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FarahW
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I think I read a similar article re: USPs being dead but that was quite a while back. Couple of years I think.

This is a bit more advanced in terms of marketing but the key word now is authenticity and how authentic your customer’s experience is in dealing with you.

Most small businesses I meet now don’t even understand how to capture their USP though, so it might be more effective for them to focus on that now.