As small businesses, we find ourselves in increasingly competitive markets, and it is essential that we have a clearly defined Unique Selling Proposition, or USP as it is often called, and that we are communicating this effectively. So what is a Unique Selling Proposition? It must be something that makes you stand out from your competitors – something which is unique to you, and differentiates your business. It needs to answer the question “Why should I choose you?” How can you work this out? You need to put yourself in your customers’ shoes – so often we love what we
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