the eyes of the target customer.

For example, the iPhone’s value proposition includes seamless integration of hardware and software, a sleek design, and a user-friendly ecosystem that comes with Apple’s brand value and reliability. The iPhone would rank high in the eyes of a customer who uses the phone for messaging, checking emails, social media and taking pictures.

But if a chosen persona (target audience) is a “Gamer”, then the iPhone may not rank high.

This is evident from the fact that Asus sells its ROG phone at a price higher than the iPhone to a select set of customers who value gaming performance [6].

The table below (Col E) shows an example of how a firm can rank its own capabilities to meet the opportunities that are identified in Step 4.

Factors such as potential market size, likelihood of maintaining lead, and feasibility must be considered. The needs of customers can be very different and there are always pockets of opportunities for firms to spot and capitalize.

Step 6: Match the value proposition against competitors

A firm’s value proposition cannot be seen in isolation. It must be seen in the context of what the competitors are able to offer. This helps identify value propositions that stand out as different or better than those of the competition.

This helps a firm find areas where it’s likely to be noticed and successful.

The table below (Col F, G, H…) shows how competitors are placed in terms of their value proposition in addressing the identified opportunities:

Step 7: Consider process aspects that appeal to the customer

A USP can also be the process that a firm uses to create its products. Firms use complex processes to create products that meet customer expectations. This includes the sources of raw materials used, the method of processing, quality checks, etc. that can be used as indicators of something special for the customer.

For example, Japanese chef’s knives are world-renowned for their unique design and durability. Those manufactured by Takamura Hamono in Echizen, Japan, can sell for well over $1000 in a market where the regular piece sells for less than $20 [7].

What sets it apart is the process of manufacturing– from heating and hammering the metal to sharpening the knife’s edge and polishing the final blade, skills that Japanese artisans dedicate a lifetime to mastering.

To identify important process aspects, a firm can ask the following questions:

• What special processes are used to ensure that the product is of high quality?
• In what way is the product quality ensured after the customer has bought it? (Ex: over-the-air updates, free check-ups)
• Are there any unique aspects to how the products are made?
• What is special about the raw materials used?
• Are there people-related skills unique to the organization that ensure a better product?
• How does the product meet the needs of the environment?

Step 8: Select a benefit, a feature or a story that resonates

Once a firm has analyzed the customers’ needs, unmet needs, its customer value proposition, the competitive situation, and the value chain by which its products are made, the next step is to identify that single attribute which appeals to the target audience.

Discovering USP is about identifying that one thing unique to the firm, the most compelling reason why customers would want to come to the firm.

Take Tesla as an example, which took its goal to accelerate the advent of sustainable transport and turned it into a USP. Tesla’s vision inspired its customers who saw themselves as pioneers and early adopters of the new technology.

A study by JD Power found that despite spending over $100,000, Tesla’s early customers were tolerant of the problems in Model S and Model X which seemed to have little influence on the overt affection owners had for the brand [8].

Crafting a USP

Once a firm has identified its strong points in the context of the market and relative to its competition, it can begin developing an effective message around its USP. Ideally, the message should gain attention, hold interest, arouse desire, and elicit an action (The AIDA model [9]).

However, in practice, few messages take the target audience all the way from awareness through purchase, but the AIDA framework suggests the desirable qualities of any communication.

A USP must have a strong appeal which can be either of the three types [10]:

• Rational appeal – Engages self-interest by claiming the product will produce certain benefits such as value or performance. Industrial buyers are most responsive to rational appeals because they are knowledgeable about the product, trained to recognize value, and accountable to others for their choices. Consumers, when they buy certain big-ticket items, also tend to gather information and estimate benefits.
• Emotional appeal – Attempts to stir up negative or positive emotions that will motivate purchase. Even when the product is similar to the competition’s product, it may have unique associations that can be promoted (examples are Harley-Davidson and Rolex). Communicators also work with negative appeals such as fear, guilt, and shame to get people to do things (brush their teeth) or stop doing things (smoking). In addition, positive emotional appeals such as humor, love, pride, and joy are often part of the message content.
• Moral appeal – these are directed to the audience’s sense of what is right and proper. These are often used to exhort people to support social causes. An example is the appeal “Silence = Death,” which is the slogan of Act-Up, the AIDS Coalition to Unleash Power.

Firms can also use the following elements to bring out uniqueness in their USP [11]:

• Offering the lowest price – A firm can use this to position itself as a low-cost option. This is the Walmart strategy which has been known for its unique selling proposition of offering goods at “Everyday low prices”. But this is a rocky route to success, particularly at a time when firms backed by VC funding are prepared to sell (temporarily) at well below cost just to establish turnover.
• Offering the highest quality – This is the Rolls Royce or the Rolex approach, where a firm promotes quality first and commands premium.
• Offering exclusivity – the firm offers a unique packaging of information or knowledge not available elsewhere.
• Offering the best customer service – promotes excellence in customer service (such as an impeccable response time and customized support). An additional benefit of this USP is that it compels the firm’s employees to try harder to achieve the promise.
• Offering the widest choice – particularly appropriate to niche markets, a firm provides its customers access to hard-to-source products. A luxury perfume shop may, for example, claim to offer a wider selection of perfumes than anyone else.
• Giving the best guarantee – this is particularly important in industries such as travel and catalog selling, where customers pay for something upfront and then have to hope that what they think they have bought is eventually delivered.

Examples of good USPs

Avis ‘s slogan “We’re number two. We try harder” was launched in the early 1960s. It was a way to differentiate Avis from its main competitor, Hertz. The slogan was also a reminder that Avis would provide the best service and value to its customers.

FedEx Corporation – “When it absolutely, positively has to be there overnight.” FedEx no longer uses this slogan, but while it lasted it was perhaps the perfect example of a great USP. In a few words, FedEx gives its customers the guarantee that it will deliver their packages safely and on time.

M&M s – “The milk chocolate melts in your mouth, not in your hand.” was an example of how even a quirky USP can attract customer interest.

DeBeers – “A diamond is forever.” DeBeers slogan has been in use since 1948 and is still used by the company to this day. The USP here is that ( DeBeer’s ) diamonds, being almost unbreakable, last forever and thus are the perfect symbol of eternal love. (Emotional appeal)

1. “Bates Worldwide, Inc.”. Encyclopedia.com, https://www.encyclopedia.com/social-sciences-and-law/economics-business-and-labor/businesses-and-occupations/bates-worldwide-inc . Accessed 15 Mar 2024.

2. “Reality in Advertising”. Rosser Reeves, https://www.amazon.com/Reality-Advertising-Rosser-Reeves/dp/098269413X . Accessed 13 Mar 2024.

3. “ANACIN”. Adage, https://adage.com/article/adage-encyclopedia/anacin/98317 . Accessed 13 Mar 2024.

4. “Positioning: The Battle for Your Mind”. AL Ries, Jack Trout, https://www.amazon.com/dp/0071373586?ref_=cm_sw_r_cp_ud_dp_6M6R84XH3VGM81SCJC66 . Accessed 14 Mar 2024.

5. “Tips for creating customer personas”. Presentationload, https://www.presentationload.com/blog/tips-on-creating-customer-personas/ . Accessed 15 Mar 2024.

6. “Asus ROG Phone 7 Ultimate review: High score”. Androidpolice, https://www.androidpolice.com/asus-rog-phone-7-review/ . Accessed 14 Mar 2024.

7. “Japanese chef’s knives can sell for hundreds of dollars each. Here’s what makes them so expensive.”. Business Insider, https://www.businessinsider.in/retail/news/japanese-chefs-knives-can-sell-for-hundreds-of-dollars-each-heres-what-makes-them-so-expensive-/articleshow/84565861.cms . Accessed 14 Mar 2024.

8. “Beyond the Hype”. J D Power, https://www.jdpower.com/business/press-releases/tesla-beyond-hype . Accessed 14 Mar 2024.

9. “AIDA Model”. Corporate Finance Institute, https://corporatefinanceinstitute.com/resources/management/aida-model-marketing/ . Accessed 20 Mar 2024.

10. “Marketing Management”. Philip Kotler, https://www.amazon.com/Marketing-Management-Philip-Kotler/dp/1292093234 . Accessed 20 Mar 2024.

11. “Guide to Management Ideas and Gurus”. Tim Hindle, https://www.amazon.com/Guide-Management-Ideas-Gurus-Hindle/dp/1846686075 . Accessed 20 Mar 2024.

12. “We are number two but we try harder: the underdog narrative of progressivism”. Othmar’s Trombone, https://othmarstrombone.wordpress.com/2015/02/28/we-are-number-two-but-we-try-harder-the-underdog-narrative-of-progressivism/ . Accessed 20 Mar 2024.

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What Is a Unique Selling Proposition and How to Write One

• by Francesca Nicasio

minute read

Feeling overwhelmed? Not sure where to start with a USP? Read this guide to learn:

• What a unique selling proposition is
• Why your business needs a USP

How to write a unique selling proposition

Best practices for writing a usp, how to use a usp in your marketing strategy, how and where to use a usp on your online store, examples of strong unique selling propositions, start an online store and scale your business.

Bring your products online and start selling fast with our foolproof quickstart guide.

What is a unique selling proposition (USP)?

A unique selling proposition, also known as a unique value proposition, describes what differentiates your brand, business, or product(s) from the competition. A USP is usually expressed in a sentence or two and explains what you do, who you do it for, the benefits your brand or products provide for your customers, and what makes you different. 

It’s used internally to inform marketing efforts and externally to strengthen brand recognition. A unique selling proposition is supposed to serve as the basis for all marketing decisions at a company. While a USP is similar to a slogan, the two aren’t the same. A unique selling proposition is often longer than a slogan and can be used to help write a slogan.

Why do you need a USP?

Coming up with a unique selling proposition may seem like a small step in the bigger picture of starting a business , but it shouldn’t be overlooked. Here’s why you need a USP.

Guides marketing decisions

Your business should have a unique selling proposition because this statement guides the rest of your marketing decisions, such as your branding and style guides, digital marketing campaigns , design choices, copywriting decisions, and even the types of products you sell. Every font you use, product you develop, and Instagram caption you write should tie back to and support your brand’s USP.

Strengthens brand identity

When you make every marketing decision with your unique selling proposition in mind, you strengthen your brand’s identity and make it more memorable.

Attracts your target market

A well-written USP speaks to your ideal customer. Therefore, when all marketing decisions are based on this statement, every decision helps you attract your target market.

The formula for writing a compelling unique selling proposition is: What + Who + How

What your business does

First, describe what your company, brand, or product does. Write down whatever comes to mind, then edit this statement down to a few words.

Who you do it for

Next, describe your ideal customer. Do they fit a specific demographic? What’s their common interest? What do they believe in? What do they like to do? Summarize who your customer is.

How you’re different

Finally, explain what makes your brand or product different and the value you bring to your customer. Describe the benefits your customers gain when they shop with you or use your products.

After you’ve jotted down some ideas for your unique selling proposition, follow these tips to refine your statement.

• Keep it short. The more concise your USP, the more memorable it will be. Your customers should be able to recall or summarize your statement.
• Don’t be generic. Check out your competitors’ USPs. If yours sounds like theirs, change it up. The more unique your USP, the more memorable it will be.
• Keep your audience in mind. We can’t reiterate this tip enough because it’s so important for writing a compelling USP!

Let your unique selling proposition serve as a guide for your marketing strategy. Here’s how your USP should impact various aspects of your marketing plan .

Your logo should visually express as much about your USP as possible. Ideally, the name of your business will hint at what you do and the design will appeal to your ideal customer.

Brand guidelines

Your USP should be taken into consideration throughout your brand guidelines, including the fonts and colors you use to represent your brand. For example, if your USP has to do with sustainability, you may choose organic-looking fonts and earth tones, like greens, blues, and browns.

Style guide

In addition to visual brand guidelines, you need a style guide that conveys your brand’s voice and tone in writing. Your USP will impact this by steering you towards language that appeals to your audience.

Think of a slogan as a more concise version of your unique selling proposition. It should explain what you do in a way that appeals to your ideal customer and suggests your brand’s benefits.

Keep your USP in the forefront every time you design a new product or consider purchasing a product from a wholesaler. Will this product deliver on your brand promise? Will your target market find it useful? Will it benefit your customers? In your marketing strategy, play up the aspects of your products that relate to your USP.

Store design

Your store should be the spatial embodiment of your USP. Beyond your products and branding, which are guided by your USP, consider using decor and fixtures that also support this vision. For example, if your store specializes in frames made of recycled materials, you could build fixtures out of reclaimed or recycled materials. 

eCommerce store design

The design of your ecommerce site should be influenced by your logo, brand guidelines, and style guide, which all have roots in your unique selling proposition.

Marketing campaigns

Every marketing campaign you implement, and every aspect of the campaign—from email newsletters and social media posts to billboards and in-store posters—should highlight the unique benefits of your brand and products, and do so in a way that appeals to your ideal customers. 

Here’s a deeper dive into where and how to use your unique selling proposition throughout your ecommerce website .

While you don’t need to include your USP word for word on your homepage, placing at least your slogan on the first page of your website will help orient newcomers and strengthen your brand for returning customers.

“About us” page

Your “about us” page is the place to display your unique selling proposition loud and proud. Begin with this key statement, then let customers know other important details about your company.

Meta descriptions

Search engine optimization helps people find your website. Your website’s meta description briefly describes what people will find when they click onto your website from the search engine results page. It’s a good idea to use your USP as the meta description for your homepage to let people know what you’re all about and attract your ideal customer.

Now you know everything you need to know about how to write a unique selling proposition for your brand. If you’re still stumped, take a look at these real-world examples of effective USPs from Reformation and Nordstrom.

Reformation

On sustainable womenswear brand Reformation’s “about us” page you’ll find this statement, which closely resembles a unique selling proposition: 

“Today, we make effortless silhouettes that celebrate the feminine figure and pioneer sustainable practices, focusing on people and progress each step of the way.”

This statement accomplishes the three things every USP needs to do: explain what the brand does, for whom they do this, and how they do it.

The “what” is “mak[ing] effortless silhouettes.” By describing that these silhouettes celebrate the feminine figure, this statement appeals to female customers. Reformation creates this effortless silhouette for its customers by pioneering sustainable practices. That’s how they do what they do.

This USP also informs Reformation’s unforgettable slogan: “Being naked is the #1 most sustainable option. We’re # 2.”

Department store Nordstrom also displays its unique selling proposition on its “about us” page:

“Nordstrom, Inc. is a leading fashion retailer offering compelling clothing, shoes and accessories for men, women and kids. Since 1901, we’ve been committed to providing our customers with the best possible service—and to improving it every day.”

