Unique Selling Proposition (USP) – Definition Your firm’s unique selling proposition is its unique and valued difference. It identifies how your firm is not only different from your competitors but how this difference is valued by your market. Many architects, engineers, accountants, dentists and other professionals believe that there are few opportunities to differentiate their […]
Create a Value-Driven and Sustainable Professional Practice
At my Toronto marketing firm, I have gone through the process of honing in a value-driven and sustainable practice strategy for Accountants, Interior Designers, Architects, Engineers, Dentists, Naturopaths, Nutritionists, Chiropractors and other Complementary and Alternative Medical practitioners. I have found that it is not uncommon for professionals to convince themselves that their valued point of […]
Tips to Analyze Your Point of Difference
Point of difference is one of the most important aspects of a marketing strategy. It is also one of the hardest concepts to gain clarity on. Businesses often make claims about a point of difference that misses the mark because they didn’t delve deep enough in their analysis. Terri Zwierzynski posted a number of practical […]
