There’s not much more important in business than creating your Unique Selling Proposition
- Al Ries & Jack Trout: Positioning: The battle for your mind (Amazing, must read book!)
- Jack Trout: Big Brands Big Trouble
- 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)
- Dan Kennedy: No B.S. Price Strategy
- Dan Kennedy: The Ultimate Marketing Plan (He spends a lot of time on USP)
- Bill Bishop: The problem with penguins (How/why important it is to differentiate)
- Dan Kennedy & Dave Dee: Audio on premium pricing
- Dan Kennedy discusses the USP
Competition, Positioning and your Unique Selling Proposition
