If you are a small business owner, you know that effective marketing is one of the most essential keys to success. In "The Power of Why: Breaking Out in a Competitive Marketplace," Richard Weylman talks about the importance of understanding your customer's viewpoint when creating your marketing plan and promoting your business.
Weylman encourages businesses to go right to the source -- their best customers -- to ask questions like what they think the unique selling proposition of the business is. Once the company has this information, it needs to create an official USP, or unique selling proposition. From there, making sure all marketing efforts and company policies revolve around this statement is essential. Business owners can easily follow the exercises in the book to create their own USP and go on to effectively market their companies.
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