This is a good example of a slightly longer USP that answers the three key questions: what does Nordstrom do? Whom does Nordstrom serve? What makes Nordstrom different?

According to the USP, Nordstrom is “a leading fashion retailer offering compelling clothing, shoes and accessories…” So, the “what” is selling garments, footwear, and accessories.

The “who” is “men, women and kids.” 

And finally, what makes Nordstrom different is its commitment to “providing our customers with the best possible service.” So, if you’re a man, woman, or child who needs clothes, shoes, or accessories and wants an elevated customer service experience, Nordstrom is the retailer for you.

Wrapping up: How to write a unique selling proposition

Not only does a unique selling proposition set your business apart from other businesses like it, it also serves as the north star for all of your other marketing decisions. If you’re just getting started on your entrepreneurial journey, invest ample time into crafting your USP. If you’ve been in business for years and want to strengthen your unique selling proposition, implement our advice.

Once your USP and marketing plan are in order, Lightspeed POS and eCommerce can help you run your business efficiently and effectively. Watch a demo today .

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Francesca Nicasio has been writing about retail and hospitality for over 10 years. She focuses on producing actionable content pieces that helps retailers and restaurants improve their operations and bottom line. Having been featured in Entrepreneur, Forbes, The Huffington Post and other top-tier publications, Francesca stays at the forefront of industry trends, helping businesses adapt and thrive.

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10 Unique Selling Proposition Examples | USP Examples

A business’s unique selling proposition , or USP, differentiates it from its competitors. The USP is one of the reasons why customers choose to work with, trust, and shop from your business compared to the competition. So, what are some unique selling proposition examples? 

This article provides you with 10 unique selling proposition examples that exemplify the effective use and communication of a USP. The examples are from different types of eCommerce businesses, direct to consumer businesses, and SaaS companies. 

Let’s start by covering the basics of “what is a USP?”. A unique selling proposition (USP) is a distinctive selling point for your business that sets you apart from the competition. It can help raise your sell through rate . Businesses may communicate their USP through a slogan, eCommerce content marketing efforts, and advertising. 

10 Unique Selling Proposition Examples

Before we get into the unique selling proposition examples, it’s important to know what makes an effective USP. Not only is an effective easier to communicate to customers, but it also holds up under scrutiny. 

An effective unique selling proposition is:

• Memorable. A business’s USP should make a long-lasting impression on the customer. Avoid generic wording and focus on the benefits of your business, product, or service.
• Customer-focused. The customer is one of your top priorities as a business owner . When you write a business plan , create a USP that showcases the features your customers want and will value. 
• Tangible. Back up your USP with everything you do. Your USP should represent your company’s reputation, personality, and values.

Now that you understand what it takes to have an effective unique selling proposition, it’s time to dive into some USP examples. 

Looking to learn more about what you need when opening a business? Download our The Cost of Opening a Business eBook today!

1. Robinhood Unique Selling Proposition Examples

Robinhood is a popular investing platform that thinks everyone should have access to the financial markets, not just those that are wealthy. They want investing to be friendly, understandable, and approachable, regardless of the stock experience or knowledge that you have.

This belief is what inclined the creators of Robinhood to create a platform where everyone can invest in thousands of stocks directly from their smartphone. What’s more, is that they have the ability to do so with just $1 and no prior knowledge of the stock market. 

Robinhood’s slogan or unique selling proposition is “investing for everyone”. This is one of the unique selling proposition examples that let the product or service guide the USP. Robinhood unites people by breaking down barriers in the stock market, which is a powerful selling point.

2. Starbucks Unique Selling Proposition Examples

Another one of the worthy unique selling proposition examples to cover is Starbucks. This company started off by opening a coffee shop in the state of Washington. Now, Starbucks is one of the most recognizable brands in America. 

Starbucks became a nationally recognized brand by developing a unique selling proposition that worked. To understand how they did it, think about what Starbucks is known for and what they believe in. The answer is premium coffee beverages.

What makes them stand out from their competition is that they focus solely on premium coffee beverages instead of also having the lowest prices. By trying to focus on also having the lowest prices, Starbucks wouldn’t be head-to-head with gas stations and their product quality would suffer. 

While Starbucks offers other beverage and food options, it’s not their main focus. They don’t want to be known as a coffee, sandwich, and beverage establishment. Instead, they focus on being the coffee shop that offers premium coffee, but also other items that you may want while grabbing your cup of brew. 

3. Canva USP Examples

As an online design and publishing platform, Canva strives to make it easy for individuals to create and share their graphics. “Empowering the world to design” is Canva’s USP, and it reflects its goal. 

Canva’s unique selling proposition is simple which aligns with the simplicity of the tools they offer. The platform differentiates itself from its competitors, like Adobe Photoshop and ProCreate, as these are targeted toward experienced artists. 

The company understood its place in the market by targeting inexperienced and beginner designers and has a competitive advantage. Canva was able to turn a weakness into a strength.

4. FedEx Unique Selling Proposition Examples

Not all businesses find their ideal unique selling proposition the first time around. Some businesses may even decide to change their USP at some point. FedEx is one of those businesses.

Let’s look at two different unique selling proposition examples from FedEx. “When it absolutely, positively has to be there overnight.”, was one of FedEx’s first USP’s. This USP assures customers that their packages will be delivered safely and on time. 

The USP communicates two benefits. The first is that the package will get delivered as promised and the second is that customers can save time by overnighting their packages. Now, FedEx has a new slogan, “The World on Time,” which is less effective. However, the company is more well-recognized nowadays than when it first started out.

5. Death Wish Coffee USP Examples

Death Wish Coffee is an eCommerce brand that sells coffee. Their not only focused on becoming one of the best eCommerce websites for coffee, but also on selling the strongest coffee in the world.

This is one of the unique selling proposition examples that works despite the crowded coffee market. Death Wish Coffee’s USP is “world’s strongest coffee” which doesn’t necessarily appeal to every coffee drinker. However, the company focuses on a very specific niche of coffee drinkers. 

Death Wish Coffee made its USP tangible by backing it up with the rest of its business. In fact, they have it written boldly on their eCommerce packaging and across their website. 

The company also offers full refunds to anyone who claims it isn’t the boldest coffee they’ve ever tasted. It’s possible to also get custom subscription boxes delivered to your door as often as desired through their online coffee subscription service. 

Key Takeaway: Businesses don’t always create effective unique selling propositions the first time around. In fact, many will use research and testing to ensure a solid and effective USP that works for their business. 

6. TOMS Unique Selling Proposition Examples

TOMS shoes started off with a very distinct USP. The shoe company’s USP involved donating a pair of TOMS shoes to a child in need for every pair purchased. Over time, the company and its unique selling proposition evolved.

This is another one of the unique selling proposition examples that prove that changing a USP can be beneficial for the business. Today, TOMS donates one-third of its profits to grassroots goods. Now, TOMS’ USP is “Shoes for moving forward.”

The company is consistent when it comes to building a unique selling proposition around a cause. Doing this may risk isolating some people. However, it unites the company, the customers, and the purpose while creating long-lasting brand loyalty. 

7. IKEA Unique Selling Proposition Examples

The globally known Swedish-origin furniture and hardware company, IKEA, has a USP that focuses on benefiting customers through high-quality furniture for a low price. "To create a better everyday life for the many people." is their USP. 

IKEA’s vision goes beyond home furnishing. The company strives to make everyday life better for people through its offerings. 

8. Warby Parker USP Examples

Warby Parker is one of the popular DTC brands that follow a direct to consumer business model . The company started off with an eCommerce business plan to focus on online direct to consumer sales . However, they eventually grew and opened brick and mortar locations.

By expanding to physical stores, they’ve been able to take their direct to consumer advertising and DTC marketing efforts to new levels. This was possible by increasing the accessibility of their products and meeting customer needs offline and online. 

Warby Parker’s unique selling proposition, “Try 5 frames at home for free”, focuses on having a seamless customer experience. They offer a virtual try-on service where customers have the ability to test out five frames at home, free of charge. This kind of customer service is highly-valued.

Being able to try on five frames mirrors the physical store experience where most people try on multiple frames before deciding on the one they want. Warby Parker also started off by eliminating the need to travel by taking care of the shipping and handling efforts for customers. This was part of their eCommerce marketing strategy .

9. HelloFresh Unique Selling Proposition Examples

Some unique selling proposition examples prove that businesses focus on communicating that they’re the best at what they do. That’s what HelloFresh, a subscription business , does with its USP, “America’s most popular meal kit.”

HelloFresh delivers social proof by telling people it’s the most popular meal kit in the country which means that it has to be worth it. This USP also creates a fear of missing out (FOMO). People don’t want to miss out on things that are popular. 

The meal kit company goes even further by providing statements on their website as to why they’re the most popular. HelloFresh backs up their USP. Their meal kits save money, time, and stress when it comes to preparing meals which is what they communicate to their customers.

HelloFresh offers different subscription box types . This includes fresh produce , meat products , bulk fish , and dairy . HelloFresh took advantage of how to start a subscription business and created a company that is essential for a large niche.

10. Bee’s Wrap Unique Selling Proposition Examples

Another eCommerce business with a solid unique selling proposition is Bee’s Wrap. Bee’s Wrap focuses on eliminating plastic waste, and they communicate that in their USP, “That’s a wrap on single-use plastic.”

Bee’s Wrap produces a sustainable kind of food wrap made from beeswax and organic cotton. This is an alternative to plastic wrap or foil.

Their unique selling point highlights the alternative to single-use plastic by offering a long-term and reusable solution. Bee’s Wrap does a good job incorporating word play to appeal even more to eco-conscious customers. 

Frequently Asked Questions About Unique Selling Proposition Examples

After reading the unique selling proposition examples above, you’re likely to have a clear understanding of what an effective USP is. Not all businesses will get their USP right the first time around. In fact, the effective USP examples above are the result of proper research and testing. 

To further understand unique selling proposition examples and USP’s in general, read the questions and answers below. 

Are USPs Important?

The reason why we’ve dedicated an entire blog article to unique selling proposition examples is because they are important for businesses that wish to increase their market share . USPs are the key component in the communication between a brand and its targeted audience. Here are some additional reasons why they’re important.

• Brand identity and awareness . There are many unique selling proposition examples where the USP is the same as the slogan of the company.
• Price strategy . Some brands don’t try to compete with other brands in terms of pricing. As we mentioned above in the unique selling proposition example with Starbucks, they count on high quality instead of low prices. Therefore, their USP of offering high-end coffee is the reason for their higher prices.
• Competitive advantage . Having strong USPs gives companies a competitive edge. This advantage can be the reason why a majority of customers choose one brand over the other.

How Do You Write a Unique Selling Proposition?

To write a unique selling proposition for your business, follow these five steps: 

• Identify your niche market  
• Take note of the problem(s) your product or service solves
• Identify the benefits that differentiate your product or service from the competition
• Define your company’s promise
• Combine it all into a paragraph and condense it into a sentence

What’s the Difference Between a Unique Selling Proposition and a Value Proposition?

The difference between a unique selling proposition and a value proposition is that a value proposition is what the company is offering to customers based on what they’re paying for it. However, a unique selling proposition is a reason why customers should choose your product or service over the competition. The USP creates an emotional connection with your customers. 

What Is a Unique Selling Proposition in Marketing?

A unique selling proposition in marketing refers to the marketing statement businesses use to sell their products or services to customers. The USP makes customers understand why they should do business with you instead of the competition. 

What is a Unique Selling Proposition (USP)? Definition & Examples

Brian Connolly

November 17, 2023

Table of Contents

What is a unique selling proposition (usp), why your amazon product or brand needs a usp, unique selling proposition examples on amazon, what’s your unique selling proposition.

In a sea of endless options on Amazon , how will you make your products stand out amongst your competitors? This is a common issue that sellers face when deciding how to brand and market their products. 

This is where a unique selling proposition comes into play. With one, your products will be able to stand out better and more effectively convince customers they should buy your product over another brand’s. 

Continue reading to learn more about what a unique selling proposition is, why your products need one, and some real-life examples of Amazon products with killer unique selling propositions. 

A unique selling proposition (USP) is what makes your products or brand different from the competition. You may sell the same product as another business, but having a solid USP helps differentiate your product from theirs. 

Basically, it’s a specific benefit or reason a customer should buy your product over your competitor’s. 

What a unique selling proposition is:

• Specific. A general statement such as “our products are made with high-quality materials” is not a unique selling point as every brand will use that line; it’s not unique to you. Try to be as specific to your product and target market as possible. Something like “Our phone case makes your phone indestructible” is very specific and unique to a certain niche. 
• Simple. Don’t over-complicate or over-exaggerate your USP – it should be simple and to the point. Think about your target audience and what is important to them. Try conducting market research to get ideas about what your unique selling point may be.
• Provable. Can you back up your claims and prove your unique selling proposition? For example, if your USP is “Our phone case makes your phone indestructible,” you better be sure that statement is true! If it’s not, that could reflect poorly on your brand’s reputation. 
• Valuable to your customers. Is your USP something your customers want or are looking for in that specific product type? Be sure that your USP speaks to your potential customer’s pain points, values, or answers a specific question they have. 

What a unique selling proposition is not:

• A general statement. As mentioned above, statements such as “high-quality materials,” “best selling,” or “one of a kind” are not unique selling propositions. They’re not unique because that’s what every seller will say about their products — no one will say their product is made with poor-quality materials! 
• Promotions or offers. Maybe you offer free shipping or a “buy one get one 50% off” promotion, but that is not a USP because your competition can offer the same thing. While these types of promotions or marketing offers can be effective for your business, they are not unique. 

A few years ago, you could basically throw any random product up on Amazon with a bare-bones product listing , and you would get sales. Today, it’s a little more complicated than that. 

The competition on Amazon is fierce – sellers and brands alike need to do everything they can to stand out and grab customers’ attention. 

A unique selling proposition means you can differentiate your products and brand from your competitors in the search results. Ensure your USP is clearly communicated when a customer clicks through to your listing.

This can be done within your bullet points, product images , product videos, A+ Content , and even your Amazon storefront . 

If customers can’t understand what makes your product special and the more suitable option versus your competition, they may just look for a product that is cheaper or that provides more value. 

Here are some Amazon brands we found that have strong unique selling propositions that help them stand out from the competition. 

Highkey is a healthy snack company that creates cookies, brownies, and other treats without using as much sugar as you would find in the bigger brands. If you look at their listing and Amazon storefront, they present a few unique selling propositions that would be valuable to potential customers. 

The main USP: They make healthier versions of your favorite snacks and treats without the extra sugar and carbs. 

