Unique Selling Proposition (USP)
  Key questions to ask
    What sets your business apart?
    What set of attributes do we provide that uniquely solves our customers' pain?
    What motivates our customers' buying decisions?
    What is the REAL reason a customer will buy a competitor's product vs. ours?
    How can we position our company as the best and only choice?
    What are the biggest benefits of our business?
    What can we highlight that makes our product the logical choice?
    What performance gap between the current situation and the customers' desired outcome can we highlight?
    What's unique about our business that isn't easy for competitors to imitate or copy?
  Analysis of competitor ad messages
    Competitor A
    Competitor B
    Competitor C
    Questions to ask
      What product attributes are they focusing on?
      What key benefits are they selling?
      What is their stated pricing structure?
      How/where are they promoting their products?
  Examples of successful USPs
    FedEx: "When it absolutely, positively has to be there overnight."
    Dominos Pizza: "Pizza delivered in 30 minutes or it's free."
    Nyquil: "The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine."
  Potential points of differentiation
    Lowest price
    Highest quality
    Exclusivity
    Fastest/best customer service
    Biggest choice
    Best guarantee
    Highest value
    Unique purpose
    Longest track record
    Easiest to use
    Your claim must be believable or it's meaningless!