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Brevity
 September, 2013
Greetings!

Happy Labor Day! I am trying something completely different for this month's newsletter. I've been studying a lot and trying to distill all that new information into something simpler and more easily understood. I've also been reading Daniel Pink's book To Sell Is Human.
  
As a result, I've adapted one of the exercises in the book for you to try. I thinks you'll find it helpful in your approach.
  
Begin by answering each of the following questions in a couple of sentences:
  • What do your customers want? Is it just goods or services, or more?
  • How are you uniquely able to meet their needs?
  • What do you provide that meets those needs?

Work those sentences into a 24 word statement. This is your USP, your Unique Selling Proposition. Exciting yes, but we're not done yet.

 

Eliminate half the words. Then eliminate another half.

 

Of the six words that remain, is there one word that clearly represents your approach? Use that word as the foundation of a simple statement that clearly explains what you do for your customers.

 

This is a simple exercise, not an easy one. It will take at least two hours, maybe days. But, you will see the world more clearly for your effort.

  
Less is more,
  
Dave Ferguson