Maybe you've heard these different marketing terms, maybe you haven't. Either way, let me help to clarify the difference between them, because you should have all three if you want to market successfully. And knowing what they are may be your first step to accomplishing all three for your business. Unique Selling Proposition A unique selling proposition, sometimes referred to as a USP, is the one thing that is unique and valuable about your business, product or service? And it must be unique .