USP or UCCP? What would your client hope for?

My "personal librarian" Drew McMellan introduced me to a new book (new for me) last week in his regular "What I'm Reading" posts.

And although the title was a bit "trendy" to say the least: "The Recession-Proof Business" by Victor Cheng, I went to Victor's website and grabbed my free copy of the E-version. Do watch the video Victor made, understanding why he wrote this and why he's giving the E-version away for free will make you forgive his title pretty quickly. His book is not about this recession solely, it's about the principles applied by small/medium businesses in recession (deeper, longer recessions) over the last 136 years!

One principle IMHO stood out, one I've wrote about earlier. Why, when we are so focused on telling prospects/clients what benefits they will have from our products/services do we keep talking about our business's USP - Unique Selling Point (or Proposition). Andy Bounds made it into a much better Proposition or Point: UBP, where the B stand for Buying.

Victor goes one better. One of the principles/strategies applied by businesses not only surviving recessions but growing stronger/bigger during one is the dedicated focus on:

Unique, Compelling and Credible Promise

What would your prospect rather hear your business has? An Unique Selling Point or an Unique, Compelling and Credible Promise?