Direct Marketing 7- Competition, Positioning & Unique Selling Proposition (USP)

Unique Selling Proposition

There’s not much more important in business than creating your Unique Selling Proposition

  1. Al Ries & Jack Trout: Positioning: The battle for your mind (Amazing, must read book!)
  2. Jack Trout: Big Brands Big Trouble
  3. Rosser Reeves: Reality in Advertising (This is an older book but he documented so much waste in advertising.  He’s also the first to bring up USP)
  4. Dan Kennedy: No B.S. Price Strategy
  5. Dan Kennedy: The Ultimate Marketing Plan (He spends a lot of time on USP)
  6. Bill Bishop: The problem with penguins (How/why important it is to differentiate)
  7. Dan Kennedy & Dave Dee: Audio on premium pricing
  8. Dan Kennedy discusses the USP

Competition, Positioning and your Unique Selling Proposition


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