They continue to make it clear throughout all of their branding and marketing that their snacks are low in sugar, keto-friendly, gluten-free, low-carb, and high in protein. They don’t just say they’re a healthy snack alternative; they show you how they are with ingredient lists and clever infographics.

Black Rifle Coffee Company

Black Rifle Coffee Company loves America and freedom, and they aren’t afraid to express that. They are a veteran-owned company that makes high-quality America-themed coffee and supports causes that help veterans, first responders, and law enforcement officers.

BRCC’s mission and unique selling proposition is their love for their country and to give back to causes that help veterans and first responders. 

Throughout their Amazon listings, storefront, and image copy, they make their stance and mission clear. Based on the thousands of positive customer reviews, you can see that their customers align with their values. 

Optimum Nutrition

Optimum Nutrition is a supplement company that makes products such as protein powder, pre-workouts, and vitamins. They claim their products not only help you perform better in the gym or as an athlete but will help improve your muscle growth and recovery. 

Within their Amazon storefront, they present you with many infographics that clearly communicate what their products help you achieve.

They support statement with this fact: 

“For over 30 years, Optimum Nutrition has been the brand professional athletes and gym enthusiasts trust. Everybody has goals – let us help you reach yours.”

This is a great selling proposition as it displays authority and trust in the fitness industry. Optimum Nutrition’s USP is straightforward and specific, their supplements help you perform, recover, and grow in your fitness journey. 

As the weather gets colder, consumers are looking for ways to keep their homes as warm and energy-efficient as possible. If you live in an older home or apartment, you may experience drafts in your windows and doors, causing your heat to escape – and in turn, increasing your energy bills. 

Frost King makes a clear insulation shrink kit designed to block cold air from coming in and prevent your warm air from going out. 

Their unique selling proposition is stated directly on their packaging, answering a question many of their potential customers may have: “Low cost insulation and draft seal solution to save up to 35% of heat loss.”

Magic Spoon

Magic Spoon is a healthy cereal company that makes cereal that is high in protein and low in sugar and carbs. Despite this, their cereal is supposed to taste like the sugary cereals you know and love. 

Throughout their Amazon listings and storefront, they make their unique selling propositions clear: “Healthy cereal that tastes too good to be true.”

Within their infographics, they frequently mention the fact that their cereal is low-carb, low-sugar, and high in protein. They also create comparison charts of their cereal to more well-known, less healthy cereals. This really hammers in their USPs, so consumers fully understand what they will get with this product. 

Brooklinen is a luxury bedding company that makes a wide variety of products, including sheets, comforter sets, pillows, blankets, towels, and more. Brooklinen claims to cut out the middleman, passing on the savings to their customers.

Their USP is clear, confident, and provides customers with a benefit. 

“We deliver simple, beautiful home essentials at a fair price. By cutting out the middleman, we bypass excess costs that have no bearing on quality. And guess who gets all the savings? (Hint: It’s you.)”

As consumers watch their spending and look for deals, Brooklinen knows how to speak to the customers who want quality products but who don’t want to overspend. 

We hope this article helped give you a better understanding of what a unique selling proposition is and why it is important for your products and brand. 

Do you have more questions about USPs? Let us know in the comments!

Ecommerce Expert & Writer at Jungle Scout

Brian Connolly is an Amazon seller, ecommerce expert, and writer for Jungle Scout. He lives in the New Jersey Shore area with his wife and cat. When he isn’t writing advice online for aspiring and experienced Amazon sellers for Jungle Scout, he spends his free time boating, fishing, and selling boating-themed items on his Amazon business.

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What is a Unique Selling Proposition and 10 Examples You Can Take Inspiration From

What is a unique selling proposition? If you want your business to succeed, you must have a unique selling proposition (USP). The Entrepreneur encyclopedia defines a unique selling proposition as

The factor or consideration presented by a seller because one product or service is different from and better than that of the competition.

Do you understand what that means and how it can help your business? If you don’t quite grasp what it means, then you’ve come to the right place. In this article, we’re going to tell you everything you need to know about unique selling propositions.

From explaining the definition of a unique selling proposition to tips for writing compelling ones, you’ll understand everything from this article. Without further ado, let’s begin. 

What is a Unique Selling Proposition?

There are plenty of definitions on the internet explaining what a unique selling proposition is. For example, Wikipedia calls USP as:

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.

In essence, a unique selling proposition means you present the idea that your product or brand is one of a kind. You suggest to the prospective customers that the product you are selling is unique.

A powerful unique selling proposition emphasizes the distinctiveness of your brand or product. Your goal is to set yourself apart from your competitors. 

One of the biggest mistakes you can make when starting is not knowing your unique selling point — which eventually leads to you selling anything and everything and wanting to please everyone in the market.

But it is impossible to do so; you can't impress everyone. You must first focus on what can make your business stand out from the competition, and if you find success from this, you can branch out and target other demographics.

What Should a Strong Unique Selling Proposition Look Like?

Your unique selling point is a lot simpler than you think. It’s just being different from your competition. If you’re not distinctive, you’re just the same as everyone else. To differentiate yourself from your competition, look for an aspect that you can use to set your product apart - the customer benefits of the value it brings to their lives.

A powerful unique selling proposition should be:

A statement that forces you to make a case against anything that competes with your brand should be more memorable than a generic stance, like "We are the best!." ‍

Customer-focused 

You should focus your USP on what your customers value. Use keywords that customers search for; buzzwords won't count for much if it's not something your target customers truly care about.

Play To Your Strengths

Your proposition should focus on what your brand does well. What are your strengths? What do you do better than your competitors?

A USP is not just the message on your homepage. It is a proposition you make and can incorporate in everything, from your small business's products to your brand, to the experience you provide. It is not - "50% off", "End of the season sale", etc.

A USP is a code your brand should live by. It's not easy to come up with a USP. You can't just say "free shipping" or "20% off" because everyone offers those. Specific marketing offers might be good for you, but they're not unique on their own. Shopify aptly states that

A unique selling proposition is a statement you choose to embody that differentiates your products and your brand from your competitors.

How do I write my unique selling proposition?

Everyone in USPs will be unique. But that does not mean there will be no process. You should learn to keep it that way in mind.

Once you know your USP, it might help express that in your marketing efforts. Not exactly what you advertised on your site, but it will help clarify your USP to the target audience. The USP is a critical divergence that prospective customers may be worthy of attention.

To write your business’ unique selling proposition, below are some things you should consider.

Pinpoint The Dividing Edge

Redefine, refine, and refocus your brand. To stay relevant in this new era, retailers must pinpoint what makes their business stand out. The more specific you get, the easier it is to identify the gaps in today's market. 

How do you go about doing that? Start with a list of all the things that make your company unique. For each item on the list, think about how you can translate each differentiator to your customers.

Address The Pain Points

Th i nk of your most unique strengths, and then think about what your audience has been looking for that you can deliver. Find the gaps in the market that you can fill that your competitors haven't. Provide a solution for customers' problems.

Keep Tabs on Your Competitors

Competition is a vital part of the business world. With this in mind, you should do your due diligence and research who your competitors are are and what their USPs are. 

Analyze The Data You Have

Your USP is what will set you apart. Why not take the information you’ve gathered and see how you can apply it to your business? 

Your USP should be woven into your brand name, return policy, and more. If you can display your USP in different ways to your customers, it will reinforce the concept to them.

Developing a solid USP is no easy task, but all you need is ample knowledge about the niche market and your brand. Just state how you are different from every tom, dick, and harry in the trade. What makes your brand any different from others. Your USP should also offer value to potential customers.

Learn more: How to Develop a Unique & Memorable Brand Identity in 2021

10 Examples of Unique Selling Propositions

USP is not just about highlighting your selling points. It also needs to include a value proposition that describes your ideal customer’s offering. 

Do you still need help to create your unique selling propositions? Below are 10 of the best examples we found to take inspiration from and help you get a jump start.

Starbucks doesn't just sell coffee . Its success is based on a fundamental truth: people buy more than a product. They buy a feeling, a promise, a vision of a better life. Starbucks customers trust the brand because it offers luxury and quality.

The company sells an image built around coffee, but what gives it value is something more fundamental: the human connection between barista and customer. It sells an experience.

Starbucks has built its business with an obsessive focus on customer experience. Its tagline is "Everything we do; we do it for our customers." Its mission statement is to "inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time."

They don't simply serve up cup after cup of coffee; they also provide their customers with quality food and excellent customer service. That's why they don't offer products at low prices. Their identity is that they serve premium coffee with an experience, not cheap coffee.

Starbucks is the world's largest coffee shop chain, with more than 23,000 locations in 62 countries. Thanks to a unique selling proposition, Starbucks has become a successful business.

Deathwish Coffee

Deathwish coffee claims to be the World's strongest coffee. If you do not trust us, just visit their online store. They’ve provided details on how they made it and what goes into it. The bold packaging is confident and inviting.

Too many brands try to be funny when they write.  But, this coffee company isn't making jokes with their product. Instead of attempting to be hilarious, Death Wish Coffee is selling with sheer honesty. 

It's safe to say that most people don't drink coffee for the caffeine. It's a bitter, dark liquid that mass-produced companies have watered down to appeal to the lowest common denominator. 

The founder of Death Wish Coffee decided to fix this problem by creating a ridiculously strong brew — making it the world's strongest commercially available coffee.

Death Wish Coffee is a bold, robust, smooth coffee with no bitterness. They have carefully crafted it by using a select family roasters using 100% Arabica beans sourced from South America, Central America, and Indonesia.

Saddleback Leather

Saddleback's messaging is improved upon the idea that their belts and accessories will last a very long time or maybe even forever. That’s a pretty bold claim, but it doesn’t stop there. 

The company goes into detail, literally, about the patented design and the 100-year warranty that backs up its promise of longevity.

They make every product with a guarantee that it’ll last a lifetime. With a 100-year warranty and a wide array of attractive designs, their products are the best you can buy. 

Even if someone else has an identical item, their products won't wear out as theirs will. Made with high-quality materials and crafted by true craftsmen, Saddleback stays ahead of its competitors because of its unique selling points.

• Crafted by true craftsmen,
• High-quality materials.
• 100-year warranty(they guarantee it’s going to last longer than the owner, which is a bold claim)

Saddleback Leather has built a reputation of trust, quality, and excellence. They’re more than just a brand; they’re a legacy. With their signature "They will fight over it when you are dead” tagline, the brand can establish its identity by emotionally connecting with its audience.

Nerd Fitness

Nerd Fitness isn’t for everybody — but if you’re a nerd, a geek, or otherwise like spending your nights and weekends playing games and learning about the latest in science fiction and fantasy, this site is for you.

It doesn’t matter why you try to lose fitness or get healthy; Nerd Fitness can help you get there. From their understanding of your gaming habits to your junk food habits, they know how you live and will allow you to change it up.

The best thing about their program is its simplicity. Nerd Fitness creates your programs for you, so you don’t have to. Their unique selling point? They have a particular advertising area; their target market is the nerds, misfits, and dorks.

Nerd Fitness is an online community offering programs and guidance to help people lose weight and get healthy. The fitness brand’s USP is “We’re here to help the misfits, the dorks, and the unpopular kids get in shape.”

This message resonates with the target audience, who replies to it for strength training, better eating habits, valuable tips on increasing energy levels, and more.

Learn more: Fitness advertisements: Best Ways to promote GYM & Fitness Services

Bee's Wrap

Bee's Wrap is the world's first sustainable food wrap made from organic cotton and beeswax — helping customers save a lot of money in the long run. However,  this isn't  Bee's Wrap’s only USP.

Bee’s Wrap taps into an important global topic: plastic pollution. Sustainable food wrap is made from organic cotton and beeswax. It’s an alternative to single-use plastics that are too often thrown away.

Beyond the product, Bee’s Wrap also works to make the world a better place by meeting B-Corp and Green America certification. It’s vital to note that any message a brand transmits should always represent every aspect of its mission.

In 2021, with mounting temperatures and climate change endangering many species, an alternative to plastic will sell big. Bee's wrap capitalizes on its unique product and its purpose.

Basecamp has a straightforward USP in that it simplifies project management for entrepreneurs, freelancers, small businesses. Their ideal customers are people who don't want to spend time on complicated software but want to spend time on their projects.

They aren't interested in sophisticated tools; instead, they're looking for practical project management made simple. 

Furthermore, instead of trying to be everything for everyone, Basecamp was created with only minimal features — leaving them more time and resources for the improvement and new development.

It can help you set up a to-do list, organize your projects, and assign tasks to team members easily. While this may be less useful for large enterprises, it’s the perfect option for freelancers, consultants, and small growing businesses.

Taylor Stitch

Taylor Stitch is an established clothing company that leverages crowdfunding to try new products. Rather than using it to make money, they use it as an innovation board. They explain to customers that they will get better products at a discounted price while staying environmentally friendly by pre-ordering their products.

While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because they make it a part of their USP. Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. You crowd-fund them."

This innovative new approach sets their company apart from their competitors.  Taylor Stitch's compelling USP ensures they get sold out pretty quickly. Now, who wouldn't want that?

Honest and authentic, Fabletics is an activewear brand for working women. Fabletics aims to give shoppers affordable activewear and deals without compromising quality or style. That’s why they offer membership to their VIP program, which provides them with access to free shipping, special discounts, workout tips, and more.

The unique selling point of Fabletics is its tone of voice. Because of this, it's vital that you authentically articulate what makes you unique. 

Beardbrand wants to solve a problem that plagues men of all ages: the lack of high-quality beard grooming products on the market. They provide finely crafted, all-natural beard grooming products to men who demand the best.

Do you sometimes feel invisible? Do you struggle to seem confident and authoritative at your job? Can your friends sometimes see your frustration, even though you can’t?

Beardbrand takes on conventional shaving practices, encouraging customers to choose a better alternative for their health and lifestyle. With their premium all-natural products, they provide customers with the tools they need to take control of shaving while also making it easier to engage with like-minded enthusiasts.

Unlike the competition, Beardbrand creates genuinely natural products for men’s grooming that focus on nourishing the skin and preventing problems from occurring rather than trying to fix the symptoms after they happen.

It's a very unique and different way of approaching beards and their maintenance, and one that separates Beardbrand from the pack. Beardbrand is excellent at telling stories and making promotions fun and engaging — they do it in a way that gets people interested and involved.

Tips for Writing Compelling Unique Selling Propositions

‍ deliver on your claims.

When planning your USP, it’s helpful to think about who your customers are and what they want.

• What are the most important things they need from your business?
• Why should they choose you over someone else?

