Everything you need to know about Unique Selling Proposition

Discover your unique selling proposition by following these steps.


Unique selling proposition is a specific benefit that makes your business stand out when compared to other businesses in your market. Commonly referred as a USP, it explains what your law business stands for and what sets you apart from others. Having a unique selling proposition is a competitive advantage that allows you to be remembered in a crowded marketplace.

The best unique selling proposition communicates unique quality and explains its benefit to the customers in a few significant words. That way, it defines your company’s position in the marketplace presenting the value you offer and the problem you solve. Communicating your USP clearly and quickly is one of the keys to getting potential customers.

Customers often have difficulty deciding which option in your industry is the one that deserves their time, money and trust. Making your USP obvious and authentic will make it easier for the potential customers to choose your services. By choosing something that makes your law business unique, you’ll become known for that unique quality.

That is to say, you 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, decide how do you want to make unique impact on the market.


In order to improve your market positioning, you need to uncover your USP first.

Put yourself in your customer’s shoes. Research and explore the customer’s needs in order to discover what your customers really want. Define what drives your customers’ behavior and their buying decisions. Start with customer demographics such as age, gender, race, income and geographic location but don’t stop there.

Uncover the real reasons customers buy your product instead of a competitor’s. As your business grows, you’ll be able to ask your customers for their feedback in order to improve your service. You can kindly reach out to them to rate the importance of the features you offer.

Instantly recognizable USP’s can make law businesses operating in competitive markets. The strongest ones directly address a specific need based on the experience of company’s ideal customer. They also emphasize the unique quality that separates a law business from its competition.

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


Forming unique selling proposition helps focus your marketing strategy and influences overall your marketing decisions. Your USP should quickly answer a potential customer’s most immediate question when they encounter your law brand.

It should be based on your law company’s strengths and communicate something that is uniquely valuable to your customers. A compelling USP should be:

  • A specific position that forces your customers to choose your law brand instead of your competitor’s.
  • Something memorable and original, that draws attention and puts a spotlight to you law brand.
  • Collection of your customers values. Besides presenting your USP as unique, think of what your customers truly care about.

Defining your USP requires thorough researching and unleashing your creativity. One way to start is to analyze how other companies use their USP’s to their advantage. This requires careful analysis of other marketing strategies and using them to set the foundation for your research.

A business can use the Four P’s marketing for its USP: product characteristics, price structure, placement strategy or promotional strategy. They exist to serve the business for reaching 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 traditional media advertising in order to find your target audience and introduce them to your law firm brand.

Social Media – Maintain a strong and consistent presence on social networks and work with influencers.

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

Digital Marketing – Present your USP as the tagline or as a bulleted list on a service page on your company’s website.

Search Marketing – Improve your attorney’s website’s SEO in order to generate visibility and communicate your USP to your audience.


Your unique selling proposition is a statement you choose to place your law brand 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, it is a key differentiator and the reason your customer will buy from you.

Follow these steps in order to define or improve your unique selling proposition and differentiate your services in the crowded market.

Unique Selling Proposition is your secret formula that differentiate your brand from the others.

In order to properly define and develop it, contact us today.

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