In this article, the author describes how he has toured many impressive schools over the years and has heard one familiar statement that amazes him: "We are the best-kept secret in town." How can a school exist for any significant period of time and be virtually unknown to the community it serves? The truth is that if one considers his school to be the best-kept secret in town, marketing action is required, and must be taken swiftly and decisively. In several recent issues of "Techniques," the author has expounded on the virtues of the enrollment funnel, doing right things right, and developing emotional attachment with prospects and students. It is through these techniques that one creates the strategies that expose his secret. Continuing the journey to becoming enrollment rich is the creation of a unique selling proposition (USP) that boasts one's advantages and reasons for enrollment. A USP is a strong, concise and simple statement about one's school that tells the community why he is the only alternative for them--two to three sentences that serve as his definition of distinction. Some of the steps to consider when creating one's USP and when implementing and measuring the success of one's USP are presented.