Unique selling proposition (USP)
What is a unique selling proposition?
A unique selling proposition (USP) is the one clear benefit or feature that makes a product different from and better than its competitors for its target customers. It should be specific, meaningful to buyers and hard for competitors to claim.
The USP is a sharp part of a broader value proposition.
Why a unique selling proposition matters
Buyers comparing similar products need one reason to pick yours. A USP gives it to them in a sentence.
Related marketing terms
A value proposition is a clear statement of the benefit a product delivers, for whom, and why it is better than the alternatives.
Positioning defines what a product is, who it is for and why it is the best choice for them compared with the alternatives they consider.
Competitor analysis studies rivals’ products, pricing, positioning and customer feedback to find where you can stand out and win.