In plain English
The test is substitution: put a competitor's name on your copy. If it still reads true, you have written category copy rather than USP copy.
Where no obvious USP exists, the honest route is specificity about who you serve. Being unmistakably for one kind of customer is itself a difference.
What to know
Fails or passes substitution
Only true with your name on it.
Stated as fact
Not as an adjective.
Relevant
Something the buyer actually weighs.
Focus as fallback
Specificity of audience where no feature difference exists.
Why it matters
Most website copy is interchangeable within its category, which forces the buyer to decide on price. USP copy is what removes that.
Common mistakes
×Claiming quality, service or experience as the difference.
×Adjectives in place of verifiable facts.
×A difference nobody cares about.
×Copying a competitor's positioning language.
FAQs
What if I have no USP?
Be specific about who you are for. Focus is the most available differentiator.
How do I test USP copy?
Substitute a competitor's name. If it still works, rewrite.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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