One of the biggest obstacles to prosperity for most business owners is that they don't have a clear message to communicate to the market.

Somebody sets up a restaurant, a florist shop or coaching practice and they spend all their time and energy worrying about what it looks like inside or what their website is like.

Then they open the door and wait for the customers to come in.

However none of this matters if the customers don't show up.

You need to think about what you're going to communicate to the marketplace about who you are, what you do, what you're all about and why people should do business with you.

A marketing message is a way of concisely and clearly saying to the right market, “Here's what I'm all about, and here's how what I do can benefit you.”

Most businesses fail to do this.  But when you take time to define your message clearly, your results will be so much better.

A Unique Selling Proposition (USP) is the part of the marketing message that differentiates you from your competition. It answers this question coming to you from your prospective customer:

“Why should I choose you versus any and every other provider of the same product or service that you provide? “

You simply have to have a good answer to that.  It's going to take a little bit of thought but, somewhere in your business, there is a good answer to that question (even if you need to make one or two changes somewhere).

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This is an excerpt from my book, “9 Rules For Business Prosperity in the New Economy”.  The book may be purchased in both printed and Kindle editions at: http://arizonamarketingassociation.org/9-rules-business-prosperity/