Own It! The Defining Attribute of Your Unique Selling Proposition (USP)

That one special distinctive feature or characteristic is what you want to define. What’s unique about your product is the attribute you want to promote. It cannot be the same as your competitor’s – your must own it. Adopt the complete opposite attribute from your competitor if what first comes to mind is already “owned.” Your defining attribute cannot be similar because it will simply be second best.

Keep it simple and benefit oriented. Find that one word or benefit that sums up your special attribute. And, as some attributes are more important to customers than others, try to “own” the most important one.

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