Unique Selling Proposition – “Revealing” Better Option than “Telling” in Content Marketing


How does your product differ from your competitors? Could you name at least three differences off the top of your head? Many companies struggle to clearly identify their product’s unique selling proposition (USP).

A recent online article published by Marketing Profs indicates how costly this problem can be. The article quoted a survey by Corporate Visions that revealed “68% of respondents ‘agreed’ or ‘strongly agreed’ their inability to create clear competitive differentiation was the main reason for unwanted discounting.”

     Devoting time to drill down to your product’s USP may pay off in many ways, including maintaining profitable pricing. But with the sales-neutral tone of today’s B2B content marketing, it can be tough to get across your USP without sounding like a sales pitch.

So what is the solution?

One method you can try is having your customer reveal your USP rather than you telling it.  Or course, you don’t want to put words into your customer’s mouth. That would be unethical and inauthentic.

 Mining Your Customer’s Thoughts for Support of Your USP

 Well-crafted customer questionnaires are a great way to extract USP nuggets.  (Just make sure your customer agrees to have his comments published in your content marketing projects.)

Here are examples of USP themed questions you might use…

 What differences have you noticed in [product name] compared to similar products you’ve used before?

 What is the most useful benefit of [product]?

Why didn’t you purchase from the following companies?

Why would you purchase your next product from us?

Avoid multiple choice responses to your questions as these don’t really provide enough insight.  (View other possible questions at Survey Monkey)

 After compiling them, you can quote your customer’s USP related answers in your content marketing, such as case studies.

 One More Tip…

 When you create a case study or similar content marketing, you should quote your customer directly rather than explaining it from your point of view. Quotes make writing look active and present tense and they attract the reader’s eyes.

 Instead of writing…

 Ken Wells, General Manager of Axis Equipment, has reported a 75 percent reduction in downtime since installing (product name) three months ago. He said he’s never had that type of success with any other product.

 Write…

 “Since installing (product) three months ago, we’ve seen equipment downtime reduced by 75 percent,” says Ken Wells, General Manager of Axis Equipment. “We’ve never had that type of success with any other product.”

David Coyne

David Coyne

David Coyne is a B2B copywriter and marketing consultant with 25 years experience in the business-to-business sector.

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David Coyne

David Coyne

David Coyne is a B2B copywriter and marketing consultant with 25 years experience in the business-to-business sector.

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