Page 125 - 100 Great Marketing Ideas (100 Great Ideas)

woman and dumping a bowl of noodles on his head. No other shoes
would allow her to do this.
Knowing why people buy from us enables us to play to our
strengths.

In practice

• Determine your USP from the customer’s viewpoint—not

yours.

• Build the USP into all your promotion.
• If you don’t have a USP, get one—or you won’t survive long.

116 • 100 GREAT MARKETING IDEAS