" Before you can incorporate and communicate your chosen USP through various marketing avenues, focus and articulate it crisply and clearly—with impact. Don’t be cute or abstract. Think it through until you can articulate it in one crystal clear, compelling, alluring paragraph—or less. The USP is the nucleus around which you build your success, fame, and wealth. So you’d better be able to state it. If you can’t state it, your prospects won’t see it. Whenever a client needs the type of product or service you sell, your USP should bring you or your company immediately to mind. Clearly conveying the USP through your marketing and business performance will make business success inevitable. But you must boil down your USP to its bare essence. "

― Jay Abraham , Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition