Offers like “the most interesting courses” and “the most useful webinars” have not attracted customers for a long time. To attract your target audience on the Internet, you need to show why you are better than others and why a person should turn to you. Let's figure it out how to create a unique selling proposition, which will hit the client to the heart!

What is USP?

American advertiser Rosser Reeves, author of the M&Ms slogan - “Melt in your mouth, not in your hands” - was sure that advertising should do only one thing - sell. He formulated this idea in the book “Reality in Advertising,” which became a bestseller among marketers around the world. In it, he first outlined the concept of USP in order to forever rid buyers of meaningless words like “most,” “best,” “outstanding.”

A unique selling proposition or USP is what customers will love you for, choosing you over many other companies. According to Reeves, a USP is an advertising message that states your main difference from competitors and the main reason for purchasing a product from you. It is used on banners, in contextual advertising, in mailing lists or on product cards, as well as in the store description on the website.

A well-written USP makes it easy to sell, because the client immediately sees why the offer is right for him. A competent USP allows you to avoid price competition and increases the percentage of repeat purchases.

However, do not forget that if irons from your online store are constantly returned with breakdowns, then no USP will retain dissatisfied customers.

Algorithm for creating a USP?

So, you've decided to create a unique selling proposition to sell your products online. Where to begin?

Step 1. Analyze your strengths

For clarity, make a table and mark in it all the competitive characteristics that your company has: extensive experience, price, qualified employees, etc. Write as many points as you can - indicate specific deadlines, numbers. Now cross out everything that your competitors can offer. As a result, you will receive a squeeze of unique benefits that only your company and your product can boast of. Put them into the basis of your USP.

Analyzing the competitive environment will allow you to find your unique advantages - these are exactly what you need to sell to potential clients.

You'll gain a better understanding of your business if you simply answer these questions:

• What are we doing?
• What are our strengths?
• What are our weak points?
• How are we different from other companies?
• What do your competitors say about themselves?
• Where are our growth areas, what else can be improved?

It is important to answer the questions as objectively as possible. Happened? Go ahead!

Step 2: Determine who you are working for

Imagine that you are going to a close friend's birthday party and you decide to give him a sweater. How will you choose? You will choose the right size, remember his favorite color, and don’t forget that he loves thin woolen fabrics and thigh-length length. Knowing a person well, you will probably give him a truly desired gift. Now imagine that you are congratulating a colleague with whom you work in different offices. It will be difficult to make a choice because you are not familiar with his preferences.

A sincere understanding of who your client is will allow you to offer him exactly what he needs. Therefore, personalize your potential client as much as possible. To get started, answer these questions:

• Is it a man or a woman?
• What age is your buyer?
• What are your hobbies?
• What makes him happy?
• What's troubling?

Supplement your list of questions with topics that are relevant to your business to create a holistic persona.

Are you opening English language courses? Then it is important for you to know how long the potential client has been studying the language and what is his level of Byron language proficiency.

You should end up with a description something like this:

Our client is a housewife, mother of two children, who loves to cook and previously held a leadership position in a large company. She vacations abroad twice a year, drives a luxury foreign car, enjoys yoga, and is allergic to cats.

The avatar will help to describe the client from three sides: based on the situation, focusing on the psychotype and by belonging to the generation. This way, instead of a soulless target audience, a real person with peculiarities of perception, character and life circumstances will appear.

Now you know exactly who you are offering your product to.

ACCEL residents, founders of the “Happiness Is” school of relationships, Ivan and Maria Lyashenko, collected detailed feedback from their listeners and were able to create an accurate portrait of a potential client. This is how they managed to attract new students and make educational materials more useful for a narrow audience.

Here is what the entrepreneurs themselves say about this: “We have significantly increased the share of educational content, reduced and made the selling part more understandable, and justified the pricing policy. We explain in detail why we offer this product and how it will help the needs of webinar participants.”

Step 3: Tell us how you are willing to help

Switch places with your buyer. What will you pay attention to when choosing: price, guarantees, reliability, appearance? Personally, would you buy what you are trying to sell?

Surely some of your potential clients for some reason go to your competitors. Try to understand what they have that you don’t. Try to highlight the strengths in your USP, work on the “failing” places.

According to Vladimir Thurman, an expert on commercialization of innovations, the USP should talk about why you, as the owner, decided to start a business. He writes about this in his article “How to increase demand for your products without going to war with competitors.” It is likely that the problem you solved by starting a business is also relevant to other people. The solution found should be emphasized in the USP.

