Unique Selling Proposition, or USP, is an advertising term that refers to the one thing about a product that makes it distinct from all others.

In the same way, you should always try to express in your cover letters the one thing that makes you more qualified for this job than anyone else.

Your USP should answer the employer's question: "Why should I hire this person?" You may not always be successful in identifying a USP, but you should always try.

Follow this link for excerpts from cover letters that effectively express the writers' USPs.

Follow this link for more information on USPs.