Usp Extractor
SKILL.md
HOW_TO_USE.md
skillsmarketingSKILL.md
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# USP Extractor
Find your competitive edge and articulate it compellingly.
## Core Philosophy
**Different is better than better.** You don't need to be objectively "best"—you need to be uniquely valuable to a specific audience in a specific way.
**The Goal:** Extract the one thing you can claim that matters to customers and competitors can't easily copy.
**The Principle:** Great USPs sit at the intersection of what you do well, what customers care about, and what competitors don't offer.
---
## Required Context
### Must Have
**1. Your Product/Service**
- What you sell/offer
- Key features and capabilities
- How it works (high-level)
**2. Your Customers**
- Who you serve
- Their primary problem/need
- Why they choose you (if known)
### Strongly Recommended
**3. Competitive Context**
- Main competitors (names or descriptions)
- What competitors claim/emphasize
- Where you differ from them
**4. Business Reality**
- Your actual strengths (be honest)
- Your weaknesses (important to know)
- What you can credibly claim
### Nice to Have
- Customer testimonials/reviews
- Win/loss reasons from sales
- Competitor reviews (especially negative ones)
- Industry trends affecting positioning
- Company origin story or founder background
---
## USP Extraction Framework
### The USP Intersection Model
```
WHAT YOU DO WELL
│
│
┌─────────────┼─────────────┐
│ │ │
│ ★ USP SWEET SPOT ★ │
│ │ │
────────┼─────────────┼─────────────┼────────
WHAT │ │ │ WHAT
CUSTOMERS│ │ │ COMPETITORS
CARE │ │ │ DON'T OFFER
ABOUT │ │ │
│ │ │
└─────────────┼─────────────┘
│
```
**All three must be present:**
1. **You do it well** — Credible, sustainable capability
2. **Customers care** — Solves real problem or desire
3. **Competitors don't offer** — Or don't emphasize it
---
### Step 1: Capability Inventory
**Feature-Benefit-Proof Matrix:**
| Feature | Benefit | Who Cares | Proof |
|---------|---------|-----------|-------|
| [Feature 1] | [What it enables] | [Which segment] | [Evidence] |
| [Feature 2] | [What it enables] | [Which segment] | [Evidence] |
| [Feature 3] | [What it enables] | [Which segment] | [Evidence] |
**Capability Categories:**
| Category | Your Capabilities |
|----------|-------------------|
| Product/Technical | [List] |
| Service/Support | [List] |
| Expertise/Knowledge | [List] |
| Process/Methodology | [List] |
| Speed/Efficiency | [List] |
| Price/Value | [List] |
| Experience/UX | [List] |
| Trust/Credibility | [List] |
**Unique Asset Identification:**
| Asset Type | What You Have | Replicable? |
|------------|---------------|-------------|
| Proprietary technology | [Description] | Y/N |
| Unique data | [Description] | Y/N |
| Special expertise | [Description] | Y/N |
| Exclusive partnerships | [Description] | Y/N |
| Process innovation | [Description] | Y/N |
| Brand/reputation | [Description] | Y/N |
| Customer base network | [Description] | Y/N |
---
### Step 2: Customer Value Mapping
**Jobs-to-be-Done Analysis:**
| Job Type | Customer Job | Importance |
|----------|--------------|------------|
| Functional | [What they need to accomplish] | High/Med/Low |
| Emotional | [How they want to feel] | High/Med/Low |
