What are USPs?

In contrast to promotional plans, "unique selling points" or USPs are directed to the readers. What will make a reader want to buy your book? What is new and different about it? What problems will it help them solve, or what does it add to the sum of knowledge? What is the angle?

A USP would be, for instance, "this is the first book on the market to cover the recent findings that IQ levels relate directly to ear lobe sizes", whereas the marketing points might include things like a mailing to all Mensa members. For fiction, it might be breaking new ground in style, content or genre. Please just make three, in bullet point form, that might help convince buyers that the book stands out from the competition. Short, direct, motivating, and concrete. Do not use soft, inexact adjectives. Do not raise points that beg a question. Please write succinctly, and in the third person. Aim for as high impact as possible.This will be included with other information on your title and presented on one sheet (AI) to time-pressed trade buyers, who glance through hundreds of AI sheets each week.