Unique selling proposition (USP)

A unique selling point (USP), also called a unique selling proposition, is the essence of what makes a company’s product or service better than its competitors. In online marketing, communicating USPs clearly and quickly is one of the key elements to drive conversions, as an appealing USP concisely describes a brand’s exclusive qualities and is the purchase-making factor for many customers. If the USP isn’t as captivating, they’ll skip, resulting in the brand losing out on a sale.

Email marketing professionals write a USP by analyzing competitors and their USPs to assess their own brands and unique qualities.