Here’s a testament to kind of exchange opportunities that are available all around us: in July 2005 edition of Runner’s World, there is an ad from Factory Outlets (http://www.factoryoutlets.com/) promoting its pre-launch site. Factory Outlets needs traffic to test its ordering, fulfillment and customer service systems and is giving away $350 worth of free merchandise in exchange for time. If you don’t believe it, pick up a copy of Runner’s World to get an authorization code into site – and shop your heart out (the merchandise is limited, but it’s free).

Manufacturers invest millions of dollars into marketing to SMBs and yet there has not been a centralized place where SMBs can get an aggregated listing of exchange opportunities offered by manufacturers. Until now.

SMBxchange, Inc. is a new technology community geared to providing exchange opportunities to SMBs, including useful tools and resources to help them run their business. By this, we don’t mean resources on how to get a loan, where to get legal advice, etc. There are plenty of small business portals that do job. The tools, resources and exchange opportunities featured on www.smbxchange.com are around useful technologies that can improve way SMBs work -- perhaps even introduce products that people never knew existed. SMBxchange is a relatively new community and exchange opportunities are in near horizon. Types of “exchange opportunities” will include: focus groups, beta programs, whitepaper campaigns – where there would be some type of incentive (free product, cash, etc.) in exchange for user feedback.

Membership into SMBxchange is free and there is no obligation or commitment. By joining, members get access to SMBxchange newsletters and a secure members-only site where there will be a listing of opportunities that match member’s product interests. Members only participate in programs for products they’re interested in. SMBxchange is first community that bridges these two audiences (SMB and manufacturer) into a symbiotic environment. This is a community that brings technology to SMB, and aggregates opportunities and offers tailored to SMB’s product interests.

To join SMBxchange, complete online form at www.smbxchange.com

Third, begin to write down and crystallize your ideas. Don’t worry about length at first, just write down key points of your USP concept. Focus on benefits to your customer of each concept. Develop a list of 5 to 10 possible USPs.

Show this list to your staff, friends, family and current customers. Get their input and suggestions and use these suggestions and comments to narrow your USP concept down to a single main differentiating concept.

Once you’ve settled on most unique and compelling feature of your product or business, begin to distill it down to one paragraph that clearly communicates and sums up why your customers should buy from you. Use this paragraph on your website or in your print marketing materials where you have more room to explain unique benefits that you bring to your customers. However, it’s still too long to for an effective tag line or slogan.

You still need to distill your USP down to one or two focused sentences that clearly and concisely communicate benefits of your USP to your customers. This statement should leave no question in your customers mind about what you do and what makes you different than your competition.

This USP statement will become your tagline or slogan. This process will take some time and your USP statement may require several revisions before you’re comfortable with final draft.

Fourth, integrate your USP statement into everything you do. Put it on every page of your website, on your letterhead, in all of your advertising and marketing. Communicate it to your employees, managers and staff. Let it infuse into your corporate culture. Every time you talk to your customers, employees or suppliers you should mention this USP. You cannot just give lip service to your USP, you must live it and breath it! It must become a part of you.

Every product, business or service needs a USP that will make it stand out from competition. It’s up to you to discover or create this element of uniqueness. Differentiate yourself, your business and your products from your competition and watch your profits soar!

Want to improve your conversion rates? Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce & Website Conversion , he's an in-demand speaker & consultant.