B-to-B Copywriting: 10 Modern and Classic Techniques

3. Show what differentiates your product from the competition. Bly referred to the original definition of USP in the 1961 book, “Reality in Advertising”:
-Each advertisement must make a proposition--”Buy this product, and you will get this specific benefit.”
-The proposition must be one that the competition either cannot, or does not, offer. It must be unique--either a uniqueness of brand or a claim not otherwise made in that particular field.
-The proposition must be so strong that it can move the mass milllions -- i.e., pull over new customers to your product.