USP: Be Careful What You Promise.
Really?
Are you sure you want to say that?
Granted, there’s a lot of competition out there. But, unless you’re ready to roll out of bed at 1 o’clock in the morning to answer a client’s call, you’d best not say so.
There are other ways to differentiate your business from the crowd. Maybe you stay open longer or, because you work from your home, are more accessible on weekends. Perhaps
you do offer 24-hour emergency service or return phone calls within one business day. Or within the hour.
However it is you choose to differentiate your business, make it a part of ALL your marketing – from letterhead, to website, to e-mail signature, to media advertising and other print materials. Just remember, once it’s out there, you need to back it up with action.
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