While having a USP doesn’t mean having to sell something that no one else has sold before, it does mean that you need to differentiate yourself enough from your competitors to reach a different customer base than theirs.

A good example of this is the different fast-food restaurants that all offer essentially the same products but do so in slightly different ways to target different demographics. For your small business, this can mean changing your messaging or image or offering an additional service. Often, small businesses such as yours already have a USP; you just need to identify it.