7 Steps to Your Unique Selling Proposition (USP)

7 Steps to Your Unique Selling Proposition

By: Jodi Cross

Check out this video we created to help you learn more about developing your USP.


How do you set your company or product apart from the competition? In business we call it a Unique Selling Proposition (USP) or an elevator pitch. Your business needs it, your sales people will sell more effectively and people will remember your product or service by what makes it unique and exciting. Cross Network Marketing (CNMI) has a simple seven step process designed to develop your USP, fine- tune your key selling attributes and identify your target market more clearly.

When designing your USP you must distinguish what is unique about your product or service, incorporate excitement and determine why your customers do business with you over your competition. All of this needs to be done in a concise format that is simple and can be articulated in less than 30 seconds. Once formulated, your USP can be used to position your business in marketing materials, on your web site and for your sales pitch.

Here are seven simple steps to develop your USP:

1. Determine who your customers and target audience are?

2. List three of the most important results your customers are seeking from the purchase of your product or service? This shouldn’t be about quality, service or price- everyone can mimic those benefits.

3. List three reasons why your customers do business with you over your competitors. Think about the potential gaps you fill or problems you solve.

4. List three reasons why you do business with certain companies over others?

5. Describe your target audience and their main problem.

6. Describe how your business can solve the problem by completing this sentence, what we do is…

7. Now distill step 5 and step 6 into a concise statement, this is the start of your USP.

A USP is crucial for your business to succeed. Once you have developed your USP, be sure to incorporate it into your marketing materials. Also, be sure your company can deliver on the promise or your business reputation will suffer.

For a full white paper on how to develop your USP, contact Jodi Cross at jcross@crossnm.com. To work with a CNMI representative on developing your USP call 305- 439-6712 or visit crossnm.com. ©

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What’s In A Name?


Whether naming a person or a product the power of naming has been immortalized for centuries in the bible, through poetry and in rites of passage. Choosing the appropriate name is vitally important, nothing is used more than a name. Take my name for example, in Hebrew Jodi translates to bright, lively and social. Of course there was no way of knowing this when my parents named me but I would say my name does suit me. In some cultures they have a naming ceremony after a baby is born. Naming is taken so seriously in Senegal for example, that they wait a week to observe the baby’s characteristics, temperament and look at the shape of any birthmarks to determine the best name for the child.

Selecting a name plays a critical role in influencing buying decisions of products as well. A great name can enhance a company’s brand appeal, while a poor name can weaken an otherwise excellent brand. When it comes to names, brands only get one chance to make a good first impression. The name must capsulate the features and benefits of a product in a way that the consumers can relate to and understand.

At CNMI, when we develop a new name for our clients, we start with an idea generation session. As we go through our process we consider both internal and external criteria along with aspirational and symbolic qualities. 


  • Ownership
  • Personality
  • Distinction
  • Reputation
  • Differentiation
  • Retention
  • Positioning
  • Share of mind


  • Company self-awareness
  • Culture
  • Alignment
  • Cohesion
  • Individualization
  • Relationship
  • Bonding 

When determining a naming protocol, companies need to examine their target audience and key drivers, as well as how well the name resonates in tone and personality. Once this is done, consider how the name might be abbreviated and look at abstract uses. For example, Chevrolet employees are responsible for calling their vehicles Chevy. At first, management forbid the abbreviated but now it is consider a more modern way to describe their brand. People and companies spend thousands of dollars and multiple hours on the process of naming. Apparently Shakespeare was wrong when he wrote, “A rose by any other name would smell as sweet.” If a rose had been called a Monkshood instead, which means deadly foe, would we love it just the same?

For assistance with naming or marketing projects contact Jodi Cross at jcross@crossnm.com.

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