Very few businesses lack competition. For most, the products they sell and services they provide are available elsewhere. So, in marketing, it's key to convince potential customers you are better than rivals.

Remember, prospects want to know, "What's in it for me?" and they continually ask themselves, "Why should buy I from you instead of from someone else?" You should be asking yourself the same questions. Once you have a convincing answer, you can direct your online marketing to persuade others. The answer to these questions is what's known in marketing as your value proposition or unique selling proposition and every business needs one in order to efficiently direct their marketing.

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