Do you have a USP?

What gives potential customers/clients the desire to buy from you rather than your competitors? What is so good about your Company/ Business that I should buy from you? Is it your Products, Your Customer Service or something entirely different?
In the current Economic Climate you need to stand out from your competitors and by putting the emphasis on your Unique Selling Point you will be giving a clear message to your customers/clients. 'Buy from Joe Bloggs Joinery because we will call in after 6 weeks to make sure that your bookcase is as strong as we told you it would be.' A very clear message that you take pride in your work and will call back on them 6 weeks later to make sure it took the weight of the books as requested.
Think about your Unique Selling Proposition and make sure that all of your staff are also aware of what makes you stand out from the rest and that they also promote this fact.