A USP, or Unique Selling Proposition, is a marketing statement that differentiates a product or brand from its competitors. It’s essentially what makes your business or offering special and desirable compared to others in the same market.

It should be concise, clear, and memorable, and it should quickly communicate what makes you unique and valuable to your target audience.

Key elements of a strong USP include

  • Relevance: It should address a specific need or desire of your target customers.
  • Uniqueness: It should highlight what sets you apart from your competitors.
  • Credibility: It should be believable and supported by evidence.
  • Value: It should clearly communicate the benefit that your product or service offers.

USP example template

[Product] helps [audience] with/who [problem] achieve/get [benefit] through [unique solution]

Replace the words within the [ ] brackets with your own.

Example statements

  • Domino’s: “Hot pizza delivered in 30 minutes or less, or it’s free.” (This USP focuses on speed and convenience.)
  • Slack: “Where work gets done.” (This USP focuses on the benefit of the product.)
David Hodder - USP Statement Generator