Tilda Education
How To Write the Perfect Unique Selling Proposition (USP)
A guide to Unique Selling Proposition: Why any business needs it and how to craft one with ready-made formulas
Sept 11, 2025
8 min
Contents:
What Is a USP
A Unique Selling Proposition (USP) is a clear, concise statement that in short explains what sets your product, service, or business apart from the competition.
A famous Uber slogan, which also contains part of their USP, is "Go anywhere." You can come across it in various company channels, including their website, blog, app, and advertisements.
Whenever someone encounters your brand or offer, the first question they ask is: "Why should I choose you?" A compelling offer answers this question—quickly and unmistakably.
Oftentimes, a USP is not one particular phrase but a combination of messages, slogans, and brand associations that consistently communicate the company's core value to customers.
A Unique Selling Proposition is not a slogan, ad headline, or temporary discount. It's the core benefit of your offer, framed from the customer's point of view. Without a strong USP, your only option is to compete on price.
Why Your USP Matters
Stands Out In a Crowded Market
Most markets are saturated. Even if your service is fairly niche, there's likely someone else doing something similar. A strong USP is how you show what makes you different.
For example, you run a food delivery service. Dozens of apps exist, all with similar pricing. To stand out, your USP could emphasize that you're the only service that:
- Delivers in under 30 minutes, guaranteed;
- Offers free delivery for family-sized orders;
- Accommodates severe dietary restrictions (e.g., vegan, gluten-free, keto);
- Lets customers order without creating an account.
A compelling USP shifts competition from price to value. If a customer needs urgent delivery, they'll pay more for your speed.
Hooks Customers Instantly
You have just a few seconds to grab attention. If users don't see your value immediately, they'll bounce. Your USP instantly communicates your main advantage.
For example, "A custom website in 3 days. No upfront payment." This immediately tells the customer why you are unique. Now compare it to: "We make websites." It's vague and totally forgettable.
Shortens the Path To Purchase
A killer USP simplifies decision-making. Without it, customers waste time comparing options. Your USP tells them exactly what problem you solve—and why you're the solution.
For example: "Wide selection of fitness classes." Customer journey:
- Browse your website
- Check competitors
- Compare schedules/prices
- Research instructors
- Book
- Visit your website
- Use the matching tool
- Book now
How To Craft a USP In Five Steps
Step 1: Take a Deep Dive Into Your Product
Start by writing out a detailed description of your product or service—beyond features. For example: "We build websites" is not a USP. "We launch a high-converting landing page with built-in CRM in 3 days" sounds more like a USP.
Use this framework to map benefits:
1
Describe your product in simple terms. Avoid jargon and technical terms. Break down exactly what you offer and how it works, highlighting: Value, convenience, uniqueness, speed, safety, cost efficiency.
2
Create a "Feature → Customer Benefit" table. For example:
Feature | Customer Benefit |
Built-in CRM | No lost leads—your sales team responds instantly |
1-click payments | Pay instantly—no sales calls needed |
12-month warranty | Free fixes if anything breaks |
Setup video tutorials | No need to contact support to get started |
This list becomes your pool of USP candidates. You'll narrow it down in the next steps.
Step 2: Research Your Target Audience
To create a message that works, make it speak directly to your audience. You can't appeal to everyone—but you can figure out who your ideal customer is and talk their language. To do this, create a portrait of your target client by answering the following questions:
- Who is your client?
- What do they care about?
- How do they make decisions?
- Where do they go for information?
- What are their fears, hesitations, and expectations?
- What frustrates them about competitors?
Look for insights in online reviews, Reddit threads, forums, and social media. The best way is to talk to real customers. Just 5-10 short interviews can uncover what mattered most when they made a purchase, what sealed the deal, and what turned them off.
After analyzing the responses, cross off the benefits that aren't as relevant—and highlight the ones that resonate most. For example, if your audience is young and avoids phone calls, the shortlist might look like this:
After analyzing the responses, cross off the benefits that aren't as relevant—and highlight the ones that resonate most. For example, if your audience is young and avoids phone calls, the shortlist might look like this:
Feature | Customer Benefit |
Built-in CRM | No lost leads—your sales team responds instantly |
1-click payments | Pay instantly—no sales calls needed |
12-month warranty | Free fixes if anything breaks |
Setup video tutorials | No need to contact support to get started |
In case you have several segments, separate USPs for each. The more tailored the message, the better it converts.
