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What is a unique selling proposition (USP)?

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Quick answer

A unique selling proposition (USP) is the one clear thing that sets a product apart from every competitor — the specific reason a customer should pick it. A strong USP is distinct, valuable to customers, and hard for rivals to claim.

Key things to understand

  1. It's the single thing that makes a product stand out.
  2. It gives customers a clear reason to choose you.
  3. It should be distinct and hard to copy.
  4. It anchors a brand's positioning and messaging.

People also ask

What is a unique selling proposition?
The distinct benefit or feature that sets a product apart and gives customers a reason to choose it.
How is a USP different from a value proposition?
A USP stresses what's unique versus rivals; a value proposition is the broader value you offer customers.
What makes a strong USP?
It's specific, genuinely valuable to customers, and difficult for competitors to claim too.