This concept can be applied at a basic level: every product or product range sold
online has to be described properly, with good keywords, and can then offer an added reason why the potential customer cannot do without it and cannot get it anywhere else the USP is the basis for many a sale. Finding the right USP adds real leverage to the product potential as a profit maker. Another example can be found in the Dyson vacuum cleaner which has a ball mechanism as opposed to wheels. This enables it to steer around obstacles much easier. The USP is plain: buy this cleaner or spend your time moving furniture and doubling your housework chores with an inferior one from another competitor. These cleaners cost nearly twice the price of the competition, but the USP is so quality-assured that everyone will want one regardless. They have in fact become an icon of lifestyle success for those who can afford one. The marketing potential of finding that unique property of a product or service and using it to successfully undermine the choice mechanisms of your target market cannot be understated. So whether you are selling pencils to astronauts, Hoovers to housewives or building free websites the right USP is going to swing the sale in your favor. Done right, it can also make many a pocket book swing open wider than usual!