{"id":16396,"date":"2021-10-19T02:48:37","date_gmt":"2021-10-18T16:48:37","guid":{"rendered":"https:\/\/buildprosites.com\/moa2\/5-unique-selling-proposition-templates-that-position-you-above-the-virtual-noise\/"},"modified":"2023-06-27T14:37:47","modified_gmt":"2023-06-27T04:37:47","slug":"5-unique-selling-proposition-templates-that-position-you-above-the-virtual-noise","status":"publish","type":"post","link":"https:\/\/buildprosites.com\/moa-backup\/5-unique-selling-proposition-templates-that-position-you-above-the-virtual-noise\/","title":{"rendered":"5 Unique Selling Proposition Templates That Position You Above The Virtual Noise"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">With over 1 billion websites on the Internet, standing out as an online business has become even more challenging than before with numerous competitors cropping up regularly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What Is A Unique Proposit<strong>ion, What Is It Not?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before I elaborate more on the templates, let us first clarify what a USP is and what it is not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A unique selling proposition (USP) is the part of the brand messaging aka brand strategy or brand promise that has the following <strong>3 key aspects<\/strong>:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8220;Relevant:<\/strong> Explains how your product solves customers\u2019 problems or improves their situation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quantified Value:<\/strong> Delivers specific benefits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Differentiation:<\/strong> Tells the ideal customer why they should buy from you and not from the competition.<strong>&#8220;<\/strong> \u2014 Peep Laja, <a href=\"https:\/\/cxl.com\/blog\/value-proposition-examples-how-to-create\/\" target=\"_blank\" rel=\"noreferrer noopener\">CX Optimization Agency<\/a>&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>On the other hand, the USP IS NOT:<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">1 A statement that can be easily copied and applied.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, the terms used in e-commerce, \u201c24\/7 customer service,\u201d \u201cfree shipping,\u201d \u201cnext-day shipping,\u201d \u201cNo long-term contract, cancel any time,\u201d or \u201c30 days return policy,\u201d used to work in the past as part of brand positioning. These days they are used as what Peep Laja calls \u201cboosters or small value-adds\u201d. These are additional brand offers that work well if your competitors do not have the same.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2 It is not the slogan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The statements below, although catchy, do not convey the 3 key characteristics mentioned above.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MacDonald\u2019s: \u201cI\u2019m lovin\u2019 it.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nike: \u201cJust do it.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Skittles: \u201cTaste the rainbow.\u201dA statement that changes regularly or changes at every marketing opportunity. It should be a statement that is consistent across all marketing channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3 A statement that changes regularly or changes at every marketing opportunity. It should be a statement that is consistent across all marketing channels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>5 Proven Proposition Templates<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Writing a USP requires the use of specific approaches and methodologies to help your brand grow in the minds of your existing and potential customers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here, we compiled 5 proven templates with a few examples. However, please be aware that these templates, although effective, will only benefit your company if you have done the work in identifying your target market or ideal customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1 &#8211; Value Positioning Statement (Geoffrey Moore)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Geoffrey Moore, a technology consultant and author, introduced the value positioning statement in his classic marketing book, Crossing the Chasm.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The template format has two versions. You can either mention your main competition or omit it entirely as you can see in the examples of Omniconvert and Inbound Rocket in the table below.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>Format<\/td><td>Amazon<\/td><td><a href=\"https:\/\/www.omniconvert.com\/blog\/creating-an-effective-value-proposition-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">Omniconvert<\/a><\/td><td><a href=\"https:\/\/inboundrocket.co\/blog\/how-to-write-an-effective-and-unique-value-proposition\/\" target=\"_blank\" rel=\"noreferrer noopener\">Inbound Rocket<\/a><\/td><\/tr><tr><td>For [target customer]<br><\/td><td>For<strong>\u00a0<\/strong>World Wide Web users who enjoy books,<\/td><td>For non-technical marketers who struggle with A\/B Testing,<\/td><td>For small and medium businesses who struggle to get qualified leads from their website<\/td><\/tr><tr><td>our [product\/service name]<\/td><td>Amazon<\/td><td>Omniconvert<\/td><td>Inbound Rocket<\/td><\/tr><tr><td>is a [product category]<\/td><td>is a retail bookseller<\/td><td>is a Conversion Rate Optimization platform<\/td><td>is an easy to install WordPress plugin<\/td><\/tr><tr><td>that [statement of benefit or compelling reason to buy].<\/td><td>that provides instant access to over 1.1 million books.<\/td><td>that enables you to optimize your website and increase conversions.<\/td><td>that helps turn anonymous website visitors into valuable and qualified leads.<\/td><\/tr><tr><td>Unlike [primary competitive alternative]<\/td><td>Unlike traditional book retailers,<\/td><td>None<\/td><td>None<\/td><\/tr><tr><td>our product [statement of primary differentiation]<\/td><td>Amazon provides a combination of extraordinary convenience, low prices and comprehensive selection.<\/td><td><\/td><td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2 &#8211; High-Concept Pitch (Venture Hacks)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sequoia Capital simplifies the high concept pitch as, \u201cSummarize the company\u2019s business on the back of a business card.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/hatrabbits.com\/en\/high-concept-pitch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hat Rabbits<\/a> call it, \u201ca super-condensed elevator pitch\u201d whose purpose is to combine your idea against something that is already popular. Its use is prevalent in Hollywood when movie producers pitch their newest production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Format<\/strong>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">[Proven industry example] for\/of [new domain].