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

  • 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
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