USP
A USP, or unique selling proposition, is a concise statement of a product's main benefit. It helps customers understand how the product benefits them and why they should choose it over competitors.
A formula to start with is: “[what we do] for [whom] to achieve [result], unlike [alternatives].”
How to Formulate a USP
- Start with the benefit to the customer, not a feature. Instead of “efficient warehouse management automation,” say “reduce receiving time by 30%.”
- Compare your offer with competitors. If any market player could claim the same advantage, it is not a USP.
- Back it up with evidence, such as a figure, case study, or guarantee.
- Test different versions by comparing their conversion rates on landing pages and in ads.