= "If It Aint Broke, We Wont Fix It!"   Example #2 - Dental Industry   Performance Gap (problem) = No one likes to go to the dentist because its such a painful experience.   Potential USP (solution) = "Sedation Dentistry: The Safe, Pain-Free Way to Healthy Teeth"   Example #3 - Real Estate Industry   Performance Gap (problem) = People are wary of letting real estate agents sell their homes because they dont believe the agents will aggressively try to sell them fast enough.   Potential USP (solution) = "Our 20-Point Power Marketing Plan Gets Your House Sold in 30 Days or Less"   You can see how a performance gap can lead to a powerful USP. You can also have local performance gaps that will give you a great USP as well. For instance, if you are an electronics outlet and you have more inventory than anyone else in town you might your USP could be,   "We Have 10 Times the Selection of Any Other Electronics Store In Town. Go Visit the Rest, Then Come Shop at the Best."   Your USP Doesnt Have to be Unique   Although a USP is a statement of your uniqueness it doesnt always have to be something that is only unique to you... if you proclaim it first!   For instance, if you were a furniture retailer, you could proclaim your USP to be "Buy today, well deliver it tonight." Most other competitors can do that too, but because you were the first to proclaim it, it is yours exclusively.   This is sometimes called "preemptive marketing." You can preempt your competitors if you take a strong benefit, whether or not its unique, and put your stamp on it first. All others who come after you will just be strengthening an advantage that you have already placed in the minds of your prospects.   Live Up To Your USP   Be bold when developing your USP, but be careful to ensure that you can live up to your USP. Your USP should have promises, guarantees, policies and procedures, employee evaluations and other reinforcing processes to make each USP come alive.