"It's me - my passion, drive and enthusiasm. It's infectious."
Amazing how many business owners respond in this way.
Is this really a USP?
Isn't it a given that founders & business owners have these attributes?
How do you scale 'you'?
Connecting your USP to your mission or 'why' is the true answer to this question.
What is your purpose?
What do you stand for?
Why are you in business (aside from the obvious)?
Only then can you effectively communicate this to your perfect client.