Define your unique selling proposition

Apropos of the preceding item, I’ll remind you that an effective slogan or tagline starts with a well-thought-out positioning statement.  Here’s a good tutorial, which reinforces something I often tell my clients:  Keep your eyes on the competition.  “Identify aspects of your product or service that your competitors cannot imitate. Put a star beside anything that cannot be easily duplicated, reproduced, or copied.”


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