Boost Your Brand And Business With A Unique Selling Proposition

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unique selling proposition

What is A Unique Selling Proposition (USP)?

A Unique Selling Proposition is a phenomenon where a brand differentiates their products from the competitors by pointing out uniqueness. The brand wants to be recognized as “one of a kind” in their niche. This can also change the perception of the public and convince them to switch to their brand.

STEP 1: Understand Your Target Audience

Understanding your audience is key to building your brand or building sales of a product.  

Start by researching your typical buyer and creating a Buyer Persona.  Be as specific as possible with the audience you wish to target. Try putting yourself in their shoes and thinking from their angle. Discover the factors that motivate and encourage your customers’ behaviors and buying decisions.

Over the years, we have found the best way to understand the end users pain points and frustrations is to seek out and gather all product reviews from all marketplaces. People typically express their issues and pain points in the reviews and the questions asked.

The question & answer area of a listing is the target audience vocalizing exactly what is important to them.  It is where they get to ask questions which reveals exactly what information they want to know.

Study these areas of your competitions listings and incorporate the answers into your listing to stand apart from the competition.

We prioritize them from most important to least important from a user standpoint.  

STEP 2: Explain The Problem You Can Solve

The preparation of the Buyer Persona and understanding the motivation behind the need for the product or service from a buyers view is crucial.  It allows us to align our business goals, the product or service strengths with the buyer needs, motivations and solvable issues

Study the problems, concerns and frustrations people have been facing in your niche. Deliver your message on how you can become the solution they’ve been looking for. Address the issues that have been raised and position them as an integral  part of the product, making it the solution.

It will pay back well when a potential buyer gets to your listing after having already learned of the issues from other listings. Provided your product is quality and presented correctly, this should give you a distinct edge over other products.

Q & A | Topic - Where Does Your Business Stand?

What does your business stand for?  

What are you known for?  

What makes your current business unique?  

You need to clearly establish and understand the answers to the above questions.  It can be the difference between failure, success, and hide success.  Which do you want for your business?

STEP 3: List The One-Of-A-Kind Benefits You Can Provide

After addressing the problems and solutions, it’s time to put emphasis on the benefits they can get from consuming your brand’s products. This is also a stage where you have to differentiate your brand from others and highlight the main benefits only available in your brand.

In this competitive business world that we all operate in, it is too easy to not stand out from the rest of the pack which also makes a listing an easy target for hijackers. It makes sense to find ways to make your listings unique by offering a bonus or added value which also makes the listing harder to hijack.   Create branded packaging, or a unique bundle, offer multi-packs or even a step by step product usage guide. 

Too many sellers attract buyers by offering discounts and giveaways.  Give your buyers a reason to pay full price.  Create and add value to your product listing.  Most sellers do not realize that their typical buyer is one that will gladly pay a little more for additional value or the perception of increased value.  

You must find a way to offer added value that separates and elevates you from the other sellers.

A Memorable Example

FedEx Unique Selling Proposition

FedEx Unique Selling Proposition

If you were alive in the 70’s and still remember those years you might remember that FedEx started with the phrase ‘When it absolutely, positively has to be there overnight’.

FedEx was the new kid on the block, trying to make a name for itself against the giant shipping company of the time Emory. Emory positioned itself as the less expensive of the carriers, which was true, FedEx had a reputation as being expensive.

They ran some commercials, broadcasting their Unique Selling Proposition, where they emphasized value over price! 

FedEx succeeded, overtaking and eventually dominating the field with higher prices. Not only did they clearly state their USP, they lived it everyday.

STEP 4: Define Your Promise

What makes people convinced that you’re reliable is through compromise. Of course, this cannot be an empty promise. You need more actions to prove your words so that your customers will have more faith and confidence in consuming your brand.  

This is also the perfect opportunity to create raving fans out of your buyers. Emphasize your customer service and commitment to a superior product, value and experience. Don't just settle for being another seller.  

Make it a memorable experience.

At Ecommerce Optimizer, we have been in Ecommerce and assisting other sellers since 1999.  Our experience covers a lot of different marketplaces around the world.  We have a reputation for building brands and communities from a foundation of value and content.  We help you capitalize on the trust and authority without blowing your margins on paid advertising.  

If you find this article helpful, please share it to Social Media so others can benefit too.

Amazon sellers sellers rely on our ability to be successful without manipulated reviews, rebates or excessive PPC.  For additional Amazon tips and strategy, check out our Dominate Amazon Products Series.  

Amazon isn't the only marketplace that we have experience with.  We have as much knowledge with traditional websites and marketplaces too.  Check out our Sell On Walmart article, our list of Niche Marketplaces To Sell On as well as our article about expanding to Sell On Amazon Europe.

