The Importance of a Unique Selling Proposition (USP)

This chapter delves into the significance of having a unique selling proposition (USP) that is considerate of the target market. It distinguishes between a USP and a slogan, emphasizing that a USP should be smart and market-driven. The chapter also explores strategies for creating a USP and an irresistible offer, such as speed, guarantee propositions, trying before buying, and personal relevance.