10 Unique Selling Proposition Examples (All You Need To Know)

Ryan Patrick

• 7 min read
10 Unique Selling Proposition Examples (All You Need To Know)

A business must be unique to stand out from the stiff competition in the marketplace. You may offer the best services and high-quality products or deliver orders faster than your competition. However, you will be disadvantaged if customers don't know about it. That's why, as a business owner, you must create a unique selling proposition (USP) to describe your business strength in a simple sentence that everyone understands.

This blog explores USP and examines ten famous unique selling proposition examples. We'll also discuss tips that will inspire you to create your own.

What's a Unique Selling Proposition?

A USP is a unique advantage a specific product provides to its customers. E. Jerome McCarthy introduced this concept in his 1960 book Basic Marketing: A Managerial Approach as a method for businesses to differentiate themselves from competitors.

A USP is a single sentence, usually ten words or fewer, that is catchy, concise, and memorable. A USP differs from a business slogan, so don't confuse the two.

For your USP to be unique, you have to consider the following:

  1. What do you offer and your competitors aren't
  2. What customers need, and they don't know they need yet

How a Compelling USP Looks Like

It must be simple and concise. People cannot recall complex terms. They are already flooded with information, so keep your message short and simple.

It shouldn't have fluff words: if you intend to use a tagline in your USP, avoid words like amazing, the best, one of a kind, etc. Such terms are vague and overused by many brands, making you similar to your competitors rather than stand out.

It mustn't be too abstract: Although you want to be unique, your USP mustn't be too abstract and complex. To avoid confusion, aim to be as clear and on-point as possible.

It should motivate people to take action. The primary purpose of a USP is to inspire people to buy from you. Therefore, your USP shouldn't be about sharing facts about your uniqueness. What they need is motivation to purchase from you.

How to Create a Customer-Focused USP

There is no universal rule when creating your business's unique selling proposition. However, there are critical tips that could work across different markets that you can implement.

Here are proven methods of developing your USP:

1. Define target audience

Your USP aims to give people value; however, it should first define your audience. Even if you're targeting a broad age gap, it's advisable to emphasise your product helps people from 5-100

Let's explore the characteristics that will help you analyse your target audience.

  1. Age
  2. Interests
  3. Values
  4. location
  5. Needs

Some business owners skip this step because they believe the answers are apparent.

2. Look into your competitor's strategies.

Research who is your competitors and their USP. Analyses how they serve your audience and how this audience responds to their USP. The more you analyse, the better you understand your competitors and your chances. You will identify your competitors' weak points, which will provide you with competitive advantages.

This doesn't mean you should copy their approach, no matter how great the strategy is. It may work to your disadvantage since it's already taken.

3. Emphasise what clients get from you

You may get tempted to describe your goods or services without considering your customers. The only way you attract customers is by answering their needs; if your USP emphasises that, it will attract them.

For example, if you're on a delivery service, don't create a USP covering the number of deliveries you cover daily. Instead, be customer-focused and create a USP of how you can make delivery within 24 hours.

4. Get creative and unique

Creating a USP is a vital task that you shouldn't take lightly, but it's also essential to remain creative. Think creatively and experiment with a few approaches you come up with.

When brainstorming, use your imagination and place yourself in your customers' shoes. You likely won't develop a USP in one attempt, so keep trying until you build something you like. Remember, if you're not attracted to your USP, your customers won't either.

Unique Selling Proposition Examples

Here are some unique selling proposition examples.

1. Canva: "Empowering the world to design"

Canva is an online graphic design software with an excellent USP in the SaaS industry. It focuses on simplifying the graphic design process, enabling users to develop designs without the high cost and complexity of platforms like Illustrator or Adobe Photoshop.

"Empowering the world to design" describes Canva unique services in a few words, signifying:

  • Affordable prices
  • Product simplicity: ready-made templates, drag and drop feature, etc
  • Highly competitive

2. Avis: "We're number two. We try harder"

Avis USP excels at transforming what appears to be a negative trait into a positive benefit. For a long time, Avis was at a disadvantage of being the second-largest rental car company, with Hertz holding the first position.

Avis struggled to remain solvent, but it decided to do an image makeover. Through Doyle Dane Bernbach's agency, the company launched a new ad campaign that helped it recover.

'We Try Harder' boosted the market share from 11% to 35% in four years.

