Competition. Oh dear!

Unfortunately this aggravating obstacle keeps getting in the way of our first million. Or perhaps in your case your second.

But with so many people selling almost identical products, it's often difficult to tell the difference. So how do you persuade your prospect to buy yours, and not one of the dozens of others so readily available?

Obviously you have to stand out from the crowd. If you're competing in a crowded marketplace you must at least appear different.

How?

You have to isolate your product's Unique Selling Point and THRUST IT at your prospect. If you don't, you're dead in the water.

"Yes you do have something unique to offer"

What's that - your product is similar to your competitors? Join the club! Let's consider my position as a Copywriter and Marketing Consultant. (Yes I know you've been waiting for the commercial. But at least this one is educational.)

There are lots of 'average' copywriters around. And a few really good ones. Yet even though many of my clients tell me that I am a cut above the rest, I still have to convince potential new clients they will be wiser choosing me.

So I had to identify my USP. And what is it? In which area am I different to most other copywriters. And more importantly, what can I offer my clients that would specifically benefit them?

It's 30 self-employed years in marketing and one-to-one sales. And the fact that I rely on my Copywriting skills to sell my own books through my own Direct Marketing company.

So I have a very unique benefit to offer my prospective clients. I have hands-on practical experience of doing exactly the same thing they are doing - selling a product through advertising.

So my clients get more than just professionally crafted words. Their sales results benefit from skilled advertising copy filled with marketing experience, and my natural instinct to sell.

As David Ogilvy said of himself "Once a salesman always a salesman".

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