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The dirty secret to finding a Unique Selling Proposition for something that isn’t unique

When you’re selling, finding a point of difference is essential. You have to set yourself apart in the minds of your ideal prospect as the only—or at least the best—choice. Typically, the basis for this differentiation is a strong unique selling proposition (USP). Figuring out a USP can be pretty hard—because, bluntly, you usually aren’t […]


How watching Star Wars will make you a better designer

“A long time ago in a galaxy far, far away…” You recognize the words, I assume. They’re iconic. They’re not iconic because George Lucas is a great writer (that’d be crazy). They’re iconic because this phrase is already deeply ingrained in your subconscious. You may not have realized, but it’s just a variant on an […]


The number one secret to getting more conversions on your website

What pretty much anyone with a website wants to know is: “how do I get people involved with my site in such a way that they ultimately convert?” Conversion—not so much a spiritual experience as a financial one—is where a prospective client or customer or supporter or whatever makes the decision to become an actual […]


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