Many businesses jump straight into marketing—spending time and money on ads, social media, and promotions—only to find that their message doesn’t stick. The reason? They haven’t defined their Unique Selling Proposition (USP) beyond just their product, service, or price.
If your marketing efforts aren’t bringing in the results you expect, it’s likely because you’re only communicating the obvious USP and not the deeper USP that truly resonates with your audience.
Let’s break this down.
Obvious vs. Deeper USP: Why You Need Both
Most businesses stop at the obvious USP—the technical aspects of what they sell. While these are important, they don’t create deep emotional connections with customers.
(1) The Obvious USP (What You Sell & How It’s Different)
This is your surface-level differentiator, focusing on:
-Pricing (cheaper, premium, best value)
-Features (organic, handcrafted, fast delivery)
-Availability (convenience, multiple locations)
-Quality (better ingredients, durability, customization)
Example: A Skincare Brand
Obvious USP: “We use 100% natural, organic ingredients.”
Obvious USP: “Our formula works 2x faster than competitors.”
Sounds good, right? But here’s the problem—so do a hundred other brands.
(2) The Deeper USP (Why It Truly Matters to Customers)
This is the emotional and transformational aspect of your brand—the reason people choose you over competitors even when there are similar options.
To find your deeper USP, ask:
- How do customers feel before and after using your product/service?
- What emotional problem do you solve?
- What identity do your customers want to embody?
Example: The Same Skincare Brand
Deeper USP: “We help people feel beautiful and confident in their natural skin, so they don’t have to hide behind makeup.”
Deeper USP: “Our skincare isn’t just about clear skin—it’s about reclaiming self-love and confidence at any age.”
See the difference? One is about ingredients, the other is about transformation. People don’t just buy products—they buy better versions of themselves.
Why Defining Your USP Before Marketing Matters
–Without a deeper USP, your marketing will blend in with competitors.
–You’ll attract customers who care only about price—not loyalty.
–Your brand won’t create a lasting emotional connection.
If you don’t clarify your deeper USP before running marketing campaigns, you’ll waste time and money trying to sell features instead of impact.
Marketing is not just about showcasing what you sell—it’s about showing customers why it changes their lives.
How to Find Your Deeper USP Before Your Next Marketing Campaign
(A) List your obvious selling points. (What makes your product/service different functionally?)
(B) Ask ‘Why does this matter?’ (What’s the emotional benefit behind it?)
(C) Ask ‘How does this change someone’s life?’ (What transformation does it create?)
Formula: “We don’t just [obvious USP], we [deeper USP that changes how people feel/live].”
Example: A Café
Obvious USP: “We serve the best locally sourced coffee.”
Deeper USP: “We create a space where people can pause, reconnect, and find inspiration in their daily routine.”
Final Thoughts: The Secret to Marketing That Actually Works
Before launching any marketing campaign, ask yourself:
-Are you just talking about your product, or are you selling a transformation?
-Are you highlighting what you do or why it truly matters to your customers?
When you market your deeper USP, you’re no longer competing on price, features, or availability. You’re building a brand that people connect with on a personal level—and that’s what creates loyalty, trust, and long-term success.
Before you invest in your next ad, social media post, or marketing campaign—define your deeper USP first. Because great marketing isn’t about selling products. It’s about selling a feeling, an experience, and a transformation.