Updated
A unique selling proposition (USP), also called a unique selling point in the UK, is the reason customers should buy from you rather than a competitor. It is a clear advantage that matters to your target audience and that others do not offer in the same way.
Examples of USPs
- Same day delivery
- A dedicated account manager instead of a call centre
- Specialisation in one industry
- A measurable guarantee or an unusually long warranty
- Products made locally
How to find your USP
- What do happy customers say about why they chose you?
- What do competitors not offer, or offer less well?
- Which advantage really matters to customers?
- Can you prove it in a specific and credible way?
Using your USP in marketing
Your USP belongs in the headline of your landing page, in Google Ads and Meta Ads copy and in the meta description. Clear, proven advantages also help AI systems place your brand in recommendations, see GEO.
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