Social Media Marketing Glossary

A unique selling point (USP) is a marketing strategy that implies making unique propositions to customers in order to persuade them to switch brands.

It implies offering unparalleled benefits through a service, product, or brand, and should be relevant enough in order to attract and retain customers. Common USPs are:

• Lowest Cost
• Highest Quality
• Trailblazing Products

How to determine the USP:

Define what the company stands for:

• What’s the target audience?
• What pain points do they have?
• What product fits their need?

Outline what makes the company distinct:

• What makes the product stand out?
• How is it different from the competition?

Identify assets that make the proposition exciting:

• What’s the promise of the product?
• How does it deliver on that promise?

USPs can also be explicitly outlined in a positioning statement that informs decisions about strategy, marketing campaigns, or product design.

Unlike USPs, positioning statements are more focused and are identified only after the USP has been properly developed.

Herb Kelleher, founder of Southwest Airlines says that “It is hard to make ideas stick in a noisy, unpredictable, chaotic environment. If you are to succeed, the first step is this: be simple. What we mean by ‘simple’ is finding the core of the idea.”.

Tips & Tricks to deliver on your USP:
✅Ask existing customers why they chose your services over the competition.
✅Leverage relevant feedback into future marketing campaigns and selling strategies.
✅Assess capabilities and make sure you have the resources to deliver on your promise.
✅Infuse your USP throughout the organization and include it in the mission, vision, tagline, banners, and all promotional messaging.