Everything you do in marketing is built on first defining why your customers should choose to do business with you, rather than any of the other choices available to them. Figuring that out usually starts with these ideas: USP: Unique Selling Proposition, DSP: Definitive Sales Proposition, POD: Point of Difference, UPB: Unique Perceived Benefit There …

I am sure you can identify things that make your business truly different from all your competitors, and I encourage you to use them. To get you started, here are some of the ideas we rely on. We work with a number of differentiating attributes that we think distinguish the printing businesses that become PressReady …

Here’s a list of things to consider when you create your own list… What You Do You can assume your products and services are not unique. You can assume high quality and creativity are widely available. Even so, do you offer any unusual capabilities in your market? What are the real benefits you deliver? What …