How to Create and Promote a Unique Selling Proposition

Justin Osborne
Justin Osborne
Guest Contributor

Although it's an aged concept, the unique selling proposition (USP) is far from obsolete, as it still provides shoppers a specific reason to visit your brand and buy your products, and creates an open dialogue to engage shoppers with what they can expect from your brand.

Today’s retail market is filled with a wide array of different brands, operating within dozens of industry segments and niches. It’s not easy to fight through all that competition in order to reach your potential customers, especially when you take into consideration the sheer number of similar products and services that don’t look too different to a regular shopper. Marketing strategies like emailing, video advertising, and social network engagement can only take you so far, however. To really put your brand on top of thousands of potential competitors, you need to make your brand unique and offer unparalleled value to your shoppers and customers.

The Unique Selling Proposition (USP) is an old marketing concept dating back to 1940s which represents the sum of everything your brand stands for and the value your products hold for your target audience. Simply put it’s everything your company and products have to offer but one can’t find with any other company. Depending on the type of product or services you provide, highlighting unique benefits could represent a challenge. This is why I’ve decided to create a kind of tutorial which will guide you through a process that will enable you to create and promote a USP you can rely on to bring your ROI to the next level.

Define your target audience

The world is a large place and there are more than 7 billion people living in it, all of them with their individual interests, aspirations, plans, and needs. Offering your product to everyone is a simple waste of money, as it’s highly unlikely that your product is intended for all the people in the world (unless your selling water, then the whole world is your customer). In order to define your target audience, you should utilize all available data like website analytics, current customer base information, competition, and virtually any other source of data that will draw a clear picture of your average shopper.

Look through the eyes of your shoppers and customers

As a creator, it’s unlikely one can stay unbiased and make an neutral evaluation of a brand or product value to shoppers and customers. It’s important to think like a member of your target audience and look for things your shoppers look for in a product or a shopping experience. One of the ways you can this is setting up a test group that will examine your products before you even launch them and make a judgment of the most unique features your products have to offer. Look for answers with unique benefits or arguments that prove your products stand out from the competition. Furthermore, test groups allow you to notice some weak spots which you can fix before the products hit the store shelves.

Get to know your shoppers’ needs and desires

In order to sell a product, you need to know what triggers your shoppers so they decide to buy your product. If you are selling ice cream, your clients could be motivated by choice of flavors, quality of service, location, price range, and all kinds of different motivators. Therefore, it’s not enough to simply know the basic target audience demographics, rather look into the people’s hearts to find out their desires. The research suggests that harnessing the power of desire is an important step in enhancing your chances of a sale.

Conduct surveys

Another important step on your road to creating the best possible USP is conducting a survey that allows you to find out why your existing customers use your products or services. Make sure you draft a survey that will provide you the insight into reasons people choose your brand instead of opting for your competition. The distinctions your customers make are probably the best brand features you can use to promote your business and the products your business has to offer.

Create compelling content

Once you have all your facts in a line, it’s time to create a unique selling proposition that’s original, clearly highlights your advantage over competitors, and offers benefits that are not provided by your competitors. Sometimes, you won’t have too many unique benefits, especially if your product is not a rare commodity on the market. Nevertheless, even if you have to go with a single advantage, it’s still one step ahead of your competition, which gives you a marketing edge.

Creating quality content is a challenging task and requires a lot of experience and creativity. If you don’t feel fit to handle the writing process on your own, you can look for online assignment help services like EssayMama or any other that you see fit.


Although it’s an aged concept, USP is far from obsolete. The reason why USP still works is that it gives shoppers a specific reason to visit your brand and buy your products, and creates an open relationship by telling everyone what they can expect from your brand. All these factors are the building blocks of your future sales,and overall company growth.

About the writer: Justin Osborne is a blogger from Leicester, England, UK. When not teaching his little students and rooting for Leicester FC, he loves to share his thoughts and opinions about education, writing for custom thesis writing service and blogging with other people on different blogs and forums. Follow Justin on Facebook and Twitter.

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