Again - the question is, “Why should I buy from you vs. the competition?”
People will buy from those who are best equipped to solve their problem or get them out of pain. So your USP should center around that and speak to it directly.
Your business cannot and should not attempt to create a need that consumers do not already have. No matter how great your USP or marketing schemata, if your product ultimately does not satisfy your customer, then your product and consequent business will fail.
You need to do plenty of valid and reliable research on your target market in order to understand which emotional responses will drive them to your product instead of your competitors.
Simplicity. A great product. Combine these two entities together to form the perfect USP for your company and product/service line.
To quote Rosser Reeves from his book Reality In Advertising:
"Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each product must say to each reader: ‘Buy this product and you will get this specific benefit.'"
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Again, from Matt Hockin’s website:
The following are 6 powerful USPs that alleviate the "pain" experienced by the consumers in their industries..
Example #1 - Package Shipping Industry
Pain - I have to get this package delivered quick!
USP - "When it absolutely, positively has to be there overnight." (Federal Express)
Example #2 - Food Industry
Pain - The kids are starving, but Mom and Dad are too tired to cook!
USP - "Pizza delivered in 30 minutes or it's free." (Dominos Pizza)
(This USP is worth $1 BILLION to Dominos Pizza)
Example #3 - Real Estate Industry
Pain - People want to sell their house fast without loosing money on the deal.
USP - "Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value"
Example #4 - Dental Industry
Pain - Many people don't like to go to the dentist because of the pain and long wait.
USP - "We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes" or you will receive a free exam."
Example #5 - Cold Medicine Industry
Pain - You are sick, feel terrible, and can't sleep.
USP - "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine." (Nyquil)
Example #6 - Jewelry Industry
Pain - The market hates paying huge 300% mark-ups for jewelry.
USP - "Don't pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we'll buy it back."