| Social | [How they want to be perceived] | High/Med/Low |
**Pain Point Inventory:**
| Pain | Severity | Frequency | Current Solutions |
|------|----------|-----------|-------------------|
| [Pain 1] | High/Med/Low | Daily/Weekly/Monthly | [How addressed now] |
| [Pain 2] | High/Med/Low | Daily/Weekly/Monthly | [How addressed now] |
| [Pain 3] | High/Med/Low | Daily/Weekly/Monthly | [How addressed now] |
**Desired Outcome Ranking:**
| Outcome | Priority | Your Ability to Deliver |
|---------|----------|-------------------------|
| [Outcome 1] | 1 | Strong/Moderate/Weak |
| [Outcome 2] | 2 | Strong/Moderate/Weak |
| [Outcome 3] | 3 | Strong/Moderate/Weak |
---
### Step 3: Competitive Differentiation Analysis
**Competitor Positioning Map:**
| Competitor | Their USP/Claim | Their Weakness |
|------------|-----------------|----------------|
| [Competitor 1] | [What they emphasize] | [Where they're weak] |
| [Competitor 2] | [What they emphasize] | [Where they're weak] |
| [Competitor 3] | [What they emphasize] | [Where they're weak] |
**Competitive Claims Analysis:**
| Claim | Who Makes It | Credible? | You Too? |
|-------|--------------|-----------|----------|
| "Fastest" | [Who] | Y/N | Y/N |
| "Easiest" | [Who] | Y/N | Y/N |
| "Cheapest" | [Who] | Y/N | Y/N |
| "Most powerful" | [Who] | Y/N | Y/N |
| "Best support" | [Who] | Y/N | Y/N |
**White Space Identification:**
| Potential Angle | Claimed By | Available? |
|-----------------|------------|------------|
| [Angle 1] | Nobody/Weakly claimed | Y/N |
| [Angle 2] | Nobody/Weakly claimed | Y/N |
| [Angle 3] | Nobody/Weakly claimed | Y/N |
---
### Step 4: USP Synthesis
**USP Candidates:**
Generate 3-5 potential USPs based on analysis:
| USP Candidate | Capability | Customer Value | Competitive Gap |
|---------------|------------|----------------|-----------------|
| [USP 1] | [Your strength] | [Why care] | [Why unique] |
| [USP 2] | [Your strength] | [Why care] | [Why unique] |
| [USP 3] | [Your strength] | [Why care] | [Why unique] |
**USP Evaluation Criteria:**
| Criterion | USP 1 | USP 2 | USP 3 |
|-----------|-------|-------|-------|
| Credible (can you prove it?) | 1-5 | 1-5 | 1-5 |
| Relevant (do customers care?) | 1-5 | 1-5 | 1-5 |
| Unique (competitors can't claim?) | 1-5 | 1-5 | 1-5 |
| Sustainable (hard to copy?) | 1-5 | 1-5 | 1-5 |
| Memorable (easy to understand?) | 1-5 | 1-5 | 1-5 |
| **TOTAL** | /25 | /25 | /25 |
---
### Step 5: USP Articulation
**USP Statement Formulas:**
**Formula 1: Only Statement**
```
[Product] is the only [category] that [unique capability/benefit].
```
**Formula 2: For-Who-That Statement**
```
For [target audience] who [need/want], [product] is the [category] that [key benefit] because [reason to believe].
```
**Formula 3: Unlike Statement**
```
Unlike [alternative/competitor], [product] [unique difference] so you can [outcome].
```
**Formula 4: What-How-Why Statement**
```
We help [audience] [achieve outcome] by [unique method] so they can [ultimate benefit].
```
---
## Output Format
### Executive Summary
```
USP CLARITY SCORE: XX/100
Your Product: [Name]
Category: [Category]
Target Audience: [Who]
RECOMMENDED USP:
"[Primary USP statement]"
DIFFERENTIATION TYPE: [Only/Best/First/Specialist/etc.]
