How to Find Your Unique Selling Proposition for SaaS

Most SaaS USPs are invented in a conference room by people who built the product. The real USP is discovered by asking customers why they chose you. Research across B2B SaaS buying decisions shows 78% of founders describe their USP using language their customers would never use - which means the message isn't communicating what they think it is.

Why this happens

Founders know too much about their own product. That knowledge is useful for building but harmful for positioning. When you understand every feature and every architectural decision, you naturally lead with mechanisms - how the product works - rather than outcomes. Buyers don't care about mechanisms. They care about outcomes and context: does this solve my specific problem, for my specific situation, better than what I'm doing now?

The gap between how founders describe their product and how buyers choose it is where positioning breaks down.

What to check first

Four questions that surface your real USP:

Ask your 10 best customers, individually: "Why did you choose us over the alternatives?" Write down their exact words.
Do you hear the same reason - even phrased differently - more than once across those conversations?
Does the language they use to describe the value match the language on your homepage?
Can one of your customers explain why they chose you to a colleague in a single sentence?

If the answer to question three is no, your positioning is misaligned with your actual USP. If the answer to question four is no, your USP isn't specific enough to spread through word of mouth.

How to fix it

Write down the exact words your best customers use when they explain why they chose you. Don't edit for polish or grammar. Don't translate it into marketing language. Put the raw language on your homepage before you improve it.

This is the counterintuitive part: the first version of your USP, written in customer language, will almost always outperform the version your marketing team would write. Customer language converts because it sounds like the voice in the buyer's head when they're diagnosing their own problem.

Once you have the raw language working, you can refine the structure: who it's for, what outcome it delivers, and why you deliver it better for that specific buyer than the alternatives. But start with the words your customers used.

A price-based USP - "the most affordable option" - is worth noting as a trap. It attracts the most price-sensitive buyers, who are also the first to leave when a cheaper option appears. Outcome-based and segment-specific USPs attract buyers who value the result over the cost, who churn less and refer more.

Remove the guesswork

Talking to 10 customers gives you signal from 10 data points. RightPositioning tests your positioning against synthetic buyer panels across your target segments, showing you where your current messaging wins in the buyer's mind and where it doesn't - before you spend money driving traffic to a homepage that might not convert.

See how RightPositioning works