I'm behind a truck in traffic this morning and I see these words in HUGE letters on the back of the truck:

"If there's ANY delay, it's YOU that we'll pay!"

The company is Ben Franklin Plumbing. Their tagline is: The Punctual Plumber™.

In communicating with their marketplace, there's a great lesson here:
1. They offer to manage a customer's risk with an on-time guarantee
2. In doing that, they also differentiate themselves from competitors
3. They distill their 'hook' into a tagline that's equally memorable: "The Punctual Plumber™" that also reinforces their position and USP

In your business, choosing a strategy for differentiating yourself from the 'others' in your field is key.

Once you do though, you'll find that all kinds of opportunities seem to arise to leverage your position and give you a distinct competitive advantage in your marketplace.

So Ben Franklin Plumbing . . . I salute you for an obvious and successful effort to 'think it through' and come up with a 'winning' position for your business. Good Show!