Glossary

USP | Unique Selling Point

USP stands for Unique Selling Point or Proposition. It describes the unique selling point of a product. Find out here why it is so important and how to find yours.
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What is the USP?

USP stands for Unique Selling Point or Proposition. It is therefore a unique selling point, which becomes relevant when you have a new product or service want to bring to market. This feature sets your product apart from others that - usually - already exist in a similar version.

How do I find the unique selling point?

The service usually solves a consumer problem. Those who are away from your problem-solving Feel addressed and buy your product or use your service form your Target group.

criteriaThat must fulfill your idea are, for example, the Relevance for your target group and uniqueness. She must also economically be. This plays a role if you want your USP to be a particularly low price. If it is too low, it may no longer cover yours Self-costs.

When you set your target audience, you might have specific Desired customers In mind, whose characteristics you then identify in more detail and determine which properties the product must meet accordingly. How old are the target customers, what are their interests and what does their leisure time look like? From such data, you can also create a Buyer Persona Create a face and a tale and represents your target customers.

To find out the USP, you should Analyze which customer requirements the competition already fulfilled And how do you Complement the market innovatively can. Even though the idea seems to already exist, you can stand up to the competition with small features.

Use the USP for your messages!

On your website, you should have a formulate value propositions, That also in your business plan should stand. That way, your USP is right in your message. trends For the USP, for example, sustainability, quality, a low price that Design, Innovation or be the service. Once the unique selling proposition has been found, should you use it as Basis for your communication strategy use.

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