{"id":15798,"date":"2017-11-02T08:29:03","date_gmt":"2017-11-02T13:29:03","guid":{"rendered":"https:\/\/www.rocksdigital.com\/?p=15798"},"modified":"2025-06-24T11:51:32","modified_gmt":"2025-06-24T16:51:32","slug":"whats-unique-selling-proposition","status":"publish","type":"post","link":"https:\/\/www.rocksdigital.com\/whats-unique-selling-proposition\/","title":{"rendered":"Know Thyself: What\u2019s the Unique Selling Proposition for Your Business?"},"content":{"rendered":"<figure id=\"attachment_23746\" aria-describedby=\"caption-attachment-23746\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/11\/what-unique-selling-proposition-1.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-23746\" src=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/11\/what-unique-selling-proposition-1.jpg\" alt=\"What\u2019s Your Unique Selling Proposition\" width=\"1000\" height=\"668\" srcset=\"https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/11\/what-unique-selling-proposition-1.jpg 1000w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/11\/what-unique-selling-proposition-1-300x200.jpg 300w, https:\/\/www.rocksdigital.com\/wp-content\/uploads\/2017\/11\/what-unique-selling-proposition-1-768x513.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><figcaption id=\"caption-attachment-23746\" class=\"wp-caption-text\">Vitalii Vodolazskyi\/shutterstock.com<\/figcaption><\/figure>\n<p>Consumers want to know <a href=\"https:\/\/www.rocksdigital.com\/storytelling-sales\/\">what makes your product unique<\/a>, and better than everyone else\u2019s. That\u2019s great, because you\u2019re able to know the product\u2019s unique selling proposition!<\/p>\n<p>No offense \u2013 but why in the world should we care about your product or service? That is the question.<\/p>\n<ul>\n<li>I mean, if it\u2019s a cure for disease or an app that controls the weather, we\u2019re in.<\/li>\n<li>Sold.<\/li>\n<li>Sign us up.<\/li>\n<\/ul>\n<p>But if you\u2019re selling a commodity product, or if there are dozens of companies just like yours within five miles, you\u2019d better stand out somehow. Or, I\u2019m sorry to say, your bottom line just might bottom out.<\/p>\n<h2>What\u2019s a USP? That is Your Unique Selling Proposition<\/h2>\n<p>Many years ago, an ad man named Rosser Reeves put forth the idea of a Unique Selling Proposition (USP) as <strong><em>the basic characteristic of your product\/service that differentiates you from your competition<\/em><\/strong>. <em>(Please note: I\u2019m paraphrasing for brevity.)<\/em><\/p>\n<h3>Meet the Unique Selling\u00a0Proposition<\/h3>\n<p>Really great products and services have an obvious USP, usually because they\u2019re the \u201cfirst to market\u201d with some great product or benefit. Or the USP is actually the innovation itself \u2013 a new product or service that\u2019s never been seen before.<\/p>\n<p>The Squatty Potty comes to mind, and not because the idea for this blog post came to me in the bathroom. It\u2019s a fairly basic product: a step that goes in front of the toilet that positions a person in a physically beneficial way during a bathroom visit. <em>(Translation: It helps you go.)<\/em><\/p>\n<p>Both the simplicity of the product and the exclusive benefit create a standout USP that quite frankly turned me into a customer. <em>(TMI? Maybe!)<\/em><\/p>\n<p><span class=\"callout\">What\u2019s Your USP?<\/span><\/p>\n<p>It\u2019s not always that easy to come up with.<\/p>\n<ul>\n<li>Maybe you\u2019re an insurance agent, trying to convince potential clients that you provide the most personalized service.<\/li>\n<li>Or you work in marketing for a beer company, trying to persuade customers that the ice cold water or locally-grown hops or special brewing process makes for the best tasting beer on the market.<\/li>\n<li>Or you might run a farm-to-table restaurant in a medium-sized city where there are 10 more just like you, with chefs and managers equally committed to providing a wonderful dining experience.<\/li>\n<\/ul>\n<p><span class=\"callout\">Finding the USP<\/span><\/p>\n<p>It all comes down to answering this one question:<\/p>\n<p><strong><em>What is the one thing that <a href=\"https:\/\/www.rocksdigital.com\/create-unique-brand-voice\/\">people come to you for<\/a> \u2013 that \u201csomething\u201d that they can\u2019t find anywhere else?<\/em><\/strong><\/p>\n<p>Sometimes it\u2019s difficult \u2013 or even impossible \u2013 to nail that one thing down. If you\u2019re a sports bar, there are a million of you. So you\u2019d better have the best wings, 500 beers to choose from, or frequent appearances by superstars from your hometown teams.