Even while you creatively imitate others, remember that it's also important to be different. Distinguish your business or practice from all the rest. Make your enterprise special in the eyes of your customer or client. That is the goal I want you to pursue. How do you get your business differentiated? By creating a Unique Selling Proposition - or USP. A USP is that distinct and appealing idea that sets you and your business, or …showed first 75 words of 927 total…

…showed last 75 words of 927 total…your newly adopted USP into the headline and body copy of every ad you run. And in every direct-mail piece you send out. But integrating your USP into just your ads and mailing pieces isn't enough. You must integrate its positioning statement into every form of your marketing. When your salespeople call on prospects, everything they say should clearly reinforce your USP. They should explain the USP to the customer in a clear, concise statement.