Your USP should answer these questions by selling the aspects of your business that are most valuable to your target audience.  For example, FedEx is an industry leader because of its unique selling proposition. It lives up to the claim that their service is the fastest, and the package will be there when you want it delivered.

Complete Understanding of Your Target Market

The best campaigns succeed based on one principle: they know exactly who they're selling to and why.

Any marketing effort should be laser-focused towards a specific audience; any brand that isn't laser-focused is wasting its resources. You should tailor every message you send to your target audience, and it's never enough just to reach a general group of people — you need to get the right group.

Understanding what your target customer wants is crucial to marketing, especially when you’re on social media. Your audience must know that you listen to them, even if they aren’t talking directly to you.

Leverage Your USP To Create a Killer Marketing Strategy

Your USP is your best friend while creating a killer marketing strategy. Which is why, you need to know how to use it when devising your content marketing strategy (usually consisting of social media , video marketing , etc.), and advertisements . It is an essential feature of your advertising that you highlight your USP. It should be in the headline or first line of your advertisement.

If you choose to feature your USP in the headline, make sure it’s keyword-rich.  Alternatively, if it appears elsewhere in the ad, highlight its benefits to customers.

Learn more: How to Make an Ad

How Offeo Can Help with Your Marketing

Do you want to level up your marketing strategy? You can easily do so with videos. You may think, "Videos are a huge deal. They're tough to shoot and edit".

But no, you can easily make professional-looking videos with Offeo. Already have a video marketing strategy? With over 500 professional templates on Offeo, you'll find the perfect video for your every need.

Offeo allows you to make professional-looking videos with no editing experience in just 3 minutes! Offeo Templates make your video-making job faster and better.

FAQs: Unique Selling Proposition

What are examples of unique selling propositions.

• Avis. " We're number two. We try harder."
• FedEx Corporation. " When it absolutely, positively has to be there overnight ."
• DeBeers. " A diamond is forever ."
• Domino's Pizza. " You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."
• M&Ms. " The milk chocolate melts in your mouth, not in your hand ."
• Geico. " 15 minutes could save you 15% on car insurance."

What is a unique selling proposition?

A unique selling proposition (USP), also known as a unique selling point, is the one thing that differentiates your product or your service from your competition. When doing online marketing, it's essential to articulate your brand's USP so potential customers are more likely to convert when they access your website.

Is USP essential in business?

Having a USP is vital to every business, brand, and public figure, such as influencers. This is because a unique selling proposition is the best selling point you could have to stand out from more prominent players in the market and help you to compete better.

What are the factors affecting unique selling proposition?

You can base your business' USP on the "four Ps" of marketing: price structure, placement strategy (location and distribution), product characteristics, or promotional strategy.

What role should the Unique Selling Proposition play in a company's advertising strategy?

Your company's unique selling proposition should always be the main focus in your advertising strategy to highlight how distinctive your product or service is from your competitors.

What is Apple's unique selling proposition?

Apple is famous for its sleek design, state-of-the-art hardware, user-friendly software, and an overall 'cooler' alternative to the Windows PC. All of those combined makes them represent Apple as it's USP.

Unique selling propositions focus on what helps your business to stand out. For finding a USP, start imagining with your marketing department.

Ask your customer service representative what customers love the most. Then create a compelling selling proposition that brings the business message home.

Create Stunning Videos Easily

Offeo video templates.

Related articles

13+ Unique Selling Proposition Examples (& Why They Convert)

by Ryan Johnson

on Jun 15, 2023

Today, we’ll explore 14 simple (but oh-so-effective) unique selling proposition examples.

Now, each one of these USP examples holds a mini-lesson for greatness.

And with these lessons, you’ll be able to uncover your service’s unique strengths, identify gaps in your competition, and discover the precise angle to use when you develop your own unique selling proposition.

So grab your phone with both hands and get your scrolling fingers ready, because the lesson is about to begin.

What is a Unique Selling Proposition?

A unique selling proposition (USP), or unique selling point, is the exclusive trait that resonates with customers and differentiates a business from its competition.

And the comparison to competitors is important because this means a USP doesn’t have to compete with every other USP — a clothing company doesn’t need to compete with a coffee shop — it only needs to be unique among the competition.

For instance, most people know someone really tall.

Let’s call this tall friend “Mark.”

He may not be the tallest person out there, but you’d likely mention Mark’s height when describing him to someone new.

Because that trait stands out. It’s unique. If you went to a party with his social group and saw someone standing head and shoulders above the rest, you’d think, “He’s quite tall. I bet that’s Mark.”

But of course, there’s more to a company’s USP than just an identified trait.

And that leads to what a unique selling proposition isn’t.

What a Unique Selling Proposition Isn’t

In general, a unique selling proposition isn’t:

• A Mission Statement – That’s about objectives and approach.
• A Vision Statement – That’s about future hopes and dreams.
• A Slogan Statement – That’s a campaign or product-specific tagline .
• A Value Statement – That’s the benefit the customer receives.

14 Unique Selling Proposition Examples (With Mini-Lessons)

All great USPs are mixed with the same ingredients: focus, creativity, clarity, direction, brevity, and innovation. And the following 14 unique selling proposition examples are no exception.

But why each business chose their ingredients and how they baked them into something special is the focus of the mini-lessons below — so let’s hop to them!

1. Grammarly: “Great Writing, Simplified”

Lesson: A simple solution to a problem can make a clean USP.

Great writing has never been simple.

From prepositions to conjunctive adverbs, not just anyone can write something impressive.

Except now, with Grammarly , they can.

And Grammarly’s USP mirrors this simplicity, especially compared to competitors. Ginger, for instance, can “help people write better, faster, and more creatively in English.” And Hemingway “makes your writing bold and clear.”

They’re not bad. But a clean and simple USP will always be tough to beat.

What problem does your product simplify?

2. WhatsApp: “Simple. Secure. Reliable Messaging.”

Lesson: Removing an enormous obstacle can make a focused USP.

WhatsApp’s USP represents how accessible worldwide communication has become.

Because, don’t forget, long-distance communication used to be impossible.

Then the first transatlantic call launched from New York to London in 1927 and cost $75 , the equivalent of almost $1,300 today. Fast forward, and WhatsApp has made international calling easier and less expensive than buying a pack of gum.

Every business removes some sort of obstacle. But if you can find the biggest one and knock it down, your USP practically writes itself.

What obstacle has your product removed?

3. Butcher Box: “Meat and Seafood Done the Right Way”

Lesson: Improving a broken system can make a magnetic USP.

From overpriced products to unethical farming, meat eating isn’t usually done right. But could it be?

According to Butcher Box’s USP, yes.

But it was no small feat.

The business owner, Mike Salguero, went above and beyond. He didn’t just copy the competition — he created a nationwide supply and delivery system that provides the healthiest, most affordable, and most humanely-raised meat and seafood straight to your door.

And their USP communicates the brand improvements that so many meat eaters have been waiting for.

What system does your product improve?

4. Thrive Market: “Organic Without Overpaying”

Lesson: Adapting to customer needs and wants can make a targeted USP.

Thrive Market’s USP demonstrates they didn’t just know what their target market wanted, but also what they needed.

People want organic groceries…but they need affordable organic groceries.

So Thrive adapted a way to deliver more than 5,000 organic, non-GMO, and nontoxic food, home, and beauty products at affordable prices.

And this one-two value proposition was all it took for their USP to capture what prospective customers both needed and wanted.

What needs and wants does your product adapt to?

5. Monster Energy: “Tear Into the Meanest Energy Drink”

Lesson: Loyalty to a target audience can make a bonding USP.

At first glance, Monster Energy’s USP might not seem like it’s directed at you.

And odds are it’s not.

That’s because Monster’s brand single-mindedly caters to, sponsors, and is embraced by the mean, adrenaline-induced, crazy animals who tear through life’s extremes. In short, if it’s related to extreme sports, Monster is there.

And their USP forgets the rest. Especially bored office workers, unlike certain competitors. (Sorry, Red Bull.)

What target audience is your product loyal to?

6. Levi’s: “You Wear Jeans. You Live in Levi’s.”

Lesson: Creating a category all your own can make a bold USP.

Levi’s USP is one hell of a bold statement. But you can go there when you’re the first denim brand of all time .

Being the first or best [anything] makes for a strong USP, but Levi’s dug even deeper. And just like how Band-Aid didn’t invent bandages, Levi’s didn’t invent pants, they just evolved them.

Similarly, your product doesn’t need to reinvent the wheel to come up with a unique benefit. But if your message can create a new category, your USP can be bolder than your competitors.

What category can your product or message claim?

7. Carhartt: “Outworking Them All Since 1889”

Lesson: Sharing a character trait with your customers can make a respected USP.

Carhartt’s USP represents how they started and what forged them into the brand they are.

They started with hard-use apparel for blue-collar workers, but they had a problem: so did Levi’s, and Levi’s had a 36-year head start.

So what could they do?

Simple — they outworked them.

Hard work is something their customer base was used to, took pride in, and a good USP that highlights a core value shared between company and customer becomes more than just a marketing strategy .

What characteristics do your products share with your customers?

8. Under Armour: “Under Armour Makes You Better”

Lesson: Returning to the basics can make a compelling USP. 

Under Armour’s USP reflects a marketing campaign to rediscover what sports apparel was invented for in the first place: substance over style.

Which, it turns out, is its own style — at least it is to serious athletes who care about performance more than they care about what label they wear.

Besides, competition like Nike already had that covered. (And Adidas and Puma.)

Instead, Under Armour chose to make you look good second  because they make you better first .

And their USP drives this specific benefit home unapologetically.

What ways does your product return to the basics?

9. Package Free: “Sustainable Alternatives for Every Occasion”

Lesson: Ethical problem-solving can make a notable USP.

Package Free sells sustainable products.

All-natural pet brushes? Biodegradable phone cases? Recycled crayons?

And they also ship to consumers with 100% recyclable, compostable packaging (plastic free).

They also work to include more and more products that fit their standard.

That’s why Package Free’s USP marries ethical operation with practical problem-solving because prospective customers will always crave the best of both worlds.

What problem does your product ethically solve?

10. Death Wish Coffee: “The World’s Strongest Coffee”

Lesson: Being the world’s best/most/strongest can make a standout USP.

The world’s most [anything] is definitely an exclusive trait.

But Death Wish Coffee didn’t choose their USP because they had no other marketing choices. They could have focussed on their one-year freshness guarantee or the fact that they only use fair trade organic coffee beans, which are traits that blow competition like Starbucks and Dunkin Donuts out of the water.

Instead, their USP stands out because it reflects their identity: skull and crossbones, dark and gritty, not flowers and fairies. But think more Halloween dress-up than a horror movie — their message is meant to be edgy, not literal.

And any USP that reflects brand awareness while it takes advantage of the world’s [best/most/strongest] will target customers quickly.

What ways is your product the best and how can that represent its identity?

11. Saddleback Leather: “They’ll Fight Over It When You’re Dead”

Lesson: Concentrating on quality can make a memorable USP.

Saddleback Leather produces the highest quality, affordable leather goods without being stuck up about it.

Consider their USP. It’s creative, it’s memorable, and it’s a bit irreverent. Companies don’t usually reference the passing of their potential customers. But competitors selling high-quality bags also don’t make them as affordable or as tough.

Saddleback’s bags are so tough they fend off crocodile attacks .

And their USP infused this built-to-last craftsmanship with a playful tone, and any USP that can pull double-duty like that is sure to attract the ideal customer.

What stereotype does your product break?

12. Dunkin Donuts: “America Runs On Dunkin”

Lesson: Taking pride in your product can make an emotional USP.

Dunkin doesn’t literally fuel America, but they take so much pride in their product they feel as if they do. And compared to the competition, they have some wicked unique brand loyalty.

They’re proud, of course, to be founded near Boston, smack dab in historic New England. And New England has embraced them.

The Seattle Times even agreed that they feel less pride for Starbucks than Bostonians do for Dunkin.

And any USP that’s charged with so much marketing pride is sure to rally the troops.

What does your product take pride in?

13. Dutch Bros: “Because of You Since ‘92”

Lesson: Building a novel culture or customer service can make a welcoming USP.

At first look, Dutch Bros’ USP doesn’t seem like a successful USP.

You could argue it’s a bit bland, even basic.

But anyone who’s been through a Dutch Bros immediately gets it.

After all, there must be a reason they’ve grown to a value of $6 billion, despite being the coffee underdogs of the Pacific Northwest (where coffee is religion).

Well, because of you — the customers, the baristas, everyone!

For example, a few broistas were photographed when they piled out of the drive-through window to spontaneously pray with a newly widowed customer. Another time employees got word that a coworker’s financial aid was cut, so they Venmoed her the money.

And any USP that makes insiders out of outsiders is practically guaranteed to spread.

What product does your business put a novel spin on?

14. Starbucks: “Expect More Than Coffee”

Lesson: Giving customers what they didn’t know they wanted can make an intriguing USP.

Starbucks’ USP captures the essence of their popularity.

And it’s not the coffee.

They’ve created what’s been dubbed “the third place.”

A place, between work and home, where someone can go for hours on end. An idea we now take for granted, but it had to start somewhere. Add that to chipper and attentive baristas, and the Starbuck’s experience gave us far more than coffee.

And any USP that knows what you want before you do will attract attention.

What does your product do to meet wants?

Which Are Your Favorite Unique Selling Proposition Examples?

Strong unique selling propositions can be elusive.

When you spot a great USP it’s a challenge to figure out how exactly they worked their magic, which can make them difficult to create.

But now that you’re equipped with what a USP is, what a USP isn’t, and 14 stellar examples with mini-lessons for each, you should have no problem spotting them from a mile away — or making your own!

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How to Define Your Unique Selling Proposition: 10 Examples

At the heart of all of your sales and marketing activities is a proposition. You are offering something in return for their money. 

Every business has a selling proposition, but not all businesses have a unique selling proposition (USP). 

With so many options in the marketplace, unless you can put together an effective USP, your competition will consistently beat you out. 

In this post, we’ll cover:

• The Basics of a Unique Selling Proposition
• How to Create a Unique Selling Proposition
• 10 Examples of Great USPs (in B2B and B2C)

What is a Unique Selling Proposition?

A unique selling proposition, or USP, is the key benefit that makes your business stand out from competition. 

Said another way, a unique selling point is a unique aspect of a company’s products or services that sets them apart from what the competition offers. 

A USP should make it immediately clear what value a customer gains from your product or service. 

Often the best USP’s sound like a clever slogan or a bit of micro copy on your homepage – but it should be much more than that. 

A great USP should do a few things:

• Communicate Value: A catchy slogan is nice, but what makes your product or service unique needs to be clear and memorable.
• Tell the Truth: Your business must be able to back up its claim.
• Focus on the Customer: Your USP must showcase a benefit that your target audience craves.

