The rise and rise of TL;DR marketing

I don’t get it. Your products save customers millions and make user experiences so much better, yet your opening online messaging fails to articulate a clear, concise or even compelling reason why anyone should buy what it is you’re offering. So why do you think they’ll read on?

USP? Do your colleagues even know what one is?

They are worth their weight in gold, yet it’s surprising just how many people don’t know the difference between a specialised business skill or capability and a unique selling point (USP). Ask any of your co-workers what they believe the company’s USPs are, and I bet they will trot out a list of random things that the business may do well, but in truth are very far from unique.