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If your USP is a promise or guaranteed you must make sure that you can fulfill your USP promise.

Domino's had a very bold USP.

To get a pizza to anyone's house in their marketplace within 30 minutes was sometimes a difficult feat to consistently accomplish.

But the rewards were fantastic.

How do you pick a USP?

You need to first identify which needs are going unfulfilled within either your industry or your local market.

These are called "performance gaps."

Many businesses that base their USP on industry performance gaps are successful.

Here are some examples in different small business industries :

Example #1 - Auto Repair Industry

Performance Gap (problem) = Auto repair establishments have a reputation of being dishonest.

Potential USP (solution) = "If It Ain't Broke, We Won't Fix It!"

Example #2 - Dental Industry

Performance Gap (problem) = No one likes to go to the dentist because its such a painful experience.

Potential USP (solution) = "Sedation Dentistry, The Safe, Pain Free Way to Healthy Teeth."

Example #3 - Real Estate Industry

Performance Gap (problem) = People are wary of letting real estate agents sell their homes because they don't believe they will aggressively try to sell them fast enough.