In this episode, Paul explains the unique selling proposition. Show Notes: Why should the buyer pay a dollar more for your solution, if they don't see a dime's worth of difference?  Think of your industry and how many competitors sound and look the same. If your message blends in, how can you stand out? "Ross Revaes said that a unique selling proposition has to have these three things…" What is so uniquely yours that other companies compete with you, but you don't have to compete with them? The answer to this question will unlock your unique selling proposition.  "What is your company's fresh hot beignet?" Click here to purchase the latest copy of Value-Added Selling! Thanks to our editing team at The Creative Impostor Studios. Click here to book a complimentary consultation with Andrea to find out how they can partner with you in creating your own podcast. Tell them Paul sent you. *** Our show is updated weekly with the questions you ask. So, please go to the home page, subscribe, share it with your friends, but most importantly, ask the question that you want answered.  Thank you for tuning in. Make it a big day.