USP
The Unique Selling Proposition is the specific characteristic or benefit that distinguishes a product or service from its direct competitors. It must be real, verifiable, and significant enough to influence the purchase decision.
In practice
An effective USP avoids generic claims — 'superior quality', 'best price' — and articulates a precise, provable benefit. FedEx built its business on 'When it absolutely, positively has to be there overnight.' For a French SME, the USP might be speed of response, sector specialisation, or pricing transparency — provided the promise is consistently delivered and supported by evidence.