♠ When you’re selling, finding a point of difference is essential. You have to set yourself apart in the minds of your ideal prospect as the only—or at least the best—choice. Typically, the basis for this differentiation is a strong unique selling proposition (USP).
Figuring out a USP can be pretty hard—because, bluntly, you usually aren’t unique in a way that your prospects care about. And you aren’t selling anything unique in a way they care about. Virtually no one is. So what do you do?
If you’re smart, you cheat. Not in a dishonest way. Just in a cunning way. Read on, and I’ll let you in on the dirty lil secret that makes finding a USP much easier.