USP
USP (unique selling proposition) is a specific reason to buy from you, which a competitor cannot copy or does not state.
USP is a unique selling proposition, a specific reason to buy from you. The key word is specific. “High quality and inexpensive” is not a USP, that’s what everyone says. “We’ll deliver in 2 hours or return your money” is a USP: it’s verifiable and not everyone will dare to repeat it.
USP and positioning are confused. Positioning is about perception (“we are for teams”), USP is about an offer on a specific page (“first training is free”). A brand has one positioning and may have several USPs for different segments and campaigns.
A strong USP is either something that a competitor cannot copy (technology, exclusiveness, experience), or something that can, but for some reason does not declare. The second option is more common: the market is silent about the obvious, but you speak up and take the request for yourself.
Frequently asked questions about USP
What is USP?+
How is USP different from positioning?+
Related terms
Where is it understood in practice?
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