Your Unique Selling Proposition
In order to successfully market itself, every business owner needs to focus on what's special and different about his or her business. The best way to do this is to try to express this uniqueness in a single statement.
Rosser Reeves was the author of the phrase, "unique selling proposition," or USP, which is a unique message about itself versus the competition that each business or brand should develop and use consistently in its advertising and promotion. By USP we don't necessarily mean a slogan or a phrase that will appear in your advertising, although that's one possible use for it. However, at this point we're focusing on its usefulness as a tool to help you focus on what your business is all about.
If you cannot concisely describe the uniqueness of your idea (and create some excitement in potential users), you may not have the basis for a successful business.
