Unique Selling Proposition

Small Business Heroes

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How to Create a Positioning Statement That Stands Out

Find out how to position your business in order to gain an edge with your prospects.

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How to Develop and Evaluate Your Startup's Value Proposition

It's not enough to be able to do, make or provide something: It must be worth something to potential customers

Before starting any business, entrepreneurs want to make sure they have a unique selling proposition (USP), which are reasons, presented by a seller, as to why one product or service is different from and better than that of the competition. Unless the seller can pinpoint the USP, he or she will have a difficult time targeting sales and distinguishing the company and/or product from its competitors.

How to pinpoint your USP: To identify your USP, you can start by asking yourself these questions:

  • What makes your product distinctive and valuable?
  • What makes you, the seller, credible?
  • Why should the customer buy what you, the seller, is offering?
  • Why should the customer act now?
  • Why should customers switch from the competitors to your company?
More tips for your USP in starting a business and marketing can be found in “The 6 Essential Elements of a Powerful Unique Selling Proposition” and “The Key to Successful Marketing: Your Unique Selling Proposition.”