Okuzeka
Marketing vocabulary · Branding & Positioning

Unique selling proposition

Meaning in marketing, with examples

nounCore term

In marketing, unique selling proposition means: The one clear benefit or feature that makes a product different from and better than its competitors, in a way that customers care about.

In Turkish: benzersiz satış önerisi, eşsiz satış teklifi, USP

How it is used

Almost always shortened to USP and said letter by letter. Marketers ask “What's our USP?” when writing briefs, ads or sales pitches. A good USP is specific and easy to say in one sentence.

Example sentences

  1. Our unique selling proposition is that every vase is handmade in Kütahya.

  2. If we can't explain our unique selling proposition in one sentence, customers won't remember it.

Common collocations

  • define a USP
  • strong unique selling proposition
  • communicate the USP
  • key USP
  • value propositionA short statement of the benefits a customer gets from a product or service and why it is worth choosing over the alternatives.
  • positioningDeciding what clear place a brand or product should hold in customers' minds compared with its competitors, and shaping its message around that idea.
  • differentiationMaking a product or brand clearly different from competitors in ways that customers value, such as quality, design, service or experience.
  • competitive advantageSomething that lets a company serve customers better or more cheaply than its rivals, such as lower costs, better technology or a stronger brand.

More terms: Branding & Positioning

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