What's your advantage?

Here's a little known secret that's often overlooked and rarely thought of by many black entrepreneurs..

Your customers can choose whether or not to do business with you.

Whether you believe that or not, it's true. Customers (a.k.a. human beings) were born with the ultimate "entrepreneur-to-pauper" power of making decisions and spending their hard earn money with another business that offers the same thing as you do.

Your job as an entrepreneur is to profit, not to play nice with other entrepreneurs and share your profits with them.

Your job is to ensure that no matter what happens, your family and lifestyle is not interrupted by not being able to make enough money to keep the lights on each month.

One of the most powerful ways to ensure this happens is to develop a USP.

U.S.P. is an acronym for "unique selling proposition". A unique selling proposition is a marketing tactic that in so many words, gives your customers a reason to do business with you.

Many entrepreneurs rarely think of a USP - and this gives you the advantage.

Domino's pizza took the power of a USP and creating a dominant place in the pizza industry the likes the world never saw. Let me break it down for you..

Domino's USP was simply this: "Fresh, hot, pizza delivered in 30 minutes or it's FREE."

Their marketing message is clear, consice, and to the point. The powerful thing about this USP is that it doesn't try to be everything to everyone. It's picking out a very specific niche in the market place and working it to death - and beyond!

Pay attention here: Domino's USP didn't specify what kind of pizza, it didn't say what type of delivery vehicle, I mean c'mon...they didn't even say the pizza would taste good!

It's only specific to people who want hot pizza FAST. That's it. Hot pizza - fast.

Let's look at another USP. Hertz rental cars - "We're not number one, but we try harder."

They never said they were the best...in fact, they used that fact and simply told people we're not number one, but they will basicially go above and beyond to service you.

See the power in a USP?