Step 3: Research the Competition
To make your USP unique, you need to know what others are saying.
- What do they promise?
- What do they highlight most?
- What are they not saying?
For instance, you run a cleaning service. Your competitors all promote speed with lines like "We'll arrive today and be out in 2 hours!" But quality and attention to detail are only mentioned in fine print—if at all. Customers who aren't in a rush and care more about a thorough clean will likely go with a different provider.
To keep it organized, build a comparison table "Company → Name → Website → Main Offer → Key Features."
This makes it easy to spot who offers next-day delivery, who competes on price, and who positions themselves as a premium service. Once you've mapped that out, highlight what you bring to the table that others don't. Eliminate anything that overlaps with your competitors—if everyone's offering it, it's not a unique selling point.
For example, if everyone offers online payments and warranties, those aren't competitive advantages:
Feature | Customer Benefit |
Built-in CRM | No lost leads—your sales team responds instantly |
1-click payments | Pay instantly—no sales calls needed |
12-month warranty | Free fixes if anything breaks |
Setup video tutorials | No need to contact support to get started |
Step 4: Use Ready-Made Formulas
Condense the remaining points in your table into clear, impactful statements. Below are 10 ready-made templates that you can use to plug in the information relevant to you.
1
{ Product's unique quality/attribute } [ SEO phrase ], designed to [ consumer value ].
Example: Easy-to-use newsletter builder designed to create marketing emails quickly and save time.
Example: Easy-to-use newsletter builder designed to create marketing emails quickly and save time.
2
{ Adjective } + [ Product / Service ] for [ target audience's characteristic ].
Example: Interactive online HTML course for kids eager to learn coding.
Example: Interactive online HTML course for kids eager to learn coding.
3
[ Product name ] is [ a product category ] that [ does its job better than anyone else ].
Example: Oki is a food-ordering app that finds the best deals within a one-mile radius.
Example: Oki is a food-ordering app that finds the best deals within a one-mile radius.
4
[ Solve pain point / problem ] [in an unexpected way ].
Example: Boost your income the smart way—shop with us.
Example: Boost your income the smart way—shop with us.
5
[Do something like [inspirational example] without [unwanted consequences]].
Example: Learn how to play tennis like a pro—without grueling workouts.
Example: Learn how to play tennis like a pro—without grueling workouts.
6
[Do what you want] without [unpleasant emotions] / [in an unexpected way].
Example: Explore the world freely—without putting your career on hold.
Example: Explore the world freely—without putting your career on hold.
7
{ Product's unique quality/attribute } + { product's unique quality/attribute } [SEO phrase] that delivers [ desired result ].
Example: Unique handmade phone cases that keep your device safe from damage.
Example: Unique handmade phone cases that keep your device safe from damage.
8
[ Action ] + [ SEO phrase ] in [ time ].
Example: Build professional presentations in just 30 minutes.
Example: Build professional presentations in just 30 minutes.
9
[ Promise of a result ] in [ time ]. [ Additional value ].
Example: Have your house delivered, assembled, and ready to use in just one day. Get a complimentary fire-retardant timber treatment.
Example: Have your house delivered, assembled, and ready to use in just one day. Get a complimentary fire-retardant timber treatment.
10
We create + { product attribute } + [ product ] that
[ advantage for the consumer ].
Example: We create engaging, affordable website showreels designed to boost your sales.
[ advantage for the consumer ].
Example: We create engaging, affordable website showreels designed to boost your sales.
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Step 5: Test Your USP Ideas
Once you have 2-3 versions of your offer, don't just pick the one that sounds best. A good USP isn't just catchy—it should be clear, specific, and trustworthy. Test it in the real world and see what actually resonates with your audience.
Run A/B tests on your website, ads, email campaigns, or social media. Try different headlines and track which version gets more clicks, sign-ups, or saves. You can also run a quick survey asking customers which version feels more clear and convincing.
Stick with the one that performs best—and roll it out across every customer touchpoint.
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