Unique Selling Proposition (USP)

The unique selling proposition (USP) describes a unique selling point of a product or service that ensures a clear differentiation from the offerings of competing providers.


The emphasis on the unique selling proposition is becoming more and more important due to increasing market saturation and penetration as well as stronger competition.


Defining one’s own unique selling proposition and communicating it to the outside world aims to give consumers a decisive impulse and motivate them to convert. Furthermore, thanks to the unique sales promise, a clear positioning in the market is achieved.


The following examples of USPs can be used:


  • Technical innovations
  • Unique materials or shapes
  • Ecological certificates
  • Functional innovations
  • Exclusiveness


The USP must be truly relevant to the customer and offer him a clear advantage. Consequently, the customer’s needs must be the focus when identifying the USP.


USPs also play an important role in SEO. Unique selling points (optimally integrated on the site) lead to the search for unique terms that lead relevant traffic to the site. This traffic is more likely to lead to conversions.

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See also: Search Engine Advertising