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Word Count: 945
Even while you creatively imitate others remember that its also important to be different Distinguish your business or practice from all the rest Make your enterprise special in the eyes of your customer or client That is the goal I want you to pursue How do you get your business differentiated By creating a Unique Selling Proposition - or USP A USP is that distinct and appealing idea that sets you and your business or practice favorably apart from every other generic competitor The long-term marketing and operational successes I help you achieve will ultimately be helped or hurt by the USP you decide upon The possibilities for building a USP are unlimited Its best however to adopt a USP that dynamically addresses an obvious void in the marketplace that you can honestly fill Beware Its actually counter-productive to adopt a USP if you cannot fulfill the promise Most business owners dont have a USP only a me too rudderless nondescript unappealing business that feeds solely upon the sheer momentum of the marketplace Theres nothing unique theres nothing distinct They promise no great value benefit or service -- just buy from us for no justifiable rational reason Its no surprise then that most businesses lacking a USP merely get by Their failure rate is high their owners are apathetic and they get only a small share of the potential business But other than a possible convenient location why should they get much patronage if they fail to offer any appealing promise unique feature or special service Would you want to patronize a firm thats just there with no unique benefit no incredible prices or selection no especially comforting counsel service or guarantee Or would you prefer a firm that offers you the broadest selection in the country Or one with every item marked up less than half the margin other competitors charge Or one that sells the Rolls Royce of the industrys products Can you
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