Pat explains the importance of a unique selling point (or proposition). In his words "find out what makes you stand out from the crouwd and milk it" ... which is actually a marketing strategy populare since the early 1940s.
- make a concrete offer to the customers: "buy this for that benefit"
- it needs to be unique in a sense that no competitor can or does offer it
- it needs to be strong enough to attract new customers
- stories as a USP
- direct comparisions
- the truth as USP
- numbers as USP
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