The document discusses developing a unique selling proposition (USP) for a business. It provides steps to identify a business's strengths, how they differ from competitors, what makes the business unique, and how these benefit customers. The steps include listing top strengths, how strengths are better than competitors, what else differs such as experience, then relating these back to customer benefits. It suggests writing the USP in 10 words or less and testing how appealing, unique, and believable it is compared to competition and if it addresses customer needs.

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What’s Your Unique Selling Proposition?
One of the most important aspects of marketing your business is knowing your USP or Unique Selling
Proposition. What is going to help you stand out? What is going to entice a new customer to try your
products and services?
A few rules to follow:
 Show why you’re more skilled, more unique, more qualified, etc.
 Show why you are different than your competition
 Show the one thing about your company that you excel in
 Give proof that you are the best choice
 Only make statements you can back up.
 Focus on how it benefits the customer!
Step 1: What are your top 3 strengths? What do you offer clients that you do really well?
1
2
3
Step 2: How are each of your strengths better than your competition’s?
1
2
3

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Copyright © CAPBuilder Network Group 2013 All Rights Reserved. No part of this document may be reproduced without written
consent from the author.www.capbuildernetwork.com
Step 3: What’s different about you? Look at your education, process, guarantee, offer, background,
Experience, who you work with, etc.
1
2
3
Step 4: For every statement you listed in Steps 1-3, ask, why they are important to your customer.
What is going to motivate you customer to buy from you.
Write your USP in 10 words or less
U
S
P
Step 5: How strong is it
Question 1 2 3
Is it appealing
Is it unique
Is it believable
Step 6: Test it.
Question Y N
Compare to your competition. Is it
unique?
Does it address your customer’s
needs?
Does it answer why your customer
will want to buy from you>