Step 4: Formulate your USP

Now that you have studied your audience, their needs and your competitors, it’s time to formulate your USP.

To compose a not very creative, but working text, you can use the formula of copywriter John Carlton. Substitute your company's data instead of spaces - and your USP is ready:

With the help of _______ (service, product) we help ______ (target audience) solve ____ (problem) with __ (benefit).

For example: With online volleyball training for adults, we will help all women over 18 years of age learn to play for the beach season.

You can approach the USP text more creatively. The main rule is to write to the point. General phrases, literary flourishes, approximate and generalized figures leave potential clients indifferent. Do you offer a 26% discount? Talk about exact numbers, not about “huge discounts” and “great deals.”

Here are a few more important points to pay attention to:

• Write simply, as if for a friend. Your proposal should be clear the first time. Leave abstruse phrases and specific terms for scientific papers. The client must understand what he is buying and why.
• Focus on your strengths. Mention in your USP something for which customers should want to come to you and not to your competitors. If your educational center employs doctors of sciences, you should not tell them how easy your website navigation is - this will divert attention from the important to the unimportant.
• Keep it short. Your goal is to interest a potential client in a minute. USP is a short message of one to three sentences.

Use our cheat sheet so you don’t forget anything:

• Who might benefit from this product/service?
• What will a person get by becoming your client?
• Why are you better than your competitors and why can’t you buy an analogue of your product?

Mistakes when drawing up USP

You can't lie in your unique selling proposition. If you promised a 50% discount and only gave 25%, the client will feel deceived. You will lose your reputation, and with it your customers.

In addition, you should not include in the USP those benefits that the client receives by default, for example, the ability to return funds within 14 days (this is guaranteed by the law “On the Protection of Consumer Rights”). Needless to say, you have “professional masters of their craft.” If this were not the case, would you be able to provide services?

Arguments must be supported by real facts. It’s not enough to say that your service has no analogues on the market - tell us what exactly is unique about your business, give more specifics.

Conclusion: How to check the effectiveness of your USP

So, you have studied your advantages, your competitors, introduced your target audience and prepared the basis for your sales - the USP text. Now check its viability - make sure that:

• Your unique selling proposition will not be able to be used by competitors. They don't provide the same services, use the same materials, or can't compete on price. Only from you will the client be able to obtain these benefits.
• Your USP can be formulated in reverse. For example, an entrepreneur who sells “women's shoes in large sizes” may well imagine that there is a company that sells small shoes. Only such a USP is competitive. And here is an example of a bad USP: “In our club there is only good music.” It's hard to imagine that someone could offer bad music to customers.
• Your USP doesn't look absurd. Clients are unlikely to believe that you can learn English in online school X in 1 hour.
• You have tested your USP on clients. Email different proposals and choose the one that gets the most responses.
• Make sure that your USP is the answer to the question: “Why do I choose this one among all similar offers?”

Drawing up a USP is a painstaking analytical work that will take time. But once you invest time in it, you will end up with long-term access to the hearts of your target audience.

Do you want to create your own online school, produce yourself or your expert? Register now for a free webinar and receive a PDF plan for step-by-step creation of your online school using this

A unique selling proposition (USP) is an outstanding characteristic of a product or brand on which marketers build an advertising campaign; it is usually used for differentiation.

From a consumer's perspective, this is the reason why people should buy from you rather than another seller with a similar product. Why use Slack and not Facebook? Why order pizza from Papa John's when there's Pizza Hut? A clearly formulated offer answers these and similar questions.

How does USP work?

Some companies undoubtedly dominate their field. They are the only ones on the market - because they are huge or so innovative that no one else offers similar solutions. But this situation rarely lasts long.

A value proposition is an opportunity to convey to the customer that no one else is doing what you do. Your brand is extraordinary. Best. It is associated with success, positivity, luck. In short, buy our product, and “everything will be Coca-Cola.”

The USP offers a product or service that is not available through other channels: even competitors, at first glance, offering analogues.

The USP connects the brand with what it sells. If you offer a whole list of services, no one will understand what you do. But if you call yourself “the city's premier SEO agency” or “the city's best Americano,” consumers will think of you when they need SEO or a cup of coffee. If you are a web studio or a cafe, your offer is weak because it is not separated from the competition. use the well-known fact that a person needs not a drill, but a hole, and report that a person will drill the required hole only with a drill of a specific brand.

How does the USP differ from the company’s slogan and mission?

