When your products and services aren’t unique, look to other elements of your business for a USP.
This could be your smaller customer base that enables better service or your same-day local delivery. Even offering varied payment options for small businesses can become a USP if there’s a demand.
Consider the aspects of your business that existing customers have already praised. These are the areas that hold value and, if you’re the only business offering them, they could become your USP.
If you’re struggling, it might be time to create an entirely new USP. You can do this by finding gaps in the market, checking there’s demand and upgrading your business model to fill the space.