{"id":85953,"date":"2025-08-26T18:37:40","date_gmt":"2025-08-26T18:37:40","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/usp-unique-selling-proposition\/"},"modified":"2026-10-25T05:07:26","modified_gmt":"2026-10-25T05:07:26","slug":"usp-unique-selling-proposition","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/usp-unique-selling-proposition\/","title":{"rendered":"USP (Unique Selling Proposition)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>The USP, or Unique Selling Proposition<\/strong>, is that factor or set of factors that make a product, service, or brand stand out from its competitors in the market. <\/p>\n\n<p class=\"wp-block-paragraph\">In other words, <strong>it is what makes consumers choose a particular product<\/strong> or service over other similar ones available in the market.<\/p>\n\n<p class=\"wp-block-paragraph\">To understand it better, picture the <strong>huge number of similar products out there<\/strong>: countless brands of shampoo, cereal, mobile phones and more. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Why do you choose a particular brand? <\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Probably because it has something special, whether in its <strong>composition, design, price, or the value<\/strong> it offers. <\/p>\n\n<p class=\"wp-block-paragraph\">That &#8220;something special&#8221; is the USP.<\/p>\n\n<p class=\"wp-block-paragraph\">The concept was created by <strong>Rosser Reeves<\/strong>, an advertising executive at the Ted Bates agency, who explained it in his book <em>Reality in Advertising<\/em> (1961). For Reeves, every ad had to make the customer a specific proposition, one the competition couldn&#8217;t offer and strong enough to attract new customers.<\/p>\n\n<h2 class=\"wp-block-heading\">Why the USP matters in marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">Now, you might ask yourself, why is this USP so relevant? <\/p>\n\n<p class=\"wp-block-paragraph\">The answer is simple: <strong>in a saturated market<\/strong>, where consumers face an avalanche of similar options, the USP can be the deciding factor. <\/p>\n\n<p class=\"wp-block-paragraph\">The factor that tips the scale in favor of a brand or product.<\/p>\n\n<p class=\"wp-block-paragraph\">In addition, a clear and well-defined USP can be the driving force behind effective marketing campaigns. <\/p>\n\n<p class=\"wp-block-paragraph\">It helps companies effectively communicate the unique value they offer.<\/p>\n\n<p class=\"wp-block-paragraph\">Allowing consumers to quickly understand why they should choose one option over the others.<\/p>\n\n<h2 class=\"wp-block-heading\">Building an Effective USP<\/h2>\n\n<p class=\"wp-block-paragraph\">Building a USP is not an easy task. <\/p>\n\n<p class=\"wp-block-paragraph\">It is not just about choosing a random feature and promoting it. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>The USP must be:<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Relevant:<\/strong> It must address a real need, desire or concern of the consumer.<\/li>\n\n\n\n<li><strong>Unique: <\/strong>As its name suggests, it must be different from what other competitors offer.<\/li>\n\n\n\n<li><strong>Convincing: <\/strong>Being unique isn&#8217;t enough. It also has to be something that persuades the consumer to act.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>Developing an effective USP<\/strong> generally involves in-depth market analysis, consumer research, and a clear understanding of the brand\u2019s own capabilities and strengths.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp.png\" alt=\"Infographic of the 3 keys to a good USP: relevant, unique and convincing\" class=\"wp-image-108246\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/claves-de-una-buena-usp-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Tell your customers what makes you different<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bring your unique selling proposition to every email and SMS. Get started for free with Mailrelay.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=usp\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">How to create your USP in 5 steps<\/h2>\n\n<ol class=\"wp-block-list\">\n<li><strong>Know your customer.<\/strong> Define your <a href=\"https:\/\/mailrelay.com\/en\/glossary\/buyer-persona\/\">buyer persona<\/a>: what problem they have, what worries them and what they value when buying.<\/li>\n\n\n\n<li><strong>Analyze your competitors.<\/strong>  Note what each competitor promises and what they all have in common. A <a href=\"https:\/\/mailrelay.com\/en\/glossary\/analisis-dafo\/\">SWOT analysis<\/a> helps you see it.<\/li>\n\n\n\n<li><strong>List what makes you different.<\/strong>  Think about the product, price, speed, guarantee, service or the way you work.<\/li>\n\n\n\n<li><strong>Pick the one that matters most and that you can prove.<\/strong>  Keep a difference your customer cares about and that you can always deliver.<\/li>\n\n\n\n<li><strong>Sum it up in one sentence and test it.<\/strong> Write it clearly and check whether it works, for example with an <a href=\"https:\/\/mailrelay.com\/en\/glossary\/a-b-testing\/\">A\/B test<\/a> of your email subject lines.<\/li>\n<\/ol>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos.png\" alt=\"Infographic of how to create your USP in 5 steps: know your customer, analyze the competition, list your differences, pick the one that matters and sum it up in one sentence\" class=\"wp-image-108249\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-crear-tu-usp-en-5-pasos-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">USP examples<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Brand<\/th><th>USP<\/th><th>What makes it unique<\/th><\/tr><\/thead><tbody><tr><td>M&amp;M&#8217;s<\/td><td>&#8220;Melts in your mouth, not in your hand&#8221;<\/td><td>A specific product advantage. It&#8217;s one of the USPs created by Rosser Reeves himself<\/td><\/tr><tr><td>FedEx<\/td><td>&#8220;When it absolutely, positively has to be there overnight&#8221;<\/td><td>A promise of speed and reliability<\/td><\/tr><tr><td>Domino&#8217;s Pizza<\/td><td>&#8220;Pizza in 30 minutes or it&#8217;s free&#8221; (1980s)<\/td><td>A guarantee that is easy to understand and to check<\/td><\/tr><tr><td>Avis<\/td><td>&#8220;We&#8217;re number two, so we try harder&#8221;<\/td><td>It turns a weakness into a reason to choose it<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\"><em>The FedEx and Avis slogans are quoted in their original English.