Short description

USP is a list with green check marks, for example to present the benefits with a product or service or for a check list.

When and how to use it

Use sparingly and only when it is relevant.

This is a formatting of a "regular" bullet point list. To use it, first make a normal list with bullet points, then select it and change the format to "USP List".

Do's and don'ts

• Use it to highlight what makes a service or product unique and beneficial for the reader.

• Don’t use it as a fancy bullet list.

Writing

The typical USP lists in application forms and product pages are part of the brief description of a product’s benefits (quick facts ). They may also summarise general content of a page. The texts must not contain information specific to one channel, since it must be possible to reuse the content in different channels. Information that needs to be highlighted in a specific channel should be implemented in a separate text block.

Upper and lower case

Don't start each word in headings and labels with upper case. Only use upper case in:

• The first letter of the first word
• The first letter of proper names
• Abbreviations

Do's and don'ts

• Summarise the benefits of the product or service (unique selling points, USP).
• The items of the USP list should generally consist of three items.

• Write about how easy it is to apply (unless it is a USP per se).
• Write about what the customer can do on the page (for example Here you can apply for X).
• Use the USP list if there is only one unique selling point.