USP - Unique Selling Proposition Overcomes Competitors

Read your list and ask what makes your product different? Select the most 
compelling statements and build them into your marketing program. The 
Unique Selling Proposition is the core of your overall marketing effort - 
it clearly adresses the customer's question, "Why should I do business 
with you instead of your competitors?"

The question is answered by using the USP to describing a unique benefit 
you offer that is different from your competitors - if the unique benefit 
is important to the consumer then it may be the deciding factor in their 
choice to buy from you - so your USP is your essential marketing message.

The customer tends to remember single ideas from advertising - a strong 
claim or concept - a statement of benefit. The idea of the Unique Selling 
Proposition came out of  Madison Avenue in the 50's - the idea was it was 
a catchy statement that should describe your product and identify clearly 
what is unique about it - and motivate your customer to do something about 
it. The unique selling proposition (USP) is what sets you apart from your 
competitors and answers your prospect's most important question - namely, 
"Why would buying from you be the best for me?"