Positioning vs USP

Notes on my learnings from a copychief covering the difference between positioning and a unique selling proposition.

1. A market can go from immature to sophisticated many times.

2. Positioning and USP are not the same.
   Ex: Copythinking is a positioning.

3. USP is one step closer to the sale.
   You need a proposition here. A statement of intent. It should have at least:
   - A benefit
   - Be unique or exclusive
   - Be backed by proof or guarantee

4. USP I’ve seen copywriting courses:
   
   "You get a full year of copy experience in a single month or I mentor you for free until you do”

5. USP is mostly at the level of the product or offer.

6. Remember:

   • A product is a single object or service

   • An offer is a single opportunity to get the said product

7. A product can have multiple offers. Each offer can its USP.

How do you find your USP?

Inwards:

1. Who are you (or your client)?

2. What makes you BETTER at delivering results?

3. What do you know that the competition doesn't?

4. What's your unfair advantage?

Outwards:

1. What is the competition doing wrong?

2. How do you do it better?

3. What can you guarantee that they can't?