Im sure that Dominos had to eat the cost of a lot of pizzas when they didnt arrive within 30 minutes, but they developed a system that allowed them to deliver on their promise consistently.   Integrate Your USP into Everything You Do   Once you have put some careful thought to your USP and have developed it, you need to integrate it into everything you do. Your USP should be found somewhere in your headlines, body copy of ads, direct mail, and Yellow Pages. You should repeat it clearly and consistently in every one of your radio and television commercials.   You should include it in your sales presentation, on the walls of your business and even on your business card. You cant over-do or wear out your USP, especially if its powerful.   The nations most successful furniture dealer is based here in Houston, Texas. You cant turn on a radio or television without hearing the furniture stores USP, "Saves You Money!" across the airwaves. Its everywhere.   If you stopped someone on the street here in Houston and said two words, "Gallery Furniture" and asked them to finish the sentence, nine out of ten people would say, "Saves You Money!" Thats why its the most successful furniture store in the United States.   The Five Step Formula To Creating Your Marketing Message     As I was visiting with a friend of mine in the funeral business not long ago I asked him what his marketing message was and he replied "We sell peace of mind." I said, "Yes, but explain to me what your message is to your prospects. What do you say in your brochures and advertising?" He had a puzzled look on his face as if I was from another planet.   This is not uncommon. Most small businesses are confused about their marketing message. Some think its their slogan and others think its a regurgitation of all their awards and how long theyve been in business. Still others think its their vision and mission statement or their company slogan. Its none of the above.   Why is Your Marketing Message Important?   Your marketing message is critical to everything you do in your marketing efforts. If you have a great marketing message and combine that with effective promotion, youll never have to worry about getting customers again. Youll have more than youll ever want.   Once you have developed an effective marketing message you can (and should) start to