Step 2: Be Unique The objective of a USP is to be unique when compared to the alternatives. This plants a logical argument into your customer for choosing your company, because, without your company, they are forgoing the benefit. USPS should use powerful action verbs that create desire and urgency. “Lose weight” should be changed to “Obliterate fat” or “Shred pounds.” “Grow your business” should be dropped in favor of “Explode revenues” or “Shatter sales records.” The your USP’S uniqueness creates a consumer divergence when it comes to their buying decision. If you pick a Mac over a PC, you
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