Yes, I know: using ‘only’ in your USP feels like a bit of a stretch. It almost feels a bit awkward or arrogant to say: “I’m the only physiotherapist that….” But remember this: your USP is for your own eyes only. We’re not writing our Home page copy here, we’re writing something that helps US truly get to the heart of what we do. The ‘only’ is there to push you to move away from the generic and move to something a little more niche and specific – both in terms of what you do, who you do it for and why you’re better at it than everyone else. So feel free to omit it, but at least think about it.