Your Company’s Unique Advantage
What makes your company different? What makes your company extraordinary? What makes people want to do business with your or with your company?
Whether you refer to it as your company’s Unique Selling Proposition (USP), your competitive advantage, or some other similar term, it all means the same thing. Your company has to stand out from the competition if you want people to do business with you. The focus needs to be on whatever makes your company unique and better than the competition.
This USP needs to be at the top of your website, your collateral, your letterhead and anything else that bears your name and logo. It needs to define you in a way that quickly communicates what makes your company the best at what you do.
Whatever it is that makes you special should be the foundation of your marketing program.