A slogan is the essence of a brand's identity and everything it offers. A slogan can contain a USP, and many good examples do. Example from FedEx: “When a package needs to be delivered overnight.” The mission will likely also overlap with the value proposition. But, unlike the mission and slogan, the USP is what distinguishes your company from the rest and attracts consumers. From this grows marketing, sales and all market positioning.

Value propositions are so familiar that we no longer notice them. Every good advertisement contains a clearly stated offer, and most companies succeed due to a successful USP. When all search engines used only keywords, PageRank was Google's unique selling proposition.

What does a good USP look like?

A striking example, which became the basis of an advertising campaign and at the same time a successful slogan, is provided by Avis, a brand that provides car rental services. For many years it held second place to the mighty Hertz. In 1962, on the verge of bankruptcy, Avis took their problem to the advertising agency Doyle Dane Bertzbach, whose employees found a way to turn a negative characteristic - No. 2, not No. 1 - into a positive one.

The problem was this:

Avis is only #2 in the car rental market. So why contact us?
We are trying.
We simply can't afford dirty ashtrays. Or half-empty gas tanks. Or worn out wipers. Or unwashed cars. Or flat tires. Or something smaller than chair back adjusters that actually adjust. Ovens that heat. Anti-icers that prevent windows from freezing.
Most of all we try to be good. Greet you with a new car, such as a four-wheel drive Ford, and a sweet smile. Know, for example, where you can buy a good sandwich in Duluth.
Why?
Because we can't afford to take our customers for granted.
So next time contact us.
Our queues are shorter too.

From this text, marketers made a value proposition:

Avis is only No. 2 in the car rental market
That's why we try.

They affected clients:

What's important is not the slogan itself, but the fact that it turns a negative characteristic into a positive one and contains a clear, compelling value proposition. Why rent a car from Avis rather than, say, Hertz? After all, a car is a car. But Avis was able to offer better service and a better experience that aligned with consumer values ​​and interests. In the first four years after the slogan was introduced, Avis' market share grew from 11% to 35%. They used it until 2012.

However, this is an old story. What about more modern ones?

The obvious choice is Saddleback Leather Company. They, like Avis, needed to turn a disadvantage into an advantage: they make leather bags, and high-quality leather is expensive. In some cases, it's downright expensive: prices start at $300 and sometimes exceed $1,000. How can you turn this obstacle into a unique selling proposition?

Saddleback Leather offered an incredibly long 100 year warranty. And they emphasized it with the following words: since the bag will most likely outlive its owner.

The absence of a USP is a great grief for business. Look at these sites:

Apart from design, they are practically no different from each other - low prices, high quality and quick installation. It’s a pity for people who want to order suspended ceilings - they will have to spend more than one hour wading through the jungle of clone sites to find a worthwhile option.

Therefore, there must be something that makes the business stand out from the crowd - a unique selling proposition. This is what will make competitors fear you like fire, and potential clients more often make a choice in your favor.

By the way, his prices may be slightly higher than those of other companies: if you offer the buyer a product that will solve his problems, he will be willing to pay more for it.

There are only three “buts” - the USP works if it:

• unique- competitors do not offer this;
• specific- the user immediately understands what we are talking about;
• valuable- the potential client sees his benefit.

In 2014, we gave a general scenario according to which you can create a USP. Today we will share new formulas and practical examples to make it even easier to come up with or highlight a sentence.

Where to begin?

We analyze the target audience. What is good for an avid fisherman is not suitable for a young woman on maternity leave. Therefore, the development of a USP should begin with getting to know the target audience - what worries your potential clients, what problems and interests do they have?

Example: Let's say you need to come up with a USP for an online store of household goods. Most often, women buy household chemicals, dishes, decor, and other things. Those who have no time will order all this online - which means your main audience is working women aged 25 to 45 years. What might interest them? Surely they will like it if you deliver goods quickly and free of charge. Therefore, a good USP is “Free delivery within Irkutsk within 2 hours.”



Quite a good offer. But it can be strengthened - write how quickly the order will be delivered or indicate that delivery is 24 hours a day.

Underwater rocks

Remember: the target audience is not just gender, age, income level and other parameters. You need to realize what and to whom you are selling, what problems people are helping to solve: ideally, there should be a clear portrait of the buyer in your head.

We think about the specifics of the business. Perhaps a ready-made USP is right under your nose, you just need to notice it. To do this, honestly answer a few simple questions:

• What are your products made from?
• How exactly are products produced?
• What equipment do you use?
• What are the unique properties of the products?
• How do you interact with clients?
• How is work on an order structured?

