The Unique Selling Proposition (USP) in Internet Marketing

The essence of the unique selling proposition in internet marketing is 
giving customers rational reasons for emotional buying decisions.
An after sales follow up re-enforcing your USP can enhance the 
customer's loyalty and value to your business. 

You use internet marketing to persuade potential customers that you are 
the service provider they should choose. There is a big difference 
between the upmarket customers and the bargain hunters - they are two 
different markets and most likely require more than one unique selling 
proposition.

Your USP leaves a memorable impression in the mind of your customer by 
providing a clear, concise benefit statement that positively represents 
you. It describes the nucleus of your business - if you are having 
trouble stating it then probably your customers are not going to see 
it. The simple test of a good USP is whether it sells product!

Write down every possible reason why a customer would want to do business 
with you. Each statement must make a proposition to the customer. Not 
just words or puffing - Each statement must say to the customer  'Buy 
this product and you will get this benefit.'