What Is A Unique Selling Proposition and Why Is USP Important

By definition, a unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. –Wikipedia

As a business owner, you must identify your unique selling proposition or USP. Others call it a unique selling point, some call it value proposition.

Most business owners fail miserably in creating and developing their unique selling proposition, because…

When you attempt to be known for everything, you don’t become known for anything.

Read it again. 

When you attempt to be known for everything, you don’t become known for anything.

Recently, I went to this fairly new Japanese restaurant in Zamboanga. I looked at the menu and got confused. So, I took a quick look at every corner of the restaurant. I looked at the restaurant’s signage, interiors, tables and chairs, and even the waiter/waitresses’ uniforms. Everything looked Japanese to me. But why are there nachos, pasta, and smoothies on the menu?

In the case of this Japanese restaurant, they failed miserably. 

The next time, I crave for authentic Japanese food, this restaurant won’t come to mind. Because their selling proposition is not clear to me. Was it a Japanese restaurant? I’m not sure.

Again, when you attempt to be known for everything, you don’t become known for anything.

In any type of business, we don’t have to be everything for our customers. As a business, we just have to do one thing excellently. 

This is what we call a business’ Unique Selling Proposition. Others call it Value Proposition.

What is a Unique Selling Proposition?

A unique selling proposition is what a business stands for. It is what makes it different from and better than the competition. It is also a promise to the customers that it will deliver something of value to them.

Why is USP Important?

Every business needs to have a USP to succeed in a very competitive environment. Because a business cannot be everything to everybody. 

A business must be able to offer something unique and do it better than anybody else.

Unique Selling Proposition Examples:

1. Jollibee promises to provide high-quality food, fast and friendly service in a clean and comfortable environment tailored to the Filipino palate. It is now the biggest fast-food chain in the country.
2. Cebu Pacific offers no-frills, on-time and affordable air travel. It does not have newspapers. And it does not provide free meals. But it holds more than 50% market share for domestic flights.  
3. Mercury Drugstore’s slogan clearly stated its USP. “Nakasisiguro gamot ay laging bago.”

What about you? What’s your unique selling proposition? What makes your product or service different from the rest?

Don’t get lost in the crowd. Stop being everything. It’s best to be known for something. Gain the advantage as a business start-up by standing out in the mind of your customers. 

Discover your USP today. Is how to identify your unique selling proposition something you want to know?

Let me know by commenting below. 

Looking forward to hearing from you!

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