It’s worth noting that a unique selling point doesn’t have to highlight a unique product or service – it’s okay if your offering itself isn’t unique. But the unique value you bring to the table needs to be communicated uniquely.

How to Create A USP

At the core of a great USP are three things:

• What your business does best
• What your customer desires most
• What your competition’s messaging lacks

A unique selling proposition that connects what your business and with what your customers want, but doesn’t stand out from the competition – won’t stand out in the market.

A unique selling proposition that connects with your customers and stands unique in the marketplace, but can’t be fulfilled by your business processes will quickly lead to disappointed customers and a poor reputation.

A unique selling proposition that accurately portrays what your business can do, and is unique, but doesn’t connect with your customers will lead to an empty sales pipeline and little revenue.

The key is to find the perfect blend.

Here are a specific steps you can take for nailing down your own USP:

• Make a list of everything that makes your product or service unique. List all of your potential key differentiators. 
• Research your competition. Take a hard look at your competitors, what they offer, and how they offer it. What from your list of potential differentiators is truly unique?
• Research your audience. Does your current product or service meet your customers’ needs? Is anything missing? Interview customers to find out.
• Study the data. Take the information that you’ve learned, and sift through it to single out your strongest differentiator.

Defining Your Unique Selling Proposition

Once you have a good idea, you need to define it and work it into your marketing messaging.

It doesn’t have to be a catchy slogan that lives on your homepage, though it certainly can be. But it does need to be clear and easy to understand. 

Here’s a good sample template:

We offer [product or service] for [your target audience] to [your value proposition].

Unlike [one of your competitors], we [key differentiator].

Once defined, get creative with it. If you follow the template above, your USP probably doesn’t pack a punch. That’s okay. But when you start working it into your website copy and using it in ads, you’ll want to spice it up a bit. Take note from the examples below.

What if You Don’t Have a Unique Product or Service?

Your USP isn’t necessarily about having an entirely unique product or service. If you did, your selling proposition wouldn’t be all that important – because you wouldn’t have any competition. 

You’re looking to identify what it is about your product or service that you do in a unique way, or in a way that adds unique value. 

Even if you don’t do anything super unique compared to your competitors, the goal is to communicate your value proposition better than everyone else.

How Do I Create a Unique Selling Proposition for B2B?

In B2B marketing , there’s often a little less room for differentiation. There’s a good chance there are a number of other companies who do exactly what you do – unless you’ve created a software or product that really stands out in the market.

You’ll have to dig deep into what you do really well, and observe holes in the industry. For example, perhaps you provide your service much more quickly or provide a more pleasant experience than your competition. Maybe you approach one aspect of your business in a unique way no one else does.

Once you’ve identified a key differentiator, use social proof to help back up your selling point.

10 Effective Unique Selling Proposition Examples

We’ll look at five B2B brands and five B2C brands:

1. Saleswhale’s Automated Selling Point

Saleswhale is a sales and marketing platform founded in Singapore. They help sales and marketing teams optimise their pipeline at the bottom of the funnel.

Plenty of sales and marketing tools exist on the market, but what makes Saleswhale particularly unique is their ability to automate lead flow conversion with the help of AI.

They make this proposition abundantly clear on their website and throughout other messaging. 

What makes their USP effective?

• A specific offering catering to a specific customer need
• Thoroughly spotlighting what makes them unique in the marketplace

2. Stripe’s Powerful USP

Stripe makes payment processing extremely easy for developers.

They’ve been able to define and target their ideal customer – and craft their messaging specifically for them. 

“We bring together everything that’s required to build websites and apps that accept payments and send payouts globally.”

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Plenty of other businesses offer payment processing, but Stripe offers an integrated suite of products, giving developers everything they need to make payment processing as straightforward as possible.

Later on their homepage, they use the phrase, “Powerful and Easy to Use.” That’s a strong USP in a market full of complex solutions that often require additional products for a complete solution.

What makes their USP effective? 

• It targets a specific audience, solving a big pain point
• It clearly stands out from competitors

3. Enovatek’s One-Stop Proposition

Enovatek is an energy company dedicated to energy-saving technology solutions.

Plenty of other companies offer energy solutions, but Enovatek makes it clear they’re a “One Stop Solution” who prioritizes practical solutions and energy efficiency.

They save clients time and hassle of dealing with multiple energy saving vendors and products.

• It hits on a common pain point for their target audience
• Their practical and efficient solutions stand out in the market

4. Fast’s Quick One Liner

Fast is another company in the payment and checkout space. Their popular tagline is, “One-click checkout.” Of course this doesn’t fully explain their USP in and of itself – but it does fully get the message across.

You can checkout in just one click. 

It communicates everything you need to know: easier, faster, and streamlined online shopping for online retailers.

It is worth noting that Fast truly has a unique product. Sure plenty of other companies offer payment processing, but their product is actually a standalone in the market (for now). This makes it pretty easy to craft a winning selling point.

• They’re able to communicate value with three words
• Their offering is incredibly unique

5. HubSpot’s Paradoxical Selling Proposition

HubSpot is a great example of a company who does a lot, yet is still able to sum up their USP succinctly. 

They offer a CRM , marketing automation tools, design tools, sales tools, service tools, and more. In a market saturated with different tools and integrations, having a software that’s strong yet easy to use is unique.

“Powerful, not overpowering.”

• It’s short and sweet, while communicating a whole lot
• It not only addresses a pain point, but a fear many have when engaging similar products

6. Canva’s Empowering Proposition

Canva is an online design platform that makes it easy to create and share beautiful designs.

Their USP is that they make design easy and accessible – even for those who wouldn’t call themselves “designers.” 

When you consider their competition like Adobe’s suite of products, this stands out. Designing with Illustrator or Photoshop can be complicated and require some training.

But with Canva, anyone can design. And they make that clear.

• It taps into a pain point many didn’t even know they had
• It’s aspirational, appealing to making the world a better place 

7. Orion Orthopaedic’s Unique Selling Point

Orion Orthopaedic is an orthopaedic surgery centre in Singapore specializing in world-class solutions.

Their USP: “Preserving Joints and Restoring Active Lives.”

Orion has honed in on the benefit of what they offer within their USP, restoring active lives. This is the greatest pain point for anyone struggling with joint issues or sports injuries.

Not only that, but the “preservation” route is one not many competitors take in their messaging.

What makes this USP effective?

• It gets at a unique benefit – not just a feature
• It highlights a unique approach

8. Lorna Whiston’s Targeted USP

Lorna Whiston is a school in Singapore offering preschool and enrichment programmes for children.

Their unique selling proposition is that they transform children’s lives and unlock their potential. Their target audience is parents – who want their children to achieve and find success in life.

Lorna Whiston’s USP communicates just that. It’s a tall claim, but they use testimonials and messages from parents throughout their marketing material to justify their selling point.

• It pinpoints a key aspiration for their target audience
• They bolster their USP with social proof

Learn how we helped Lorna Whiston use marketing automation to gain a 305% return on marketing investment.

9. ADDX’s Inviting USP

ADDX (formerly iStox) is a Singapore based investment company that makes it easy to invest in hedge funds, unicorns, and other companies that typically wouldn’t be available to the public.

They communicate their value in their homepage heading, highlighting the idea that this is private market investing for all.

Further down, they double down on the proposition: “It’s simple… This is how we’re changing a two-hundred year old system that has excluded most people.”

Not only are they opening the door for you to invest, but all who have previously been excluded. 

• It clearly communicates what they do and what separates them from other investment platforms
• It’s aspirational, appealing to innovating the whole industry

10. Warby Parker’s Picturesque Selling Point

Warby Parker makes trying on and buying glasses easy and affordable. They use compelling copy to get this point across:

“Buying eyewear should leave you happy and good-looking, with money in your pocket.”

When communicating your unique selling proposition, there’s no better way to do it than painting a picture. Instead of saying, “We make buying glasses cheap and easy,” – which would be a fine USP – they paint a picture: “When you work with us, you’re happy and have more money.”

That’s a strong proposition!

• Their process stands out among competitors
• They communicate it with a picture, rather than being explicit

Take Notes from These USP Examples

If you’re struggling to define your own unique selling proposition, take inspiration from these examples. 

As you probably noticed looking through these examples, the easiest products and services to craft USP’s around are those that are truly unique and valuable. If you can’t find anything that makes your product or service stand out – it may be a good idea to take a fresh look at your offering.

Take your time defining your USP, use these examples to help, and go stand out in your industry.

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14 Powerful Unique Selling Proposition Examples From Real-Life Brands

These ecommerce and SaaS unique selling proposition examples will inspire your marketing efforts and help you convert more website visitors into buyers.

Standing out in a sea of online businesses can be hard. You’re not just competing with your local mom and pop stores, you’re also up against companies from all over the world who can tap into your audience with just a few clicks. 

Knowing how to position your brand, products, and services can put you at a serious advantage, not just for standing out, but also for attracting and maintaining a loyal customer base. 

This is where a unique selling proposition (USP) or value proposition comes into play. It differentiates you from your competitors and guides your branding, SEO, and marketing strategy so you can reach the right people with the right message. 

Iconic brands like Warby Parker , Toms , Death Wish Coffee , and Saddleback Leather have all grown huge brands off the back of their USPs – you can do the same. 

What is a USP? 

A unique selling proposition is a definitive feature or benefit that makes your business different from the competition (and, in many ways, makes it better too). 

Your USP can refer to the way you do business, like using sustainable materials and local labor, or the specific benefits it gives prospective customers, like a faster way to manage their accounts or a cheaper alternative to their usual face cream. 

The most important thing about your USP is that it underpins everything you do, from your content marketing efforts, general marketing campaigns, and sales to new product features, customer support, and even your internal operations. 

The 3 elements of a great USP 

Great USPs actively show what makes a brand different. They are clear, concise, and leave absolutely no confusion. But a good USP also: 

• Appeals to a certain audience so you’re not trying to appeal to everyone 
• Focuses on one big benefit or feature rather than trying to be superior in every way
• Encompasses something that your customers want, need, or expect, like stronger coffee or a vegan shampoo 

14 unique selling proposition examples in action

Ready to be inspired? Here are some of the best USPs from 14 ecommerce and SaaS brands.  

Dossier ’s header puts its USP simply: “the fair alternative to luxury perfumes.” 

There’s a good chance consumers associate luxury perfume with a high price tag, but Dossier tries to quell those fears straight away on its homepage, appealing to an audience that might want to smell luxurious but don’t necessarily have the budget. 

The retailer continues this messaging throughout their website. But there is an additional USP that gives Dossier another dimension aside from selling “cheap luxury perfume.” The brand also highlights that its products are ethical and high-quality – it’s not just another knock-off perfume distributor. 

2. Nomadica

“We’re making wine a stress-free experience”, claims the Nomadica website. The brand goes on to state its mission, which is to bring the high-end sommelier experience out of the restaurant and into people’s homes. 

The unique selling propositions example is that the brand sells top-class wines in cans for sustainability (and, arguably, a more relaxed experience) – perfect for wine lovers who rarely frequent high-end restaurants or who simply want to enjoy good wine from the comfort of their sofa.

Like Dossier, Nomadica also has sustainability as a unique selling point. It’s “About” page clearly defines its stance on the environment: “our wines are carefully sourced from growers who practice sustainable farming methods” and the cans reduce emissions from shipping by up to 80%. 

3. Good Dye Young

Good Dye Young ’s USP puts it first and foremost as a community that values vibrant self-expression and creativity. It also happens to “make bad ass hair products.” Interestingly, the USP is less about the product and more about the purpose of the online store and its big-picture vision. 

The strong unique selling proposition is embodied throughout the site, from the copywriting and the bright, bold images to the community hashtag that brings together customer stories in one place. 

4. Fishwife

Tinned fish isn’t a particularly sexy product, but Fishwife has managed to carve a niche in a relatively male-dominated trade. Its USP as a “female-founded and led food company aiming to make ethically sourced, premium, and delicious tinned seafood a staple in every cupboard” sets it apart from other tinned fish brands that are notoriously peppered with pictures of bearded fishermen. 

In this unique selling proposition example, as well as spotlighting the women-focused side of the brand, the website also highlights its commitment to sustainability by sourcing from responsibly managed fisheries. 

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5. Touchland 

Hand sanitizer has been a core part of our lives for the past couple of years, but if you’re tired of the alcohol smell and sticky gel, Touchland has a solution. It touts itself as the “world’s first rejuvenating hand sanitizer mist”, adding that its products are predominantly for the senses (not for eliminating germs as we’re so used to). 

Who is this product for? Touchland states right at the top of its homepage that its beautifully packaged spritzers are for those “who live life sensorily, curiously, passionately, and fearlessly… but not recklessly.” 

Combining its USP (nice smelling, non-sticky sanitizer) with a specific audience has helped Touchland carve a niche in a particularly trendy product category. 

Olipop puts a spin on the “soda you grew up sipping.” We’ve long been told that fizzy pop is bad for us, but the brand has managed to transform an unhealthy treat into a delicious and good-for-you option with “microbiome and digestive health support.” 

The USP on the homepage states it’s “a new kind of soda” (the trademark sign shows this tagline is well and truly entrenched in the brand). It’s easy to see this USP in action throughout the site and Olipop’s products, with its range of old classics that have added “plant fiber, prebiotics, and botanicals” to make them healthy. 

7. Ruggable  

Everybody loves a good rug, but there’s always been a very clear line between an indoor rug and an outdoor rug. Not anymore, thanks to Ruggable , a brand that sells “the indoor, outdoor, use anywhere rug.” 

This USP filters through to the products, which are machine washable and can be used in any room, regardless of whether it has a roof or not. 

8. Robinhood 

Investing is notoriously confusing and can be a huge headache. Robinhood understands its customers’ frustrations and has addressed them with a product that simplifies the investment process. 

The USP on the homepage is short and snappy: “investing is simple here.” It has the potential to put potential investors’ minds at ease the moment they land on the site. 

9. Minisocial

Influencer marketing is huge and many brands are scrambling to partner with well-known social media stars. But Minisocial comes at it from a different angle and this unique selling proposition example is that it “pairs brands with micro-influencer creators.” 

This sets it apart from the influencer tools that pair brands with big-name accounts and instead focuses on matching smaller influencers to DTC brands in the food and beverage industry, the pet food industry, the fashion industry, and many more. 

10. Webflow

Online business is on the rise, which means brands need a website – but what if they don’t have any dev skills? In swoops Webflow , a tool that helps you create “the site you want – without the dev time.” 

