If you discover this simple shift it can 3x your sales.

when you label a beggar as the richest man of the day.

a company has a problem selling fire alarm.

they brought a copywriter who ask a simple question...

"how they are made".

after some discussions copywriter said

"the connector are gold plated we should sell that".

the manufacturer reply : all company's connector is gold plated.

copywriter : yet, still nobody is taking about it .

same as follow in a web series of madmen.

In 1st episode when the main character Don Draper ask.

"how you make tobacco".

client reply : we grow it, cut it, clean it, toast it...

don cut them off and says : "its toasted".

client : every tobacco is toasted.

Don : no. every tobacco is poisoned (company name)is toasted.

THEREFORE this is what your unique selling proposition is (USP).

things that nobody else has highlighted before.

you label something common as unique.

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