We focus on helping sellers grow their businesses and diversify reducing your dependance on any 1 platform while exponentially growing the available audience.  In addition, we also have our FREE Pinterest Traffic Domination Workshop, a Pinterest Launching Service1 on 1 Coaching and several other workshops as well.  Let us help you make 2021-'22 your best years ever!

STEP 5: Make A Conclusion

After trying to deliver as much information as you can in stage 2 to 4, you should make a simple, clear and short conclusion at this stage. Emphasize once again on how your brand is different from others and why people should switch to your brand.

To have a unique selling proposition, you can’t attempt to be known for everything. You have to stand for something. You have to define what your business will stand for and what you’ll be known for. Defining what you stand for and choosing something that makes your business unique leads to becoming known for that unique quality and standing out from the crowd.

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About the author 

Joe Reichsfeld

Joe Reichsfeld is an E-commerce Coach and Consultant who has been helping entrepreneurs succeed online since 1999. Before E-commerce, Joe spent almost 20 years managing and consulting in the food and beverage industry. His background, plus years of experience working with thousands of sellers, gives him a unique perspective and approach that has helped many clients.

Joe currently works with solopreneurs, small and medium-sized businesses, and Fortune 500 companies. He helps his clients create strong brands—using organic and paid methods—that have proven to deliver sustainable sales, traffic, and long-term growth. His strategies help clients dominate their niches and reach a larger target audience while diversifying across markets and borders. Book a 1 on 1 coaching call with Joe today and find out how he can help your business grow!


The workshops below are designed to help you level up your game in each of the areas of interest presented. Many include the full systems and processes used to help a client stand apart from their competitors and take control of their business. As a member, you can access all of these workshops for as little as $39.95 per month after a 7-day free trial. The Pinterest Traffic Domination Workshop is available for FREE to all users.

Sellers who want personalized, guided coaching and a detailed game plan covering the best methods to increase sales in their niche and product categories should sign up for 1 On 1 Ecommerce Coaching with Joe. It's only $299.95 per month. Availability is limited, so get in while you can at this low price.

14 lessons


The half-life of a tweet is 24 minutes, a Facebook post is 90 minutes, and a Pinterest pin is 3.5 months . Pinterest is the number 1 source of FREE Ecommerce traffic since 2018 and users spend over 35% more than any other Social Media referral. As an effective visual, planning, search engine, how will you use to benefit your business?

Content Marketing is a strategy centered on producing and circulating high-value, relevant, content to a specific audience. Follow the process we have used to create communities resulting in 7 and 8 figure sales using organic traffic from evergreen content.

5 lessons


A Buyer Persona is a semi-fictional representation of your ideal customer based on research and data about real people.
Understanding your audience and their motivations is key to your success. Simplify your efforts when you understand your personas. Go through our workshop to nail this down quick!

7 lessons


Amazon states that 72% of shoppers search on Amazon before making a purchase. This creates a significant misunderstanding. Shoppers research their issues on Google, Social Media and Forums first to understand the problem and find solutions. Get in front of potential buyers long befote they get to Amazon with Google Ads.

8 lessons


Imagine creating a product, the effort, and expenses occurring only in the beginning. All future sales occurring with minimal effort, and zero inventory utilizing a Print on Demand format. Using KDP, Kindle Direct Publishing, to produce books and content can create ongoing passive income like this

3 lessons


Hashtags are a FREE, simple way to get your message and content in front of your audience and potential followers who are interested in your specific topics. They work extremely well for targeting influencers audiences, competitors, and borrowing the efforts of other creators to help distribute your message.

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"Today's world is filled with people who have a lot of 


advice, but what they don't have is the ability to help you reach your goals. I can help you. Are you ready to let my experience work for you? Let's talk."

Would you like to know if coaching is right for you and get started on taking control of your future? Book a free strategy call with Joe to find out! There's limited availability, so book now before this offer ends.

“Using Joe’s techniques, I was able to engage my target audience in a way like never before to create social proof for my product, gain reviews, and build traction in my niche. With Joe’s methods, I was truly able to add value to my product like no other seller in the market.”

Adam L. (Amazon 3rd Part Seller)

“Ecommerce Optimizer was a huge benefit to my business. Leveraging tested methods and fundamentals I was able to tune my existing marketing and add new forms to reach potential customers without wasting tons of money. My weekly sales baseline increase 3 fold over 6 months and I was able to keep my marketing budget the same. Solid business fundamental a must if you're looking to grow your business.”

Dave H. (Amazon 3rd Party Seller)

“We have seen substantial growth in our online sales while also expanding into markets and onto platforms we wouldn't have with ease and success.   Joes' insight has enabled us to avoid making costly mistakes while optimizing our existing listings and increasing sales on them as well.   His knowledge of how the marketplaces function saved us quite a bit, almost 100k a year in fees on Amazon alone.   This has been a very positive experience for us and we look forward to continue working together. ”

Chris D. (Amazon Vendor, Multi-Channel Worldwide Brand)