What is a USP?

A USP (Unique Selling Proposition or Unique Selling Point) is the feature or benefit that sets you apart from competitors and that your target audience values most. A strong USP is the core of your positioning and the foundation of effective copywriting.

What makes a good USP?

A strong USP is specific (not “quality and service”), relevant to the buyer persona, distinctive compared with competitors and provable. The best USPs also resonate emotionally: they touch an underlying desire or fear of the target audience.

USP versus UVP

A UVP (Unique Value Proposition) is broader: it describes the full value you deliver, for whom, and why that is better than the alternatives. A USP is one specific distinguishing benefit within that broader value proposition.

USPs in marketing

Your USP sits prominently above the fold on your landing page, in your ad headlines and in your email subject lines. It is the first reason someone chooses you instead of a competitor.

How do I find my USP?

Talk to your best customers about why they chose you. The answer you hear most often is usually your strongest USP.

Can a business have several USPs?

Yes, but communicate one primary USP per channel for maximum clarity. More at developers.google.com/search.