USPs can differ in many different ways.
Time saving USPs
Products are manufactured and delivered in short time spans, whereas services are quickly executed. The time factor plays an essential role and is ideally suited for a unique selling proposition. This is used, for example, in fast food chains such as McDonalds or in delivery services promising express shipping.
Customer service-oriented USPs
A hotline available 24 hours a day, products guaranteeing either full satisfaction, money-back options, or free repairs – these and many other services are considered excellent unique selling points. However, for the USP to have a desired effect, it is required that no other company (either in your proximity or within the same industry in which you operate) offers similar services.
Environmental compatibility
Rising ecological awareness is becoming an increasingly important factor. Sustainably-produced goods, abandonment of ingredients from questionable sources, or even environmentally-friendly technologies are nowadays ideally suited to stand out from the offers of your competitors. A good example is Toyota’s recent HybridSynergy Drive (HSD) system, which combines both a combustion engine and an electric motor, thereby reducing fuel consumption and exhaust emissions.
Secret recipe
The biggest product-related secret is usually its list of ingredients. In this way, Coca Cola managed to create a successful unique selling point over the years. Its strength lies in the fact that it is not possible to copy a product. Recipe-oriented USPs can therefore work on a company-wide scale. Perhaps the best example of this are products with an assigned geographical indication, which are consequently protected by various rights (Mexico’s tequila for example).
Product exclusivity
Emotional values such as exclusivity and prestige also play an important role when trying to convince potential clients to buy various products. For instance, why is it that a specific brand of engagement rings, let’s say Cartier, is so crucial to some people, when other, less common jewelers have equally beautiful and high quality jewelry? The French company used as an example here simply enjoys a better reputation among connoisseurs.
Price
Not all industries make it possible for their underlying businesses to stand out from competition by means of services offered at lower prices. However, industries such as those offering passenger transport can certainly avail of such USPs (low-cost airlines).