Your Unique Selling Proposition is Boring – Here’s How to Fix It
I can probably guess your unique selling proposition
If I told you that I could guess what your unique selling proposition was, would you believe me?
No, I’m not psychic, but I did spend several months this year conducting research on 500 of the top companies all from the same industry. You know what I found? Not a lot of “unique,” I’ll tell you that much. Instead, I found a lot of sameness.
Stop me if you say that you are set apart from your competitors by one or all of these values:
- You go above and beyond for your clients
- You treat your clients / employees / referral sources like family
- You are dedicated to client success
- You value hard work and integrity
- You are innovative, going beyond what’s current and exploring what’s next to benefit your clients
- Your clients aren’t just numbers to you
If you’re feeling sheepish, don’t worry. The good news is that you’re in the same boat as everyone else.
Most companies do not have a compelling unique selling proposition, and I’ll tell you why: They haven’t actually taken the time to think about what makes them truly unique.
Building foundational brand material is not a simple process. Chances are, you’ll need to spend hours, days, or even weeks or months putting together a selling proposition that does position you uniquely in your industry.
Writing a successful unique selling proposition
To write a successful unique selling proposition, I believe you need a firm understanding of the following:
- Your brand’s core values – 3 words that describe what your business is to its core, beyond making money
- Your personality – What you want to convey can build off these values
- Your goals – What do you want to accomplish in the next 5 years? 10 years? How are you going to get there, and how can your USP help you reach your goals?
Unique selling proposition examples I actually like
Beyond your core values, personality, and goals, a strong unique selling proposition should stop you in your tracks. It should make you stop scrolling and think about what the person is saying. Here are a few unique selling proposition examples I particularly enjoy:
Kaufman Rossin: Joy
Kaufman Rossin, an international CPA firm, launched a new brand identity in 2022 with joy at the center. Their new tagline is “joy is your bottom line.” To see an accounting firm describe the work they do as joyful was incredibly refreshing. It is still, to date, the most unique thing I have seen a professional services firm say.
Who Gives a Crap: Toilet Paper That Builds Toilets
I was pulled in to Who Gives a Crap’s mission right away. First, by their amazing product name. Second, by their purpose. The company offers sustainable products made from bamboo and recycled paper, they donate 50% of their profits to build toilets, and they’re a Certified B Corp. They say they are “Good for the world, good for people, good for your bum,” and I couldn’t agree more.
Reparations Club: “Curated by Blackness”
Reparations Club is a bookstore in L.A., but not just any bookstore. The store bills itself as a “concept bookshop & creative space curated by Blackness.” It is a Black-owned, woman-owned store with standout branding, fantastic curated content, and a mission that’s in the name. Despite living in the Midwest, I was drawn to attend a virtual event at Reparations Club because of both the event itself and the unique positioning of the store.
Things to remember when crafting your unique selling proposition
I hope I have you fired up to get brainstorming and think up some eye-catching, provocative copy to put on your website. However, before you go off to the races, I want to offer one reminder: Consumers, potential clients, and young people, especially, can spot B.S. from a mile away.
Even though it’s tempting to put up something exciting just for the sake of it, make sure whatever it is you say about yourself is real, down to the core.
As the younger generations are entering the workforce, we’re seeing that they crave authenticity and purpose. Take the time to dig deep into your core values to identify what makes you special. Then, broadcast it in a way that feels real. Taking the time to do this right will yield incredible returns. Trust me.
Don’t know where to start?
Don’t worry, I’ve got you. I created a step-by-step guide to creating the best Unique Selling Proposition you’ve ever put to paper. You can build off the template I’ve created, or even work with me one-on-one. Ready to get started?
