Because without the ability to separate yourself quickly in the mind of a potential customer, you lose both the customer and the future referrals they could provide. But they do ask themselves вЂњWhy should I use you versus someone else?вЂќ If someone was considering your products or services and asked: вЂњWhy should I use you?вЂќ-would you have an intriguing, compelling and memorable differentiating answer? Most businesses donвЂ™t and thatвЂ™s a problem. Prospects donвЂ™t typically come into your business consciously looking for your USP. And just as important, instantly expressing how youвЂ™re different in all your communications is vital-whether in person, on your website or in your marketing materials. Today, competition in every industry has become so fierce that you must separate yourself in some unique way or youвЂ™ll simply get lost amongst your competitors. Iconic and memorable sayings like вЂњWhen it absolutely, positively has to be there overnight!вЂќ and вЂњPizza Delivered in 30 minutes or itвЂ™s free!вЂќ were cutting edge back in the day and are still great examples of what happens when a USP is effectively promoted by a business. Jay talked about the USP being critical in sales and marketing materials and how great businesses often get an edge by effectively developing and promoting their USP. Several years ago I was studying sales and marketing and I read a book by the marketing guru Jay Abraham where he talked about the importance of developing a Unique Selling Proposition. But with increasing competition in virtually every industry and lower barriers to entry due to technology and the internet, client acquisition has never been more difficult. What would your customers say about your business if asked? Is that exactly what youвЂ™d want them to say? Do your customers think your business is special? Business has always been difficult.

Jay abraham unique selling proposition