Segura & Associates discusses the importance of having a unique selling proposition (USP) to answer the question "Why should I buy from you?". A good USP highlights what makes a company unique compared to its competitors, focusing on benefits that prospects care about and cannot be easily imitated. It should be a concise, memorable message that addresses customer needs rather than focusing on the company. The document provides tips for identifying a USP, such as considering a company's unique factors, strengths, and brand.