Whatever you call it, it's something that vast majority of business owners don't have. It is also one of the major reasons why so many businesses fail.

Why is it so important? Because it sets you apart from the majority of your competitors and it literally *positions* you as the problem solver of choice in the eyes of your best prospects.

Nice. If you have it. But if you don't, you are in your prospect's mind like the rest - a ME-TOO! kind of business, doing the same thing everyone else is doing.

Here are a few suggestions that will help you come up with your own unique positioning statement:

Understand that defining your USP is a process. Take your time. Sit down in a quiet place for a few hours to get started. Do your homework and write things down. And, don't be surprised if it will take longer than you expect. Most likely it will...

Stay away from slogans. Just because it looks and sounds good, doesn't mean it has meaning. Customers can sense the emptiness of a slogan from far away. The best you can expect from one is that people will ignore it.

Know your competition well. You simply cannot compare yourself fairly with others based only on assumptions! Your customers are shopping and so should you. You need to know exactly how you stack up against other businesses offering a similar service to yours.

As you check your competition, ask yourself:

• What do I offer that my competitors don't?
• What do I have that is better than what they do?
• What is the same as offered by my competition?
• What do they offer that I don't? (maybe even can't?)

Know your market. You must be able to identify the existing and *unsatisfied* need. What do you do - or CAN do - that no one else is doing and the customer would appreciate? Once your find it, you're almost home.

Don't try to please everyone. There is a vast market and it is very tempting to try to get it all - don't. Marketing is like hunting: if you want a duck for dinner you are far better off if you aim at one duck, not at the entire flock.

You must be able to deliver. Pick your USP only after careful consideration whether or not you can actually consistently perform the promised service. Remember, just as referrals can build your business beyond your wildest dreams, negative worth-of-mouth statements can spread even faster.

When you are clear on what your USP is, communicate it to your market. After you write your few sentences or even a few paragraphs, spend some time editing and trimming it relentlessly. Boil it down to a few words, even one sentence. Then play with words and transform them into a bold statement that can grab the attention of your most wanted customer.

Never forget that USP is about the customer. It's not about you, or about your company, your profession, your industry. It is not about your awards, your credentials... It is only about your customers and how you can solve their specific problems.

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