What is Unique Selling Proposition [USP]?

Discover your unique selling proposition by following these steps.


A unique selling proposition is a specific benefit that makes your business stand out when compared to similar businesses. In short, it communicates your business’s purpose and what differentiates it from others. Also, it is commonly referred to as a unique selling point (USP). Having a USP is a competitive advantage that allows you to be remembered in a marketplace.

The best USP communicates your unique benefits to the customers in a few significant words. In addition, it defines the specific value your law company offers and the problem it solves. By choosing something that makes your business unique, you’ll become known for that quality. Furthermore, your authenticity will make it easier for potential customers to choose your services

That is to say, your first step is to discover and communicate who your business is for. The next step is to define your offer and whom does it serve. Finally, to decide how to make a unique impact on the market.


In order to improve your market positioning, uncover your USP first. For a start, put yourself in your customer’s shoes. Research and explore the customer’s needs to discover what they really want. Finally, define what drives your customers’ behavior and their buying decisions.

Start with customer demographics such as age, gender, race, income, and location. Uncover the real reasons customers purchase your services instead of a competitor’s. Afterward, ask your customers for their feedback to improve your services. 

Instantly recognizable USPs can make companies operate in competitive markets. The strongest ones directly address a specific need of the company’s ideal customer. In addition, they emphasize the unique quality that separates a business from its competition.

Marketing strategy is important part of communicating your unique selling proposition.


Forming a unique selling proposition helps focus your marketing strategy. Moreover, it influences your overall marketing decisions. Thus, USP should answer a potential customer’s most immediate question when they encounter your brand. Hence, it should be based on your company’s strengths. A compelling USP should:

  • Impact your customers to choose your law brand instead of your competitor’s
  • Sound memorable and draw attention to your law brand
  • Be a collection of your customer’s values: think of what your customers truly care about

Defining your USP requires thorough research along with creativity. Start by analyzing how other companies use their USPs to their advantage. This requires careful analysis of other marketing strategies.  

A business can use 4 P’s marketing strategy for its USP:

  • Product characteristics
  • Price structure
  • Placement strategy
  • Promotional strategy

They help the business reach that market position that sets it apart from the competition.

Your audience's feedback is an important part in improving your unique selling proposition.


Advertising – Try media advertising to find your target audience. Accordingly, use it to introduce them to your law firm brand.

Social Media – Maintain a strong and consistent presence on the social network.  In addition, think of working with influencers.

Content Marketing – Create interesting content that presents your company’s uniqueness.

Digital Marketing – Present your USP on your company’s website. For example, use a tagline form or a bulleted list.

Search Marketing – Don’t forget to Improve your website’s SEO. Accordingly, you will generate visibility and communicate your USP to a wider audience.


In short, your USP should place your service as different from your competitors. A strong unique selling proposition can help you attract and retain clients. That is to say, it is an important part of your marketing strategy. Furthermore, as a key differentiator, it is the reason your customer will buy from you. Follow these steps to define your USP and differentiate your services in the market.

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