differentiate you, distinguish you, and give you advantage over everyone in your marketplace.   "Me too" businesses rarely survive. They usually end up in price wars because they dont have anything unique about them to establish value in the minds of their prospects. They are left with only one weapon with which to compete - price. And unless you have a significant cost advantage over your other small business competitors, you will lose.     Make Your USP Crystal Clear   The more clearly you announce your USP, the more often customers will choose you over your competition. You must use your USP to dominate your local market. When a consumer thinks of your product or service, your name must be the first one that pops into her mind.   Your USP must create a real and perceived advantage in your prospects mind. For example, Dominos made a very bold guarantee that if they didnt deliver your pizza within 30 minutes of ordering, it would be free of charge. Dominos put their USP into action.   Be Specific   How many small businesses do you hear saying, "The Best Selection in Town" or "Service with a Smile." I have to tell you that these phrases are worn-out, tired renditions of a "me too" business. Be specific with your USP. When Dominos stated that your pizza would be, (1) fresh, (2) hot, and (3) delivered within 30 minutes, it was specific and measurable. "Buy it today and install it tonight" - thats specific and measurable.   How to Identify and Develop Your USP   You shouldnt rush or hurry the decision of your USP. You will spend thousands of dollars on advertising and promoting your USP. Once youve made your impression and then decide to change it, you begin to confuse your prospects, and it will cost you even more money to re-implement a different USP.   If your USP is a promise or guarantee, you must make sure that you can fulfill your USP promise. Dominos had a very bold USP. To get a pizza to anyones house in Dominos marketplace within 30 minutes was sometimes a difficult feat to consistently accomplish. But the rewards were fantastic. How do you pick a USP? You need to first identify which needs are going unfulfilled within either your industry or your local market. These are called "performance gaps." Many businesses that base their USP on industry performance gaps are successful.   Here are some examples in different small business industries:   Example #1 - Auto Repair Industry