Maybe you've heard these different marketing terms, maybe you haven't. Either way, let me help to clarify difference between them, because you should have all three if you want to market successfully. And knowing what they are may be your first step to accomplishing all three for your business.
Unique Selling Proposition
A unique selling proposition, sometimes referred to as a USP, is one thing that is unique and valuable about your business, product or service? And it must be unique and valuable to your prospects or ideal clients, not just to you.
It may be an inherent attribute of your product or service (it's only blue widget available and blue is color your ideal customers prefer) or it may be something you create. I created USP for my business, 10stepmarketing.
There are many marketing training programs and educational products available. But there were none I could find that taught small business owners how to create and implement their own marketing plan using a simple, step-by-step, question-and-answer method.
So I created my marketing training program (name and all) to fill this void in marketplace. And it became my "created" USP. It didn't exist when I first started training 5 years ago — I created it and built my business around it.
Your USP is an idea or a concept. It is not exact words you feature in your marketing. You will however use it to write and create your marketing messages.
This is what you say about your business, product or service when you market. It is one key idea or message you include in all of your marketing. It may be very closely related to your USP, but it may not be exactly same.
You will determine your single message AFTER you determine your USP. Additionally, look at your single message as one thing you could tell your prospects to change their mindset about your product or service, from what they currently think to what you WANT them to think.
It is usually written in form of a short statement or sentence. Its job is to take your prospects from what they think now to what you want them to think. Most likely you will NOT feature your single message in your marketing materials exactly as you have written it in your marketing plan.