I've been listening a lot to Seth Godin of late - Anyone who listens to Seth (I find him fascinating) will know the message he tries to convey is fundementally that:
1) A business needs a story that fits in with the world-view of its target market
2) A business needs a "purple cow" - something that really makes them stand out from the competition.
3) A business needs to find a way of getting its customers to spread the story for them.
So, to my problem .....I have a friend who is a carpet cleaner - he does a really good job - but I'm struggling to really come-up with a fantastic differentiators/USP for him.
Every carpet cleaner alive will claim to do the best job, be the best value and will look after your carpets better - but none of these are unique.
I can help him with number 3 on the list, but I'm really struggling to come up with a great story and hook that would get customers talking about his service....... This is unlike me, I'm normally very creative when it comes to USP's - Help