Category Archive

The shortest definition of USP (Unique Selling Proposition) that I know of is:

“What do you uniquely guarantee?”

USP is THE defining question if you are marketing on the Internet.

20 years ago most businesses could afford to be vague about their USP, especially if they were local. If you owned a shoe store and there were only two other shoe stores in town, then if you sold Nike and the other guy sold Converse then that was enough. You probably didn’t even think of it as a USP. It was just a difference. Any difference would do.

The Internet of today is different. Online, you must be unique in all the world.

Got an interesting blog comment this morning from “Anonymous”:

“Here’s the bottom line, if you’re not smart enough to have figured it out already:

To make money on-line, you need 5-10 years to sustain any meaningful income. The barrier to entry is so low (everyone can play).

In the meantime, make sure you have a spouse who makes 100k/yr to pay the bills and support you.

There is still a traffic jam at 5PM every day and the commuting trains are still packed.

Welcome to reality.”

Jeff Hughes of Rocket Clicks sent me the following article in Wired Magazine:

I loved it. Lots of cool insights. I sent a note to the author – here’s what I said to him:

Purge YOUR email box of newsletters that don’t consistently deliver GOOD content; hold those who’ve been given permission to interrupt you to a HIGH standard; and get yourself free, too. Purge without remorse.

It’s hard for most people to appreciate the rich rewards of being truly world class. The doors it will open for you, the opportunities it will bring month after month, year after year. Especially if you build a public platform around your skill, you’re automatically at the front of every line you stand in – if you even have to stand in line at all.

When you’re world class you can achieve things in your sleep that most people can’t pull off with every ounce of energy and concentration they possess.

My Definitive Guide to Google AdWords is perfect for people who are mastering AdWords, even complete and total beginners. But what about people who are just starting out in marketing and don’t even have a biz yet? What about all the other ingredients of marketing?

This question came in yesterday from one such person named Vitaly: