You have one, whether you know it or not. Everybody does. There is something unique about your business; you just have to discover what it is. And therein lies the problem. Most business owners and managers don’t understand how to create a truly Unique Selling Proposition (USP). There are specific criteria to consider in order to get your message across clearly and succinctly.

1. Define Your Uniqueness
2. Be Specific
3. Keep It Short

Good USPs
Practically everybody knows the M&Ms’ USP, which also happens to be their marketing slogan: “Melts in your mouth, not in your hands.” How about Domino’s Pizza? Originally, they took the pizza delivery industry by storm with a guaranteed delivery time. Their USP was “We deliver hot, fresh pizza in 30 minutes or less or it’s free.” Their marketing slogan was very similar to their USP. And who could forget Burger King’s USP of quickly giving the customer a handmade burger with whatever they wanted on it. The marketing campaign featured the “have it your way at Burger King” slogan and jingle. All of these are very descriptive, specific and short. Also, they are easy to remember.

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