All things being equal, why should somebody choose you over your competition?

Well, why?

That's OK... Take your time...
I can wait.

As a matter of fact, take all the time you want. Because the answer to that question is absolutely critical to your business success.

At the end of the day, business is all about "We're better because..." If you can fill out that sentence convincingly and compellingly, then you are on the road to growth and success.

That's your USP, or Unique Selling Proposition. The Holy Grail of marketing.

The key word in USP is "Unique." That's the products or services you offer that nobody can match, equal, or exceed.

It's what sets you apart from the competition. It's why people think of you first, call you first, and want to do business with you. First.

Your USP is sometimes called a "positioning statement," because it's the special niche you put your business in that nobody else occupies.

Your USP can be one thing - like being the most experienced in your field - or many things -- like being the one-stop shopping center for everything your customer needs. And it can change over time.

So take a good hard look at how you "position" your business and what you do. Find your unique competitive edge, or find out how you need to sharpen it so you can carve out a bigger piece of pie. It will be time very well spent.