Your USP is your secret sauce.

Your customers read it, see it and feel it and then they say themselves, yeah I need that.

As the customer why do I give a shit about your product or service?

If you overcome the shit factor then you win its that simple.

CASE Study: A killer USP.

My wife and I founded CollegeSkiTrips.com a ski travel company while in college. We developed an online buying process for our clients that filled an unmet need.

I can't tell you how much business we got over other competitors but I do know it was a determining factor in the decision making process for our clients to decide to book a trip with our company. College students travel in small groups of 2-6 people at a time. This is just how it is. 99% of online booking engines on the market make 1-person book and pay for the entire trip.

This booking process works well in the adult family market but it doesn't work well in the youth college market. Why? Because college students don't want to have to pay for other people. Its not that they don't have the money its because they fear they might not get paid back.

We understood this dilemma, so over a 2-year period we developed a highly sophisticated online booking engine that enabled each person in the small group to pay for themselves and or to pay for anyone else. We gave them the freedom to pay how they wanted to pay. Nobody else was offering this service and we used it as one of our main competitive advantages. Our booking process was our secret sauce or USP.