a look at all the advertising you see around us as we drive along and tell me what the really good ads usually have in common. After about five minutes, he said, I don't know Brad. They all seem quite different. Forget about the images and color for a minute. Focus instead on the words. What is the ad saying? After another five minutes, Charlie replied, They all say they are the best in some way. Yes, Charlie, but look even closer. You'll find that the most successful ads actually promise that they are better. And that's what it's all about. You have to find out what your customer's number-one concern is in doing business with you and then promise them that it won't happen. Domino's Pizza put themselves on the map when the company promised '30 minutes or it's free.' Domino's had identified that as the key concern of people calling up for a pizza-that it wouldn't be delivered on time. This simple guarantee, or Unique Selling Position (USP) as the marketing folk refer to it, made Domino's a household name. I let that sink in for a minute, then continued. Charlie, what are you going to promise your customers? I guess they want to know that I do a good job and that any part I replace won't break down again. Of course, they do, I responded. When going to a mechanic, it's all about peace of mind. You're absolutely right, Charlie. This made him feel good. Now, give me your business card, I demanded. I could sense he was suddenly beginning to feel uneasy. 41