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There’s no arguing this, your Unique Sales Proposition (USP) is one of the most important marketing messages you can share. Fortunes have been made on these apparently simple slogans:

• “When it absolutely and positively has to be there overnight.” - Fedex
• “Hot, fresh pizza delivered within 30 minutes - guaranteed - or it’s free!” - Domino’s Pizza

So what do you get when you miss the mark or wort still, you borrow from someone else’s USP, you get a weak and potentially damaging USP like this…

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