Let’s ruffle a few feathers this morning, shall we?

There’s a long-held belief in marketing that you need a USP—a Unique Selling Proposition.

You’ve probably heard it a thousand times:

“What makes you different?”

“Why should someone choose you instead of the competition?”

Fair questions.

But here’s the problem…

Most USPs sound exactly the same.

“We care more.”

“We go the extra mile.”

“We have a proprietary process.”

“We’re fiduciaries.”

“We provide personalized service.”

Snooze-fest.

The truth?

If your “USP” could be copy-pasted into your competitor’s brochure and still make sense, it’s not unique—and it’s not selling.

What really separates you from the pack—especially in a relationship-driven business—isn’t some fabricated phrase or gimmick…

It’s you.

Who you are.

What you believe.

How you show up.

And how your clients feel after working with you.

That’s not something you invent. It’s something you amplify and communicate with confidence.

And one of the best ways to do that is with a one-to-many presentation—delivered in a way that attracts your people and gently repels everyone else.

Today’s tip:

Don’t waste time crafting the perfect USP. Instead, build a presentation that demonstrates your value and your vibe. Let them experience the difference—not just read about it.

Kick butt, make mucho DEEnero!

Dave “No Cookie-Cutter Here” Dee