In some ways the USP resembles your Elevator Speech, but it is different. The Elevator Speech has its own criteria and is usually longer. But both share
The truth is you’re a marketer from the moment you decide to write your book. You need to think like a marketer even as you select your genre and your book. As you get near to your publishing date there are marketing actions you or your publisher can take (reviews, preorders, and more). But over 16 years in the writing business has taught me that marketing locally is a must.