Its USP is that it helps users create beautiful and optimized websites without the hassle of coding. In fact, its message is clear: “your website should be a marketing asset, not an engineering challenge.” 

11. Gorgias

There are plenty of customer service helpdesk tools out there, but Gorgias pitches itself as “the ecommerce helpdesk that turns your customer service into a profit center.” 

The USP encapsulates both a target market (ecommerce brands) and a benefit it gives its users (revenue from support tickets). It’s particularly important for brands like Gorgias that have a ton of emerging competition to stand out, otherwise they run the risk of blending into the background and ultimately being a flash in the pan. 

12. Podia 

Podia is an all-in-one course platform. It’s definitely not the only course creation platform out there, which is why it puts its USP right at the top of its homepage. It doesn’t just allow users to set up their courses and run them, it also has features to host webinars and build a community. 

But there’s another spoke to its USP: users never have to “worry about getting a bunch of different tools to talk to each other again.” Tapping into a very specific frustration like this will help them stand out amongst the competition. 

Slack has propelled itself to the top of its industry (partly thanks to remote working during the pandemic), but it’s done this by having a very strong USP: “Slack is your digital HQ.” It isn’t “just” a team chat tool, it also provides a central place to work, store documents and set tasks. 

This USP has capitalized on what consumers need right now and, further down the page, it reiterates this with the slogan “welcome to where the future works.” 

14. PandaDoc

PandaDoc has also risen to fame during the pandemic and that’s because its USP tackles a specific pain point its potential customers were facing: finding a central place to manage, edit, and sign important documents. 

The USP is splashed across the header of the homepage and the use of the word “finally” shows that it understands people are struggling with this pain point.

How to write a powerful USP 

It can be tricky trying to find the right words or even identify your USP when you’re so entrenched in your small business. Obviously , you can see that it’s different from your competitors, but can everyone else? 

Here are some tips for writing a USP. 

• Write a list: jot down all of the things that make your business, products, or services different from your competitor’s – get specific, like your return policy, your low prices, or your quality products.  
• Research the competition: you won’t know what makes you stand out if you don’t know what you’re up against. Dig into their USPs to see how you can position your brand in a different way. 
• Identify your customers’ needs: research your customers using data and surveys to discover their most pressing needs and determine how your USP can address those needs. 
• Combine needs and differentiators: cross-reference the list of things that make your successful business different and your list of customer needs to pinpoint any that overlap. 
• Consider how you will use your USP: think about where you can apply your USP throughout your business, including your name, marketing, and branding. Your USP should embody everything you do! 

Don’t forget to test your USP!

Once you’ve come up with a USP, it’s time to test it. There’s no point going all-in on fresh branding and messaging if your customers don’t relate to the USP you’ve chosen. Instead of just implementing it and leaving it, run tests to see how your customers feel about it. You can: 

• Analyze different USPs using A/B testing across your site with separate landing pages
• Conduct user testing to see if website visitors understand what makes you different
• Run surveys and interviews with customers to get their thoughts on your USP 

Your USP informs everything you do

Your USP is an integral part of your brand. It informs your digital marketing strategy, how you do business, and who you’re targeting, but it also helps customers differentiate you from your competitors. 

Start by figuring out what makes you different and researching your competitors and customers to find out where your niche market lies. Don’t forget to test your USP to make sure it resonates with the right people – try using surveys and data to determine how customers feel about your value proposition and experiment with different ways to present it. And finally, take some of the examples we shared above as inspiration for your efforts.

At the end of the day, your unique selling proposition is a reflection of your core brand value. So, here’s to making it the best it can be! 

About the Author

Caroline appert.

Caroline Appert is the Director of Marketing at The Good. She has proven success in crafting marketing strategies and executing revenue-boosting campaigns for companies in a diverse set of industries.

Unique Selling Proposition Examples That Attract Millions

Creative juices not flowing as you wished they would, huh? They'll thaw by the end of this post.

A unique selling proposition (USP) or Unique Selling Point is what makes your product or service different from the competition. It is what sets your business apart and provides value to customers.

There are many reasons to have a USP, but it primarily allows customers to differentiate you from other businesses out there. It doesn't take long for potential customers to decide whether they want you or not.

To help you capture them in those fleeting seconds, we’ve put together the best unique selling proposition examples from various industries for your inspiration. Let’s roll!

What is a Unique Selling Proposition (USP)?

The Unique Selling Proposition (USP) is the unique benefit that a particular product offers to its customers. It was first coined by E. Jerome McCarthy in his 1960 book Basic Marketing: A Managerial Approach as a way for businesses to set themselves apart from their competitors.

It is often considered as the cornerstone of a marketing strategy and is used as a differentiator from other products within the same category.

In order to make your USP stand out, you need to ask yourself two questions:

1) What can I offer that my competitors cannot?

2) What do my customers already want that they don't know they want yet?

To have more success, it's important to have your USP be clear and concise so that it sticks with the customer. This is an important concept to remember when marketing a product because it helps to set you apart from the competition.

A USP has five basic components:

• Key selling points
• Key difference
• Competitive advantage

The benefit of a product or service is what draws people in, while the key selling point tells people what makes them better than other similar products. The emotive component attracts people on an emotional level and highlights why they should buy it.

The key difference states what makes your company stand out among its competitors, while the competitive advantage speaks to your track record or experience in this field.

What is an example of an effective Unique Selling Proposition?

An example of an effective Unique Selling Proposition would be using phrases like “new and improved” or “more advanced” to emphasize the newness, superiority, or advancement in some aspect of your product over one or more competitors' products.

Best Unique Selling Proposition Examples

"Empowering the world to design"

The online graphic design platform Canva has one of the best Unique Selling Proposition examples among the SaaS industry. Its service primarily focuses on streamlining the graphic design process to let anyone design beautifully without getting stuck at the limitation bar of high-price and difficult design software programs like Adobe Photoshop and Illustrator.

“Empowering the world to design” conveys what makes the service unique and better without using too many words to explain. So what else does it signify?

• The simplicity of the product; drag and drop feature, ready-made templates, etc.
• Low prices more people can afford
• Competitive advantage in the market

"Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete."

Another successful USP example is from Nike, the sports and footwear industry leader. As you might know, Nike sponsors top athletes in many sports branches to promote their products, technology, and design. In fact, you can track that down to the brand’s unique selling point.

By saying that its mission is to bring inspiration and innovation to every athlete in the world, it targets an audience. But what takes it dozens of steps ahead is the “*” sign and its explanation below— ”if you have a body, you’re an athlete.” By saying that Nike;

• Widens the buyer persona to not just athletes but basically anyone
• Signifies affordable prices at athlete-level quality
• Shows the company’s stand in supporting athletes and any sports activity

3. Coca-Cola

"Refresh the world. Make a difference."

Remember how we said ideally, USPs should be one sentence, but two is also okay? No? Now we did. The second one goes for Coca-Cola’s example.

The world-renown beverage corporation Coca-Cola diverts the focus on “refreshment” for their Unique Selling Point. Taking the simplicity of “refreshments and beverages” and connecting them to a more valuable meaning, it emphasizes the product and company difference by;

Stating the company's vision as sustainability for our planet, which is hinted at “Refresh the world.” Focusing on the “Make a difference” part to draw in the customers to consume the products to make a difference by joining the sustainability.

“Grow better with HubSpot”

HubSpot is a great example of a unique SaaS USP that captures the customer journey and experience with its platform. HubSpot provides an all-in-one platform that manages your CRM, sales team, marketing campaigns , and customer service all in one place. But what really makes HubSpot unique is the importance of growing your business with HubSpot.

HubSpot provides a ton of free tools to help build your business from the ground up. As you grow your business, your tools expand with more pricing, capabilities, and features.

With its USP, HubSpot aims to point out that it’s possible to start off with HubSpot’s free website builder and add any tool to integrate seamlessly into your account. Therefore, it’s how you grow better, plus more practical.

"Payments infrastructure for the internet"

Continuing with SaaS Unique Selling Proposition examples, the online payment processing service Stripe emphasizes the high volume of companies that trust it. If you’re not a worldwide SaaS brand, this example might be far-fetched for you. However, Stripe’s USP also underlines that the software is suitable for all online businesses by saying it’s for “the internet.”

"The platform commerce is built on."

Shopify is by far the most popular e-commerce platform, allowing anyone to create an online store without any coding or designing knowledge. It would be a shame if they couldn’t promote this value in their USP. Luckily, they successfully convey their Unique Selling Point by defining the SaaS as “the platform commerce is built on.”

What does it draw attention to?

• How Shopify allows many e-commerce businesses to launch and thrive
• How the platform combines everything needed to run an online store

"The simplest path to customer delight."

Hiver is a customer service software built for Google Workspace users. It is a valuable tool that offers seamless integration with Gmail, allowing teams to bring the entire functionality of a helpdesk and customer service software within someone's Gmail.

The USP of Hiver reflects its ability to allow support reps to deliver exceptional customer service without switching tabs.

This means users can continue working within their Gmail interface while managing customer inquiries, resulting in a more streamlined customer service experience.

Hiver makes us feel like, or very similar to, Gmail. Therefore, you don’t have to learn a new platform since the interface is intuitive enough to work on.

Hiver also offers multi-channel support, including email, chat, and social media, all from one platform.

All these show us how Hiver’s Unique Selling Proposition can meet its promises and presents various features to visitors and users.

"Melts in your mouth, not in your hand."

Let’s continue our list of the best Unique Selling Proposition examples from a sweeter point—but not a sticky situation. The famous candy brand M&Ms stands out among other similar candies by highlighting its hard sugar coating that preserves the chocolate inside and prevents melting in one’s hand. I told you there was no sticky business.

"When it absolutely, positively has to be there overnight."

What would you expect from an ideal delivery and shipping service? To deliver your item fast, right? That’s precisely what FedEx uses for its Unique Selling Proposition. So what makes this a successful example?

It focuses on the customer instead of the brand. The boldness of the promise makes you remember it. It’s simply a tactile promise because FedEx has the infrastructure and network to deliver overnight.

10. Starbucks

"Expect more than a coffee."

Can’t start your day without a good old Starbucks coffee? Same, that’s precisely how genius marketing works. Starbucks is not only good at customer loyalty, but it also excels in Unique Selling Proposition.

The real success behind Starbucks is going beyond coffee. It’s getting people to connect various positive things in daily life with “Starbucks” coffee. For some people, it’s a good chat and tasty coffee with friends; for others, it means the right way to start a busy workday.

The USP “Expect more than coffee” conveys the company mission, which is “connection.”

11. The North Face

"Shaping the future of human/nature."

The famous outdoor recreation products company The North Face has a deeper connection with hiking as its founders were also two hiking enthusiasts. That is why the brand highlights its connection with nature in its Unique Selling Proposition.

The slash between human and nature says more than it seems. It signifies the company’s stand by hinting at sustainability as well as outdoor wear innovation.

12. Domino’s Pizza

"You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."

Differentiating a pizza company from others might be a challenging task. However, years ago, Domino’s came up with the famous USP that made them known to many people. Typically, pizza deliveries take long, but Domino’s made a bold promise of free pizza if the delivery exceeds 30 minutes.

“When you're only No. 2, you try harder. Or else.”

Unique Selling Propositions are all about embracing the difference—even if that seems like a weakness. That’s exactly what Avis Car Rental did in the year 1962. Avis struggled to get to the top in competition with the market leader Hertz for years.

Eventually, the company embraced its second place and turned it into a USP. This means that USPs don’t have to be bold promises; they should point at the unique company identity.

14. Tiffany & Co.

"The right one is worth waiting for."

Among many famous jewelry brands, Tiffany & Co. is specifically known for its timeless and elegant engagement rings. That being said, the brand found a creative way to communicate this uniqueness by making an analogy about love and how the right engagement rings from Tiffany’s.

15. Death Wish Coffee

“We live to rebel against blah beans—and a boring lackluster life.”

The coffee brand Death Wish Coffee is, in fact, a successful underdog that stood apart from industry giants with clever marketing. Its Unique Selling Proposition example stems from the brand’s specialty—the dark roast, in an amusing way.

16. Fullstory

"Craft a more perfect digital experience."

Fullstory is a SaaS product that focuses on user/data tracking to help websites or apps improve user experience. You can understand it from one look at its USP, which is “Craft a more perfect digital experience.” It is not only simple and promising, but it also focuses on the value customers will receive by using it.

"To create a better everyday life for the many people."

The famous Swedish-origin Dutch-headquartered furniture and homeware company, IKEA, focuses on the utmost benefit they bring to customers—offering high-quality furniture at low prices.

As the company explains as their brand vision, their service goes beyond home furnishing. Their aim is to contribute to making a better everyday life for many people.

Unique Selling Proposition - Your Questions Answered

How do you write a unique selling proposition.

Step 1: Identify your target audience.

Step 2: Jot down the problem your product solves.

Step 3: List what benefits set you apart.

Step 4: Clearly define your promise.

Step 5: Combine all in one paragraph.

Step 6: Condense it in one sentence.

What is the Purpose of a Unique Selling Proposition?

The purpose of a Unique Selling Proposition or USP is to explain what unique benefit sets a product or service apart or what makes your business a better choice among competitors.

How Long Should a Unique Selling Proposition Be?

An ideal Unique Selling Proposition (USP) should be no longer than one or two sentences. Keep it short and sweet. Don’t beat around the bush.

How would you differentiate between a value proposition and a unique selling proposition?

The Value Proposition is what you are offering to customers for what they are paying. The Unique Selling Proposition, on the other hand, is why customers should buy from you instead of someone else. It's more about creating that emotional connection with your customers.

The Conclusion Bit & USP Pitfalls to Avoid

You might think that a USP is all about marketing. While this is true to some point, Unique Selling Propositions are also sales presentations because they create a connection with customers as well.

Simply put, it’s a powerful tool when crafted right. However, it’s easy to fall into common pitfalls and create a USP that just doesn’t ring the bells. It might be;

A killer USP captures a lot of meanings in fewer words. It is meant to be inspirational for your target audience.

• Isn’t actually “unique”

It’s nice to get inspired by USP examples but keep in mind that yours need to be “unique” and different from others. It’s your promise, not another company.

Don’t make bold promises if you can’t stand up for them. If your sales team uses a catchy USP line but the product team can’t back it up, it’s sadly dishonesty.

• Is only in the headline

If people see your fancy Unique Selling Proposition only in the headline, they aren't likely to remember it. You need to let that statement melt into your company identity and reflect on every platform.

🎬 That’s a wrap. Which one of the USP examples in this post stuck with you? Share with us in the comments below!

