Unique Selling Proposition

Worksheet

Purpose
The Unique Selling Proposition (a.k.a. Unique Selling Point or USP) is a marketing concept
that was first proposed as a theory to explain a pattern among successful advertising
campaigns of the early 1940s. It states that such campaigns made unique propositions to the
customer and that this convinced them to switch brands. The term was invented by Rosser
Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to
refer to any aspect of an object that differentiates it from similar objects.
- Source: Wikipedia
Product Name – [insert product name]

Product Description
 Describe product or service in 50 words or less

Competitors
 What message is your competition telling about their competitive offering?

Customers
 What do your customers value most about your products/services?

Product Features Audit

In the table below, list product features and provide a brief description. Next, rate each product
feature on a scale of 1 to 10 (1 = not unique; 10 = very unique). Finally, write a short USP
statement for features that have been identified as unique.
 Uniqueness
Features Description Feature USP
(1 – 10)

Size 15 cm 5 None

Color Red 5 None

Capacity 10 ml 9 Large capacity

Feature #4

Feature #5

Product USP Statement

 Based on the analysis of your product, write your unique selling proposition here.