How to use your unique selling proposition

Step 1: Use your biggest benefits

Clearly, describe the 3 biggest benefits of using your product or service. Let’s be blunt. Your prospect doesn't care if you offer the best quality, service, or price.  You have to explain exactly WHY that's important to them.

Think in terms of what your business does for your customer and the end result they desire from a product or service like yours.  So, what are the 3 biggest benefits you offer? 

What are the 3 biggest benefits the prospect will gain from using your product or service?

Step 2: Be unique

The key here is to be unique. Basically, your USP separates you from the competition, sets up a "buying criteria" that illustrates your company is the most logical choice, and makes your product or service the "gotta have" item. (Not your competitor's.)

Write your USP so it creates desire and urgency. Your USP can be stated in your product itself, in your offer, or in your guarantee: 

Step 3: Solve a 'pain point' or 'performance gap'

Identify which needs are going unfulfilled within either your industry or your local market. The need or "gap" that exists between the current situation and the desired objectives is sometimes termed a "performance gap". Many businesses that base their USP on industry performance gaps are successful.

For example, Dominos Pizza used the "Pizza delivered in 30 minutes or it's free" USP to become wildly successful. This worked because of the need or "gap" in the market - After a long day at work Mum and Dad are too tired to cook. But the kids are starving and don't want to wait an hour! They want pizza NOW. Call Domino's.

So, what are the most frustrating things your customer experiences when working with you or your industry in general? Alleviate that "PAIN" in your USP and make sure you deliver on your promises.

Step 4: Be specific and offer proof:

Consumers are skeptical of advertising claims some businesses make. So alleviate their skepticism by being specific and offering proof when possible.

Step 5: Condense into one clear and concise sentence:

The most powerful USPs are so well written, you cannot change or move even a single word. Each word earns you money by selling your product or service. After you get your USP written, your advertising and marketing copy will practically write itself!

Now take all the details about your product/service/offer from the steps above and sculpt them into one clear and concise sentence with compelling salesmanship fused into every single word.

Step 6: Integrate your USP into all your marketing materials:

Variations of your USP should be included in the ALL you’re marketing materials such as:

  • Advertising and sales copy headlines;

  • Business cards and brochures

  • Your "elevator pitch", phone, and sales scripts;

  • emails and digital marketing materials;

  • Website, newsletters and Internet marketing materials.

Step 7: Deliver On Your USP's Promise

Be bold when developing your USP but be careful to ensure that you can deliver. Your USP should have promises and guarantees that capture your audience's attention and compels them to respond to you. Having a strong USP can make your business a big success or a big failure if you don't deliver on it thereby ruining your reputation. In the beginning, it was a challenge for Federal Express to absolutely, positively deliver overnight, but they developed the system that allowed them to deliver the promise consistently.


Using a powerful USP is the driving force that builds your business success.  Build your USP and use it to optimize your marketing materials for maximum results.

Now work this in to your sales pitch using the S.A.S.C.O. sales approach.


John Duffield

I am a Creative Information Marketer first and foremost, providing businesses with tips, ideas and resources to help them grow their business. I create many tools, Apps and digital products which are used by over 1,000 business all over the world. I enjoy creating resources for business that are ultimately used as part of their ongoing metrics.