There is a chance that you will see an important advantage that will allow you to differentiate yourself from your competitors. By the way, sometimes you can make a USP out of a flaw: “Homemade baked goods with a short shelf life - only natural ingredients.”

Example: Let's say you are laser cutting metal. Terms, prices and delivery conditions are the same as those of other companies. But then you use a modern fiber optic laser - it allows you to achieve maximum accuracy, up to 0.1 mm. Isn't this a USP? “Laser cutting accuracy up to 0.1 mm - we use the fiber optic installation Ruchservomotor LaserCut 3015.”



And this sentence can be strengthened - you can add how accurate the result is.

Underwater rocks

No one knows the features of a business better than its owner - so think and honestly answer the question of why you are cooler. A marketer or copywriter will help you get the trick out of the advantages.

We look at competitors. Conduct a detailed and objective analysis - compare your business and the offers of your main competitors. Here is a sample list of parameters for comparison:

• prices;
• availability of a loyalty program;
• delivery speed;
• courtesy of the staff;
• ease of ordering;
• regularity of promotions;
• guarantee period;
• possibility of deferred payment.

You will get a clear picture - it will become clear in which parameters you are losing and in which you are superior to your competitors. The winning criteria can be taken as the basis for the site’s USP.

Example: Let's imagine that you are the owner of a tire store. Delivery takes from 1 to 7 days, because some of the items from the catalog are sold to order. There is no loyalty program yet, prices are the same as competitors. But everyone has a 1-3 year warranty, and you are ready to give an indefinite one - “Sale of tires with an indefinite warranty: free replacement in case of accidental damage.”

A good offer, don't you agree? The only thing you can do is work on its design - try to fit the title into 1 line, remove exclamation marks.

Underwater rocks

It is important not to want “like your competitors, only better” - if another company has a similar USP, what will prevent it from making it cooler than yours? For example, offer delivery in 30 minutes rather than 1 hour. Be objective and try to find something of your own.

We ask clients. If you have already had orders, ask why people chose your company. Sometimes clients can provide valuable tips.

By the way, it’s worth conducting such surveys from time to time: this will help improve the service and have a positive impact on the company’s reputation.

Example: Let's say you opened a beauty salon a week ago. You can ask employees to ask clients why they chose you. If clients say that your opening hours are convenient, make it your feature. Let the salon be open from 12:00 to 22:00, and not from 09:00 to 19:00 like everyone else nearby. USP: “A beauty salon with convenient opening hours: we are waiting for you every day from 12:00 to 22:00.”



A very good USP - few beauty salons can offer this.

Underwater rocks

It's hard to follow this advice if you haven't had any orders at all. But nothing is impossible - browse thematic forums, social networks, talk with potential clients. Your goal is to find out what attracts buyers.

After all this time-consuming work, you will have at least strong advantages, and at maximum an almost ready-made USP.

Aiming for the bull's eye: 5 formulas for creating a USP

Even a good advantage can be easily ruined if the thought is formulated incorrectly. Compare two offers: “Free delivery in Irkutsk in 2 hours” and “We are guaranteed to deliver your order within 2 hours. Delivery throughout Irkutsk." The meaning is the same, but the first one is read and perceived much easier.

To formulate a clear and beautiful USP, you can safely use one of the templates:

It is not necessary to follow the templates exactly. You can safely change any formula or come up with something completely new - it all depends on the specifics of the business. It is important to remember the client’s benefit: the main task is to show what exactly he will receive, and not what a white and fluffy company you have.

We look at the USP through the eyes of the client: 6 fatal mistakes

False statement. They distorted the facts or used criteria that should be the default. For example, the USP “Professional doctors with at least 3 years of experience” is not suitable for dentistry - this is what is expected from the clinic.

How to fix: look at the offer as a potential client. What do you expect from professional doctors? Surely correct and painless treatment. Try to put this idea into your USP. “Painless dental treatment with a 3-year guarantee - we employ professionals” - that’s better, isn’t it?

No benefit. They used dubious advantages. An online store of bed linen should not boast about its assortment: “Online store of bed linen “Sweet Dream” - we have 1,000 products.” There will always be a company that has even more products.

But if the assortment is truly unique, you can focus on it: for example, 10,000 handmade pots from craftsmen from all over the world. Just be careful - make sure that competitors do not offer this, and will not be able to offer it in the near future.

How to fix: find another advantage. Let's say you sell cotton bed linens. So highlight this - "Bedding for People with Sensitive Skin: Hypoallergenic Organic Cotton Sets."

