USP

Also called Unique selling point, Unique selling proposition, Differentiator

The reason to choose you rather than the alternative. Usually stated as something every competitor also claims.

What it means

A unique selling point is a specific, defensible reason a customer should choose you over the alternatives — including the alternative of doing nothing.

The test of uniqueness is simple: could a competitor say the same sentence? If yes, it is not a differentiator, it is table stakes.

Why it matters

"Quality service, competitive prices, family-run" appears on tens of thousands of British business websites. It is not wrong, it is just not information, and a customer comparing three suppliers who all say it will decide on price.

Without a real differentiator, price is the only remaining variable — which is the worst place for a small business to compete.

What it looks like in practice

Look for it in what you actually do differently: a specialism, a guarantee nobody else offers, a response time you can commit to, an accreditation, a specific problem you solve better.

Ask recent customers why they chose you and use their words. The answer is frequently something the business did not consider a selling point at all.

Being specific about who you are for is itself differentiating. "We work only with dental practices" beats "we work with all businesses" for every dental practice.

What to watch out for

Claims you cannot evidence. "Fastest in the region" invites a challenge under advertising rules and from competitors.

Differentiators that matter to you and not to the customer. Your process is interesting internally; the outcome is what is being bought.

Where to get proper advice

Your own customers first. The ASA's CAP Code governs what you may claim in advertising and is worth checking before making a comparative claim.