Good U.S.P.'s work like mental Velcro-hanging around in your brain attached to a certain amount of knowledge and value. When you have heartburn your brain shows you that it spells relief R-O-L-A-I-D-S. When you have only $40 and you want a clean, comfortable room with a TV and phone your brain lets you know that Tom Bodette has left the light on for you. Your brain also knows Coke is the real thing, BMW the ultimate driving machine, you're in good hands with Allstate, like a good neighbor State Farm is there, your bologna has a first name, etc.

A good U.S.P. doesn't ensure a sale, but it does bring you into the consideration loop. What's a good U.S.P.? I like the way Roy Williams of Williams Marketing approaches it. A good U.S.P. should tell your unique story. Like a company that makes "soups with weird-ass names", or a kitchen store that "makes cooking and eating a lot more fun", or a sandwich shop that is "home of the two-fisted sandwich, we're never stingy".

Bring emotion into play in your U.S.P. Avoid trite, cliched, overused, non-evocative, sterile words-friendly, professional, quality. Wouldn't you expect all of those things from any business? You can't sell expectations. So have some fun in a brainstorm session in search of your unique story. Good Luck!

HIT AND MISS advertising.
FORGETTING THE NUMBER ONE GOAL of a business is to grow and maintain a base of customers.
UNDERSPENDING OR OVERSPENDING on advertising.
POOR COMMUNICATION with employees.
TOO MUCH PROMOTION—especially when you think it is advertising.
THINKING LIKE A SELLER instead of a buyer.