A unique selling proposition, or USP, is a factor that differentiates a product from its competitors by offering customers benefits like the lowest cost, highest quality, or being the first of its kind. An effective USP promises a clear advantage, offers something competitors cannot, and attracts new customers. Successful USPs have included Avis focusing on trying harder despite being number two, Domino's 30-minute delivery guarantee, FedEx's promise of overnight delivery, and Southwest advertising the lowest airline prices.

1. unique selling point (USP)
A unique selling proposition (USP, also seen as unique
selling point) is a factor that differentiates a product from its
competitors, such as the lowest cost, the highest quality or
the first-ever product of its kind. A USP could be thought of as
“what you have that competitors don’t.”
A successful USP promises a clearly articulated benefit to
consumers, offers them something that competitive products
can’t or don’t offer, and is compelling enough to attract new
customers.
Here are a few famous examples of USPs:
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Avis’ “We’re only number two. We try harder”
campaign.
Domino’s “30 minutes or it’s free” promise.
FedEx’s “When it absolutely, positively has to be there
overnight.”
Southwest’s claim to be the lowest-priced airline.