Check out these blog posts:

• 10 Best Popup Message Examples To Get Inspired in 2022
• 23 Competitor Monitoring Tools Marketers Will Love To Use
• 13 Best Email Template Builder Software That You Should Use

How to Create a Unique Value Proposition + Examples

Lisa Furgison

10 min. read

Updated May 10, 2024

If you’re starting your own business you’re probably already thinking about what sets you apart from competitors in your space. Coming up with your unique value proposition (UVP) or unique selling proposition (USP) creates a strong foundation for all your marketing messages and strategies for engaging new customers.

This article is a handy guide that will define what a UVP is, and help you write your own.

• What is a unique value proposition (UVP)?

Your unique value proposition (UVP) is the promised value customers can expect from your business. It explains what separates your business from your competitors, how your solution solves your customers’ problems, the specific benefits, and why your target customers should choose you.

In a nutshell, your UVP covers: 

• How your product or service works
• What makes it valuable
• Why it’s better than the rest

Your UVP should be front and center on your website, and it should be completely free of jargon—it’s like a very short elevator pitch that someone who has never heard of your company before would understand immediately.

• What is the purpose of a value proposition?

Your value proposition is designed to introduce your company’s brand to potential customers. It defines what you stand for, what you do, how you operate, and why you should be chosen over the competition. 

Every competitor in your field is vying for attention. From marketing plans to advertisements, consumers hear a lot of noise. To cut through this clutter and turn your target audience into loyal customers, you need a value proposition that mere mortals can understand easily—and remember. You want your customers to hear your name and think, “oh, that’s the company that does (your unique solution).”

• How do you write a unique value proposition?

Finding a value proposition takes some time and legwork. A real UVP is more than a clever tagline. For it to be meaningful, you have to know your customer and your business. Plus, you have to understand how your product or service fits into our consumer-driven world.

So while your UVP is probably always in the back of your mind, don’t write it based on what you think is true about your solution and your customers. Do some research and testing so that you are sure.

And for that matter, keep testing. Once you’ve come up with your UVP and put it all over your marketing materials and website’s landing pages, it might be tempting to set it and forget it. Keep testing it over time—the more your business grows, the more you’ll know about your customer’s pain points and how your solution helps them. Here are the five steps needed to develop a value proposition.

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1. Define your target market

First, you need to figure out who your customers are. Who will buy (or is buying) your product or service? A lot of first-time business owners want everyone to be a customer; this is a rookie mistake. Marketing to everyone is the opposite of marketing to your target market. If you try to appeal to everyone, your business and product will get lost in the noise. An example of this kind of mistake is a shoe company trying to market to everyone with feet! You’ll waste a lot of time and money that way.

Instead, hone in on exactly who your audience is. Do some market research—both based on your existing customers (if you have them) and other populations you think might be good potential customers. You want to know and understand their pain points—the problems they have that you might be able to solve.

But you’re also interested in their demographic information, income statistics, and family makeup. How old is your target audience ? Are they male or female? What kind of income does your target audience have? Get specific. What does your target audience do on the weekend? What kind of music do they listen to?

You might think these last questions are a bit far-fetched, but you want to create a buyer or user persona of your target audience. A buyer or user persona is a fictional representation of your ideal customer—but it’s a very useful tool to help you hone your messaging and who you consider to be a part of your target market.

You can’t create a unique value proposition alone in your basement, either. You have to test it. Run it by a small group of customers, or people you think are in your target market to ensure it resonates with customers you’re trying to reach.

2. Explain why customers should buy from you instead of a competitor

To separate yourself from your competitors, you have to know who they are and what they stand for. Research your competitors inside and out , from their mission statement to the types of employees they have. You can only set yourself apart if you know what’s already been done.

Putting together a competitive matrix can be a helpful way to visualize how you stack up against them. Don’t make the mistake of assuming you don’t have any competition. Every business has competition , even if you’re in a brand new industry. When you’re writing your UVP, see if you can articulate why your customers should buy from you instead of your competitors in ten words or less. If you can’t, keep revising.

3. Define the pain point your product or service solves

Write down how your business or product solves a problem or alleviates a pain point for customers. Can your product do something that other products can’t? Does it save time? Is it more affordable than other products? What about your product or service makes it a must-have for customers—why can’t they live without it?

Take that list and cross off any need pain point that your competitors can claim to address too. Your competitive matrix might be helpful here.

This exercise is meant to help you find areas where your business is different than others. Simply having the best product or the best customer service in the market isn’t enough differentiation.

Remember, every business thinks they have the best product. Take some time to figure out how your product meets the needs of your target audience in a way that others can’t.

4. Connect to your company mission and what you stand for

What does your business stand for? It’s a big question, one that takes some time to figure out. Once you have a solid and clear answer, see if your mission overlaps or coincides with the list of things that sets your business apart. Now you’re starting to hone in on your value proposition.

Once you’ve done your digging, write down a few different possible value propositions that fit your business. Again, this isn’t going to be something you whip up in 20 minutes. Write a few down, stew on them for a bit, and refine them. Ask yourself if someone could read your UVP and think it’s talking about another company. If the answer is yes, you have a selling or value proposition, but it’s not unique yet.

Rework it until you have one succinct sentence that makes you stand out from your competitors. What do you want your customers to remember about you when they hear your brand or product name?

5. Craft a single message

Once you’ve defined what you will cover in your value proposition, you need to land on a single core message. Not every pain point or benefit needs to be listed here. You’ve done the research to ensure you are landing on the right message for your audience, the last thing you want to do is overcomplicate communications

Focus on communicating one key value that connects to your customer’s pain point. The goal is to hook their interest so that they want to explore what else you have to offer. If they take that first step, then look for opportunities to elaborate on the additional value you provide.

Additionally, just because you’ve honed in on a core value proposition, doesn’t mean that it can’t change. You may need to make adjustments for sub-sections of your audience, change out keywords for different platforms, and even fully restructure your UVP if it doesn’t resonate. 

The key here is to not just write up your UVP and walk away. Look for opportunities to test it directly with your target audience either through interviews, surveys, or even through live testing. 

• 4 examples of great value propositions

One of the best ways to learn is by example, so let’s take a look at a few businesses that have created unmistakably unique selling propositions.

The Mast Brothers Chocolate

This duo of bearded, lanky brothers creates chocolate bars by hand . Their dedication to their craft alone is unique, but the brothers have infused their love of old-time traditions into their business.

When they need to purchase more cocoa beans, they charter a wooden sailboat to stay true to their pioneer-like roots. Now that’s a unique position you can market.

Dollar Shave Club

This online business sells and ships razors and blades to its audience for a buck. They poke fun at the fancy, vibrating 10-blade razors that are on the market today and encourage men to go back to basics.

But, don’t think that means they’re selling an inferior product. Their slogan is: “Our blades are f***ing great,” a tagline that points to (but isn’t the same as) their selling proposition. Remember, if other companies can also say their product is “great,” you have a catchy tagline, not something that sets you apart from the competition.  

Ellusionist

Here’s a business that created a value proposition by catering to a very specific audience. Ellusionist is an online store that sells playing cards to magicians.

Some of the decks are marked, others have a vintage appearance, but the variations are meant to build showmanship for its unique target audience.

Palo Alto Software

Shortly after publishing this article, one of our readers asked if we could share our own USP. Bplans is a resource offered by Palo Alto Software, so here’s what Noah Parsons, our chief operating officer, has to say about our UVP:

For Palo Alto Software, our goal is to provide entrepreneurs with the tools, knowledge, and know-how to help them grow faster and better than their competition.

We’re not just in it to make a buck—we actually want to help people succeed in business as much as possible. Our commitment to entrepreneurs is shown in our thousands of pages of free content that helps demystify the complexities of starting and running a business.

We also provide simple yet powerful tools for entrepreneurs so they can focus more on doing what they love and less on trying to build and understand complex reports and spreadsheets.

• Create a compelling value proposition

The process to land on what differentiates your business and resonates with your audience is well worth the effort. Not only will it help you define a compelling value proposition, but it will make it far easier to streamline your focus as a business owner. Everything from developing audience personas to crafting and testing copy, it encourages you to work through the needs of your customer.

If you’re struggling to work through these steps the best thing you can do is revisit your business plan . It should have everything you need including the problem you’re solving, how your business operates, who your ideal customers are, and what your business stands for. 

*Editor’s note: This article was originally published in 2018. It has been updated for 2021.

Lisa Furgison is a multimedia journalist with a passion for writing. She holds a graduate degree in mass communications and spent eight years as a television reporter before moving into the freelance world, where she focuses mainly on content creation and social media strategies. Furgison has crisscrossed the U.S. as a reporter, but now calls Key West, Florida home. When she's not conducting interviews or typing away on her laptop, she loves to travel.

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What Is A Unique Selling Proposition And Why It Matters In Business

A unique selling proposition (USP) enables a business to differentiate itself from its competitors. Importantly, a USP enables a business to stand for something that they, in turn, become known among consumers. A strong and recognizable USP is crucial to operating successfully in competitive markets.

Table of Contents

Understanding a unique selling proposition

A unique selling proposition allows a business to stand for something specific that they become known for among their consumers. 

This is in direct contract to businesses that stand for nothing in particular.

They take a generalist approach to marketing and product development and thus do not allow a point of difference to develop in the market.

In attempting to become known for everything, they become known for nothing.

A strong USP which encompasses a specific consumer benefit has the ability to:

• Attract (and retain) new customers, reducing customer churn rate.
• Build customer loyalty.
• Reduce costs associated with customer acquisition.
• Focus core marketing strategy and subsequent messaging, branding, and copywriting.

Elements of a strong USP

If nothing else, a USP must answer every consumer’s question when encountering a business: what makes this business different from the competition?

It’s important to note that simply being unique is not a valid characteristic in itself.

The point of difference must target something that resonates with the target audience.

The USP must also be bold and assertive in its point of difference, informing consumers that the business has the confidence to stand behind its brand . 

Lastly, the unique selling proposition should be more than just a slogan.

Often, slogans are catchphrases whose benefits are vague and hard to put into practice.

If a business must use a slogan, then it should ensure that every aspect of the business operation can embody its message in reality.

Read : Marketing Strategy: Definition, Types, And Examples

Examples of successful unique selling propositions

Death wish coffee.

There is no shortage of competition among coffee merchants.

However, Death Wish Coffee has managed to make a mark in this industry with their claim of selling the world’s strongest coffee.

Death Wish Coffee backs up their claim by showing how their coffee is made and where it is sourced from.

But they also offer dissatisfied customers a full refund.

In this way, the success of the company is directly tied to its ability to deliver on its USP.

Importantly, the business embodies this USP through every aspect of their branding and marketing strategies.

Voodoo Doughnut

A similarly competitive market can be seen in selling donuts.

Boston donut business  Voodoo   Doughnut  has created a unique selling proposition through a diverse and varied menu.

The company’s USP is further strengthened by its vintage pink décor and late-night opening hours.

While two varieties of donut that contained cold and flu medication attracted attention from the Food and Drug Administration, the overall exposure to the Voodoo Doughnut brand was beneficial. 

Additional case studies

• Lululemon : “Technical athletic apparel for yoga, running, training, and most other sweaty pursuits.” Lululemon’s USP combines high-quality materials, functionality, and a focus on yoga and athletic activities, differentiating it from traditional sportswear brands.
• Coca-Cola : “Open Happiness.” Coca-Cola’s USP is all about delivering a refreshing and joyful experience, associating the brand with happiness and positivity.
• Amazon : “Earth’s Biggest Selection.” Amazon’s USP highlights its vast product range, fast shipping, and convenient shopping experience, making it a one-stop destination for online shoppers.
• Red Bull : “Gives You Wings.” Red Bull’s USP is tied to energy and vitality, positioning the brand as a source of energy and motivation for its consumers.
• Squarespace : “Build it Beautiful.” Squarespace’s USP emphasizes the aesthetics and user-friendly design of its website-building platform, catering to creative individuals and businesses.
• Chick-fil-A : “We didn’t invent the chicken, just the chicken sandwich.” Chick-fil-A’s USP centers around its signature chicken sandwich, focusing on quality and taste in the fast-food industry.
• Harley-Davidson : “American by Birth. Rebel by Choice.” Harley-Davidson’s USP taps into the spirit of rebellion and freedom, creating a strong emotional connection with motorcycle enthusiasts.
• Dyson : “Dyson – The first vacuum that doesn’t lose suction.” Dyson’s USP highlights the innovative technology in its vacuum cleaners, particularly their ability to maintain strong suction over time.
• Airbnb : “Belong Anywhere.” Airbnb’s USP is about offering unique and personalized travel experiences by connecting travelers with local hosts, emphasizing the feeling of belonging.
• GoPro : “Be a Hero.” GoPro’s USP revolves around its action cameras, empowering users to capture their adventures and share them, making them the hero of their own stories.
• Taco Bell : “Live Mas.” Taco Bell’s USP is about embracing a sense of adventure and spontaneity, positioning itself as a fast-food brand that offers unique and bold menu items.
• Patagonia : “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia’s USP is built on a commitment to environmental responsibility and sustainable business practices, resonating with eco-conscious consumers.
• Warby Parker : “Eyewear with a Purpose.” Warby Parker’s USP combines stylish eyewear with a socially responsible mission , providing glasses to those in need for every pair sold.
• Burt’s Bees : “Earth-friendly, Natural Personal Care.” Burt’s Bees’ USP focuses on natural ingredients and eco-friendly practices in the skincare and personal care industry.

Unique selling proposition vs. value proposition

Where the unique selling proposition is primarily customer-facing.

Thus, it serves the purpose of signaling to your customers how your brand differs from all the others.

The value proposition is more internally focused. Where it does translate into the way final customers perceive your product, but as a side effect of how the value proposition is ingrained into your business model.

Indeed, the value proposition informs how the product should be developed, launched, and distributed.

And as a result, how customers should perceive it.

Where the unique selling proposition looks at differentiating the product in the eyes of the customer.

So really putting into a more clear message targeting your audience about what the company stands for.

Key takeaways

• A unique selling proposition defines what a business stands for in relation to its competitors. The point of differentiation must involve benefits the consumer can identify with.
• A strong and compelling USP resonates with the target audience by selling benefits and is an accurate representation of how an organization does business.
• Confident, bold, and assertive unique selling propositions sometimes allow businesses to penetrate extremely competitive markets.

