If you want to stand out from your competitor’s you need to be able to communicate why. Are your products or services cheaper? Do you provide 24/7 technical support? Do you have free shipping? You must be able to succinctly say why a consumer should choose you over the competition. If you can’t articulate this, why should anyone listen to you?
Any successful business will possess a Unique Selling Proposition (USP) whether that is a product or service which has the greatest potential or profit power. So that you can align your USP with your advertising efforts, you must learn to incorporate it in the vast majority of your ad copy.