Unique Sales Position
Your USP should be just a pithy little, maximum two sentence paragraph, preferably one sentence.
What is it that makes you different? What are you offering the reader? Even if you go off on a list of 25 things that makes you different, there's probably an easier way to describe it.
The way I think about that is, if you are in that mythical bar where the guy just mentioned that he has got this very problem that you have the solution to, you don't want to be in a position where you have got to grab him by the lapels and hold him up against the wall to be able to get your whole point across. You have got to be able to get it across really fast.
The best headlines are pretty much based on the USP.
Then you are kind off the races, because if your USP is kind of edgy, or if its totally contrarian, or if it needs a little education, or if you need to go off and explain it a little more, then that would dictate what you are going to do.
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