In this episode, Paul explains the unique selling proposition.

Show Notes:

Why should the buyer pay a dollar more for your solution, if they don't see a dime's worth of difference? 

Think of your industry and how many competitors sound and look the same. If your message blends in, how can you stand out?

"Ross Revaes said that a unique selling proposition has to have these three things…"

What is so uniquely yours that other companies compete with you, but you don't have to compete with them? The answer to this question will unlock your unique selling proposition. 

"What is your company's fresh hot beignet?"

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