Craft a Compelling USP
When opportunities present themselves to share your USP with prospects and clients, you want to be clear, compelling and unique. --Deb Hansen
I believe that a Unique Selling Proposition (USP) should clearly and concisely describe what you do best. If successfully written in this manner, it would not prompt questions for further clarification. When opportunities present themselves to share your USP with prospects and clients, you want to be clear, compelling and unique. Most important, you want to appeal to your target audience. Keep in mind that a USP should also be a central element in all of your marketing materials and the foundation for the creation of your brand. As such, crafting an concise USP will support the development of your critical marketing strategies.
-Deb Hansen, Director of Marketing for Securities America, Inc., in AdvisorMax discussion "Creating the Perfect Elevator Speech"
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