USP(USP)
Content and brand
Content and brand
A USP is a characteristic that demonstrably sets you apart from alternatives and delivers something to the customer.
'Quality', 'personal' and 'no-nonsense' are not USPs: everyone claims them and nobody proves them. A real USP can be backed by a number, a guarantee, a method or a specialism others lack.
Test your USP by reversing it. Would a competitor claim the opposite? If not, it isn't a differentiator but an assumption.
Related terms
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- CopywritingCopywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.