A strong USP is more than a persuasive statement or slogan that appears on your About ... The unique selling proposition, ... Evaluate your audience’s pain points and gaps left by your competitors.

Many of the common unique selling strengths are seemingly contradictory. ... If you have something to offer that is not on the market, this is a major selling point or competitive edge.

Defining your small business’ unique selling proposition: what it is, how to do it and why it works Mega coffee brand Starbucks’ USP is best expressed as Expect more than coffee.