How to write and use a unique selling proposition

When customers have a choice between two offerings, they need something that drives them to choose one option over another. That thing is a unique selling proposition (USP).

Whether customers realize it or not, they use unique selling propositions to decide what to buy and who to buy from. When shopping for a new laptop, someone who values price may choose a more affordable option over a high-performance, high-price product. Or, a health-conscious customer shopping for new makeup may choose a brand that is all-natural versus a brand that uses chemicals in its products.

Customers use unique selling propositions to decide what to buy, so brands must use USPs to show customers why they should buy from them.

Let’s look deeper into what USPs are, why they are important and how to write a unique selling proposition that will attract and keep customers.

What is a unique selling proposition?

A … Read more

Unleashed Productions: Showcasing businesses & exceeding goals

Foster Coburn is the mind behind Unleashed Productions, Inc., specializing in web design and graphics solutions. You can find Unleashed Productions on Facebook, Pinterest and YouTube. Connect with Foster on LinkedIn, Twitter and Instagram.

Tell us about yourself. Who are you? Where are you based?

I grew up in Kansas City and went to college at the University of Kansas. While I left that area in the 80s, it is still deeply embedded in me. I am a diehard fan of my Kansas Jayhawks and was thrilled to see my Kansas City Royals and Kansas City Chiefs win recent championships.

My career took off as an author as I wrote a total of 13 books on the CorelDRAW Graphics Suite. Along with the books came magazine articles, seminars, conferences and boot camps where I trained thousands of CorelDRAW users over a period of more than … Read more

The best ways to help clients with website security

If you are a website pro like a designer or developer, it can be tempting to think you have limited responsibility for the security of a client’s site — but that might not be the best way to think about it from a business perspective.

While it’s likely true that the vast majority of hacks occur due to client error (like using 123456 as a password) rather than you or the host. However, the issue might not be quite so simple.

In fact, there are a number of good arguments for helping your clients with cybersecurity.

One is the moral argument. As is painfully obvious from the number of articles now popping up on how to secure your online store for the holidays, the perennially popular searches on improving website security, and the recent boom in guides for protecting websites during the pandemic, you might be surprised … Read more