Most business owners believe their marketing is an 100% external objective. They think that the success of a marketing campaign is only measured with more traffic, phone calls, or showroom visits. When clients hire us, they want us to push buttons and double everything. I’ve heard the same story over many initial client phone meetings. Business owners want to double their sales and revenues and believe the only way to do it is to double their exposure. While our company has doubled many of clients’ exposure, in today’s post, I’ll share why that is the wrong objective when starting a marketing campaign. Today we’re talking USP, which is a company’s overall value offering and what makes them unique in the marketplace.