Strategic USP design

A 7-step guide to finding a niche only you can fill — without limiting your opportunities.

A clear, compelling USP is not about being unique.
It’s about becoming relevant to the right clients.

Get the 14-page guide including worksheet and USP template for €28.

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Why Your USP Isn’t Working (Yet)

Most USPs fail for a simple reason:
They try too hard to be unique - and forget to be wanted.
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If your positioning feels vague, if potential clients don’t instantly understand what you stand for, or if you feel “good at many things, but known for nothing,” the problem isn’t your talent.

It’s that your USP has no strategic foundation.

This guide fixes that.

What You Will Achieve

‍✔ A clear, strategic niche that fits your strengths
Without boxing you into a corner.
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✔ A recognisable position that clients instantly “get”
No more explaining repeatedly what you do.
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✔ A USP grounded in market logic, not vague creativity
Built to attract the right clients.
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✔ Messaging that becomes sharper, simpler and more persuasive
You’ll know exactly what to say — and why.
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✔ A framework you can reuse whenever you update your offers
Your positioning becomes a system, not an accident.

What’s Inside the Guide

A concise, practical 14-page document including:

The 7-Step Strategic USP Framework
A structured process to match your strengths with real market needs.
33 Proven Places to Look for Your USP
Even if you have a diverse service portfolio and many “possible” directions.
A Worksheet to Map Out Your Business DNA
Capture your assets, value, audience, and opportunities.
A Template to Draft Your Final USP
Turn your insights into a crisp, confident positioning statement.
Detailed Examples — and why they work (or don’t)
Troubleshooting Guide
How to avoid the two most common pitfalls.
Implementation Guide
Gainining buy-in and implementing your USP.
Communication Guide
How to communicate your USP externally

Optional: A USP Review by the Author
If you’d like a professional eye on your draft.

preview the guide

tried and tested

All you need to define your perfect niche, explained step-by-step.

a modern take of usp

The concept of unique selling points has been around for a long time. With a new approach, I make it relevant and useful for your business again.

Lots of inspiration

Examples of product features and their customer benefits give you food for thought.

Your USP: what next?

Your USP is not the end of the story. I show you how to review, improve and implement it.

Who this guide is for

Individual consultants, freelancers, and small business owners who want to:

Set themselves apart from others without reinventing your business
Clearly show what distinguishes them from others
No longer be uncertain about their niche
Find a customer segment for which you are the first choice
Develop a positioning that supports a diverse portfolio
Improve their website, pitch, and communication base
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If you've ever thought:

“I know I'm good, but I don't know how to express that clearly. ”

— then this guide is for you.

Why this guide is different

Most USP advice, although conceptually correct, is vague, impractical, and oversimplified.
Instead of listing interchangeable keywords, it follows the 'sculptor's approach': chiselling out the essentials from a large block by removing the superfluous.
The unique selling point is not an end in itself, but a positioning tool that makes your marketing efficient and effective.

About the Author

I’m Ulrich Sperling, a strategic marketing consultant and Fractional CMO for STEM, technology, and expert-driven businesses.
In the last 30 years, I’ve helped companies, consultants, and founders clarify their positioning, refine their messaging, and align strategy with market realities.
This guide contains the exact framework I use in client engagements — distilled into a concise, practical format.

More about Me

Guarantee

‍If this guide does not bring clarity to your positioning, email me and I’ll refund your purchase.
No questions asked.
I care about your satisfaction.

Get Strategic USP Design

A practical 7-step guide to defining a niche only you can fill — without limiting your opportunities.

€28 — Instant Download via Gumroad.

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