This document provides guidance on defining a unique selling proposition (USP) for an organization. It explains that a strong USP allows an organization to stand out from competitors by focusing on creating value for their target customers. Examples of effective USPs are provided, such as Disney's "The happiest place on earth." A 6-step process is then outlined for creating a USP, including defining the target market, the problem solved or experience provided, key benefits, promises made, and condensing it into a single sentence. Feedback from others on the proposed USP is recommended.

1. Tool 2:
Defining
Your USP
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2. Tool 2: DefiningYourUSP
A uniqueselling pointwhichdefinesyourorganisation’suniquepositioninthe marketplace,isan
importantpart of creating pricingpowerandan experience yourcustomers will loveandenjoy.A
stronguniqueselling pointenablesyou tostandapart from competitorsandactivelyfocusyour
energyoncreatingthingsthatcater to your ideal groupof customers.
Examplesof GREAT USP statements:
 M&Ms: “The milkchocolate meltsinyourmouth,notinyourhand”
 AVIS Car Rentals: “We're numbertwo.We try harder”
 Disney: “The happiestplace onearth”
 Country: “Bhutan,happinessisaplace”
 ChessingtonZoo: “A worldof adventure”.
Create your USP:
Step 1: Describe Your Target
Market
Before you can even startmarketing your business,you need to know
who you aretargeting. In this step, you want to be as specific aspossible
and build on ideas and information from completing other ROOTS tools.
Step 2: Explain the Problem
You Solve or the Experience
You Provide
From your prospective customer’s perspective, what is the problem you
solveor the experience that you provide?
Step 3: List the Biggest
Distinctive Benefits
List3 - 5 of the biggest benefits a customer or visitor gets from choosing
your cultural heritagetourismexperience. Think about how you are
different to your competitors.

3. Step 4: Define Your Promise Write down the promise(s) you make to your customers and visiors.
Step 5: Combine and Rework Based on your answers in Steps 1 – 4, combine your ideas into one
simpleparagraph.
Step 6: Cut it Down Condense your paragraph into a singlesentence – this is now your USP!
Nowtry out yourUSP with at least10 people togauge theirreactionandthenmake refinementsif
needed.