Writing your Unique Selling Proposition

Unique Selling Proposition

Your USP answers a basic question: “Why should I do business with you versus every other option, including doing nothing?” It’s more than just a slogan or a tagline.

Here are USP examples we featured on our blog:

“Fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed.” – Domino’s Pizza

“When it absolutely, positively has to be there overnight.” – FedEx

“One for one. Each pair of shoes you purchase = a pair of shoes for a child in need.” – TOMS

“15 minutes could save you 15% or more on your car insurance.” – GEICO

Let’s compare GEICO to its competition and see how GEICO delivers a clear and unique differentiator, helping you understand exactly what you get:

“Like a good neighbor, State Farm is there.” or “You’re in good hands” – Allstate

A USP is unique. If it’s been done and is being done by other companies, it’s not a real USP. Here are some examples of USPs that you should avoid:


The __________ experts We’ve been doing this since 1860
We’re the best We care about you
Your _________ is our top priority We offer more
We’re the biggest Best customer service (unless you’re Zappos)


What’s so amazing about your USP is that now you’ll be able to use it in all your marketing collateral, not just your website. GEICO uses their USP in their TV ads, letters & postcards, online ads, radio ads… everywhere!

Here are a couple of formulas for writing a USP.

Formula #1: Who/What/How/Why

  • Who is your ideal client?
  • What do they need?
  • How are you unique?
  • Why do you do what you do?

Here’s what that might look like for 8 Signal:

  • Who: El Paso & Las Cruces business owners
  • What: need reliable, outsourced marketing services
  • How: streamlined
  • Why: to outsmart rather than outspend the competition

Formula #2: Appeal/Exclusivity/Credibility

  • Exclusivity: Can someone else match or beat your offer?
  • Credibility: How do you quantify your claims?
  • Appeal: Your relevance in comparison to what your prospect wants. What is your prospect’s main concern?

Here’s what that might look like for 8 Signal:

  • Exclusivity: The only outsourced marketing department
  • Credibility: with guaranteed 24 hour response time
  • Appeal: for business owners who are ready to outsmart rather than outspend the competition.

Now it’s time for you to try. Use one of these formulas and the list of benefits you created to write your USP.

Check out these additional resources or proceed to the contact form below to write your USP:

Resource links

USP – Why Should Anyone Do Business With You?

How To Locate and Define Benefits That Turn Prospects into Buyers

Ultimate Home Page Headline

Benefits, Not Features

Formulas For Writing Value Propositions

How To Create A Great Headline?