The 'how-to-think' approach can help in creating a unique selling proposition by encouraging a different, creative view of marketing elements. It prompts you to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach can lead to a deeper understanding of your strengths and how to leverage them, which can result in a unique selling proposition.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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