CONFIDENCE: High/Medium/Low
```
---
### USP Analysis Results
**The Intersection Analysis:**
```
WHAT YOU DO WELL:
✓ [Strength 1]
✓ [Strength 2]
✓ [Strength 3]
WHAT CUSTOMERS CARE ABOUT:
★ [Priority 1]
★ [Priority 2]
★ [Priority 3]
WHAT COMPETITORS DON'T OFFER/EMPHASIZE:
○ [Gap 1]
○ [Gap 2]
○ [Gap 3]
USP SWEET SPOT:
→ [Where these three intersect]
```
---
### Primary USP Recommendation
**USP Statement:**
> "[The recommended USP in quotable form]"
**Why This USP:**
- **Capability:** [What makes this credible]
- **Relevance:** [Why customers care]
- **Uniqueness:** [Why competitors can't claim this]
- **Proof:** [Evidence you can point to]
**Supporting Proof Points:**
1. [Proof point 1]
2. [Proof point 2]
3. [Proof point 3]
---
### Alternative USP Options
**Option 2: [USP Name]**
> "[USP statement]"
- Best for: [When/who to use this with]
- Trade-off: [What you sacrifice vs. primary]
- Score: XX/25
---
**Option 3: [USP Name]**
> "[USP statement]"
- Best for: [When/who to use this with]
- Trade-off: [What you sacrifice vs. primary]
- Score: XX/25
---
### Messaging Applications
**Headline Variations:**
| Context | Headline |
|---------|----------|
| Homepage | "[Headline]" |
| Google Ad | "[Headline]" |
| LinkedIn Ad | "[Headline]" |
| Cold Email | "[Headline]" |
| Sales Deck | "[Headline]" |
**Tagline Options:**
1. "[Tagline 1]"
2. "[Tagline 2]"
3. "[Tagline 3]"
**Elevator Pitch:**
> "[30-second pitch incorporating USP]"
---
### Competitive Positioning Statement
**Against [Competitor 1]:**
> "Unlike [Competitor], we [key difference]. This means you get [benefit they can't deliver]."
**Against [Competitor 2]:**
> "Unlike [Competitor], we [key difference]. This means you get [benefit they can't deliver]."
**Generic Alternative Positioning:**
> "Unlike [generic alternative], we [key difference]. This means you get [benefit they can't deliver]."
---
### USP Validation Checklist
Before committing to this USP:
- [ ] Can you prove this claim? (testimonials, data, demos)
- [ ] Would customers agree this matters to them?
- [ ] Would competitors struggle to make this claim?
- [ ] Can you sustain this advantage for 2+ years?
- [ ] Does your team believe this is true?
- [ ] Is it simple enough to remember?
- [ ] Does it translate across all marketing?
---
### What You Should NOT Claim
**Avoid These (Not Differentiated):**
| Claim | Why Not |
|-------|---------|
| [Claim 1] | [Everyone claims this / Not provable] |
| [Claim 2] | [Everyone claims this / Not provable] |
**These Are Table Stakes (Not USPs):**
- [Feature/benefit everyone has]
- [Feature/benefit everyone has]
---
## USP Type Reference
### Types of USPs
| Type | Description | Example |
|------|-------------|---------|
| **Only** | You're the only one who does X | "Only CRM with built-in video" |
| **First** | You invented or pioneered X | "The original project management tool" |
| **Best** | You do X better than anyone | "Highest customer satisfaction in industry" |
| **Fastest** | You do X quicker | "Results in 24 hours, not weeks" |
| **Easiest** | Lowest friction/learning curve | "Set up in 5 minutes" |
| **Specialist** | You focus exclusively on Y | "Built exclusively for accountants" |
| **Integrated** | You combine X and Y uniquely | "Marketing + Sales in one platform" |
| **Methodology** | You have a unique approach | "The only 5-step system for X" |
| **Guarantee** | You promise something competitors won't | "Double your results or money back" |
| **Relationship** | You deliver superior experience | "Personal account manager for every client" |
---
## Limitations
**I can help with:**
- Synthesizing inputs into USP candidates
- Evaluating USP strength and uniqueness
- Articulating USPs in multiple formats
- Competitive positioning statements
- Messaging applications
**I cannot provide:**
- Customer research (need real interviews/surveys)
- Competitive intelligence (need market research)
- Validation that customers actually care
- Proof points (you must have these)
- Guarantee the USP will work
**For complete USP development, also conduct:**
- Customer interviews (why did you buy?)
- Win/loss analysis (why did we win/lose?)
- Competitor customer reviews (what do they complain about?)
- Sales team input (what objections do you hear?)
- Market research (what's trending?)
---
## Quality Checklist
Before delivering USP:
- [ ] Three circles (capability, customer value, competitive gap) all addressed
- [ ] Multiple USP options provided
- [ ] Primary USP clearly recommended with rationale
- [ ] Proof points identified
- [ ] Messaging applications provided
- [ ] Competitive positioning included
- [ ] Validation checklist provided
- [ ] What NOT to claim is clear
- [ ] Limitations acknowledged
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