Sell Local, Think Global

Chapter 1

Change Your Message

Creating a UVP to Make Marketing Magic

“Why should I choose you?” This anxiety-inducing question is the single focus of this chapter.

Everyone knows that there’s a lot of “noise” out there in the market-place, and in order to overcome the clamor, you really have to stand out. But changing your message isn’t simply about altering what you portray to the outside world; it’s about pinpointing what it is that makes you different enough and then carrying that message around boldly, wherever you go.

All of the tips and tricks that follow are all about determining and disseminating this key differentiation. To get the change that you want and you need for your company, you must undertake the following steps:

1. Understand ...