Without question, one of the most powerful sales weapons any company can utilize is a Unique Selling Proposition (USP). It differentiates a business from its competitors, and lays the foundation for all good marketing.

The truth is that if you offer the same product or service as somebody else, one of you becomes dispensable. Therefore, if you wish to remain competitive within your industry, you absolutely MUST give customers a good reason to choose you over other available alternatives.

Most companies do not put enough emphasis on developing a unique selling proposition, and those that do often fall short of generating an effective, well-defined USP. Common USP themes that tend to be tossed about are “We’re the best or most experienced at what we do,” and “We really care about our customers.” Sure, these are fine notions. However, are they truly unique enough to make you standout and win business? Usually, no.

So, what are the characteristics of a good USP? It must be easy to understand and remember. It needs to be definitive and positively differentiate you from the competition. Finally, a good USP should emphasize some desirable customer benefit.

Whether you are talking price, quality, or service, you must be different in some way. In addition, remember that being unique could also mean that, although your industry remains competitive in most areas, you undoubtedly do something better than anyone else.

Take a minute to review the following four great examples of some companies and their now famous USP taglines. It’s important to also realize that these companies were able to build empires because of the solid marketing that was based directly on their USPs.

• Burger King – “We do it your way.”
• Domino’s Pizza – “Delivered fresh, hot and tasty in 30 minutes or less.”
• FedEx – “When it absolutely, positively has to get there overnight.”
• Mars Inc. – “M&Ms melt in your mouth, not in your hand."

Regarding unique selling propositions, these businesses clearly hit the mark. What other examples can you recall?

Listen, if you really want to be a player in your chosen industry, take the time to develop a well-defined USP. Make a list of the things that most of your competitors do. Then, start another list and write down the things that you do. Compare the two and look for differences that will make you look truly unique in the eyes of prospective customers. Once you define a unique selling proposition, remember to make it the cornerstone of all your marketing efforts.

Claude C. Hopkins once wrote…

Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus, every advertising question should be answered by the salesman's standards.

Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses (which good salesmen do not make). Then you will not go far wrong.

The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 or more per word on an average advertisement. Therefore, every ad should be a super-salesman.

While a salesman's mistake may cost little, an advertiser’s mistake may cost a thousand times that much. Be more cautious. More exacting. A mediocre salesman may only affect a small part of your business, but mediocre advertising affects all of your business.

How do these words affect you? Do you believe they still hold true, today? Why or why not?

Successful writers don’t necessarily have to be great writers. However, they must be effective, engaging, and likable. So, if you’re looking for a way to turbocharge your writing, try using these four powerful techniques:

1. Use Strong Titles and Headlines

Titles and headlines are your one and only shot at a good first impression. Don’t blow it. Use the opportunity to make readers curious by telling them something about the content of your work. Be direct, not vague. If you’re writing for the web, also remember that search engines use titles when looking for relevant content – use applicable keywords if possible.

2. Stay Focused

Effective titles and opening paragraphs set the tone of your work, and give readers an idea of what to expect from the remaining content. Stay on topic, and don’t drift. Examples, quotations, and similar techniques are all excellent ways to make a point. Just be sure that any such reference directly relates to your main topic. Nothing will turn a reader off faster than a rambling, incoherent piece of writing.

3. Share Your Opinion

An opinion will often give life and color to writing. Don’t be afraid to share your thoughts. Whether or not readers agree with you, they will certainly find your work much more interesting. Otherwise, you run the risk of sounding dull, boring, and too mechanical.

4. Cite Your Sources

One of the easiest way to build and maintain credibility is by citing your sources. When receiving information, people will react to facts based on what they know about the original source. Naming a fact's point of origin will also generally help steer you clear of potential copyright infringements...not a bad bonus, eh?

You now have four very effective techniques for making people love your writing. Try them out, and let me know what you think. Until next time, take care and good luck!

Are you making money, or building a business? Although closely related, they are not the same. In fact, failure to recognize a difference between the two can lead to the demise of your operation.

For example, let’s pretend you begin working on a hot business idea - you’re launching a great new website in hopes of becoming the YouTube of amateur paranormal investigations. You’ve done your due diligence, researched the idea, and decided to move forward with the concept.

You are confident that this idea has major league potential. Therefore, you start dedicating some long hard hours to turning your dream into a reality. No doubt, you are very motivated and the excitement of getting underway is flat-out exhilarating.

Time begins to pass. Weeks, or even months, go by and you’re still spending all free time on your new project. Of course, family and friends feel neglected but truly want to be supportive. Innocently enough, when the opportunity arises they ask you, “How’s the business going?” You say, “Oh, it’s going great! I really think I can make this work.”

Then the bomb of all bombs is dropped, and it hits you square in the face. The person speaking to you replies, “Well, that’s good! So, how much money are you making?”

For most people, that question delivers a huge blow to their pride and severely damages their spirit. Without realizing it, your loved one may have sent you on a downward spiral towards failure by asking you about money.

The probability of earning any significant amount of money in the first year is extremely low. You knew that before you started. Nonetheless, because your loved one(s) asked about income, you almost immediately felt insecure and began doubting your efforts.

This type of situation causes 9 out of 10 aspiring entrepreneurs to make a sudden change in the way they think and behave. They become desperate to impress the people they know, and lose focus. Business plans are then cast aside, with the belief that it is necessary to concentrate solely on income.

Surprisingly, though, nothing could be further from the truth! Making money and building a business are two DIFFERENT things, especially when you are just getting started.

For instance, consider the act of a business merger. Why do you suppose the surviving corporation makes all related decisions based on projections that span several years? Could it be that the reality of growing a business demands time, among other things? Yes. Of course, it does.

No question, it takes time to grow a business into a rewarding and profitable enterprise. It also takes dedication, hard work, and sacrifice. However, the minute one loses sight of those facts, his or her business is put into jeopardy. Do not fall into that trap.

Stay on course, and focus on building the best business you can build. Be realistic in your goals and expectations. Moreover, never lose sight of your ultimate vision. Do these things, and the money will come. I promise.