Emma Geerts

Emma Geerts

SEO & Communications Specialist

What is a USP?

A Unique Selling Point (USP) is the thing that makes your business onderparate from competitors in the same industry. It is something that makes your business stand out, gives you an edge over your competitors, and makes potential customers prefer you over others. The USP should be short and sweet, but at the same time it should be striking enough to catch the attention of potential customers. Read on to learn more about USPs and how it can enhance your marketing strategy.

What is a Unique Selling Point?

The marketing concept of a Unique Selling Point was originally proposed by Rosser Reeves of the advertising agency Ted Bates & Company in the 1960s. His advice to advertisers was "to pick a fight'' with the competition by creating an ad that would attack the other brands in the industry. This would help create a competitive advantage for the advertiser's brand.
The USP is a short statement that explains why your product is better than your competitors' products. For example, if you have a fruit shop and you want to convey to customers that your fruit is fresh, you would say something like "We offer the freshest fruit in town". This is a simple example of a Unique Selling Proposition. If you want to extend the example, you could say "Our fruit is freshly picked from the orchards and delivered fresh to your door".

Why is a USP so important?

The USP is a central marketing concept that every company should try to use in its marketing strategy. The purpose of marketing is to create demand for your product. The best way to do that is to clearly communicate the unique value of your product. You have probably heard the expression "the more you know about your product, the more you sell". This is especially important if you sell a unique or specialised product. In such cases, customers come to you because they believe your product is better than the rest - and they are right! You need to know your product inside out to convey that confidence to your customers.
Another reason why having a USP is important is that it can help you improve your product. If you develop your USP based on customer feedback, it can also improve your product. This can help you stay ahead and avoid following trends. It can also help you avoid copying your competitors' marketing strategies. It can help you stay original and authentic.

4 tips for defining effective USPs

  1. The USP should be unique. If it is not, then you are probably not the only company marketing your product. If it is a well-known product, then your USP is likely to be similar to that of other companies. If it is something new, then you should explain how it is better than existing products. 
  2. The USP should be short. If it is too long, customers will not bother to read it. They will probably scroll over it and move on to the next product. If it is short, then it will be easy to remember and share with others. 
  3. The USP must be credible. If it is something that sounds too good to be true, customers are likely to stay away. They will think it is not a real product or that it is a gimmick. 
  4. The USP must be relevant and applicable. Customers are not stupid. They will know if your product is not better or even as good as the competition's.


The bottom line is that a Unique Selling Point is important for marketing your business because it allows you to ondersplit yourself from the competition. It gives you an edge over your competitors and makes potential customers prefer you over them.
You can create your own USPs by first understanding why your product is better than the rest and what benefits your products offer. Make sure it is short, credible and appropriate for your customers so that they will want to buy from you. If you want your business to onder separate itself from the rest, you need a Unique Selling Point.

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