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Decoding the Jargon

USP

Unique Selling Proposition · Also called unique selling point

Content creationTerm

The single feature or benefit that sets you apart from competitors and that customers care about. If a competitor can say it equally truthfully, it is not a USP.

Example

Many Pune stores sell kurtas. Meera's USP is free alterations ready in 48 hours, which nearby stores do not offer. Her ads lead with that, not with 'great quality'.

How you'll hear it

“'Great quality' is not a USP; everyone says it.”

Don't confuse it with

  • Value proposition: broader, describes all the value; the USP is the part only you can claim.
  • Positioning: positioning is where you sit in the customer's mind; the USP is one proof point for it.

Related terms

Value propositionPositioningDistinctive brand assets

Sources

  1. Unique selling proposition (USP), Investopedia

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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