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You will have heard people speak of a ‘USP’. This is short for ‘Unique Selling Proposition’, or ‘Unique Selling Point’, or sometimes ‘Unique Selling Position’. A USP is essentially a statement that sets out why your business and the products and services you offer are different from your competitors. It is the reason (or reasons, if you have more than one USP) customers will choose your business over others that supply the same or similar products and services to yours. 
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