USP: The power of the Unique Selling Proposition: definition and examples

by our Digital Strategy Agency Optimize 360

In the cut-throat world of marketing and business, it's essential to stand out from the competition.

One way of doing this is to have a Unique Selling Proposition (USP)The USP is a concept that allows a company to highlight what makes it unique from its competitors. But what exactly is USP?

How can you create an effective proposition that will encourage customers to choose your product or service?

Definition of the Single Sales Document

The origins of USP date back to the 1940s, with the emergence of the notion of "unique benefit". The concept was popularised by Rosser Reeves, an American advertising executive, in his book "Reality in Advertising" (1961). The USP is defined as a concise, punchy argument that highlights a clear and specific advantage over your competitors.

In short, it is the reason why a customer will choose your product over another. It can be a functional benefit linked to the product itself (quality, price...), but also emotional or symbolic (brand image, associated values...).

Examples of famous Unique Selling Proposals

To better understand what a USP is, here are a few emblematic examples of proposals that have won over consumers:

Domino's Pizza You get your pizza hot and delicious in 30 minutes, or it's free". This slogan has made a major contribution to the reputation of this takeaway pizza brand.
M&M's Melt in your mouth, not in your hand". This USP emphasises the crunchy coating on M&M's, which prevents the chocolate from sticking to the fingers.
Volvo Safety first". The Swedish carmaker has built its reputation on the quality and durability of its cars.
L'Oréal Because you're worth it". The cosmetics giant bases its brand image on the idea that their products are a luxury accessible to everyone, thanks to their excellence and affordable price.

These examples show that there is no single recipe for creating an impactful proposition: it can be a concrete or emotional benefit, expressed in a simple and memorable way.

Key steps in formulating a Unique Selling Proposition

1. Analyse the strengths and weaknesses of your offer

Before you can draw up your USP, you first need to take an honest look at what you have to offer: what are the strengths of your product or service? What differentiates it from the competition? What could be improved?

2. Identify customer needs and expectations

Next, it's important to have an in-depth knowledge of your target audience: what problems are they looking to solve? What advantages are they looking for (quality, price, etc.)? How do they choose between different similar offers? An impactful USP must meet the expectations of the target audience.

3. Stand out clearly from the competition

To be effective, a unique selling proposition must put forward a convincing argument that distinguishes your offer from those of other companies in the sector. This is often a feature specific to your product or service, or a benefit expected by your customers but not offered by your competitors.

4. Drafting and testing different USP scenarios

Once you've identified the main argument of your proposition, the next step is to work on its wording so that it is concise and clear. Don't hesitate to propose several versions of your USP to groups of consumers to gather their opinions and see which wording is the most effective in encouraging them to take action.

Pitfalls to avoid when creating your USP

Focusing solely on a price argument: It can be risky to try to stand out from the crowd simply by offering lower prices than the competition, as this tactic can undermine the credibility and perceived quality of your offer. What's more, it's not always possible to maintain a competitive edge over the long term if you focus solely on price.
Being too generic: A proposal that is too similar to those of competitors runs the risk of not capturing the consumer's attention and being quickly forgotten. The key is to offer something that is truly unique and differentiating.
Promising the impossible: It's tempting to exaggerate the promised benefit in order to attract customers, but this can damage you in the long run. A USP must be credible and deliver on its promises to consumers.

In the final analysis, developing an impactful Unique Selling Proposition takes time, thought and a good knowledge of your market and target audience.

But a successful USP is a powerful argument for promoting a product or service, and will help your company stand out from the crowd.