<\/em><\/p>\n\n<h2 class=\"wp-block-heading\">USP, value proposition and SMP<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Concept<\/th><th>What it is<\/th><th>What it&#8217;s used for<\/th><\/tr><\/thead><tbody><tr><td>USP<\/td><td>The difference only you offer<\/td><td>Standing out from the competition<\/td><\/tr><tr><td>Value proposition<\/td><td>The full benefit the customer receives<\/td><td>Explaining why your product is right for them<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/single-minded-proposition\/\">Single-minded proposition<\/a><\/td><td>The single message of a campaign<\/td><td>Giving focus to an ad or a <a href=\"https:\/\/mailrelay.com\/en\/glossary\/briefing\/\">briefing<\/a><\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/slogan\/\">Slogan<\/a><\/td><td>The phrase people remember the brand by<\/td><td>Being recognized and remembered<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">The USP in email marketing and SMS<\/h2>\n\n<p class=\"wp-block-paragraph\">Now, you may be wondering how the USP relates to other marketing strategies. <\/p>\n\n<p class=\"wp-block-paragraph\">Such as email marketing and SMS marketing. <\/p>\n\n<p class=\"wp-block-paragraph\">Well, the connection is quite direct.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Email marketing<\/a> and <a href=\"https:\/\/mailrelay.com\/en\/sms\/\" target=\"_blank\" rel=\"noreferrer noopener\">SMS marketing<\/a> are direct communication channels with the consumer. <\/p>\n\n<p class=\"wp-block-paragraph\">Through these channels, brands can communicate their USP effectively and persuasively. <\/p>\n\n<p class=\"wp-block-paragraph\">After all, if you have managed to get a consumer to give you their <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-address\/\" target=\"_blank\" rel=\"noreferrer noopener\">email address<\/a> or phone number, you have a direct opportunity to communicate your value.<\/p>\n\n<p class=\"wp-block-paragraph\">For example, if your product\u2019s USP is that it is eco-friendly, you could launch an email marketing campaign highlighting your product\u2019s environmental benefits, backed by your USP. <\/p>\n\n<p class=\"wp-block-paragraph\">In the same way, an SMS can be the perfect tool to convey special offers or discounts that are part of your unique selling proposition.<\/p>\n\n<p class=\"wp-block-paragraph\">Your USP should show up in every email, not just on your website:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>In the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-subject-line\/\">subject line<\/a><\/strong>, when the difference is the reason to open. For example, &#8220;Delivery in 24 hours, holidays included&#8221;.<\/li>\n\n\n\n<li><strong>In the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-preheader\/\">preheader<\/a><\/strong>, to back up the subject line with proof.<\/li>\n\n\n\n<li><strong>In the email header<\/strong>, as the opening line.<\/li>\n\n\n\n<li><strong>In the call-to-action button<\/strong>, reminding the customer what they gain.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">With Mailrelay you can bring your USP to every message and see which version works best:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>A\/B tests<\/strong> to compare two subject lines or two ways of presenting your proposition.<\/li>\n\n\n\n<li><strong>Segments<\/strong> to highlight the difference that matters most to each group of customers.<\/li>\n\n\n\n<li><strong>Automations<\/strong>, such as a welcome email that explains why you&#8217;re different from day one.<\/li>\n\n\n\n<li><strong>Email and SMS<\/strong> from the same account, to repeat the message on both channels.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">The free account includes 80,000 emails a month and up to 20,000 contacts.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Find out which message convinces your customers most<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Compare subject lines with A\/B tests and send up to 80,000 emails a month for free with Mailrelay.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=usp\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n<h3 class=\"wp-block-heading\">What is a USP?<\/h3>\n\n<p class=\"wp-block-paragraph\">It&#8217;s the unique selling proposition: the difference that makes a customer choose your product over the competition&#8217;s. The acronym stands for <em>unique selling proposition<\/em>.<\/p>\n\n<h3 class=\"wp-block-heading\">What does USP mean in marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">It stands for <em>unique selling proposition<\/em>. It&#8217;s the specific advantage only your brand offers and that you communicate in your campaigns.<\/p>\n\n<h3 class=\"wp-block-heading\">Who invented the USP?<\/h3>\n\n<p class=\"wp-block-paragraph\">Advertising executive Rosser Reeves, of the Ted Bates agency. He explained it in his book <em>Reality in Advertising<\/em> (1961).<\/p>\n\n<h3 class=\"wp-block-heading\">What&#8217;s the difference between a USP and a value proposition?<\/h3>\n\n<p class=\"wp-block-paragraph\">The value proposition sums up the full benefit the customer receives. The USP is only the part that sets you apart from the competition.<\/p>\n\n<h3 class=\"wp-block-heading\">How do you write a good USP?<\/h3>\n\n<p class=\"wp-block-paragraph\">In a single sentence, with a specific benefit that matters to the customer, that the competition doesn&#8217;t offer and that you can always deliver.<\/p>\n\n<h2 class=\"wp-block-heading\">Related posts<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/single-minded-proposition\/\">Single-minded proposition<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/briefing\/\">Briefing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/slogan\/\">Slogan<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/tagline\/\">Tagline<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/competitive-advantage\/\">Competitive Advantage<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/branding\/\">Branding<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/buyer-persona\/\">Buyer persona<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/target\/\">Target<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/copywriting\/\">Copywriting<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/monopolistic-competition\/\">Monopolistic competition<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-85953","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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