Your USP is the key to your market share. It's your Unique Selling Point (or proposition). The thing that makes you different to all the rest.
There are hundreds of varnishes and wood stains but only Ronseal does exactly what it says on the tin;
there are thousands of chocolates (I know, I've tried most of them) but only M&M's melt in your mouth and not in your hand; and there are a multitude of couriers but only FedEx guarantee to absolutely, positively get it there over night.
Your USP is the thing that sets you apart from all the others. I'm sure that other couriers can deliver a
package overnight and I'm sure that Ronseal aren't the only hardware suppliers with quality products but
what they have managed to do is position themselves as leaders of their fields.
They have shown their customers that they have a unique product or service to offer that (supposedly) can't be found anywhere else.
If you can capture this spirit in your own marketing, if you can position yourself as leader in your own
particular field who can offer something that no-one else can you can increase your marketing power
exponentially and at very little cost. So what do you have to offer? What can you do that no-one else can?
What are you the best at? Know that and you're on the way.