3. Bee's Wrap: "A Simple Solution to Plastic Pollution"

Bee's Wrap sells recyclable food wraps manufactured from beeswax, tree resin and cotton to replace plastic wraps. The business name Bee's Wrap suggests natural and healthy products. Their USP emphasises the environmental advantages of using their natural wrap.

This company's unique product is a problem saver that chocks our planet and is a plastic solution that distinguishes them from their competition.

4. FedEx: "When it absolutely, positively has to be there overnight"

This was FedEx's USP between 1978 and 1983. Although the company no longer uses this slogan, it's still taught in business schools. This perfect example USP guaranteed its customers that the company would deliver their parcels safely and on time.

This USP delivers two advantages:

  • Your package is secure, and it will be delivered
  • You will receive your package without delay

FedEx replaced this USP with a slogan, "The World on Time," which isn't as powerful since they don't have a USP.

5. Nike "Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete"

This is another example of a successful, unique selling proposition from Nike, the leading company in sports and footwear. Nike sponsors many top athletes from different sports branches to promote its brand. This strategy is directly tied to the brand's unique selling proposition.

By stating, "Bring inspiration and innovation to every athlete in the world," the company targets a specific audience. However, its audience broadens when it continues, "If you have a body, you are an athlete."

What does Nike mean by this?

  • It widens the buyer target to not only athletes but anyone
  • Shows athlete-level quality footwear at an affordable price
  • This signifies the company supports athletes in any sports activity

6. Hiut Denim Co.: "Do one thing well"

Creating a USP is challenging if you manufacture a product similar to your competitors'. However, Hiut Denim Co. understood that and devised an award-winning USP.

"Do one thing well," simply boasting that it specialises in making jeans. This statement suggests that if a company focuses solely on one task, it can excel.

This also implies that if a company making jeans and other products is not fully committed to producing denim jeans. A customer will translate in their mind the product is of lesser quality.

7. M&Ms: "The milk chocolate melts in your mouth, not your hand"

This USP is an excellent example of how unconventional USP can capture customers' attention. Who would have imagined creating a selling point from the fact that the milk chocolate doesn't when held?

M&Ms did, and it worked tremendously. This shows that if the USP benefit is meaningful to the customers, it will be successful.

What makes the M&M unique is its chocolate, which is covered with a candy shell to prevent it from melting and dirtying hands. This is a plus for most of their customers.

8. Coca-Cola: "Refresh the world. Make a difference"

Although we had mentioned a USP should consist of one sentence but two, it's also okay, for example, the Coca-Cola USP.

Coca-Cola is a giant beverage company that emphasizes refreshment as its USP. The company takes the simplicity of "refreshments and beverages" and blends it into a deeper meaning that sets it apart.

"Refresh the world" is a phrase that reflects the company's vision of sustaining our planet. "Make a difference" is the phrase that attracts customers to consume its products and contributes to sustainability efforts.

9. Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free"

Although this USP is too long to be catchy, it's still great, and the customers with the brand. The phrase emphasises the guarantee with clarity. The company terms are clear, and the customer understands they can hold Domino accountable.

The words guarantee and free are something customers can remember because they don't hear from any delivery services company.

Unfortunately, the company no longer uses the USP because it led to numerous car accidents when the drivers drove wildly, trying to beat the 30-minute limit.

10. Shopify: "The platform commerce is built on"

Shopify is one of the most popular ecommerce platforms, allowing users to design an e-commerce store without coding experience. It would be a disadvantage if they didn't promote their value in their unique sell proposition.

Fortunately, they effectively communicated their USP by defining the company as "the platform on which commerce is built."

Why does this draw customers' attention?

  • Shopify allows online businesses to launch and blossom
  • The platforms integrate with other tools necessary to run an ecommerce store

How do you Effectively Promote Your USP?

After creating your business USP, you must integrate it into your marketing strategy. Ensure that whenever people see it, they associate it with your brand.

To accomplish this, add your USP everywhere, from your website homepage to Ad copies, including pop-ups. This will inform visitors of your product's unique benefits before they purchase.

Winding Up

Understanding and clearly communicating your USP to your clients can lead to business growth. Create a USP that tells your customer what's unique about your product.

Remember, your USP is a sales representation that connects with the world, so avoid a phrase that's too wordy, not unique, or untrue. Don't make promises you cannot fulfil because it's dishonest. Do you have any questions about unique selling proposition examples or would you like to know how you can incorporate your company in the UK? Kindly contact one of our experts here.