Here are three questions you should ask yourself before you start tackling your USP:

1. What do you do better than anyone else in your category?
2. What can you do better than anyone else in your category?
3. What should you do better than anyone else in your category?

Some of the best USP ever took those 3 questions and created entire businesses around them with short, memorable and descriptive USP’s.  Domino’s is probably
the best example out there:

Fresh, hot pizza delivered in 30 minutes or less or it’s free.

Notice there no mention of good pizza, quality ingredients,or anything else. Just hot pizza, FAST.  FedEx’s is no slouch either:

When is absolutely, positively has to be there overnight.”

Here’s another one.  As amazing as it sounds, a COMPETENCY USP actually works now.  Most business are so incompetent at what they do (however, those business are finding it a bit tougher now days).  Here’s a great example of one I read in a newsletter not too long ago:

What if you actually liked your Attorney?  We listen, we respond.  We return your phone call.

I want to track this attorney down and give him my business!  On Tuesday we’ll wrap up our discussion on USP’s, and I’ll dissect two USP’s we have for two businesses I am involved with, and I’ll give you a few more examples of great USP’s.  I’ll talk to you then.

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