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15 May 2011
USP stands for ‘unique selling proposition'; a USP is the one thing that makes your service stick out from your competitors' and the one thing that'll make people want to buy it. Please note I say "one thing" and this is because, by definition, the inclusion of the word ‘unique' means USP cannot be plural despite many marketers' best efforts to make you think otherwise! The USP is also the start point for many law firms' marketing discussions and the point from which many believe any marketing should be hatched.
This may work for breakfast cereal, PCs or raincoats but unfortunately for law firms the hunt to define their very own USP is little more than time wasted.