I have heard USP used two ways: unique selling proposition, or unique selling position; I am not sure that it really matters. What really matters is what sets you apart from your competition. Sometimes, this takes some digging and intense shoveling to get to the bottom; the roots and the foundation. This is usually very difficult in a commodity market. Why should your client buy toilet paper from you? You can buy toilet paper anywhere. Is it the price? Price does not make you different; everyone can negotiate price. Is it your free delivery? Everyone offers "free" delivery. Is it your charming personality? Or is it your extra soft, extra absorbent, bio-degradable material that turns into money?