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Find Your Unique Selling Point

By: Eric Giltner
Senior Area Manager
Grand Forks Area Office
North Dakota District Office

All too often, the services and products offered by many small businesses are thrown together much like the hot dish served by grandmother. If we can do it, let’s offer the service.  If we can get the product from the vendor, let’s put it on the shelf. The result is the business ends up with no real identity that allows for a strong connection to its customers. On the flip side, some businesses model themselves off of their competition and leave the consumer with a rather generic list of choices. As an example, a recent review of the yellow page ads for motels in a North Dakota city showed a similar pattern in the message conveyed to the consumer: comfortable rooms,