Category: branding

branding, writing advice

5 Steps to Write a Unique Selling Proposition, Value Proposition, or Tagline (Examples)

Is a unique selling proposition (USP) the same as a tagline, a value proposition, or a mission statement? Not necessarily.

A kiosk selling magazines and newspapers with the sign "Kiosk Press" above it in green and gold.

A tagline and a proposition distinguish your products or services. A tagline, sometimes known as a slogan, is a concise and memorable form of your selling proposition. A mission statement defines why you’re in business.

By contrast and its original definition, by adman Rosser Reeves, a unique selling proposition is more benefit-oriented:

  1. “Each advertisement must make a proposition to the consumer…Each advertisement must say to each reader: ‘Buy this product, and you will get this specific benefit.’
  2. The proposition must be one that the competition either cannot or does not, offer. It must be unique–either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising…
  3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.”

Some see a USP and a value proposition as the same. Compared to a USP, others view a value proposition as a more specific claim about the effectiveness of products or services.

Here’s how Nike, maker of athletic gear, has expressed their uniqueness through each type of messaging:

  • Unique selling proposition: “Nike delivers innovative products, experiences and services to inspire athletes.”
  • Value proposition: “Customizable performance or lifestyle sneakers with unique colorways and materials.” (Specific to their Colorways footwear)
  • Mission statement: “Bring innovation and inspiration to every athlete in the world.”
  • Tagline or slogan: “Just do it.”

The basic building blocks of a mission statement or a tagline may form your unique selling or value proposition.

See how to write a unique selling proposition (USP), value proposition, or tagline step-by-step–with examples.

How to Write a Unique Selling Proposition, a Value Proposition, or a Tagline

1. Consider your “how” – What do you do? What sets you apart from competitors? Which problems do you solve? Your personality and how you do business, combined with your expertise, make you “you.” They’re part of your brand.

Example: The Law Office of Brady Skinner: “The No B.S. Attorney.”

2. Hear your “who” – Who do you serve? Do you have special knowledge or experience that helps you help certain people?

Example: Arizona-based real estate divorce specialist Bob Adelfson helps people going through a divorce sell their marital homes.

3. Find your “why” – Why do you do what you do? Why does your work matter to you — and why should it matter to others? Which problems do you solve? Answering these questions helps customers understand why you can help them. This ties to your core brand values.

Example: Some doctors at the University of Texas MD Anderson Cancer Center were also cancer patients. Their experiences led them to feel more empathy for their patients. They also better understood the side effects of the treatments they prescribed.

Their knowledge and personal experience add to their “why” and differentiate them from providers who haven’t had cancer.

4. Add them up – How + Who + Why = Your Unique Selling Proposition (USP). This equation helped me create my new business USP and tagline.

Example: Quality custom content that boosts service firms’ brands to win the right clients.

A USP defines an aspect of your business that distinguishes it. Using two of the three parts of the USP equation (“how” + “why,” “how” + “who,” etc.), you may trim your USP to a tagline.

Example: Based on my USP, my tagline becomes, “Win the right clients with quality custom content.”

5. Take a step farther – Add a specific claim to your USP or your tagline to form your value proposition. The benefit can include the results customers may expect or will get from working with you.

Example: “15 minutes or less can save you 15% or more on car insurance.” (Geico)

Learn more about how to write a unique selling proposition (and other brand messaging) to reach ideal clients.

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What’s your unique selling proposition? Feel free to comment below.

QUOTES

“You’ve got to start with the customer experience then work backwards.”

Steve Jobs

“A unique selling proposition is no longer enough. Without a unique selling talent, it may die.”

Bill Bernbach

brand values, branding, writing advice

5 Steps to Define Your Core Brand Values to Draw Ideal Clients

A piece of paper on a clipboard with a Venn diagram -- two circles with statements in them that define core brand values. They intersect at the phrase "your brand."

Do your core brand values define your business? The image it projects says a lot about it (and you). And the type of customers you gain. We can attract what we project. If you’re unhappy with your client base, maybe it’s time for a change.

