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Why USPs Don’t Work

  The USP (Unique Selling Proposition) is based on the assumption that if you can’t be better than the competition then being different will usually suffice.

Finding your USP can be like the quest for the proverbial Holy Grail. You could end up spending inordinate amounts of money on research, product/service development and branding without ever really attaining a true USP. The quest to find ‘unique’ when ‘relevant’, ‘outstanding’ and ‘decisive’ are just as good can be frustrating and wasteful.

DPPs - Decisive Power Points

Right, back to the programme… I’d like you to ignore ‘unique’ and replace it with ‘decisive’.

There’s an example of our DPP chart (high and to the right is where you want your benefit to be) on our site at http://www.debbiejenkins.com/academy-pics/DAY17-dpp-example.gif

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