This website uses cookies. Cookies remember your actions and preferences for a better experience of using the website. We do not share information with third parties without your knowledge. By continuing to use this site, you agree to our Privacy Policy and Public Offer
A unique selling proposition. Effective formulas
Millions of different products are sold in offline and online stores. Many marketplaces offer the same or similar products. A unique selling proposition is a distinctive feature that makes your business better than your competitors. It is a special benefit that sets your company apart from others. Borfexan's experts told us why it is necessary to develop and how to properly create a unique selling proposition (USP).
The name ‘unique selling proposition’ immediately makes it clear that this is the ‘trick’ that should attract the attention of buyers. The USP shows how your products or services differ from similar or similar offers from competitors. The mission of a USP is to make your customers think something like this: ‘This is exactly what I need’, “This is what I will buy”. However, don't overdo it with uniqueness. The USP should not look too magical and unrealistic. It should be relevant, specific, clear, precise and unambiguous.
What to look for when developing a USP
- First of all, identify the strengths of your product. What problem does it solve? Why do people buy it?
- The uniqueness of your offer should be important not only to you. It should be important to the customer first and foremost. Analyse what they consider really important.
- Conduct a live interview with customers or subscribers. Find out what criteria they used to choose you. You can also survey customers using an online questionnaire.
- Analyse what USPs your competitors use. This is necessary to avoid repetition.
- Create a unique offer for each segment of the target audience.
- Uniqueness should strengthen your offer against the competition.
- You must be able to provide this unique advantage.
Borfexan Ukraine managers recommend effective formulas for creating a unique selling proposition
Product/company/service + benefit
This type of USP is the most difficult to develop. You need to thoroughly understand the customer, know their benefits and selection criteria. Example: ‘We will deliver lunch hot or for free’.
Product/company/service + ‘WITHOUT’ + customer's fear
Before creating a USP using this formula, you need to analyse what problems or troubles your customers are afraid of. Examples of such USPs: ‘Dental treatment without pain’, “Delivery without delay”.
Product/company/service + first + second property
For example, if you run a clothing store, your USP might sound like this: ‘Women's clothing with free delivery and fitting’.
Product/company/service + benefit
This type of USP is the most difficult to develop. You need to thoroughly understand the customer, know their benefits and selection criteria. Example: ‘We will deliver lunch hot or for free’.
Product/company/service + ‘WITHOUT’ + customer's fear
Before creating a USP using this formula, you need to analyse what problems or troubles your customers are afraid of. Examples of such USPs: ‘Dental treatment without pain’, “Delivery without delay”.
Product/company/service + first + second property
For example, if you run a clothing store, your USP might sound like this: ‘Women's clothing with free delivery and fitting’.
Product/company/service + feature
A vivid example of creating a USP using this formula: ‘Chocolate melts in your mouth, not in your hands’.
‘It’ + product/company/service
Find the best thing about your company and tell the consumer about it. For example, ‘The longest warranty on smartphones in the whole country’.
Product/company/service + added value
With this technique, you will increase the importance of the product for the interested buyer. For example, ‘Pizza with delicious sides’.
‘The only’ + product/company/service + difference + location
If you want to use this formula, you have to make sure that your product/company/service is really the only one in the region, city or on a particular street.
A vivid example of creating a USP using this formula: ‘Chocolate melts in your mouth, not in your hands’.
‘It’ + product/company/service
Find the best thing about your company and tell the consumer about it. For example, ‘The longest warranty on smartphones in the whole country’.
Product/company/service + added value
With this technique, you will increase the importance of the product for the interested buyer. For example, ‘Pizza with delicious sides’.
‘The only’ + product/company/service + difference + location
If you want to use this formula, you have to make sure that your product/company/service is really the only one in the region, city or on a particular street.
‘If’ + ’then’
This is the simplest, yet most effective solution. Simply tell the client that if the desired result is not achieved, you will refund the money/rework it for free/make a gift. A simple example: ‘If you don't like the coffee, we'll redo it for free.’ This formula is often used by BinomCraft specialists in advertising campaigns.
Remember that each of your successful USPs will be used by competitors in one form or another over time. Therefore, it is impossible to use one unique offer all your life. You should always work with customers, know their interests and fears, and use this information to create new USPs.
This is the simplest, yet most effective solution. Simply tell the client that if the desired result is not achieved, you will refund the money/rework it for free/make a gift. A simple example: ‘If you don't like the coffee, we'll redo it for free.’ This formula is often used by BinomCraft specialists in advertising campaigns.
Remember that each of your successful USPs will be used by competitors in one form or another over time. Therefore, it is impossible to use one unique offer all your life. You should always work with customers, know their interests and fears, and use this information to create new USPs.
Other articles Borfexan
Contact us
Mail:
Address:
Ukraine, 61177, Kharkiv, Slavy Avenue, 1
Tel:
All rights reserved © 2025 - Borfexan LLC