USP - Unique Selling Point

A USP is also known as a unique selling proposition.

Your USP is more than just identifying and countering what your competitor does well.

It's a combination of what your customers want (e.g. the problem they encounter) and what your business does well (your product or service).

A Unique Selling Point differentiates you from your opposition.

Only saying your business is 'better' than a competitor is ineffective, because it does not directly solve the problem the customer has.

The customer needs the 'how' and 'why' your business is the one they should pick.

When thinking about what makes you or your business different, consider the following:

• Is there anyone else operating in your area of expertise? 
• Research the market and see what is out there
• Is your product or service unique? 
• Have you tested the market to see if there is a need for it?
• If your product or service is already in existence, how can you offer them in a unique way (that sets you apart from your competition)? 
• Perhaps you could investigate a niche within the product or service? 
• Are there opportunities within that market, or can you create your own?
• What makes your product/service (or the way you offer it) different to your competitors?
• If you, your product or service stands out chances are that the consumer will remember it

Once you have decided what your Unique Selling Point is, you will need to learn how to market it effectively.