<\/p>\n<p>But let\u2019s say that you\u2019ve got your USP. You\u2019re that bar with 500 beers to choose from, and nobody in your town even comes close. So how do you take advantage of this advantage?<\/p>\n<p><span class=\"callout\">How to U-S-E Your USP<\/span><\/p>\n<p>Well, 500 beers is a lot to crow about. And since millions of sports fans enjoy a beer while watching their teams play, you\u2019ve got a great USP to get \u2019em in the door.<\/p>\n<p>Just off the top of my head:<\/p>\n<ul>\n<li>Billboard\/signage = \u201c500 beers. 1 great place to catch the game. Only at Harley\u2019s!\u201d<\/li>\n<li>Radio\/TV spots = Announcer voiceover introduces the \u201cstarting lineup\u201d of beers available at Harley\u2019s \u2013 and keeps going and going, because the lineup has far more than we can mention in a :30 or :60.<\/li>\n<li>Website = Include a comprehensive list of beers, including reviews submitted by patrons. (Monitor content for quality.)<\/li>\n<li>Social media = Create \u201cmy favorite beer\u201d posts written by employees and post to Facebook, Twitter and Instagram.<\/li>\n<li>App\/loyalty program = Through an exclusive app, regulars can check off every one of the 500 beers they try. When they get to all 500, they\u2019re inducted into the Wall of Fame and get a $500 gift card to spend at Harley\u2019s.<\/li>\n<li>Ballpark\/stadium\/team sponsorship = Example: For a baseball park, Harley\u2019s would pay to have a special line painted at 500 feet from home plate. Any time a home run swing sends the ball 500 feet, every fan in attendance gets a free beverage (non-alcoholic for the kids of course). (<em>Note: 500-foot homers are extremely rare, so the marketing benefit would outweigh the costs most likely.)<\/em><\/li>\n<\/ul>\n<p>Got your USP? Great! If you didn\u2019t already have one in mind but know your product has one, I hope you\u2019re thinking of that one thing that makes your product\/service truly unique. Or that you\u2019re <a href=\"https:\/\/www.liveabout.com\/how-to-write-a-unique-selling-proposition-usp-2951698\" target=\"_blank\" rel=\"noopener\">planning to brainstorm<\/a> with your team to make one!<\/p>\n<h2>Create a Unique Selling Proposition to Keep Your Business in Play<\/h2>\n<p>Did you know:<\/p>\n<ul>\n<li>More than half of restaurants last less than three years.<\/li>\n<li>Upwards of 75% to 80% of new businesses fail within a year.<\/li>\n<li>Studies show that the longer a business lasts, the better its chances of making it over the long haul.<\/li>\n<\/ul>\n<p>So find your unique <a href=\"https:\/\/www.rocksdigital.com\/value-proposition-wifm\/\">selling proposition<\/a> to stay in play! Or make one \u2013\u00a0and promote the heck out of it! I\u2019ll be over here with my beer, rooting for you.<\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=Know+Thyself%3A+What%E2%80%99s+the+Unique+%23Selling+Proposition+for+Your+%23Business%3F+by+%40HDRubin+%23RocksDigital&#038;url=https:\/\/www.rocksdigital.com\/whats-unique-selling-proposition\/' target='_blank'>Know Thyself: What\u2019s the Unique #Selling Proposition for Your #Business? by @HDRubin #RocksDigital<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=Know+Thyself%3A+What%E2%80%99s+the+Unique+%23Selling+Proposition+for+Your+%23Business%3F+by+%40HDRubin+%23RocksDigital&#038;url=https:\/\/www.rocksdigital.com\/whats-unique-selling-proposition\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p><strong><em>Do you have a strong USP? How are you using it in your marketing? Feel free to post in the comments below. <\/em><\/strong><\/p>\n<p>P.S. If you found this blog interesting, please share with your social networks!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers want to know what makes your product unique, and better than everyone else\u2019s. That\u2019s great, because you\u2019re able to know the product\u2019s unique selling proposition! No offense \u2013 but why in the world should we care about your product or service? That is the question. I mean, if it\u2019s a cure for disease or [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":23746,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[402],"tags":[118,476],"class_list":["post-15798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","tag-branding","tag-selling"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Know Thyself: What\u2019s the Unique Selling Proposition for Your Business?<\/title>\n<meta name=\"description\" content=\"Unlock your business&#039;s potential with a strong USP. 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