One of the most important things to think about in your business is this:

How are you any different or any better than anyone else?

The answer to that question - in marketing-ese is your Unique Selling Position, or USP. I’m sure you’ve realized by now that you’re not the only company selling “X”, or doing “XYZ”, so you need to find a way to distinguish yourself from the competition.

I know a woman who makes the most amazing truffles and caramels. So delicious!

To distinguish herself in a crowded market, she sells her candies in sustainable packaging.

Is this the only candy company to use some kind of “green” packaging?

Maybe, maybe not.

But that’s not what matters.

What matters is that she has chosen to be the truffle that comes in earth-friendly packaging instead of just another chocolate candy.

Look at really successful businesses of all sizes and you will find a strong USP.

• FedEx - the delivery company that absolutely, positively gets it there overnight.
• BMW - the car that is the ultimate driving machine.

The list could go on and on.

So what’s your USP? Exactly how are you any different or any better than anyone else?

To Your Success,