Defining Your Unique Selling Proposition

Aug 4, 2017

Do you know why people spend money with you and your business instead of your competition?

It comes down to your USP, your Unique Selling Proposition. A USP defines the company’s position in the market place. It’s that distinct, appealing idea that sets you apart from every other “me too” competitor or alternative solution, including an alternative of doing absolutely nothing.

Check out this week’s episode of #Fordify to find out more about defining your USP, or read the post below for more details.


Your Unique Selling Proposition is something that sets you apart, so when someone hears it, that’s your brand. And a lot of people think that you own your own brand. Actually, no, you don’t own your own brand. It’s what your prospects think about you, and developing a great USP helps you influence their thinking.

Now in episode 7 and episode 8 of Fordify, I covered the three M’s, which you should go back and review. We talked about the Message, the Market and the Method. But what we’re really focusing on today is the message part: your Unique Selling Proposition.

With your brand, your company, your products and your services, you may have different USPs for different markets. So let’s talk about how you define your USP, and then I’ll give you some examples of strong USPs.

So there is three steps to define your Unique Selling Proposition.

  1. Ask yourself, “What do we provide that no other competitor provides?
  2. Ask someone else, maybe a customer, “What is it about my company, my services, or my products that you like best?” Get a few different perspectives.
  3. Imagine that you’re the customer. Come up with a reason why you should do business with this company and then ask yourself, so what?

I want you to use those three steps. Ask yourself, ask someone else, and then imagine you’re the prospect and come up with a sentence that you can use that defines your Unique Selling Proposition.

For my business Prime Concepts Group, our USP is, “We help you find, attract, and keep your customers through a unique PSP method.” So then they’re like, “What the hell is a PSP Method?” It’s a Positioning System for Profit. It’s unique, it has selling, and it’s a proposition.

Let’s go through a few famous USPs. For example, one that always comes to mind is FedEx. “When it absolutely, positively, has to be there overnight.” Now, that’s an older one that they’ve used but it’s a good one.

Next, M&M’s, “The milk chocolate that melts in your mouth not in your hand.”

Domino’s Pizza, now this is one that they got in trouble for and had to change it, but it certainly made the point. “You get hot fresh pizza delivered to your door in 30 minutes or less or it’s free.”

Once you have your USP defined, I want you to use it everywhere. Make sure you look at your digital footprint, which is your website, your social media, and your directory listings. Don’t forget to also put it through your traditional marketing methods like direct mail, brochures, or trade shows.

Your USP sets you apart from the competition.

Here is your action step for this week: Using the step by step instructions in this post, I want you to go define your Unique Selling Proposition, for at least one product line. Then write it in the comments below. I’d love to see what your USPs are and maybe we’ll review one or two in a future episode of Fordify.

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Author: Ford Saeks, Business Growth Specialist, Keynote Speaker, Author and Consultant. Helping you find, attract, and keep your customers. Find out more about Ford


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