The full title of this book by Tim Coe is
Your Utterly Seductive Proposal: Make your clients and offer they can’t refuse
In my review posted on Amazon.co.uk, I gave it Three Stars. This means Worthwhile.
Here is my review.
The emphasis on being different
I like the idea of taking the old USP concept (unique sales proposition in America or unique selling point in the UK) and updating it to the Utterly Seductive Proposal.
I agree that the original concept looked at the differentiation concept from the perspective or the seller more than the buyer and sadly that’s true of a lot of marketing.
The author says at the start that the world doesn’t need another marketing book but then, sadly, goes on to write a marketing book. Yes the USP is mentioned and the author shares his approach to building one but the core of the book is disappointingly small.
It also focuses on what I call shallow differentiation where the aim is to make your business look different but it doesn’t tackle the issue of making it different underneath the surface. That’s an apt analogy for the book. It’s not as different from the run-of-the-mill marketing books as I was expecting.
If you want a marketing book, then this is good reading. If you want a book to help you to properly differentiate your business away from your competitors, you need to look elsewhere.
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