How to Write a Unique Selling Proposition USP to Make Customers Prefer You

A unique selling proposition USP is a short, clear statement that explains why customers should buy from your company, and it’s what drives consumers to spend their money with you. It can be an effective marketing tool in order to achieve your business goals. You can also make it an important part of your business branding.

Since the unique selling proposition USP sets you apart from the competition, including it in your branding makes your business a memorable one. It is important for entrepreneurs to understand and identify their USPs. This will guide both branding and marketing decisions.

If you’re not sure how to write your own unique selling proposition USP, or if your existing one isn’t working well enough for your business, this guide will provide the essential steps for creating an effective one. You’ll learn about what makes a great USP and how to develop one for yourself or even tweak an existing one into something even better!

How to write a unique selling proposition USP
What Makes You Unique?

What makes a good USP?

A USP is a unique benefit that you offer your customers. In other words, it is a reason why people should choose you over other brands in the market.

You can sum up your unique selling proposition USP with one sentence that explains why YOUR product or service is better than any other one on the market today. This doesn’t mean you have to use clichés such as “We are committed to our customers” or “Our employees care about their work”; instead, find something more interesting and unique like “We strive for perfection!” or “Our mission is not just making money but helping people achieve their goals through education-based programs and products.”

How do I write a unique selling proposition USP?

Writing a unique selling proposition USP is an essential step in the marketing process, but it’s also one of the most challenging. If you’re struggling with how to create a compelling pitch that will compel customers to buy from you instead of your competition, then this article will help guide your strategy.

Go back to the basics

In order to identify your USPs you should review the content of your mission statement, business plan, market analysis, and overall business goals. There are a couple of questions that you can answer that will help you identify them, questions like what your business is selling, who you’re selling it to, and why you’re selling it, What does your business do well?

Solve a problem

You should identify the problems your target market face and describe how your product or service solves the problem.

Also read: Grow Your Small Business With These 7 Best Digital Marketing Strategies

Identify the differentiators

This is where you highlight what drives user experience in your business. This can be difficult if there are many competitors in any given industry—how do we know which one has what we want?

One way is by finding out why customers would choose your product over others; this gives you an idea as to why people should buy from you instead of someone else (and hopefully also points out areas where you need improvement). You may even find that some aspects of your offering have nothing new at all but still remain attractive because you’re better than other options available elsewhere!

These differentiators could be in terms of quality of products, customer support, being able to perform fluid business transactions, etc.

Make a promise

Your unique selling proposition USP basically encompasses the value that your business provides. It signifies that you are making a promise to your customers. For example, if your business is into shoemaking, your USP could be a shorter delivery timeline – half the time your competitors deliver quality Leather/fabric. Find what sets you apart and make that your unique selling proposition (USP).

To make your unique selling proposition USP compelling, it should be;

  • Assertive, but defensible: Do not make it generic.
  • Focused on what your customers value: make it something that your customers love
  • More than a slogan: make it relatable.

What a unique selling proposition isn’t

While USPs can be used for marketing purposes, they are different from marketing offers. Marketing offers could be 10% off, free shipping, 24/7 customer service, or a strong return policy.

USPs are what set your business apart from the competition. Marketing offers are not unique, but they can be used to encourage customers to patronize your business. Your USPs should be unique enough to set you apart. It also helps make your business brand memorable.

With these tips, you can hone your unique selling proposition USP.

Our unique selling proposition USP at Lenco is that we make business banking 10x better for black-owned businesses in Africa through seamless and free current account setups and operations. Lenco is not a bank. We are better!

While there are many ways to come up with a good USP—as we’ve covered here—the most basic approach is simply to think about how you’d describe your business in one sentence: What would make people want to work with you?

If you’re just starting out on this path, start by brainstorming all the opportunities that come up when thinking about how customers might respond positively toward each aspect of what makes up the sentence above.


With these tips, you can hone your unique selling proposition. You can also create a list of things that make your business stand out from others and use that as the basis for writing your unique selling proposition.

With the right combination of these elements, you’ll be able to craft an effective USP that will help you differentiate yourself from competitors and get more sales.

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