Top Tip – Don’t get hung up on your differentiator (USP)

Written by Chris Hewitt – Chief Storyteller

22 November 2022


When you focus on how your offering trumps the competition, there’s a risk your story becomes self-serving and won’t cut through the noise. You’ll end up concentrating on trivial facts instead of the big picture.

One way to elevate your message, is to book your team on a bespoke business storytelling workshop with our Chief Storyteller, Chris Hewitt.

USPs are a hard-sell marketing construct created back in 1940. Today’s audiences don’t care about your differentiator. They are emotionally attached to the problems they currently face and the consequences if they don’t solve them. These are called OESPs (owned-emotional-selling-points)

At Berkeley Communications, we can bring a little bit of Hollywood to your next launch. Let’s get our teams around the table and bring your next campaign to life.

Click here to find out how our process works.