A unique selling proposition, or USP, is the one feature of your business that makes it unique from your competitors. It is what drives customers to purchase your goods or services over your competition. It makes you stand out from the crowd. Maybe you are focused on locally sourcing handmade goods to sell in your storefront or you offer a custom design feature as part of your home organization service.

To create a USP, you first need to pinpoint the feature or unique benefit that you offer that makes your business stand apart. You can approach this from your customer's point of view. Why do they choose you over a competitor? Is it because your handmade soaps are made with coconut oil instead of palm oil? Is it because you offer a quick turnaround time or unique portrait experience in your photography business? Are you a graphic designer who offers custom illustrations on wedding invitations? All of these factors could set you apart in your industry. A USP should answer the question, what makes you different?