Unique Selling Proposition (USP) Template

In any market, when a company achieves success, competitors will quickly follow.

And once a market is saturated with competitive alternatives, you need a unique selling proposition to stand out amongst the crowd.

Particularly in SaaS, it's difficult for buyers to understand which software solution is the best for their business long-term. Feature comparison tables can often look the same.

So, it's your job to develop an effective positioning that makes it clear to your buyers whether you are the right fit for them or not.  

That's why I designed this AI-powered, Unique Selling Proposition Template (watch overview video above).

Click "Add to Cart" and then checkout to access this template. You will receive a link to a Google Sheet that you can copy and personalize for your own company.

Within the Unique Selling Proposition (USP) Template Google Sheet, you will find the following tabs:

• USP Framework: A simple framework to help you develop your unique position and USP statement.
• Unique Selling Proposition (USP) Template: a blank USP template for you to input your own capabilities and compare them to what competitors do versus what your customers want.
• USP Example: an example of a SaaS company completing the USP template exercise.
• AI-Powered USP Template: A powerful way to quickly generate your USP statement and complete the entire USP template using AI.

• BONUS Go-to-Market Checklist: A step by step list of activities to complete when going to market with a new product.

Each section of the template is designed to help you define a clear market position, but first, it's important to clearly define your Ideal Customer Profile (ICP) before completing this exercise.

Your unique positioning must be narrowly targeted to your ideal customer. Otherwise, you risk having messaging that is too broad and undifferentiated.

Here's how I recommend you develop your unique selling proposition to win the customers you want and beat the competition:

1. Review all tabs in the spreadsheet first. It's always good to familiarize yourself with the content before you really dig in.
2. Analyze the venn diagram of what you do well, what your competitors do well and what your customers want.
3. Document the details to these questions in the table below the venn diagram. You could do this exercise for each competitor or in aggregate.
4. Identify the areas of overlap and highlight them in the corresponding color for distinction.
5. Select the USP area of opportunity where you do something well that your customers want and your competitors don't do well.
6. Lastly, write down your unique selling proposition statement to guide your teams when you go to market.

This doesn't have to be complicated.

Many companies never slow down to do this exercise. They just end up copying the existing solutions in the market.

If you take the time to really think through your company/product positioning, you will stand out in a crowded room and rise above the noise.

Immediately download the unique selling proposition template and customize it for your business.

Click “Add to Cart” on the right and checkout. You will receive a link to a Google Sheet to copy and customize for your business.

Also, check out our entire VP of Marketing Playbook below to grow your brand and demand faster.