My personal definition of marketing is "giving people a reason to do business with you." Out of all the companies that do the same type of work you do, why should a client call on yours?
"Unique Selling Proposition"? Too many contractors answer that question along the lines of "We do quality work at a fair price." That’s a clich?not a USP. A USP needs to be something specific, documented and not claimed by every other firm around. Here are some examples of genuine USPs: