Your Business’ Hidden Assets, part 1

October 31, 2008 · Filed Under Small Business Marketing · Comment 

All businesses have hidden assets. Hidden assets are the aspects of a business that would benefit the bottom line, but they haven’t been optimized. This series of articles will highlight some of the hidden assets that can be found in almost all businesses.

The first hidden asset to discover is your unique sales proposition (USP, also known as Unique Sales Point). USP is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. Today the term is used to refer to any aspect of a business that differentiates it from similar businesses. Read more