Business owners always ask… How do i get more customers for my business?
The answer to getting more customers may not be as straightforward as you would think.
Look at it this way…
You spend hours tweaking your offer, juggling price points, running ads. Still, the phone barely rings. You wonder if you’re missing something obvious. And you are.
Because while you’re busy figuring out how to get small business leads, your competitors who already have a strong Unique Selling Proposition aren’t asking that question at all.
They don’t need to.
They’ve made one bold promise that sticks in people’s minds and it works like a magnet. Not because their product is better. But because they’ve told people why it matters. If you can’t say what makes you the obvious choice in one line, you’re invisible.
Let’s fix that.
Somewhere along the way, you were told that simply offering a great service or product was enough. Build it, they said, and they’ll come.
But that’s not how it works anymore. Maybe it never did.
Customers aren’t looking for a business that “does plumbing” or “builds websites.” They’re looking for the one that gets what they’re actually worried about — hidden fees, late arrivals, messy work, being ghosted after the invoice.
Most businesses try to play it safe. They copy what everyone else is doing, slap a logo on a generic promise, and wonder why they’re not getting any traction.
Here’s what that looks like:
Meanwhile, the companies that win attention say things like:
These aren’t slogans. They’re promises. And they’re rooted in one thing: a clear, memorable Unique Selling Proposition that targets exactly what customers care about most.
Let me introduce you to Brian.
Brian runs a great HVAC company. Skilled technicians. Fair prices. Solid work. But his website looks like it was built during the dial-up era, and his tagline is “We’re Here for Your Heating and Cooling Needs.”
No one remembers that. No one shares it. No one cares.
Meanwhile, a competitor down the street who promises “Cold Air in 3 Hours or Your Repair is Free” is booked solid for the next three weeks.
This isn’t about who’s better. It’s about who communicates better.
When you don’t have a USP, your business becomes a commodity. And in a commoditized market, people shop based on price — not trust, not value, not quality. Just the cheapest option that looks halfway competent.
And if you’re the cheapest, you’re bleeding margin. If you’re not, you’re starving for leads. That’s the prison. And most businesses are locked inside it without even realizing the door’s open.
The only way to stop competing on price and start attracting the right customers is to craft a Unique Selling Proposition that does three things:
Don’t guess. Find the real complaints. Google “[Your Industry] + complaints,” dive into Ripoff Report, check Yelp reviews, read Reddit threads. People will tell you what drives them nuts.
If you’re a roofer, it’s not just bad work — it’s disappearing after the deposit. If you’re a photographer, it’s the ghosting after the shoot. If you’re a web designer, it’s sites that take forever to launch and never convert.
These complaints are your gold mine. Because they give you the raw material for your USP.
Let’s say you’re a plumber. You’ve seen the complaints:
Now flip each into a promise:
This is what a strong USP sounds like. It’s punchy. It’s easy to remember. And most importantly — it tells people why you’re worth choosing.
You don’t have to invent something new. You just have to be the first one to say it in a way that matters.
FedEx didn’t invent overnight shipping. But they were the first to say: “When it absolutely, positively has to be there overnight.”
Now, everyone else is playing catch-up.
| Industry | USP |
|---|---|
| Plumber | “If we’re late, your service is free.” |
| House Cleaner | “We’re on time or you get a free upgrade.” |
| HVAC | “Cold air in 3 hours or your repair is free.” |
| Landscaper | “We don’t leave until your yard looks like a magazine cover.” |
| Mobile Groomer | “We’re done in under 90 minutes or it’s free.” |
| Real Estate Agent | “We’re available 7 days a week, not just weekends.” |
| Industry | USP |
|---|---|
| Electrician | “We quote before we start. You’ll never get a surprise bill.” |
| General Contractor | “No change orders without your approval, ever.” |
| Mobile Mechanic | “Fixed right or we don’t charge.” |
| Painter | “No leftover mess. No paint smell. Just clean, crisp walls.” |
| Real Estate Agent | “We pay for your staging and pro photos out of our pocket.” |
| Industry | USP |
|---|---|
| Plumber | “Your house stays cleaner than we found it, guaranteed.” |
| Handyman | “We clean up after ourselves. Every time.” |
| Painter | “We tape it right, prep it right, and never drip.” |
| Window Cleaner | “We clean the tracks, sills, and screens, not just the glass.” |
| Industry | USP |
|---|---|
| Pest Control | “Back inside within 48 hours? We’ll re-spray for free.” |
| Lawn Care | “Your lawn greener in 30 days — or we re-treat it free.” |
| Carpet Cleaner | “Dry in 60 minutes or your next cleaning is free.” |
| Roofer | “100% leak-free guarantee or we pay to fix it.” |
| Web Designer | “Sites built to load fast and generate leads or you don’t pay.” |
| Industry | USP |
|---|---|
| Landscaper | “You approve the design before we plant a single flower.” |
| General Contractor | “Start-to-finish schedule in writing and we stick to it.” |
| Web Designer | “We write the copy for you so your site actually sells.” |
| Mobile Mechanic | “We show you the problem, not just the price.” |
| Industry | USP |
|---|---|
| Carpet Cleaner | “No harsh chemicals. Safe for kids and pets guaranteed.” |
| Pest Control | “Eco-safe. Kid-safe. Pet-safe. Always.” |
| Mobile Groomer | “No cages. No stress. Just one-on-one care at your doorstep.” |
| Industry | USP |
|---|---|
| House Cleaner | “Same cleaner every visit or your cleaning is free.” |
| Electrician | “Licensed techs only, never subcontractors or trainees.” |
| Industry | USP |
|---|---|
| Web Designer | “We don’t disappear after the launch. Free support included.” |
| Photographer | “Your favorite photos edited and delivered in 48 hours.” |
There are two kinds of businesses.
One constantly chases customers, tweaking ads, begging for attention, hoping their logo makes them look legit.
The other makes one clear, gutsy promise and people chase them.
The only difference is a clear, emotionally resonant Unique Selling Proposition. One sentence. One claim. One idea that lives in your customers’ minds and makes you the obvious first choice.
If you don’t define what makes you different, your market will assume you’re just like everyone else. And you’ll vanish into the noise.
But if you make the right promise, plant your flag, and follow through, you won’t just stand out.
You’ll take over and no longer have to ask… “How do I get more customers for my business?”
