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“USP”: Every Small Business Owner Should Have One

Published in Communication Be the first to comment on this article ►

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When advertising guru Rosser Reeves of Chicago-based Ted Bates & Company coined the phrase, Unique Selling Proposition, in the 1940s, he likely had no idea that USP would live on as a popular expression, even as a mantra, that companies often use to differentiate themselves from the competition. Its longevity might be connected to the simplicity of the concept behind USP.

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