Key Highlights of Unique Selling Proposition (USP):

• Differentiation : A USP enables a business to distinguish itself from competitors, creating a unique identity in the market.
• Consumer Recognition : A strong USP makes a business known and memorable among consumers, fostering brand recognition.
• Attracts and retains new customers while reducing churn.
• Builds customer loyalty.
• Lowers customer acquisition costs.
• Guides marketing strategy , messaging, branding, and copywriting.
• Addresses the question: “What makes this business different from the competition?”
• Resonates with the target audience by offering meaningful benefits.
• Assertive and confident in its uniqueness.
• Goes beyond a mere slogan, with every aspect of the business embodying its message.
• Death Wish Coffee : Known for selling the world’s strongest coffee, backed by quality and a money-back guarantee.
• Voodoo Doughnut : Stands out in the competitive donut market with a diverse menu, distinctive décor, and late-night hours.
• USP is customer-facing, focusing on differentiating the product and signaling to customers how the brand stands out.
• Value proposition is more internally focused, shaping the entire business model, product development, and customer perception.
• A strong USP defines what a business stands for and offers benefits that consumers can relate to.
• A compelling USP resonates with the target audience and accurately represents the organization’s business approach.
• Bold and confident USPs can help businesses enter highly competitive markets successfully.

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Pirate Metrics

Bootstrapping

Virtuous Cycles

Sales Storytelling

Enterprise Sales

Outside Sales

Freeterprise

Sales Distribution Framework

Palantir Acquire, Expand, Scale Framework

Consultative Selling

Unique Selling Proposition

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How to Start a Smoothie Business

Starting a smoothie business? You’re tapping into a market that’s growing fast. With health and wellness trends on the rise, the timing couldn’t be better.

Smoothies offer a simple yet profitable business model. They require less initial investment compared to other food ventures, making it easier to get started.

Let’s explore the benefits of diving into the smoothie business.

Benefits of Starting a Smoothie Business

Starting a smoothie business is more than just blending fruits; it’s about capitalizing on a booming trend and turning your passion for health into profits. But, the journey can feel overwhelming without knowing the key benefits and steps involved.

Capitalize on the growing health and wellness trend

The health and wellness industry continues to expand. More people are prioritizing nutritious diets and healthy lifestyles. Smoothies, packed with fruits, vegetables, and superfoods, fit perfectly into this trend. By starting a smoothie business, you can cater to this growing demand and attract health-conscious customers.

Relatively low startup costs compared to other food businesses

Starting a smoothie business doesn’t require a massive investment. You won’t need a full kitchen or extensive cooking equipment. Basic essentials like commercial blenders, refrigerators, and serving supplies are enough to get you started. This lower barrier to entry makes it an attractive option for new entrepreneurs.

Potential for high profit margins

Smoothies can offer impressive profit margins. The cost of ingredients like fruits, vegetables, and add-ins is relatively low, especially when bought in bulk. With strategic pricing, you can achieve a significant markup on each smoothie sold. This potential for high returns makes the smoothie business a lucrative venture.

Simple menu and operations

Running a smoothie business involves straightforward operations. The menu can remain simple, focusing on a variety of smoothie flavors and combinations. This simplicity reduces the complexity of inventory management and staff training. It also allows you to maintain consistent quality and service, ensuring customer satisfaction.

How to Write a Smoothie Business Plan

Creating a solid business plan sets the foundation for your smoothie business. For someone passionate about health and wellness, the idea of turning that passion into a business can be both exciting and daunting. Addressing your concerns about market research and financial planning is crucial to turning your vision into reality.

Start by defining your target market and unique selling proposition. Identify who your ideal customers are. Are they health-conscious individuals, busy professionals, or fitness enthusiasts? Understanding your audience helps tailor your offerings to meet their needs. Your unique selling proposition differentiates your business from competitors. What makes your smoothies special? It could be organic ingredients, unique flavors, or a focus on sustainability. If you’re thinking of starting a business , these steps are crucial.

Next, outline your menu, pricing strategy, and supplier relationships. Decide on the variety of smoothies you’ll offer. Consider including options like protein-packed smoothies, green detox blends, and fruit-based classics. Set competitive prices that reflect the quality of your ingredients and the value you provide. Establish relationships with reliable suppliers to ensure a steady flow of fresh and high-quality ingredients. This helps maintain consistency and customer satisfaction. For more detailed guidance, see how to write a business plan .

Project startup costs, operating expenses, and revenue. Calculate the initial investment required to launch your business. Include costs for equipment, initial inventory, marketing, and any renovations. Estimate ongoing expenses such as rent, utilities, salaries, and ingredient costs. Project your revenue based on expected sales volume and pricing. This financial forecast helps you understand the viability of your business and plan for profitability. Consider exploring small business loans and small business grants to secure funding.

Determine your business structure and financing needs. Decide whether you’ll operate as a sole proprietorship, partnership, or corporation. Each structure has different legal and tax implications. Assess your financing options. Will you use personal savings, seek investors, or apply for a small business loan? Understanding your financial needs and options ensures you have the necessary funds to start and sustain your business.

Smoothie Business Equipment and Supplies

Setting up your smoothie business requires the right equipment and supplies to ensure smooth operations and high-quality products. Ensuring you have everything in place not only makes operations smoother but also helps in delivering top-notch quality to your customers.

Commercial Blenders

Invest in high-powered commercial blenders. These machines handle large volumes and blend ingredients smoothly, creating the perfect texture for your smoothies. Look for blenders with durable motors and multiple speed settings to accommodate various recipes. Reliability and efficiency are key, as these blenders will be in constant use.

Refrigerators and Freezers

Proper storage of ingredients is vital. Commercial refrigerators and freezers keep your fruits, vegetables, and other perishable items fresh. Choose units with ample storage space and adjustable shelving to organize your inventory efficiently. Energy-efficient models can help reduce operating costs over time.

Food Prep Equipment

Efficient food prep equipment streamlines your operations. Equip your kitchen with sharp knives, sturdy cutting boards, and peelers. These tools help you prepare ingredients quickly and safely. Consider investing in food processors for chopping and slicing tasks, which can save time and effort.

Serving Supplies

Stock up on serving supplies like cups, straws, and napkins. Opt for eco-friendly options to appeal to environmentally conscious customers. Biodegradable or compostable materials can enhance your brand’s image. Ensure you have a variety of cup sizes to cater to different customer preferences.

Ingredients

Quality ingredients are the foundation of your smoothie business. Source fresh and frozen fruits, vegetables, and add-ins like protein powders, seeds, and nuts. Establish relationships with reliable suppliers to ensure a consistent supply of high-quality produce. Consider offering organic options to attract health-conscious customers.

Fresh and Frozen Fruits

A mix of fresh and frozen fruits provides flexibility in your menu. Fresh fruits offer vibrant flavors and textures, while frozen fruits ensure availability year-round and add a thicker consistency to smoothies. Popular choices include berries, bananas, mangoes, and pineapples.

Vegetables and Add-ins

Incorporate vegetables like spinach, kale, and carrots for nutrient-rich smoothies. Add-ins such as chia seeds, flaxseeds, and protein powders boost the nutritional value of your offerings. Experiment with different combinations to create unique and appealing flavors. For hiring tips, consider these interview questions for hiring .

Choosing a Location for Your Smoothie Shop

Choosing the right location for your smoothie shop can significantly impact your success. High foot traffic areas like shopping centers, busy streets, and near gyms or schools can attract more customers. But it’s not just about foot traffic; understanding your competition and ensuring ample parking are crucial too.

Evaluate space requirements and build-out costs. Determine the size of the space you need based on your equipment, storage, and seating requirements. A larger space may allow for more customer seating and a broader menu but will also increase your rent and build-out costs. Calculate the expenses for any necessary renovations, including plumbing, electrical work, and interior design. Ensure the space meets your operational needs without exceeding your budget. For those considering flexible options, transitioning from a retail pop-up to permanent location can be a strategic move.

Explore alternative models like food trucks or pop-ups. If a traditional storefront is too costly or not feasible, consider starting with a food truck or pop-up shop. These models offer flexibility and lower overhead costs. Food trucks can move to different locations to find the best customer base, while pop-ups can test the market in various areas before committing to a permanent location. Both options allow you to build brand awareness and customer loyalty with lower initial investment.

Research local zoning and health regulations. Before finalizing your location, ensure it complies with local zoning laws and health regulations. Check if the area is zoned for food businesses and if there are any restrictions on operating hours or signage. Contact the local health department to understand the requirements for food safety, permits, and inspections. Compliance with these regulations is necessary to avoid fines and ensure a smooth opening. Learn more about business licenses and permits .

Marketing Your Smoothie Business

Making your smoothie business stand out in a crowded market requires strategic marketing. It’s not just about having a great product; you need to build a brand that resonates with your target audience.

Develop a strong brand identity

Creating a memorable brand identity sets your smoothie business apart. Choose a catchy name, design a unique logo, and establish a consistent color scheme. Your brand should reflect the values and vibe of your business, whether it’s health-focused, eco-friendly, or fun and vibrant. Consistency across all marketing materials, from your storefront to your social media profiles, helps build recognition and trust with customers.

Leverage social media and online reviews

Social media platforms like Instagram, Facebook, and TikTok are powerful tools for promoting your smoothie business. Share high-quality photos and videos of your smoothies, behind-the-scenes content, and customer testimonials. Engage with your audience by responding to comments and messages promptly. Encourage satisfied customers to leave positive reviews on platforms like Google My Business and Yelp. Positive reviews boost your online reputation and attract new customers. For more tips, explore social media marketing .

Partner with local gyms, yoga studios, and wellness centers

Forming partnerships with local fitness and wellness businesses can drive traffic to your smoothie shop. Offer exclusive discounts or promotions to their members. Provide samples or host smoothie-making demonstrations at their events. Display flyers or business cards at their locations. These partnerships create a mutually beneficial relationship, increasing exposure for both businesses and attracting health-conscious customers to your smoothie shop.

Offer loyalty programs and promotions

Loyalty programs incentivize repeat business. Implement a simple system where customers earn points for each purchase, redeemable for discounts or free smoothies. Use digital tools to track and manage loyalty points. Regular promotions, such as a discount on a specific smoothie of the week or a buy-one-get-one-free offer, keep customers coming back. Promote these offers through your social media channels and in-store signage.

Participate in community events and festivals

Engage with your local community by participating in events and festivals. Set up a booth at farmers’ markets, health fairs, and local festivals to showcase your smoothies. Offer samples and distribute promotional materials to attract new customers. Sponsoring community events or sports teams can also increase your visibility. Active participation in community activities builds goodwill and strengthens your brand’s presence locally.

5 Tips for Smoothie Business Success

Running a successful smoothie business requires more than great recipes. It involves focusing on quality, training, and staying updated with industry trends. These tips address your concerns about operations and customer satisfaction.

Focus on quality ingredients and unique flavor combinations

Using high-quality ingredients sets your smoothies apart. Fresh, organic fruits and vegetables not only taste better but also appeal to health-conscious customers. Experiment with unique flavor combinations to create signature smoothies that customers can’t find anywhere else. Think beyond the usual strawberry-banana mix. Consider blending exotic fruits like dragon fruit or acai with greens like kale or spinach. Adding superfoods such as chia seeds, flaxseeds, or spirulina can also enhance the nutritional value and attract a more diverse customer base.

Train staff to provide excellent customer service

Your staff plays a significant role in the success of your smoothie business. Train them thoroughly to ensure they can prepare smoothies efficiently and handle customer interactions professionally. Emphasize the importance of friendly, prompt service. Customers appreciate a warm greeting and a willingness to accommodate special requests. Regular training sessions can keep your team updated on new menu items and best practices. Happy, well-trained employees contribute to a positive customer experience, which encourages repeat business and word-of-mouth referrals. For hiring tips, check out how to hire your first employee .

Optimize your menu for profitability and efficiency

A well-optimized menu balances variety with simplicity. Offer a range of smoothies that cater to different tastes and dietary needs, but avoid overwhelming customers with too many choices. Highlight your best-selling and most profitable items. Use cost-effective ingredients that don’t compromise on quality. Streamline your preparation process to reduce wait times and minimize waste. Consider offering add-ons like protein powders or extra fruits for an additional charge. This not only increases your average transaction value but also gives customers the flexibility to customize their orders.

Continuously test and refine your marketing strategies

Marketing is an ongoing effort. Regularly evaluate the effectiveness of your campaigns and be willing to make adjustments. Use social media analytics to track engagement and identify which posts resonate most with your audience. Experiment with different types of content, such as behind-the-scenes videos, customer testimonials, and promotional offers. Email marketing can also be a powerful tool. Send newsletters with updates on new flavors, special deals, and health tips. Engaging with your community through events and collaborations can further boost your visibility and attract new customers.

Stay up-to-date on industry trends and consumer preferences

The smoothie industry evolves rapidly, with new trends emerging regularly. Stay informed about the latest developments by following industry publications, attending trade shows, and networking with other business owners. Pay attention to consumer preferences and be ready to adapt your menu accordingly. For example, plant-based diets and functional beverages are gaining popularity. Offering options like vegan protein smoothies or immunity-boosting blends can help you stay relevant. Regularly seek feedback from your customers to understand their needs and preferences. This proactive approach keeps your business competitive and ensures you meet customer expectations. For more on fostering a positive work environment, learn how to create a DEI strategy .

Onboard employees, track their time, and pay them — all in one place.

Is a Smoothie Business Profitable?

Analyzing the profitability of popular smoothie franchises and independent shops reveals key insights. For someone passionate about health and wellness, understanding the financial viability of your dream business is crucial. Seeing how others have succeeded can provide valuable lessons and inspiration.

Several factors impact profitability. Location plays a significant role. High-traffic areas like malls, busy streets, and near fitness centers attract more customers. Pricing strategy is another crucial element. Competitive pricing that reflects the quality of ingredients and market demand can drive sales. Competition in the area also affects profitability. Understanding your competitors and differentiating your offerings can give you an edge.

To maximize profitability in your own smoothie business, consider these tips. First, focus on high-margin items. Smoothies with add-ins like protein powders or superfoods can command higher prices. Second, streamline operations to reduce costs. Efficient prep processes and inventory management minimize waste and save money. Third, leverage marketing to attract and retain customers. Engaging social media content, loyalty programs, and partnerships with local businesses can boost sales. Finally, stay adaptable. Monitor industry trends and customer feedback to refine your offerings and stay competitive.

• What : Smoothie business leverages health trends.
• So What : Low-cost entry, high-profit potential.
• Pros & Cons : Pros: low startup, high margin; Cons: competition, location.
• Bottom Line : Profitable with quality focus and smart marketing.

Ready to turn your smoothie business dream into reality? Simplify your operations with Homebase’s all-in-one employee scheduling, time clocks, and payroll management tool. Get started today and let’s make work easier.

Remember:  This is not legal advice. If you have questions about your particular situation, please consult a lawyer, CPA, or other appropriate professional advisor or agency.

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