A unique selling proposition (USP) is the unique benefit that makes your business or product better than the competition. It’s a short sentence or two defining the specific and clear benefit that makes your business stand out when compared to others in your market.

Forming an opinionated and deliberate unique selling proposition, or unique selling point, helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions, as well as prospective customers.

At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand:

our USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being “unique” is rarely a strong USP in itself. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective.

A compelling USP should be:

Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “We sell high-quality products.”
Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.
More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain. You should be able to talk the talk and walk the walk.
It’s not necessarily what you sell that has to be unique, but the message you choose to focus on that your competition doesn’t.

What a unique selling proposition isn’t
Specific marketing offers—like 10% off, free shipping, 24/7 customer service, or a strong return policy—are not USPs. Convincing and effective though they may be, they’re not unique on their own, nor are they positions that are easy to defend, as any of your competitors can copy them.

USP marketing isn’t just the header copy on your homepage. It’s a position your small business takes as a whole that can be incorporated into your products, your brand, the experience you provide, and any other touch point your customers have with your business.

The best way to understand what makes a powerful USP in business is through examples. So here are nine unique selling proposition examples that get it right, and what you can learn from each successful business.

How to create a mass selling strategy

To create a mass selling strategy that sells to a broad audience, a company must first identify the target audience and research the characteristics and needs of the customers in the target audience, as well as the competitors and market conditions. The company can then define the unique selling proposition (USP) of its products or services, and develop a marketing plan to reach and educate potential customers. The company can also identify sales channels and set specific goals and key performance indicators (KPIs) for the sales efforts. Finally, the company should regularly monitor and adjust the strategy to ensure that it remains relevant and effective. This approach involves targeting a large market segment and using a variety of marketing and sales channels to reach and sell to a broad range of customers.

What is a sales strategist?

A sales strategist is a professional who is responsible for developing and implementing sales strategies and tactics. They may be responsible for analyzing market trends and customer data, identifying target customer segments, and developing marketing and sales plans to achieve the company’s sales goals.

What is a sales approach?

A sales approach is a specific plan or strategy that is used to sell products or services to customers. It can include elements such as the sales pitch, the sales process, and the sales techniques that are used to persuade potential customers to make a purchase. A sales approach might be tailored to a specific customer demographic or target market, and it may be adjusted based on the needs and preferences of the customer.

What is the difference between mass selling strategy and sales tactic?

Mass selling is a sales strategy that involves targeting a broad audience or market with the goal of selling a large volume of products or services. Mass selling strategies often rely on mass media advertising and may involve offering products or services at lower prices in order to appeal to a wider audience.

A sales tactic, on the other hand, is a specific action or approach that is taken as part of a broader sales strategy. Sales tactics can include things like the sales pitch, the sales process, and the sales techniques that are used to persuade potential customers to make a purchase.

What is the difference between mass selling and niche sales?
The main difference between mass selling and niche sales is the focus of the strategy. Mass selling strategies are designed to appeal to a broad audience or market, while niche sales strategies are tailored to target a specific group of customers or market segment. Mass selling strategies may be more suitable for companies that offer more general or widely appealing products or services, while niche sales strategies may be more effective for companies that offer specialized products or services.