How to Write a Unquie Selling Proposition [USP]

business strategies owl

A “Unique Selling Proposition” is your company’s mission, differentiator, and strength. If you’re like most business ownersOpens in a new tab. and are wondering how to write a unique selling propositionOpens in a new tab. that best describes your business, you’re reading the right post.  Not only do we offer USP examples but also mind joggers to help you formulate your own.

If you’re looking for ways to set yourself apart from the other Zillion companies online or a local business, identifying your targetOpens in a new tab. audience and following your USP missionOpens in a new tab. is a unique start.

How to Write a Unique Selling Proposition


unique selling proposition

 As small business ownersOpens in a new tab., we are always looking for strategic ways to gain a competitive edge that doesn’t eat up a lot of your time and money? To tell the truth, some of the best income-producing strategiesOpens in a new tab. are found in the initial planning stage of business development, including in the USP!


      Your USP will Positively Set You Apart from                         Your Competitors 


The Unique selling propositionOpens in a new tab. is one of the most overlooked business strategiesOpens in a new tab. many SBO’s fail to utilize, oppose to big businesses.  In fact, identifying your mission is usually completed in the beginning stage.  Once identified, your mission statement and vision should be implemented and incorporated across all marketing channelsOpens in a new tab. and advertising campaigns.Opens in a new tab.

“What makes this one strategy so critical and vital to your business? Bottom line is that it sets the stage for all your marketing messages”

 “OK”, let’s back this train up before moving forward. This one BIG overlooked strategy can put you on the right track.  Remember a straight line is the quickest route to any two points.  A clear, concise, well-thought-out marketing messageOpens in a new tab. is Vital!

 elevator speech or USP small Business ;


What is a USP and Why is it so critical?

What is this little Big thing? a unique selling propositionOpens in a new tab. (USP) or Elevator Speech. One of the first, simplest, and most advantageous marketing strategieOpens in a new tab.s for any small business is to establish its uniqueness. We must be able to articulate what makes our business different from all the other hamburger shops, florists, doctors, lawyers, and so on.  

…WHY US??? … that answer/message shall be congruent and written across all marketing mediums. 

Your USP should be shortOpens in a new tab., succinct, and to the point. It should clearly explain who you are and what you do in 18 words or less.

Recently, as I was scrolling on YouTube I witnessed a great USP. This young man’s business was on point. His business message wasn’t an accident, his message was strong and intentional!

 Read His USP Below:

“I show small business owners and entrepreneurs how to grow their businesses through video”. (Sorry I forgot to capture the URL)digital marketing icons

WOW!!!!…. what do you think ???Do you have to wonder what he does? How would that go over at the next NC chamber of commerce “Meet and Greet”?

Today if someone asks you what you do… what will you say? If it’s not clear and to the point, well your competitor’s USP just, maybe!




USP Examples

USP Example Saddleback

Saddleback leatherOpens in a new tab.



They are implying that their bag will outlive the buyer. They have a USP that without a doubt sets them apart. Their customers know and expect exactly what is promised. A quality product that lasts forever!


PIPCorn USP Example

PIPCornOpens in a new tab.

Pipcorn is mini popcorn made from a more natural softer kernel.
Its’ delicate hull is easy on the teeth and stomach. The popcorn is also:

  • Gluten-Free
  • Non-GMO
  • Whole Grain

VistaprintOpens in a new tab.

vista print USP business printing

Vistaprint’s Unique Selling Proposition: Fast, Cheap Printing for Growing Businesses on a Budget

Vistaprint is a one-stop shop for online printing: There’re known for being the cheapest and fastest printing service.  It’s easy and affordable and completely engineered with small businesses in mind. What’s not to like?

  • Order online
  • Quick Delivery
  • Cheap Prices


How to Write your own Unique Selling Proposition

Now that we’ve viewed three strong well-defined USPs you’re ready to script out yours. As the name suggests, every unique selling point needs to be, different, better yet, unique however the process of choosing is the same. small business uniqueness

Listed are a few guidelines:

  • Make a list of everything that sets you apart from your competitors. Try to be as detail as possible. Remember if you can’t articulate your differentiator, then it will be more difficult to convince customers to try your product versus the one they’re presently purchasing.


  • Check out your competition. How are they selling their product? What promises are they making? What are they saying or not saying? Are there gaps in their marketing message? Find the need of your audience and fill it. 


  • Cross-market, if you’re a small business you can spy on Fortune 500 companies. They spend a mint on marketing. Therefore you can gain great insight based on their market research. Browse through as many unique value propositions as you need to and get a feel of the flow. We never suggest copying but you can use other businesses as examples or models. Big businesses do this all the time. Ie. Coke and Pepsi, Burger King, and McDonald’s.  


Once you create your USP what to do with it.

  •     List it on all your marketing material including your business cards.
  •    Verbally articulate it when asked what do you do for a living.
  •   Share it with your friends and family, especially with your children or grandkids.

Writing out and remembering your unique selling point will force you to live up to your message. This will help keep you on track to avoid veering off into unintentional areas of business.  


Narrowing down the perfect unique value proposition (UVP) doesn’t have to be hard, but it will take some time, time well spent. A few helpful tips: look at industries outside yours.  Look for clues, patterns, and ideas. Dare to be different, release your creativity. Most importantly, remain consistent.

Once you identify your USP;  learn, and repeat it often. It’s one of the more vital marketing advantages you have. This will keep you on point.  As an example; for instance;  not selling your product on price when it’s the highest-priced. Even worse, when your USP pledges the highest quality, not the cheapest price. Remember, a confused consumer does nothing!


  • Make a list of all the potential differentiators of your product or service
  • Research the competition looks for gaps
  • Model or mirror big business dissect their USP to formulate your unique selling proposition. 

Frankly, it’s easy to overlook the obvious. One simple perfectly executed business plan can open doors wide enough for a stampede of customers to crush you. Business is a game and learning a few simple rules can surely place you ahead of the crowd.

What you may find refreshing is that many of the strategies we’ll share are tried, true, and tested. We aren’t hoping, wishing, and praying that our methods work.  Many are the very same business tips that have been working for me for 40 yearsOpens in a new tab. and I’m NO genius. Many of these ideas came about when I was short on funds but “BIG” on creativity!


If we missed key pointers, please comment.
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To Your Success!



Deborah Pretty

Hi Everyone! I hope that the article you read today will be used as another building block to further grow your small business empire. was solely designed to help you reach your business goals, quickly and more efficiently!

One thought on “How to Write a Unquie Selling Proposition [USP]

  1. I know what you mean… we all have to find ways to incorporate automation or time to stay up-to-date.
    Trust me.. I talk about that in my 21 devastating mistakes.
    Good read, you may want to check it out.

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