In developing your marketing message, it's very helpful to
develop a Unique Selling Proposition, or USP.  What is a USP?
The two major benefits in developing the USP   For example, whom
do you think of when you hear the phrase, "Fresh, hot pizza
delivered in 30 minutes or less, guaranteed"? Dominos virtually
took over the delivered pizza market with that USP. Notice
Dominos didn't even promise the pizza tasted good. How do you
think a Dominos delivery person would behave compared to a
delivery person who works for a competitor without this USP? Do
you think the team at Dominos made a considerable effort to
develop systems to assure the USP was met?  Beware of the
"cutesy phrase."  The USP does not need to be expressed in 25
words or less. It could be a detailed set of performance
standards. It should be tested to assure the USP addresses a
need that is truly important to the buyer. Would you like some
assistance in developing your USP?  We would be glad to act as a
facilitator for you and your team in this