There’s a famous phrase attributed to a Harvard marketing professor, which says: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Everyone who works in marketing should have that displayed in a place where they can never miss it.
However, it’s just the start.
Yes, you need to concentrate on your ability to create that hole for them, more efficiently or cheaply than anyone else can. But what can your product or service do which is over and above that? Will doing business with you allow the customer to make more holes in the future? Will they be able to improve the hole? Will your hole give them an advantage that enables them to do something else?
Some of your USPs may not even have occurred to you. That’s why it’s worth keeping up to date with why existing customers chose you.