<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Examples<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cRestaurants and more, delivered to your door.\u201d \u2014<a href=\"https:\/\/www.doordash.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"> DoorDash<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe entrepreneurs behind the entrepreneurs.\u201d \u2014<a href=\"https:\/\/www.sequoiacap.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Sequoia Capital<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cA lawyer is forced to tell the truth for 24 hours.\u201d \u2014<a href=\"https:\/\/www.imdb.com\/title\/tt0119528\/\" target=\"_blank\" rel=\"noreferrer noopener\"> Liar Liar (movie)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3 &#8211; XYZ (Steve Blank)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Steve Blank, a serial-entrepreneur and academic developed a simple but effective template that essentially answers the question: <em>\u201cWhat are you building and selling?\u201d<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Format<\/td><td><a href=\"https:\/\/www.omniconvert.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Omniconvert<\/a><\/td><td><a href=\"https:\/\/www.duolingo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Duolingo<\/a><\/td><td><a href=\"https:\/\/www.bloomandwild.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bloom &amp; Wild<\/a><\/td><\/tr><tr><td>We help [X]<br>target customers<\/td><td>We help e-commerce websites<\/td><td>Duolingo teaches second-language enthusiasts<\/td><td>We\u2019re enabling [our customers]<\/td><\/tr><tr><td>do [Y]<br>customer needs<\/td><td>increase their sales<\/td><td>how to speak a new language<\/td><td>to order flowers and gifts from the palm of their hand<\/td><\/tr><tr><td>doing [Z].<br>product benefit\/s<\/td><td>through A\/B testing, surveys and personalization.<\/td><td>by providing an app that gamifies language education.<\/td><td>with better product, designs and payments.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4 &#8211; Pitchcraft (David Cowan)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In an article titled &#8220;Practicing the Art of Pitchcraft,&#8221; venture capitalist and entrepreneur David Cowan discusses his tips for establishing a value proposition.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Format<\/td><td>Example #1<\/td><td>Example #2<\/td><\/tr><tr><td>Highlight the enormity of the problem you are tackling.<br><br>[Intrigue the person hearing or reading the VP.]<\/td><td>One person dies of melanoma every 62 minutes.<\/td><td>Four out of five doctors have lousy handwriting, leading to patients taking incorrect medication.<\/td><\/tr><tr><td>Tell the audience up front what your company sells.<br><br>[Keep it short and easy to understand.]<\/td><td>We offer a dermatoscope app for iPhone that enables people to easily diagnose their skin,<\/td><td>Using the new PrescriptionPad app,<\/td><\/tr><tr><td>Distill the differentiation down to one, easy-to-comprehend sentence.<br><br>[Say what your product or service does, not how it does it.]<\/td><td>leveraging patented pattern recognition technology<\/td><td>doctors can create legible prescriptions in a flash.<\/td><\/tr><tr><td>Establish credibility by sharing the pedigree of the entrepreneurs, customers, or the investors.<br><br>[Explain why you or your company is qualified to provide the service or build the product.]<\/td><td>trusted by the World Health Organization.<\/td><td>Jointly developed by handwriting experts and Doctors Without Penmanship<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5 &#8211; Jobs-to-be-done (Clayton Christensen)<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The Jobs-to-be-done (JTBD) also known as \u201cthe theory of consumer action\u201d is a framework for analyzing what motivates customers to adopt a new product or service that was developed by Harvard Business School Professor, Clayton Christensen.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/hbswk.hbs.edu\/item\/clay-christensen-the-theory-of-jobs-to-be-done\" target=\"_blank\" rel=\"noreferrer noopener\">Christensen<\/a> proposed that brands should ask: What \u201cjob\u201d would consumers want to \u201chire\u201d a product to do?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He believed that when companies understand the \u201cjob\u201d that customers are \u201chiring\u201d a product or service for, brands will be able to develop and\/or promote products that are more tailor-fit to what customers want done.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-regular\"><table><tbody><tr><td>Format<\/td><td><a href=\"https:\/\/mint.intuit.com\/how-mint-works\" target=\"_blank\" rel=\"noreferrer noopener\">Mint<\/a><\/td><td>iPod<\/td><td>Paypal<\/td><\/tr><tr><td>Action verb<\/td><td>Access<\/td><td>Listen to<\/td><td>Providing a<\/td><\/tr><tr><td>Object of action<\/td><td>your financial life<\/td><td>music<\/td><td>secure way to<\/td><\/tr><tr><td>Contextual identifier<\/td><td>in one powerful app.&nbsp;<\/td><td>while jogging.<\/td><td>make online payments.<\/td><\/tr><\/tbody><\/table><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>With over 1 billion websites on the Internet, standing out as an online business has become even more challenging than before with numerous competitors cropping up regularly. What Is A Unique Proposition, What Is It Not? Before I elaborate more on the templates, let us first clarify what a USP is and what it is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16397,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[35],"tags":[61,62,60,37],"callouts":[],"class_list":["post-16396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creating-your-content","tag-copywriting","tag-headlines","tag-positioning","tag-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Unique Selling Proposition Templates That Position You Above The Virtual Noise - Mark of Approval Web &amp; Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markofapproval.com\/5-unique-selling-proposition-templates-that-position-you-above-the-virtual-noise\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Unique Selling Proposition Templates That Position You Above The Virtual Noise - Mark of Approval Web &amp; Marketing\" \/>\n<meta property=\"og:description\" content=\"With over 1 billion websites on the Internet, standing out as an online business has become even more challenging than before with numerous competitors cropping up regularly. What Is A Unique Proposition, What Is It Not? 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