Stamped. They chose a vague wording - “fast delivery”, “true professionals”, “highly qualified specialists”, “low prices”, etc. The list can be endless. Similar phrases are found on hundreds of websites, and people are so used to them that they simply don’t perceive them.

How to fix: add specifics - “Bouquets with delivery in 60 minutes”, “Porcelain tiles from 450 rubles. for 1 m² - we are an official dealer of 5 brands.” Prove your advantage with facts and deeds, and if it doesn’t work out, choose another USP.

Wrong accent. They talked about only one group of products, while there are ten of them.

For example: “Fast-drying nail polishes: refresh your manicure in 60 seconds.” It’s bad if, in addition to varnishes, you sell lipsticks, eye shadows and mascaras - they risk going unnoticed. If nail polishes make 80% of your profit, then it is acceptable to focus on them. When selling all cosmetics is interesting, you need to change your USP.

How to fix: formulate the USP for the online store as a whole. If there are too many product groups, focus on the service: “Decorative cosmetics with home delivery: we work around the clock.”

Too much volume. We tried our best and wrote a USP the size of a paragraph: “Solid wood tables from 3,895 rubles: prices are low because we produce furniture from our own materials - there is a sawmill and a carpentry shop in the north of the Irkutsk region. Find it cheaper - we’ll make a discount and refund the difference in cost.”

How to fix: cut mercilessly. One sentence is enough for the USP - “Solid wood tables from 3,895 rubles: we’ll refund the difference if you find it cheaper.” The rest of the information should be included in the paragraph below - after all, it is important to explain why your prices are so affordable.

Repeating after competitors. We saved time on analyzing competitors and received a clone - an identical or very similar offer. It's bad because all the work was done in vain.

How to fix: alas, ideally you need to start all over again - analyze your target audience, think about the features of your business and compare your online store with similar ones. If time is running out, try expanding your unsuccessful USP: replace “Online shoe store with delivery” with “Online shoe store with free delivery within 2 hours.”

Are there any errors found in the USP? It’s too early to rejoice - the offer may turn out to be ineffective, even if it seems very attractive to you.

How to find out if your USP will work

Answer a couple of questions to check the viability of the offer:

• Does the offer seem realistic? For example, the statement “Language school “Contact” - learn English in 1 hour” is very doubtful. But you can already believe this USP: “Language school “Contact” - English for holidays abroad in 5 hours.”
• The USP answers the question: why should you choose this one out of all similar offers? If yes, everything is fine.

You can also test your USP on clients - send out a newsletter with different options and choose the one that received the most responses. We sometimes use this option - by the way, have you subscribed to our newsletter? If not, then you are missing out on a lot of benefits.

Take the time to create a unique selling proposition - once you spend a few hours searching for the ideal, you will forever receive the key to the hearts of potential clients. If you need help, please contact us and we will create an effective proposal.

Hello dear readers. Today we’ll talk about a very important component of any business, which 90% always forget about. This is your USP (unique selling proposition). This is the foundation, this is what any business project should begin with, this is what sets you apart from your competitors, what pushes your business up or, on the contrary, drags you down. We will talk about what a USP is and how to create it for your business in this article.

This article will help you understand how to accurately resolve a client’s problem, make his desire come true and persuade him to make a purchase from you.

What is a unique selling proposition (USP)

USP is the definition of the properties of your business that are unique in their kind to your product or service. In addition, these properties are the distinctive features of your product, and, of course, are absent from competitors. This is what fundamentally sets you apart from your competitors, shows your strengths and solves a problem for potential customers.

Why you need to start a business by developing a USP

Let's take online stores as an example (if this is closest to me). The vast majority of modern online stores, even at the beginning of their work, try to master everything at once. As a rule, their operating principle is to become famous for their excellent quality, affordable prices, instant delivery of goods, polite couriers, high level of service quality, as well as a long warranty period. But that’s not all.

But it often turns out that while trying to cover a lot of things, you can’t cover anything.

I already brought him here once. For example, you have an Audi car. Something has broken down and your car needs repairs. You find 2 car services: a car service that repairs many brands of cars and a car service that specializes specifically in the Audi brand. Which of the above options will you still choose?

Of course, the right decision would be the service station that specializes in the Audi brand.

But not everything is so simple; there are exceptions. The first company may also have extensive experience in servicing your car and will cope with the task quickly and efficiently. But, if you conduct a survey, the majority will clearly be in favor of a service station that specializes in a particular brand.

