The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
I’m new in town and have never heard of your business before. I’m looking for an explanation that’s as quick and easy to read as a street sign.
You have just a few seconds to convey to me what your local business offers and why customers like it. Then I’ll take a few seconds to determine whether what you’ve said matches my needs.
From this moment forward, we either walk the next steps of the consumer-brand journey arm-in-arm, or I wing off in another direction looking for a better match. I could become a loyal customer for decades, or I might never think of your business again.
That’s how important and fleeting the moment of opportunity can be when a customer encounters a unique selling proposition (USP) highlighted by a local business. In Chapter 3 of The Essential Local SEO Strategy Guide[1], we reference how a clear USP underpins SEO, and it’s a topic that deserves a deeper dive. For new neighbors, travelers, and residents in search of new goods and services, the USP is a sign you can hang in many places.
In this article, we’ll actively practice writing compelling USPs for real-world local businesses based on six simple components. Further, I’ll teach you to see a brand you’re marketing from the viewpoint of customers on the basis of user generated content (UGC).
First, what’s a USP?
A unique selling proposition in marketing is a brief statement that’s typically defined as distinguishing a brand and its offerings from its competitors. It’s not the same thing as the catchphrase found in slogans and jingles (e.g. “Reach out and touch someone”