Very comprehensive guide on how to make your business stand out in our hyper-competitive world. You can’t differentiate with price or features. With so much competition everyone is basically selling the same things.
“USPs (Unique Selling Propositions) originate from the 1940s and were created for TV ads. Back then, it was easy to have a unique proposition since there weren’t that many products around. Making one-of-a-kind claims was easy. Things have changed dramatically since then.” “Marketing is a game of attention. If you do what everyone else is doing, it’s hard to get it. ” “If your goal is to gain market share and awareness but you have no clear product differentiation, that’s a problem. Unfortunately, it’s not a problem that’s easy to solve.”