You must have, or develop if you don’t already have, a “Business Value Proposition” (sometimes known as Unique Selling Proposition or USP). Without an effective Business Value Proposition, you will not stand-out from the herd of similar offerings.

Your value proposition is a short and to-the-point statement setting your business apart from all competitors. A value proposition has to be what you DO and ARE. It can’t be just what you SAY or WANT.

More importantly, your statement should articulate how your uniqueness is useful to your customer – and is best stated in terms of problem solutions.