If you follow the teachings of any reputable marketing or business guru, they will all tell you that your USP or Unique Selling Point is one of - if not The Number One - aspect of your business that must be specifically defined before real success can ever be realized. Your USP simply put is what sets you apart from the competition. Let’s take chiropractic as the obvious example. If you are a chiropractor providing chiropractic services in the same way as everyone else in your community then you are essentially the same as all other chiropractors in the community. Well at least in the eyes of the public you are, despite how you may think you are different. So when you are speaking to someone at a networking event or marketing online it is important to understand that in reality the public ‘sees’ you as the same as other chiropractors. The million dollar question, often [...]