Jay Abraham has a nice outline for the importance of a Unique Selling Point (USP) and how to define and create it:
If you prefer a .pdf file, you can grab it here:
How do you get your business differentiated? By creating a Unique Selling Proposition – or USP.
A USP is that distinct and appealing idea that sets you and your business, or practice, favorably apart from every other generic competitor.
Questions to ask yourself:
Do I have a USP?
How can I apply this to my aff sites?
How can I apply this to my future websites?
How can I apply this to build myself a stronger web presence?
Is it clear to my visitors what my USP is?
Do I promote my USP?
You can have a different USP for every website, building on points such as:
Website A offers the biggest selection
Website B offers only the most luxurious products
Website C provides the most free resources available
Website D provides the most up-to-date information on the net
Another quote to think about:
Most business owners don’t have a USP, only a “me too,” rudderless, nondescript, unappealing business that feeds solely upon the sheer momentum of the marketplace. There’s nothing unique; there’s nothing distinct. They promise no great value, benefit, or service – just “buy from us” for no justifiable, rational reason.
It’s no surprise then that most businesses, lacking a USP, merely get by. Their failure rate is high, their owners are apathetic, and they get only a small share of the potential business. Why should they get much patronage if they fail to offer any appealing promise, unique feature or special service?
I can think of an aff site or two (of mine) that really aren’t anything special and fall into the They promise no great value, benefit, or service – just “buy from us” for no justifiable, rational reason category.