What conclusion can be drawn from this? When developing your USP, you need to cover only a piece of the market, but cover it 100%. For example, sell not children's clothes, but clothes for newborns. Many examples can be given. The main thing is to get the point across. Start with a narrower niche, become a leader in it, and only then expand.

How to create your own USP

An algorithm consisting of only five steps will help you create your USP, which will become your business card for every potential buyer.

Describe and rate your audience

Before you launch your business, decide who your potential audience is. Try to think more narrowly and then you will hit the target. For example, if you want to open a pet food store, consider targeting only cat owners or dog owners. There is no need to cover ALL animals initially. Believe me, if you have excellent service and a wide range of dog food, then you will already have enough clients in the form of dog breeders. Due to the diversity in choice and focus specifically on them, all dog breeders will be yours.

Find customer problems

Try to put yourself in your client's shoes. What problems might he have? When we opened a bag store, we immediately realized that the majority of female customers would be women with small children. And we were not mistaken. When delivering the goods, we were often thanked for the delivery, because it is impossible to go out shopping and leave a small child alone. We also understood that we would need to frequently deliver goods to our place of work, because not everyone has time to go shopping after work. We also brought up to 10 items to choose from, because we knew that choice in this case is very important and this is one of the problems of a client ordering from an online store without seeing or touching the item with his own hands.

Highlight your most basic qualities

This step involves searching and describing 3-5 characteristic qualities that will help the client choose you rather than a competitor. It is important to convey to the audience that all these bonuses can only be obtained by working with you! What advantages do you have over your competitors?

Think like your consumer. What benefits matter most to your customers? How do they solve their problem? Also compare your offer with your competitors' offers. Whose benefits are more tempting?

What guarantees can you give?

This is a very important element of the USP. You must give people a guarantee on your services and products. But not just a guarantee, but a guarantee like “I answer with my head.” Examples:

– “Our courier will deliver your order in no more than 25 minutes. Otherwise, you will get it completely free!”

- “If our method of losing weight does not help you, we will return 2 times more money than you paid for it.”

If you are not confident in your products and services yourself, then your customers will not be confident either.

We create a USP

Now collect everything you got from the first 4 points and try to fit it all into 1-2 small sentences. Yes, it may take a lot of thought and thought for a long time, but it's worth it! After all, this particular offer, as a rule, is the first thing that catches the eye of a client who visits your website or sees your advertisement.

What is the key to a successful USP?

1. The USP should be clear and concise;
2. Don't make it complicated, it will make it harder for customers to understand;
3. Promise only what you can deliver;
4. Put yourself in the client's shoes and evaluate everything from his point of view.

Just don't rush into it. Spend a few days on your USP. Believe me, it's worth it. Then it will be easier for you to do advertising, you will move on more confidently.

If your goal is to create a successful and profitable business, don't try to chase every product and service in your niche. Narrow it down as much as possible. In addition, try to do everything efficiently. This will allow you to earn a good reputation, earn positive reviews from satisfied customers, and also stand out among your competitors.

Examples of a unique selling proposition

Below we will analyze USPs that occur frequently and make adjustments. The end result will be more targeted and enticing.

"We have the lowest prices!"

Is this a USP? Yes, prices are important, but anyone can write like that. By including a guarantee, you can get a much cooler USP. As the M-Video store did: “If you find a price lower than ours, we will sell at this price and give a discount on your next purchase.” This is what I understand as USP. I myself used this 1 time, sending a link to a product in another online store and receiving a product in M-Video for that amount, as well as a coupon for a discount of 1000 rubles. for your next purchase.

“We have the highest level of quality!”

Also blah blah blah. “If our simulator did not help you, then we will refund you 2 of its costs.” How can you not buy when reading lines like this?

“Exclusive only with us!”

This is more complicated, but since you write something like this, back it up with a guarantee. “If you find this product somewhere else, show us and receive a gift with your purchase.”

“We have the best service and support”

Well, what is it? Another thing: “If we don’t deliver in 40 minutes, then you will receive the order for free.” Or an example from Virgin airline: “If our operator does not answer within 10 seconds, you will receive a free flight.” This is what I mean by SERVICE!

Conclusion

I think that this article turned out to be as detailed as possible and you will be able to create a USP for your business based on it. If you have any questions, ask in the comments. But just don’t ask me to create a USP for you or give an example specifically for your business. This is not a quick process and I won’t just sit and brainstorm. You are the founder of your business and it is YOU who should come up with the USP.