One way to set your business apart is to define your core brand values in your marketing materials. Customers with similar views may be more likely to do business with you. 5WPR and Forrester reports show that 83 percent of millennials and 51 percent of Gen Zers want to buy from brands that share their values.

If you prefer to watch, rather than read, see this video playlist for a walkthrough of each step.

1. State your disbeliefs – Many businesses can’t serve everyone effectively. List ten values you or your business don’t believe in. A thesaurus or generative AI tools can help.

Questions to ask yourself include:

  • What are some things I can’t stand?
  • Based on any dealings with past clients, what did I dislike about the tough customers? Which types of clients did I fail to please?

Example: Service-based professionals can despise dishonesty, incompetence, or a lack of compassion.

2. List your passions – Consider the right clients for your business. Then think about the brands you admire. Explore your disbeliefs. List ten core brand values.

Questions to answer as prompts:

  • What are my “musts”? What drives or motivates me in my work?
  • What do I like best about my customers?
  • What are the values of brands I want my business to be like? Example: Apple is known for thinking differently, through innovation and user-centric design.

Service provider example: A hospital’s core values include safety, efficiency, and compassion.

3. Check your lists – Do you see any patterns? Are any words or phrases similar? Remove the repeats. Reduce the list to five core brand values.

4. Combine like terms – Tie together words and phrases that align with your brand values. Think of them as your “what.”

Example: Some of my clients appeal to their customers through compassion, so my marketing copy includes statements like “Content that connects with respect.”

5. Flesh them out – Consider why you follow each belief. Describe how you fulfill each core brand value in one sentence each.

Example: A mental health provider could list the phrase “a commitment to care.” They might then define how or why they follow that belief through this statement: “Our therapists guide our clients to reach their own conclusions.”

Learn more about how to highlight your core brand values in your content to reach the right clients.

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What are some of your core brand values? Feel free to comment below.

QUOTES

“If people believe they share values with a company, they will stay loyal to the brand.”

Howard Schultz, former CEO of Starbucks

branding, language, language usage, language use, messages, writing advice

5 Steps to Consistent Brand Messaging, Language, and Style

1. Check your mission statement – Ask yourself some questions to explore your brand messaging, language, and style: Why are you in business? What are your core values? What’s your Unique Selling Proposition (USP)? If you have one, borrow keywords from your mission statement. Otherwise, follow the next step and create one through finding your “why” to keep your brand messaging, language, and style consistent.

2. Make it personal – Who do you want to reach? Think of the people you want to appeal to when you write your content, their problems, or what might keep them awake. In the process, you could have a story to tell. Add keywords and descriptions from it to your tagline, your website or blog copy, social media, press releases, and other marketing materials.

3. Find your voice – What kind of tone or mood do you want to convey in your marketing? What voice will you use to speak to your ideal customers? What kind of personality do you want to project? And does it align with your mission statement and values? Thinking about these aspects can help you arrive at more specific wording that can increase your brand recognition and form your overall messaging.

Example: In a brief video, Michael Monteforte, Jr. of Monteforte Law P.C. tells potential clients what motivated him to pursue estate planning, how he works with clients, and helps them. Also on their “About Us” page, the firm effectively explains what separates it from others; many firms don’t differentiate themselves from their competitors well. Michael comes across as a plain-spoken, clear communicator who cares about finding the right solutions for his clients.

4. Create a company style guide – It can help you clarify your wording, punctuation, email formatting, and other content, which can guide you or any employees. It may also set your design standards, from the logos and fonts to the colors you use. Update it regularly.

5. Enforce company communication policies – Once your style guide is in place, include it as part of an overall communications policy to ensure all your messaging stays on brand. Don’t stray from your talking points, which form the image you want to project. Do regular content or messaging audits. Your communications policy may also outline strategies for responding to a crisis.

Need help with your messaging to build your image and boost your success? Consider a free business writing coaching consultation.

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How do *you* keep your brand messaging consistent? Feel free to comment below.

Quotes

“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” ~ Simon Mainwaring

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” ~ David Brier

Published Feb. 7, 2023