Many people know their strengths but they undersell them. By "undersell" I mean that you are not promoting them like they should be promoted. Your USP is what sets you apart from the competition, tell the whole world about it!
If you offer free shipping, for example, and your competitors don't, does everyone know it? Does your landing page have a large flashing banner that says, "FREE SHIPPING ON ALL ORDERS!" Have you tested a PPC ad that talks about the free shipping?
What other strengths can you put in 2 words for your PPC campaign? Do you have a monthly coupon? If so, an ad that says, "10% off during August!"
Is your product made with higher quality parts or different parts altogether? Does your competitors service ask for money up front, and you have a 1 year guarantee? Can you provide your customers on-site support where your competitor only offers phone support?
What sets you apart? Why are you different? Why should I buy from you? If you have something special, tell everyone, don't be shy!
It is better to oversell your USP and never look back!
