How to Boost Sales by Knowing Your USP, Using Bonuses, and Leveraging Testimonials

If you know my story you know that I worked at the Utah Department of Health for 16 years. As a communications coordinator there I worked on multimillion dollar campaigns, grew several social media channels, and wrote newsletters promoting our programs. Now that is the keyword, programs. Up until three years ago I marketed programs provided to the public. There was no money exchanged. We were basically selling information. 

Since leaving the government sector, I’ve had to learn about ROIs, ROAS, etc. With my background in selling information, I love using storytelling. What came natural to me was testimonials. Storytelling at its best, in the words of the customer. Testimonials also provide social proof, which is vital in order for people to pay attention to a product or service 

If you want to stand out in a crowded market, convert more leads, and build a business your customers rave about—you need more than just a great product. You need to clearly communicate why you’re different, deliver irresistible offers, and build trust through social proof.

In this post, we’re breaking down three powerful ways to elevate your sales strategy: ✔ Defining your USP (Unique Selling Point) ✔ Using bonuses or incentives to upsell ✔ Leveraging testimonials to build trust and drive conversions

Let’s dive in.

5 Tips to Define Your Unique Selling Point (USP)

A Unique Selling Point (USP) is the distinct reason why someone should choose your product, service, or brand over anyone else’s. It highlights what makes you different and valuable to your ideal customer—whether it’s your approach, your results, your mission, or the specific problem you solve. 

A clear and compelling USP helps your business stand out in a crowded market, connect with the right audience, and increase conversions by showing people exactly what makes you the best choice for them.

Defining your USP (Unique Selling Point) is essential for standing out in a crowded market. Your USP is what makes your business different—and better—for your ideal customer. It’s the clear reason someone should choose you over anyone else. This could be your unique process, your personal story, your values, or the specific results you help people achieve. When your USP is clearly defined, it becomes the foundation of your messaging, guiding everything from your website copy to your social media content. A strong USP helps you attract the right audience, build trust quickly, and turn browsers into buyers by showing them exactly why you are the best fit for their needs.

Your Unique Selling Point (USP) is the distinct reason your ideal customer should choose you over your competitors. It’s the clear, specific value you offer that makes your business stand out.

1. Know Your Ideal Customer Inside Out

Understand their pain points, desires, and values. Ask:

• What do they struggle with?

• What transformation are they craving?

• What language do they use when they talk about it?

2. Audit Your Competition

Look at others in your niche—what are they offering?

• What are they doing well?

• What gaps or weaknesses can you fill?

• How can you position yourself differently?

3. Identify What You Do Differently

Ask yourself:

• What’s unique about my process, method, or story?

• What experience, personality, or perspective do I bring?

• What result do I help people get better or faster?

4. Get Feedback from Clients or Followers

Reach out to past or current clients and ask:

• “Why did you choose me?”

• “What stood out about working with me?”

• “What result mattered most to you?”

5. Turn It Into a Clear Statement

Once you’ve gathered insights, shape your USP into one clear, compelling line. Use this formula:

"I help [WHO] get [WHAT RESULT] through [WHAT MAKES YOU DIFFERENT]."

💬 Example: “I help busy moms create sustainable self-care routines through 15-minute daily rituals.”

6 Ways to Use a Bonus or Incentive to Upsell

Using a bonus or incentive to upsell is a smart way to increase your revenue while adding extra value for your customer. Instead of just offering a more expensive option, you’re giving them a reason to say “yes” by including something that feels exclusive, limited, or like a great deal. This could be a discounted add-on, a freebie with purchase, or early access to premium content—something that enhances their experience and helps them get even better results. When the bonus is relevant and clearly benefits the customer, it feels less like an upsell and more like a win. It’s a great way to increase average order value while deepening trust and satisfaction.

1. Add a Time-Sensitive Bonus

Encourage a quick decision by offering a valuable bonus only if they upgrade or purchase within a certain window.

💬 Example: “Upgrade your package in the next 48 hours and get a bonus 1:1 strategy session!”

2. Offer an Exclusive Add-On (Only Available with Upsell)

Make the upsell more valuable than just more of the same. Include a tool, template, or resource they can’t get elsewhere.

💬 Example: “Only available with the Pro Plan: Get our full swipe file + Canva templates!”

3. Bundle to Add Perceived Value

Instead of just selling one offer, bundle it with related resources or services that make it feel like a deal.

💬 Example: “When you join the course, you’ll also get the bonus workbook + content calendar!”

4. Provide Priority Access or VIP Perks

Upsell by offering access to faster results, deeper support, or VIP-only features.

💬 Example: “Join the premium tier and get private Voxer access + a custom strategy review.”

5. Offer a Discounted Rate on the Upsell (When Bought Together)

Create a limited-time bundle price that makes saying yes a no-brainer.

💬 Example: “Add the mini course for just $27 (normally $97) when you purchase today!”

6. Show Social Proof of Bonus Impact

Include testimonials or results from customers who got the bonus or upsell—this builds credibility and FOMO.

💬 Example: “Most of our top students upgraded—and the bonus session helped them launch 2x faster.”

5 Reasons Why Testimonials Help Increase Sales

Testimonials help increase sales because they build trust through real, relatable experiences. When potential customers see that others have had positive results with your product or service, it reassures them that they’re making a smart decision. Testimonials act as social proof, reducing doubts and overcoming objections—especially when they highlight specific outcomes or transformations. They show that your offer delivers on its promises, not just because you say so, but because others have seen the benefits firsthand. Sharing authentic client feedback creates credibility, boosts confidence, and often gives that final nudge someone needs to click “buy.”

1. They Build Instant Trust Through Social Proof

When potential customers see real people sharing positive experiences, they’re more likely to believe your product or service delivers results.

💡 “If it worked for them, it might work for me too.”

2. They Address Objections Without You Having to Say It

Testimonials often speak directly to the concerns of potential buyers—like fear of wasting money, not getting results, or feeling unsupported.

💬 “I was skeptical at first, but this program totally changed my mindset!”

3. They Add Credibility to Bold Claims

It’s one thing for you to say your offer is great—but when someone else says it? It’s powerful.

💡 Think of it like a friend recommending something they truly loved—it’s more believable and impactful.

4. They Show Tangible Results

Strong testimonials highlight specific transformations—what your customer’s life, mindset, or business looked like before and after working with you.

💬 “I grew my email list by 300% in just 30 days using her method.”

5. They Make Your Offer Relatable

When people see someone like them succeed, they picture themselves succeeding too. Use a mix of testimonials from different client types (beginners, busy moms, service providers, etc.).

One last thing

In closing, to grow a thriving, trustworthy business, you need more than a great offer—you need a strategy that connects, converts, and builds loyalty. In this post, we explored three impactful ways to elevate your sales approach: clearly defining your Unique Selling Point (USP), using bonuses or incentives to increase value and drive upsells, and leveraging testimonials to build trust and social proof. When used together, these strategies not only boost your sales—they create a stronger, more compelling brand that your audience truly believes in.

Always Remember,  

Market your business in a way that feels good to you.

Katie